Globalization Strategy of McDonald's Corporation
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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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Case Details: |
Price: |
| Case Code |
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BSTR310 |
For delivery in electronic format: Rs.
400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
Globalization/
Standardization/
Localization/
Cultural issues |
| Case Length |
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22 Pages |
| Period |
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2000-2008 |
| Pub Date |
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2009 |
| Teaching Note |
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Not Available |
| Organization |
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McDonald's Corporation |
| Industry |
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Fast-food |
| Countries
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Global; USA |
Abstract:
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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:
Keywords:
Strategy, Globalization, Localization, Think Global Act Local, Expansion, Franchising, Culture, Visual merchandising, Economic downturn, Ethics, McDonald's
Untouched by Global Economic Slowdown
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