Has the Indianization of Mcdonalds’ Menu Helped It Become the Market Leader in the Indian Market?
Has The Indianization Of Mcdonalds’ Menu Helped It Become The Market Leader In The Indian Market?
BUSINESS AND MANAGEMENT EXTENDED ESSAY
Candidate Name: Aanchal Andrews Candidate Session No: 002760-02 Word count : Abstract: 298 words Main Essay: 3989 words
ABSTRACT
McDonalds is well known brand and post liberalisation when it entered India it faced numerous challenges from the predominantly vegetarian and price sensitive society. The increasing disposable income and preference for western food by the young Indians was the main attraction for this global fast food chain. Therefore, in an attempt to attract the Indians and increase its market share McDonalds in India modified its product offering to suit the Indian palate. The research topic therefore is,” Has the Indianization of McDonald’s Menu Helped It Become The Market Leader in the Indian market?”
The topic was researched using secondary data collected from books, websites and trade journals. The business and management tools like SWOT, Lewin’s Force Field, Porter’s Five Forces were applied to the data collected to help evaluate the strategy adopted by McDonalds in India.
The research concluded that the Indianization of the menu by McDonalds was one of the main reasons for its success in the host country. McDonald’s ability to research and create products which were an amalgamation
BUSINESS AND MANAGEMENT EXTENDED ESSAY
Candidate Name: Aanchal Andrews Candidate Session No: 002760-02 Word count : Abstract: 298 words Main Essay: 3989 words
ABSTRACT
McDonalds is well known brand and post liberalisation when it entered India it faced numerous challenges from the predominantly vegetarian and price sensitive society. The increasing disposable income and preference for western food by the young Indians was the main attraction for this global fast food chain. Therefore, in an attempt to attract the Indians and increase its market share McDonalds in India modified its product offering to suit the Indian palate. The research topic therefore is,” Has the Indianization of McDonald’s Menu Helped It Become The Market Leader in the Indian market?”
The topic was researched using secondary data collected from books, websites and trade journals. The business and management tools like SWOT, Lewin’s Force Field, Porter’s Five Forces were applied to the data collected to help evaluate the strategy adopted by McDonalds in India.
The research concluded that the Indianization of the menu by McDonalds was one of the main reasons for its success in the host country. McDonald’s ability to research and create products which were an amalgamation