McDonalds India launch

Golden Arches Case of Strategic Adaptation Dr Amit Rangnekar NMIMS

Strategic issues addressed ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Case Coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Beginning… ,[object Object],[object Object],[object Object]

McDonalds-Global Fast Food powerhouse ,[object Object],[object Object],[object Object],[object Object],[object Object]

Philosophy & Vision ,[object Object],[object Object],[object Object]

Global Strategy ,[object Object],[object Object],[object Object],[object Object]

Plan to Win ,[object Object],[object Object],[object Object],[object Object],[object Object]

Operational Excellence ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Leadership marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Innovation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Franchising ,[object Object],[object Object],[object Object]

Financial Muscle- Y-2002-03 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Asian Presence 3653 0 0 9 103 184 114 61 233 110 157 105 140 2437 Outlets’97 68 6148 Asia $ 2 Sri Lanka 1998 $ 20 Pakistan 1998 411 46 India 1996 2 105 Indonesia 1991 197 546 China 1990 213 357 South Korea 1988 64 100 Thailand 1985 50 350 Taiwan 1984 49 149 Malaysia 1981 50 236 Philippines 1980 24 130 Singapore 1979 54 216 HK 1975 60 3891 Japan 1971 % Change Outlets’02 Country Entry

Income Distribution in India 165 1 Billion Total >125000 0.006 0.03 Super Rich 50000-125000 0.02 0.14 Sheer Rich 25000-50000 0.07 0.44 Clear Rich 12500-25000 0.25 1.55 Near Rich >12500 0.35 2.18 Rich Total 6000-12500 5 25 Strivers 3000-6000 8 45 Climbers 1000-3000 20 120 Aspirants <600 131 763 Deprived Household Income $ US Household (Mn) People (Mn) Classification

Indian Market ,[object Object],[object Object],[object Object],[object Object],[object Object]

KSA Technopak Survey ,[object Object],[object Object],[object Object],[object Object],[object Object]

Indian Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Social Diversity ,[object Object],[object Object],[object Object],[object Object]

Infrastructure ,[object Object],[object Object]

Political ,[object Object],[object Object],[object Object],[object Object]

Economic ,[object Object],[object Object],[object Object],[object Object],[object Object]

Pressure Groups ,[object Object],[object Object],[object Object],[object Object],[object Object]

1991- MNC Invasion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KFC ,[object Object],[object Object],[object Object],[object Object],[object Object]

Kelloggs ,[object Object],[object Object],[object Object],[object Object],[object Object]

Reasons for failure ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Late Indian Entry ,[object Object],[object Object],[object Object]

India Vision ,[object Object]

Targeting Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

India-Entry Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Product Adaptation ,[object Object],[object Object],[object Object],[object Object]

Product Adaptation-The Indian Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object]

Product Adaptation-The Indian Challenge ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Menu Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Restaurant Management System (RMS) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

International Standards ,[object Object],[object Object],[object Object],[object Object],[object Object]

Family Restaurant ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value Pricing ,[object Object],[object Object],[object Object],[object Object]

Cost Control / Pricing Strategy ,[object Object],[object Object]

Competitive Pricing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Widening the Customer Base ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Community Partnership / CSR

Marketing Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Get Lucky- Promotional scheme ,[object Object],[object Object],[object Object],[object Object],[object Object]

Promo Spends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Target Markets ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Supply Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Cold Chain ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Supply Chain ,[object Object],[object Object],[object Object],[object Object]

Supply Chain ,[object Object],[object Object],[object Object],[object Object],[object Object]

Supply Chain ,[object Object],[object Object],[object Object]

Supply Chain ,[object Object],[object Object]

Geographically diverse sourcing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Local Sourcing ,[object Object],[object Object],[object Object]

Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],Distribution

[object Object],[object Object],[object Object],Distribution

Inculcating a Service Orientation ,[object Object],[object Object]

An Employer Of Opportunity ,[object Object],[object Object],[object Object]

Export Base ,[object Object],[object Object],[object Object]

Past Performance 51 Nov 2003 46 Dec2000 13 Del, 10 Mum, Pune, Jaipur 25 Mid 2000 8 Del,6 Mum 14 End 1998 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4 Del, 3 Mum 7 First 12 months Milestones Place Out lets Period

Indian XP ,[object Object],[object Object],[object Object],[object Object],[object Object]

Growth Strategies ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Points to Ponder ,[object Object],[object Object],[object Object],[object Object],[object Object]

CEO Speak ,[object Object],[object Object],[object Object],[object Object]

The Compliment ,[object Object],[object Object],[object Object]

MIPL- points to ponder ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Urban Indian Fast Food Market-03 (Estimated 1500 Cr)

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Home Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object]

Increasing Operational Excellence ,[object Object],[object Object]

Strategic Analysis ,[object Object],[object Object],Performance Key Uncertainties Key Certainties

McDonalds India launch

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McDonalds India launch