McDonalds market entry into India

McDonalds have been very successful in operating their concept in many countries – none less so than in India, where over 50% of the population is vegetarian.   This BBC article explains how they have gone about this.  The basic elements of their success have been to localise the menu and pick the right price point for the market.  But in order to do this the local franchise operator had to work extensively with suppliers in order to source ingredients for the food, and source equipment and furniture for the restaurants (to keep import costs down).

This entry was posted in Chap 17 Internationalisation and CSR, Sector: Hospitality & Tourism and tagged , . Bookmark the permalink.

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