Mcdonalds's Corporation in India

CASE ANALYSIS

McDONALD’s

CORPORATION

(INDIA)

Submitted by:

ARTATES, Maricar

CRUZ, Mary Ann

DE GUIA, Lailanie

ICASIANO, Michael

SORIANO, Rocky Jr.

GRADUATE SCHOOL OF MANAGEMENT

McDONALD’s CORPORATION IN INDIA

A. VIEWPOINT

Students in Masters in Business Administration class of 2014.

B. TIME CONTEXT

On 2001, a lawsuit was filed against McDonald’s Corporation by three (3) Indian businessmen living in Seattle, for fraudulently hiding the use and existence of beef in the McDonald’s French Fries. Though this case was dismissed, news travelled in India imposing impact on the McDonald’s market.

I. PROBLEM STATEMENT

McDonald’s has been able to establish itself and shun its image of being a beef burger shop, and clearly poised well in terms of appeal to the majority of the Indian population, 40% of which is vegetarian. In this case how will McDonald’s be able to sustain and solidify its market in India, as an effect of the news publicity in 2001 and despite India’s diverse culture?

II. STATEMENT OF THE OBJECTIVE

This study aims to analyze through Fishbone Analysis the McDonald’s case in 2001, it current operations as a whole in order to:

1. Revive lost market caused by the negative publicity in 2001;

2. Maintain its current market share; and

3. Increase its market share in India

III. AREAS OF CONSIDERATION

The 4P’s in marketing will be the main focus of analysis:

1. PRODUCT – being a known beef burger shop, McDonalds’ has reinvented its product list using vegetables, chicken, and mutton.

2. PLACE – India consists of 80.5% Hindus, 13.4% Muslims and the other 6.91% are Christians, Sikhs, Buddhists, and Jains.

3. PRICE – people in India are known to be price sensitive individuals.

4. PROMOTION – the 2001 lawsuit has scarred the confidence of the public in McDonald’s capacity to be transparent in the ingredients of their products.

IV. ASSUMPTIONS

It is assumed...