McDonald’s Success Story in India
Abstract
McDonald's Corporation the world's largest chain of Fast food restaurants a symbol of globalisation founded by Ray Krock serves around 68 million customers daily in 119 countries. A multinational company, McDonald’s manufactures products in many countries and sells them around the world. The company’s success can be attributed to Glocalization (Globalization + Localization) where the company has its standardisation with a certain degree of localization suiting the cultural needs of the customer. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The company primarily sold hamburgers, cheeseburgers, chicken burgers, French fries, breakfast items, soft drinks, milk shakes and desserts. The company introduces new products and expands the menu according to the changing taste and preferences of the customers. McDonald's initiates development of products and services to adapt to different locales to ensure its global brand, which improves global economy. McDonald's is a clear sign of globalization and it existence is proved everywhere we go, be it in Europe, Asia or America, there will always be a McDonald's store around every corner! In this article we study in detail the entry of McDonald’s into India, Glocalization, Price reduction strategies adopted to bring in Branded Affordability, the efficient supply chain, operations, critical success strategies, Innovation, sustainability and Growth Plans. The uniqueness of McDonald’s leading to its success is also discussed.
Key words: McDonald’s, Localization, Franchisee, McAloo Tikki, Just in Time, Branded Affordability, Innovation
References
Asian Restaurant News, (2011), “McDonald’s – lessons learned from Indiaâ€. Retrieved May 15, 2014 from http://www.a-r-n.net/jin_e/contentdetail.aspx?id=517400801
Chaturvedi. P, “How McDonald’s evolved its marketing in Indiaâ€. Retrieved May 15, 2014 from http://ipm.ge/article/How%20McDonald's%20evolved%20its%20marketing%20in%20India_ENG.pdf
Facella. P. Genn (2008), “Everything I know about business I learned at McDonald’s: the 7 leadership principles that drive breakout successâ€, USA, McGraw Hill
Harris. P. S (2009), “Name of us is as good as all of us: How McDonald’s prospers by embracing inc and diversityâ€, John Wiley and Sons. Retrieved May 15 from http://download.e-bookshelf.de/download/0000/5753/28/L-G-0000575328-0002383014.pdf
Maria Minniti, Andrew Zacharakis, Stephen Spinelli, Mark P. Rice, Timothy G. Habbershon (2006), “Entrepreneurship: The engine of growthâ€
Mathur, S (2011), “McDonald’s spices up products for Indian Vegetarians†(http://www.buddingmarkets.com/?p=39)
McDonalds (2012), “Standards of Business Conduct†(https://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Investors/Standards_of_conduct/9497_SBC_International_EN-US%20final%20August%202012.pdf)
Nicole Dixon (2010), “Analysis of how McDonald’s delivers its products and servicesâ€, Managing Operations
