How McDonald applied the process of internationalization of its brand in India
HOW MCDONALD ESTABLISHED A SUCCESSFUL BUSINESS MODEL IN INDIA?
The internationalization process of a company from the global point of view results in the creation of multinationals. The internationalization is based on the execution of a comprehensive and rigorous analysis of strategic character. McDonald's success in India since 1996 settled in the application of an efficient process of internationalization. One of the main objectives of this strategy is to have competitive advantages taking into consideration distinctive characteristics of each market. Mac Donald used this business philosophy in India developing new products and adapting their value chain to Indian market requirements. Despite, some problems appeared at the beginning because of cultural aspects Mac Donald faced, corrected and learned of those mistakes.
In the nineties McDonald was consolidated worldwide in countries where the culture was quite similar to the United States. Clearly, McDonald was a company strong, competitive and financially stable enough in fast food industry. McDonald already had a model of internationalization more than proven that already represented an attractive opportunity for expansion in other countries. Strategic analysis of the company is important because give internal information and allow creating a diagnostic tool of the current state of the company. For McDonald this does not represent a real challenge from the internal perspective it was more about attract new potential consumers. Even McDonald developed this analysis that at first sight showed obvious information about how good they were in that time to capture. Other companies could not afford to not do this because the analysis is essential for identify strengths and weaknesses of the company.
After knowing they were strong internally McDonald decided to make a strategic analysis of the environment to evaluate their chances of success in India. An analysis of the Autonomous University of San Luis Potosi
The internationalization process of a company from the global point of view results in the creation of multinationals. The internationalization is based on the execution of a comprehensive and rigorous analysis of strategic character. McDonald's success in India since 1996 settled in the application of an efficient process of internationalization. One of the main objectives of this strategy is to have competitive advantages taking into consideration distinctive characteristics of each market. Mac Donald used this business philosophy in India developing new products and adapting their value chain to Indian market requirements. Despite, some problems appeared at the beginning because of cultural aspects Mac Donald faced, corrected and learned of those mistakes.
In the nineties McDonald was consolidated worldwide in countries where the culture was quite similar to the United States. Clearly, McDonald was a company strong, competitive and financially stable enough in fast food industry. McDonald already had a model of internationalization more than proven that already represented an attractive opportunity for expansion in other countries. Strategic analysis of the company is important because give internal information and allow creating a diagnostic tool of the current state of the company. For McDonald this does not represent a real challenge from the internal perspective it was more about attract new potential consumers. Even McDonald developed this analysis that at first sight showed obvious information about how good they were in that time to capture. Other companies could not afford to not do this because the analysis is essential for identify strengths and weaknesses of the company.
After knowing they were strong internally McDonald decided to make a strategic analysis of the environment to evaluate their chances of success in India. An analysis of the Autonomous University of San Luis Potosi