Mcdonalds india case study analysis

McDonald's Case Analysis Essay

1181 Words
5 Pages

McDonald’s Case Analysis

I. Objectives
McDonald’s mission was to provide customers with quality food at a low price with a focus on the speed, service and cleanliness they received while patroning one of their restaurants. The case focuses on a specific segment of the McDonalds restaurant chain that was opened in 1996, McDonald?s India. This segment of the restaurant giant had a more specific mission/philosophy to fulfill and had developed a special menu for these Indian customers to take into account their culture and religion. When it was realized that beef extracts were found being used in producing McDonald?s fries, outraged vegetarians and Hindus across the United States and Canda filed a class action lawsuit. Along with

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In October 1996, when McDonald?s opened their first restaurants in India, Managing Directors of McDonald?s India were put in place. The two directors were Vikram Bakshi and Amit Jatia. These two directors worked in the restaurant business with Bakshi coming from Connaught Plaza Restaurants and Jatia of Mumbai?s Hardcastle Restaurants. These two directors with a background of the industry as well as the region?s cultures and religions are suited to complement the management, employees and customers of the 28 McDonald?s outlets located in India.

B. Marketing
McDonald?s has mass-marketed a low priced meal that is served quickly. The first restaurant was opened in California and has spread to include 121 countries around the globe. Advertising has been one of them most important factors in helping to trigger the corporation?s global expansion. This is done effectively through every media from newspaper promotions, to radio and most importantly television. McDonald?s ads have always featured celebrity endorsements from athletes to rock stars. In the early 1990?s McDonald?s marketing research led to many new product introductions and menu changes to accommodate the health conscious. In 1993, McDonald?s expanded their operations from stand alone restaurants to joint ventures with restaurants placed in Wal-Mart stores, in Amoco and Chevron gas stations and all throughout Disney?s theme parks. In more recent years, McDonald?s has

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