The Appropriate Expansion Path Of Mcdonalds - 1202 Words

The appropriate expansion path (a) McDonald’s is a famous fast food brand in the word which owns 35,000 outlets located in 119 different countries. In 1990, the first McDonald’s store opened in Shenzhen. But before they actually started their business, McDonald’s had already carried out 5 years business research and all sorts of information gathering such as the income level of the Chinese people, the kind of foods they enjoy etc (Han, J. 2008). For product perspective, McDonald’s create a standardized set of products that taste similar no matter in United State or in China. According to the research, they found cost saving by standardization as â€Å"think global, act local†. McDonalds launch their promotion with same brand image and the advertisements. The target customers for them include children, teenagers and young generation with standardization management. On the other hand, they are not successful as KFC in China market due to some reasons. For example, Chinese customer trend to purchase chicken burger rather than beef burger. Denny’s know as American restaurant that signed an agreement with Great China International Group (GCIG) that develop 50 new restaurants in southern China I the next 15 years (Files.shareholder.com). So this agreement enhances business strategy for expanding the brand in China. In addition Denny’s change their menu for local concern that achieves great success. However, the Chinese people still less familiar with this brand. And it seems asShow MoreRelatedFast Food Industry : The World s Largest Restaurant Chain And Now Essay1661 Words   |  7 Pagesthe fast food restaurant McDonald’s is the world’s largest restaurant chain and now they are expanding even further. Those iconic golden arches spread wide from large urban centers to rural towns. The global giant has sets its sites for further expansion into the country of India. 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