7-eleven thailand
BP6910 International Business Management
Section 88
McDonald’s Corporation in Thailand
Report to
Dr. White
By
Jin Yi L . 5569010
Table of Contents
Executive Summary…………………………………… 3
Corporate Background………………………………. 4
Situation Analysis
PEST Analysis…….……………………………………….. 5
SWOT Analysis……………………………………………. 7
Five Forces model……………………………………….. 9
International Strategic plan. ……………………….. 11
Conclusion &Recommendations…………………... 13
References…………………………………………………... 14
Executive Summary
McDonald’s Corporation is a “Centralized, International company”, which competes in the fast food industry supplying hamburgers, french fries and other consumable items using standardization, heavy expansion and branding as the driving force. McDonald’s operates in over 121 countries and has over 30,000 restaurants worldwide.
McDonald’s utilized an intense, rapid expansion into foreign countries through three primary methods, franchising, company owned restaurants, and joint ventures. With the majority of international restaurants stemming from franchising agreements, McDonald’s management relied on this method to aid in the acceptance of a new style of eating into unfamiliar markets. With minimal risk and maximum gains, franchising continues to contribute heavily to McDonald’s international success.
With a centralized, international structure, McDonald’s keeps a tight grasp on operations, cost and quality. With an ethnocentric management strategy, McDonald’s relies on domestic based logic and attitudes and transfers them to their international outlets and restaurants.
In order to control its overseas operation, McDonald’s uses a combination of two approaches. The majority of control would fall under the rules approach, meaning that control lies with headquarters creating procedures and policies for the subsidiaries to follow. However, there is also a little of the
Section 88
McDonald’s Corporation in Thailand
Report to
Dr. White
By
Jin Yi L . 5569010
Table of Contents
Executive Summary…………………………………… 3
Corporate Background………………………………. 4
Situation Analysis
PEST Analysis…….……………………………………….. 5
SWOT Analysis……………………………………………. 7
Five Forces model……………………………………….. 9
International Strategic plan. ……………………….. 11
Conclusion &Recommendations…………………... 13
References…………………………………………………... 14
Executive Summary
McDonald’s Corporation is a “Centralized, International company”, which competes in the fast food industry supplying hamburgers, french fries and other consumable items using standardization, heavy expansion and branding as the driving force. McDonald’s operates in over 121 countries and has over 30,000 restaurants worldwide.
McDonald’s utilized an intense, rapid expansion into foreign countries through three primary methods, franchising, company owned restaurants, and joint ventures. With the majority of international restaurants stemming from franchising agreements, McDonald’s management relied on this method to aid in the acceptance of a new style of eating into unfamiliar markets. With minimal risk and maximum gains, franchising continues to contribute heavily to McDonald’s international success.
With a centralized, international structure, McDonald’s keeps a tight grasp on operations, cost and quality. With an ethnocentric management strategy, McDonald’s relies on domestic based logic and attitudes and transfers them to their international outlets and restaurants.
In order to control its overseas operation, McDonald’s uses a combination of two approaches. The majority of control would fall under the rules approach, meaning that control lies with headquarters creating procedures and policies for the subsidiaries to follow. However, there is also a little of the
References: http://www.slideshare.net/pridhavale/mcdonalds-marketing-strategies http://zh.scribd.com/doc/16448162/15/PEST-ANALYSIS