McDonalds in India

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McDonalds in India

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MCDONALDS IN INDIA

Introduction

This research project is an evaluation of American business venture McDonald 's performance in Indian market . It is an attempt to identify causes of success or failure of American corporations when they extend their operations in another country . It will also provide a brief overview of strategic orientation and cultural variance in success and failure of multinational corporations in new consumer markets . The prime focus of this research study is

to have a deep look at brand positioning , consumer preferences , market dynamics and environment

McDonald operated in the fast food industry which is among the most promising consumer industries in the world . Anita Goyal stated that From onion rings to double cheeseburgers , fast food is one of the world 's fastest growing food types (Anita Goyal and N .P . Singh , 2007 pgs 183 ) It identifies opportunity for McDonalds to explore new markets in emerging economies like India and China

History of McDonald 's Corporation

McDonald Corporation started its operations in 1955 when Raymond Albert Kroc met Dick and Mac McDonald . Kroc committed with McDonald brothers to sell their multi mixers to several new restaurants . He started his first restaurant in Des Plaines , IL . Today Mc Donald Corporation is having 30 ,000 restaurants having daily turn out of 52 million customers in 119 countries of the world . McDonald offered IPO in 1965 with initial offering of 100 shares

Today McDonald is the symbol...