International Marketing McDonalds in India

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McDonald’s has realigned its worldwide operations around its global strategy ‘Plan to Win.’ The retailer strives to continuously improve its business operations and thereby improve customer experience. McDonald’s realizes that it exists because of its customers. It is for this reason that the foodservice chain’s aim is to provide quality, service, cleanliness, and value (QSCamp.V) to every customer, every time. McDonald’s also ensures that it caters to the needs of all the stakeholders including the shareholders. McDonald’s, a publicly-traded company, is a profitable business and provides superior returns to its owners. Its three-legged stoolbusiness model ensures that McDonald’s balances the interests of its operators, suppliers, and employees. McDonald’s conducts its business in an ethical and responsible manner. The QSR also discharges its corporate social responsibility to make the world a better place to live in. The restaurant is well known for its hamburgers,cheeseburgers, chicken sandwiches, French fries,milkshakes, .desserts. In response to the changing times, McDonald’s has also included various salads, wraps, smoothies and fruit items in its menu. The Big Mac, Quarter Pounder, and Chicken McNuggets are some of its immensely popular products. The company attempts to create a standardized set of items that taste the same across all its business locations. In some cases, the taste and ingredients are deliberately altered to suit local tastes. McDonald’s has adopted a multi-domestic strategy while pursuing its strategy of Internationalisation. 2.0 Rationale behind Internationalisation McDonald’s grew by leaps and bounds in the 1950s and 1960s in the United States. The company had thus made inroads in its home market and was looking at greener pastures oversees. The rationale behind internationalization was to become a dominant worldwide player and increase its revenue. In 1967, McDonald’s opened it first oversees restaurants in Canada and Puerto Rico. As things stand today, McDonald’s has business operations in 119 countries around the world (McDonald’s, 2013). The food chain has set three growth priorities. optimization of the menu, modernization of customer experience and increased accessibility to the brand. The last of these three growth priorities act as a propeller for International expansion (DeTar, 2012). In 2012, the company added 1439 restaurants in its established markets like the United States, France, and Germany as well as its emerging markets like India, China and Russia. The ensuing discussion is on McDonald’s foray and expansion in India which is one of the most promising markets for McDonald’s. 3.0 Mode of Entry McDonald’s has been able to grow rapidly throughout the world due to its astute use of franchising. The importance of franchising in McDonald’s growth can be gauged from the fact that more than 80 percent of its restaurants are franchises. McDonald’s has extremely standardized procedures which make it easier to train franchisees. Standardization in business operations enables McDonald’s to provide the same product, the same taste all over the world. McDonald’s set foot on Indian soil by forging a 50-50 joint venture partnership between McDonald’s Corporation (United States) and two Indian companies.