CASE STUDY: For MK323 Consumer Behavior
Please submit case analysis on July 6, 2010. Type written. This is an individual assignment.
CASE: MC DONALD’S GOES GLOBAL
Mc Donald’s is the world’s largest chain of fast food restaurants, serving approximately 50 million customers daily worldwide. The restaurants are operated by franchisees that pay rent and franchise fees to the corporation. The business was founded by brothers Dick and Mac McDonald in California, USA and was later purchased by Ray Kroc in the late 1950’s. Kroc then embarked on an impressive expansion of the franchise, opening several restaurants in different states. The company became successful after focusing in providing quick meals at a moderate price to the consumer. The company continued expansion nationally in the United States and also globally. McDonald’s now operates 31,000 restaurants in over 110 countries. The move into international markets has come at a price for McDonald’s’; the company is now known as a symbol of globalization, and in some instances generates sentiments of Anti-Americanism.
McDonald’s Global Expansion
Fries with that?
Mc Donald’s have become one of the world’s biggest brands by focusing on supplying their customers with reasonably priced meals on-the-go.
McDonald’s now has restaurants in almost every continent. In Europe alone, the company has over 6,400 restaurants. The business is growing faster in Europe than in the US and Europe is the region that provides McDonald’s with the most revenue. In 2007, the company generated revenues of almost $9billion in Europe and $8 billion in the USA. This is surprising given that there are four times more outlets in the United States than Europe. However, Europe especially in Eastern Europe; for example in Russia they serve approximately 200,000 customers every day.
To-go-meal by... [continues]
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