Essays on The Entry of MacDonalds into Indian Market Case Study

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The paper "The Entry of MacDonald’ s into Indian Market " is a perfect example of a marketing case study.   When Richard and Maurice Macdonald opened a barbeque restaurant in 1940 in Illinois, there was little optimism that the entity would evolve to become global in the fast-food and hamburger market. Many decades later, Macdonald’ s continues to evolve and grow with much of its undertakings based on a robust strategic framework. SWOT ANALYSIS Strengths The entry of Macdonald’ s into the Indian market in 2001 was buoyed by brand reputation. Macdonald’ s was not a new entrant into the Asian territory as they had already entered the Japanese market in 1971 (Pangarkar & Subrahmanyan, pp. 3).

The company had built a reputation and although they did not perform as expected, they had already made their name known across Asia. Later, they ventured into the Singapore and Hong Kong markets to further strengthen their grip on the Asian market. Therefore, by the time they entered India in 2001, they had already built a network across Asia and made their products known. As a point of strength, brand reputation eases resistance at the point of entry while ensuring that the business has at least a potential market. Secondly, Macdonald’ s entry was aided by a strong supply chain that facilitated the acquisition of raw materials within the desired timeframe.

Before entry, the companies had already identified and built a strong supply network chain (Pangarkar & Subrahmanyan, pp. 7). The company had worked with various suppliers across India from as early as the 90s and acquired a more than assured source of raw materials. In an industry such as this, the supply chain becomes important because of the perishability of the goods. Strength was also evident in the case of Macdonald’ s Indian venture in 2001 was product adaptation/differentiation.

The company’ s entry into India was another opportunity to reach out to as many clients as possible drawn from various economic, social and religious backgrounds (Malik, 2012, pp. 50). These diversities were critical in a country with a huge population and it was a niche that would be exploited to the fullest if Macdonald’ s stood a good chance of success.

References

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Anand, R., 2011. A study of determinants impacting consumers food choice with reference to the fast food consumption in India. Society and Business Review, 6(2), pp.176-187.

Baud-Lavigne, B., Agard, B. and Penz, B., 2012. Mutual impacts of product standardization and supply chain design. International Journal of Production Economics, 135(1), pp.50-60.

Chari, M.D. and David, P., 2012. Sustaining superior performance in an emerging economy: An empirical test in the Indian context. Strategic Management Journal, 33(2), pp.217-229.

E. Dobbs, M., 2014. Guidelines for applying Porter's five forces framework: a set of industry analysis templates. Competitiveness Review, 24(1), pp.32-45.

Malik, R., 2012. To build a model for the determination of factors that result in the success of the organized retail sector in India and analyzing its relative importance (with reference to fast food chains and grocery and vegetable outlets). Indian journal of Marketing, 42(2), pp.40-50.

Pangarkar, N. and Subrahmanyan, S., Beefing up the beefless Mac.

Wild, J., Wild, K.L. and Han, J.C., 2014. International business. Pearson Education Limited.

www.researchgate.net/publication/235259287_McDonald's_think_global_act_local_-_the_marketing_mix

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