1. International Strategy
Exploring new markets
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2. International Strategy
To penetrate a foreign market
To capture international opportunities
To increase their network around the globe
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3. Global Mobility
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4. Global Mobility
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5. McDonald’s - International Strategy
McDonald’s is now the part of world largest economies and food markets.
McDonald’s is a renowned brand in whole world with it network of 32,000 restaurants in 130 countries where it serves 58 million customer on daily basis.
McDonald’s uses intercontinental international strategy as their global strategy.
McDonald’s has gained efficiency all around the world by engaging with customers
McDonald’s had to face many challenges when it moved from local to global markets it changed its strategy any time whenever it entered new market according to customer needs and demands of market. Here we will discuss what problems it faced during its journey to be the pioneer in fast food industry.
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6. Exploring India Indian Market Challenges & Solutions
1.1 billion population, making it a huge market
Strong IT infrastructure
McDonald’s entered in Indian market in 1996
India’s major portion of population does not eat red meat
Change in operational activities and realigning of supply chain
McDonald’s removed beef and red meat products
McDonalds relied on local producers for delivery of raw materials
Renowned organization for storage and food preservation
Unique menu only for India
Selling meat free products
Low prices and culturally sound promotional activities
Home delivery services have also introduced
Vision to expand in more than 200 cities in India
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7. Exploring China Market Challenges 1.3 billion population
European styled restaurants
1500 restaurants
McDonald’s is largest chain in China
Introduced American food products
China does not have any law for franchising of a foreign country
Difficulty in changing tastes
Strong competition from Kentucky Fried Chicken, Taco Bell and Pizza Hut
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8. Exploring China Adaptations Plans for Future Promoted Values
Increase in network of operations
MacExpress services introduced
New menu that had more chicken products
Paid delivery service offered
Expansion in bigger cities such as Shenzhen Beijing and Shanghai
Introduction of British as well as local food products
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9. Exploring Europe Characteristics Challenges Population of 742 million
Approximately 7600 branches and employees
Daily customer base of 15 million
Strict adherence to health and environment pollution laws
Shift from unhygienic fast food products to hygienic ones in the future
Problems in identification of customer values
Problems in value delivery
Unable to follow differentiated global market strategy in Europe
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10. Exploring Europe Adaptation Plan for the Future
Introductions of new experimental kitchen to innovate new products
Redesign outlets and restaurants to merge with European Culture
Introduction of hotspot for internet use
Expansion to Russia and U.K.
Literate the Europe management with regards to promotional activities and technology
New strategic relation with suppliers
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