International marketing planning and strategies

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International Marketing Planning and Strategies

Market Environment factors

McDonald 's is a world-famous company that provides fast- food in China In the course of offering its services , it faced stiff competition from its rival Kentucky Fried Chicken company . The management therefore had to put into consideration some local business practices such as quality of food , staff welfare and other environmental issues . McDonald 's restaurants in China were being operated as joint ventures along with other local companies . This ensured elevated brand quality

and effective management control as compared to its competitors in the market place Additionally , its ability to quickly adjust to the varying local conditions made it to take advantage over many other competitors (Ko 2008 , 1 . Through the invention of the new technology and vast capital the company developed its own internal supply network which made them to have access to both domestic and export markets . The development of infrastructure enabled it to get its supply from within the country thus saving cost of importation . McDonald 's implemented the traditional Chinese culture which enabled it to quickly make its way to the market For instance , it decorated its restaurants with designs symbolizing traditional Chinese culture . It also offered special festive items such as Prosperity burger during the Lunar New year . This attracted many people to eat from their restaurants . The company kept on adjusting its menu in order to capture the favorites of the people

Due to the rising competition in the market...