Case Study - McSpicy
India’s economic, demographic, cultural and political/legal environment
As the second largest country in the world, India holds a population of more than 1.2 billion people. With high birth rates and population growth at 1.4 percent, India is anticipated to exceed China as the most populous country in the world (Maps of India, 2011). Despite the positive projections, the country’s education deficit has grave implications for health, well-being, social stability, and economic growth (National Health Profile, 2011).
India’s emergence into globalization began in the early nineties due to nearly bankrupting, and has now become the third largest economy in the world behind the US and China (The Hindu, 2014). Even though India has had two decades of extraordinarily rapid economic growth, material poverty is still common, and it is projected that over 50 percent of the country still lives on less than $2 a day (Luthra, 2011).
India and the US have developed a global strategic partnership based on growing union of interests on bilateral, regional, and global issues. The joint collaboration is comprised of multiple sectors, including trade and investment, education, science and technology, environment, agriculture, and health (India-U.S. Relations, 2014).
Amongst the world 's oldest cultures, India is a very diverse country with multiple regions having their own distinct cultures. With approximately 22 official languages and 400 living languages in all of India, the national languages are Hindi and English. Religion comprises of 84 percent Hinduism and 13 percent Muslim, making it one of the largest Islamic nations in the world. Many Hindus are vegetarians, however lamb and chicken are common in many of their dishes. Although cooking styles vary from region to region, cuisine in India is known for its large array of dishes and liberal use of herbs and spices (Zimmerman, 2013).
Promotional strategy in India
To promote the new McSpicy range, McDonald’s
As the second largest country in the world, India holds a population of more than 1.2 billion people. With high birth rates and population growth at 1.4 percent, India is anticipated to exceed China as the most populous country in the world (Maps of India, 2011). Despite the positive projections, the country’s education deficit has grave implications for health, well-being, social stability, and economic growth (National Health Profile, 2011).
India’s emergence into globalization began in the early nineties due to nearly bankrupting, and has now become the third largest economy in the world behind the US and China (The Hindu, 2014). Even though India has had two decades of extraordinarily rapid economic growth, material poverty is still common, and it is projected that over 50 percent of the country still lives on less than $2 a day (Luthra, 2011).
India and the US have developed a global strategic partnership based on growing union of interests on bilateral, regional, and global issues. The joint collaboration is comprised of multiple sectors, including trade and investment, education, science and technology, environment, agriculture, and health (India-U.S. Relations, 2014).
Amongst the world 's oldest cultures, India is a very diverse country with multiple regions having their own distinct cultures. With approximately 22 official languages and 400 living languages in all of India, the national languages are Hindi and English. Religion comprises of 84 percent Hinduism and 13 percent Muslim, making it one of the largest Islamic nations in the world. Many Hindus are vegetarians, however lamb and chicken are common in many of their dishes. Although cooking styles vary from region to region, cuisine in India is known for its large array of dishes and liberal use of herbs and spices (Zimmerman, 2013).
Promotional strategy in India
To promote the new McSpicy range, McDonald’s
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