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McDonald's in China
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 21 page(s)
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers...
Sample
written by Syeda Maseeha Qumer, fl. 2008 (Hyderabad, Andhra Pradesh: IBS Center for Management Research, 2009, originally published 2009), 21 page(s)
Description
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers. For McDonald's other than its home market - the United States, China was the largest growth market with 960 restaurants and over 60,0...
The case focuses on the US- based fast food chain McDonald's entry and expansion strategies in the Chinese market. McDonald's entered China in 1990 with its first restaurant in Shenzhen. Since then McDonald's in China has been expanding steadily by providing outstanding quality, service, and value to its customers. For McDonald's other than its home market - the United States, China was the largest growth market with 960 restaurants and over 60,000 employees as of 2008. McDonald's strategic plan in China was to focus on core menu extensions, convenience and value. The case details the operational strategies of McDonald's in China. The case also discusses the different localization strategies adopted by McDonald's and concludes by identifying the challenges faced by McDonald's in China.
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Field of Study
Business & Economics
Content Type
Case study
Author / Creator
Syeda Maseeha Qumer, fl. 2008
Date Published / Released
2009
Publisher
IBS Center for Management Research
Topic / Theme
Food industry, Business enterprises, Restaurants, Restaurants and Other Eating Places, Global Product/Service Issues, Chinese
Copyright Message
Copyright © 2009 by IBS Center for Management Research
Organization Discussed
McDonald's Corporation
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