Fast Food Fables

  
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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.



Case Details:

Price:
Case Code : MKTG004 For delivery in electronic format: Rs. 200;
For delivery through courier (within India): Rs. 200 + Rs. 25 for Shipping & Handling Charges

Themes

MNCs in India
Case Length : 6 Pages
Period : 1997-2001
Pub Date : 2001
Teaching Note : Available
Organization : McDonalds, Dominos, KFC
Industry : Food, Beverages & Tobacco
Countries : India

Abstract:

The case discusses the localization strategies adopted by the multinational fast food chains - McDonald's, Domino's and KFC in India. Initially, these fast food chains found it tough to cater to Indian tastes. Soon, they customized their menu, positioned their products and advertised to appeal to Indian customers. McDonald's and Domino's succeeded to a certain extent, while KFC still had a long way to go. The case is intended to enable students understand the localization strategies adopted by the multinational fast food chains. They should also be able to appreciate the factors that forced the fast food chains to understand the local market and modify their strategies to suit local requirements.

Issues:

» Localization strategies adopted by fast food chains, customization of menus, positioning of their product

Contents:

  Page No.
Introduction 1
Joining The Fray 1
The Indian Coming 2
Indianizing All The Mcdonald's Way 2
How others did it? 4
The KFC Way 4
Improving Prospects 5
Mounting Losses 5

Keywords:

Localization, strategies, multinational, fast food chains, McDonald's, Domino's, KFC, India, fast food chains, Indian tastes, customized, menu, positioned, products, advertised, Indian customers, McDonald's, Domino's, KFC, multinational, local requirements

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