Globalization Strategy of McDonald's Corporation

 
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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Case Details:

Price:

Case Code : BSTR310 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Globalization/ Standardization/ Localization/ Cultural issues
Case Length : 22 Pages
Period : 2000-2008
Pub Date : 2009
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast-food
Countries : Global; USA

Abstract:

This case is about the international operations of McDonald's Corporation (McDonald's), one of the oldest chains of quick service restaurants in the world. Over the years, McDonald's had developed a thriving market globally and as of end 2008, had a presence in 121 countries. Analysts pointed out that while many restaurants and restaurant chains were facing hard times because of the economic slowdown, McDonald's had shown improvement in sales. Its international business had also helped insulate it from the housing-led US economic downturn, they said. The case discusses the various strategies that the company adopted in the international market including its localization, pricing, promotional, and operational strategies in various countries.

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Issues:


Evaluate McDonald's globalization strategies.

Learn about the issues and challenges faced by a restaurant chain in expanding its business internationally.

Examine localization strategies of McDonald's in different markets.

Understand promotional and pricing strategies followed by McDonald's in some of the countries.

Contents:

  Page No.
Untouched by Global Economic Slowdown 1
Background Note 2
Global Expansion of Mcdonald's 3
Challenges along the Way 9
Impressive Results in Tough Times 11
Exhibits 12

Keywords:

Strategy, Globalization, Localization, Think Global Act Local, Expansion, Franchising, Culture, Visual merchandising, Economic downturn, Ethics, McDonald's

Untouched by Global Economic Slowdown - Next Page>>


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