3. • McDonald’s entered India in the year 1996 when
the fast food retail market in India was at a
nascent stage.
• Encountered with several challenges in the
beginning in terms of adapting to the tastes,
preferences and culture of the local customers,
changing the perception of Indian consumers
towards American food habits, obstruction from
political parties, issues with distribution, designing
a proper supply chain to training the employees on
McDonald’s standards, the fast food giant
emerged to be the market leader by 2011.
4.
5. • Though McDonald’s commands the leadership
position in the Indian fast food market their exists
stiff competition from the local traditional fast food
retailers as well as other multinational firms which
entered the fast growing Indian fast food market.
• In the face of intensified competition, can
McDonald’s retain its dominant position? This
case is meant for MBA/MS students as a part of
the Service Marketing/ International Marketing/
Strategic Marketing Management curriculum.
6.
7. » Various issues and challenges associated
with marketing a service, especially a
Quick Service Restaurant (Definition of
service, characteristics of service, service
marketing mix, etc)
» Understand various issues and challenges
in International marketing (Adaptation Vs.
Standardization, etc.).
8.
9. » Study the marketing strategies adopted by
McDonald’s in India
» Identify the various challenges faced by
QSRs operating in the fast food retail
market in India
» Explore ways in which McDonald’s can
overcome these challenges and maintain
its leadership position in the Indian market.
10.
11. "Whatever a guy anywhere in the world
wants, a guy in India wants that as well…
The consumer is beginning to recognize
that quick-service restaurants mean
quality and value for money."1
Amit Jatia, vice-chairman of McDonald’s
India – south and west, in 2011
