Marketing McDonald’s in India

  
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Case Details:

Case Code : MKTG270
Case Length :25 Pages
Period : 1996-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : India

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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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Introduction cont...

With a spread across 119 countries and with more than 31,000 restaurants, McDonald’s had managed to resolve one of the age-old dilemmas of marketing, the tension between implementing global standards or adapting to local tastes and preferences. Serving Arabian flat bread in Kuwait city or a McLaks4 for the fish loving people of Norway or a Rice burger5 in Hong Kong 6, McDonald's had proved that it was ready for a little give and take on its original goal to ‘hamburgerise’ the world7. Even in India, it was recognized for localizing its offerings and for its marketing. Experts felt that the company had been experimental and innovative in its marketing strategies and that this had given the brand an enormous mass appeal and recognition in the country. 8

Excerpts - Next Page >>

4]A sandwich made of grilled salmon, and dill sauce
5]The burgers are between two patties of glutinous rice instead of burger buns.
6]Beatrice Adams, “McDonalds, Strange Menu around the World,” www.trifter.com, July 19, 2007
7]Elen Lewis, “Hamurger Culture,” Brand Strategy, October, 2004, p.3
8]N Namazi, “Outstanding Marketing Achiever Award goes to McDonald’s,” www.businessreviewindia.in, March 17, 2011

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