mcdonald's in india - centrum - global mba vi - jose morales morales
DESCRIPTION
International Marketing - Analysis of the strategy used by McDonald's to enter India.TRANSCRIPT
MCDONALD’S IN INDIAInternational Marketing
GROUP 6
José Morales
SITUATION PRESENTED IN THE CASE
INDIAN FACTS - DIVERSITY
INDIAN FACTS – BIG OPPORTUNITIES
India added 181 million people between 1990 and 2001. India is the only country where the population will continue
growing for the next fifty years. Most high-income Indians prefer to live in the urban areas. Over the 70% of wealthy urban Indian consumers live in
the most populated and cosmopolitan cities in India India is part of the BRIC (annual average growth of more
than 5%, and by 2032 its GDP will be bigger than Japan’s). High income residents are seeking variety in their choice of
foods and are willing to spend more in international cuisine including fast foods.
INDIAN FACTS - INDUSTRIAL REFORM
Abolition of industrial licensing. Removal of control over capacity
operation. Participation of foreign firms in new
projects Privatization Price liberalization
INDIAN FACTS – CAPITAL MARKET REFORM
Liberalization of foreign invests Access to global capital markets Rupee convertibility on current account
INDIAN FACTS – OTHER REFORMS
Tax Reform Reduction of Income tax rate. Abolition of wealth tax.
Labor Market Reform Exit Policy
EXIM Policy Reform Reduction of tariff structure
PROBLEM(S) PRESENTED IN THE CASE
PROBLEMS
Indian diversity. Religion/Cultural constraints. Environmental and animal activists opposed the
entry of fast food (like KFC and McDonald’s). The Idea than this type of junk food destroy the
ecological balance and cause several behavioral disorders because of the fatty and unhealthy foods.
Perception that McDonald’s was a food for rich people.
Poor transportation and storage infrastructure. Lower-quality agricultural products.
INDIAN FOOD PREFERENCES
POSSIBLE ALTERNATIVE SOLUTIONS
ENTRY STRATEGY McDonald’s spent about six years in planning, extensively
researching Indian consumer tastes, product development and supply change management before opening its first outlet in 1996.
Emphasis on Local Management (Glocalization), “Think global, act local”
McDonald’s, decided to set up 2 joint ventures on 50:50 basis with 2 local entrepreneurs:In Mumbai : Amit Jatia (background in real state development) owns Hardcastle Restaurants Private Limited (West and South)In Delhi: Vikram Bakshi (vegetarian with background in chemical and textile business)owns Connaught Plaza Restaurant (north and east)
Both (Amit and Vikram) were helpful to access bureaucracy and for building relationship with government.
LOCATION
McDonald’s opened its first outlets in Mumbai and Delhi due to: These 2 cities have metropolitan culture
and wide Western exposure. There live the most of the Indian’s rich and
upper middle class inhabitants who were aware of McDonald’s food.
There were the 2 distribution centers of McDonalds.
Due to logistics play a critical role in McDonald’s location strategy, the first outlets were opened only within a 500Km radius of its main distribution centers.
McDonald’s also made some partnerships in order to opened outlets besides the petroleum stations, railway stations and drive-through in Delhi and along national highways.
“POLITICALLY CORRECT” STRATEGY
How to avoid hurting religious sensibilities of Indian consumers?(80% Indians revere cows as sacred and 150 million of Indian Muslims do not eat pork and beef.)
AdaptationMcDonald’s adapted itself to the Indian market introducing a mutton-based “Maharaja Mac” in India as opposed to its flagship beef-based Big Mac.
GREEN SENSITIVITYA vocal group of environmentalists, raised campaigns against junk food, saying that McDonald’s and KFC destroy ecological balance and cause behavioral disorders because of their fatty and unhealthy foods, which have excessive levels of monosodium glutamate. Also they said this food is anti poor.
To face up this campaigns McDonald’s: Instituted a special fund to support Green movements. Has sponsored various community-related activities, such as
“keep your city clean” to promote environmental consciousness.
Adopted the slogan “We love Green”. Has sponsored and promoted several sports activities in order
to attempt a healthy lifestyle like the “Olympic Day Run”. Is focusing on fine tuning its fast food image adding
health food options to its product.
CORPORATE CITIZENSHIP
McDonald’s has: Understood than “giving back” to society gain benefits
and reputation. (like community projects for the children, for example: McDonald’s Spotlight a interschool performing art competition).
Sponsored children programs as the Millennium Pune Festival (search talents for children between 8 to 15 years) in collaboration with UNESCO and Disney World Resort.
Sponsored the Pulse Polio program that aims to make India polio-free country until 2005.
Participated in celebrating days like World Children’s Day and in their own initiative known as the “Blue Dot” that supports educational programs for the girl child.
PRICING – UP SELLING
McDonald’s strategy has been to increase sales volume of its products by making it products available at an affordable price. They started cutting off some prices and offering value meals in a range of prices: Rs29, Rs39, Rs49, Rs59, Rs79 and Rs89.
PRICING – CROSS SELLING
McDonald’s offers different Add-Ons and Bundles:
EMPLOYMENT OPPORTUNITY
McDonald’s typically employs local people:• Each restaurant in India
employs more than 100 people:
Cashiers Cooks Managers Attendants
• Also every expansion brings additional employment opportunities to India’s agricultural work force.
SUPPLY CHANGE MANAGEMENT
Objectives:1) To operationalize its globally
practiced QSCV (quality, service, cleanliness and value).
2) To enjoy flexibility in pricing.3) To launch a new product when
necessary.
FAMILY AND CHILD CENTRIC STRATEGY
To attract families, McDonald’s Offer:• A clean, comfortable and
stress free environment• For young busy working
parents: A safe place for Children to play while parents can eat and relax.
• For children: Birthday celebrations, cakes, candle, toys.
• A meeting place for teenagers
• Lounges for Senior Citizens
PROMOTIONS TO ENGAGE CUSTOMERS
“Lucky Itch”, instant scratch-win prizes
"Music Meal“, created to attract young adults.
RECOMMENDED SOLUTION
RECOMMENDATIONS
Expand to other Cities to increment profits: Development of new distribution centers. Additional Adaptation Cost/New product development (due to different regional
preferences) Reinforce the family engagement Due to the “American Dream” is important in India, maybe they can open
some outlets near to the most important universities. Use Social Media Marketing to be in touch with Loyal Customers/Fans. Create contests to create to get consumers feedback, something similar
than Peruvian Fast Food Chain called Bembos, which created a contest called “Create your Bembos (Burger)”. So, each consumer is able to submit his own recipe and he can won a Prize if his recipe is the one selected by the jury.
Due to there is a growing fitness culture in the world, maybe, some vegetarian products could be adapted to other markets.
Due to there are some places as New York, California and Florida with a high population of Indian immigrants , maybe, some of the product developed for India could be offered there.
QUESTIONS