Marketing McDonald’s in India

Case Studies | Case Study in Business, Management, Operations, Strategies, Business Case Study

ICMR HOME | Case Studies Collection

To download Marketing McDonald’s in India case study (Case Code: MKTG270) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:


Case Code : MKTG270 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Shipping & Handling Charges extra


Service Marketing / International Marketing / Strategic Marketing
Case Length : 25 Pages
Period : 1996-2011
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : India


McDonald’s entered India in the year 1996 when the fast food retail market in India was at a nascent stage. Encountered with several challenges in the beginning in terms of adapting to the tastes, preferences and culture of the local customers, changing the perception of Indian consumers towards American food habits, obstruction from political parties, issues with distribution, designing a proper supply chain to training the employees on McDonald’s standards, the fast food giant emerged to be the market leader by 2011. Though McDonald’s commands the leadership position in the Indian fast food market their exists stiff competition from the local traditional fast food retailers as well as other multinational firms which entered the fast growing

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Indian fast food market. In the face of intensified competition, can McDonald’s retain its dominant position? This case is meant for MBA/MS students as a part of the Service Marketing/ International Marketing/ Strategic Marketing Management curriculum.


Various issues and challenges associated with marketing a service, especially a Quick Service Restaurant (Definition of service, characteristics of service, service marketing mix, etc)
Understand various issues and challenges in International marketing (Adaptation Vs. Standardization, etc.).
Study the marketing strategies adopted by McDonald’s in India
Identify the various challenges faced by QSRs operating in the fast food retail market in India
Explore ways in which McDonald’s can overcome these challenges and maintain its leadership position in the Indian market.


  Page No.
Introduction 1
Background Note 1
Going International 2
Building the Service Model in India 4
Indianization of Products and Services 5
Pricing Strategy 6
Managing the Customer Interface 7
Brand Promotions 8
Distribution 10
Employee Development 11
Other Factors 10
Major Controversies 11
Results 11
Intensifying Competition 11
Looking Ahead 11
Exhibits 11


Characteristics of service , Service marketing mix, International marketing, Standardization Vs. Adaptation, Localization, Competition, Market leader strategies, Supply chain, quick-service restaurants, Indian fast food market, Demographic and Economic Indicators of India, Lifestyle Indicators of India, Classification of Indian Consumers, Income Distribution of Indian Consumers, Consumption Pattern of Indian Consumers

Introduction - Next Page>>

Custom Search

Fundamentals of Marketing Management Workbook
Workbooks Collection

Case Studies in Marketing - Vol. II
Case Study Volumes Collection

Fundamentals of Marketing Management
ICMR Textbooks Collection

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Workbooks, Case Study Volumes.