McDonald's in France
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Abstract:
The case is about the entry and expansion strategy of the
world's leading fast food restaurant chain McDonald's in France. McDonald's
built its first restaurant in the country in 1979 in Strasbourg. Since then, it
has been expanding steadily in France by providing outstanding quality, service,
and value to its customers. For McDonald's other than its home market, the US,
France was the largest growth market with 1,161 restaurants as of 2009. This was
despite there being various cultural differences between the company's home
market and France, and its entry into the French market being initially viewed
as an invasion of American culture in a country known for its rich heritage of
cuisine.
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The company's strategy in France was to focus on local menu
options, convenience, and value. The case details various aspects of the
operational strategies of McDonald's in France and the different localization
strategies adopted by the company. It also lists the various challenges faced by
McDonald's in France.
Issues:
» Study and analyze the entry and expansion strategies of McDonald's in France.
» Understand how McDonald's overcame various challenges including cultural ones and conquered the market in France.
» Examine some of McDonald's efforts to localize its offerings in France.
» Examine the challenges faced by McDonald's in France.
» Explore future strategies that McDonald's can adopt in France.
Contents:
Keywords:
Fast Food Industry, Globalization, McDonald's France, Expansion Strategy, Operational Strategy, Golden Arches, Quality, Service, Cleanliness & Value (QSC&V), Localization, French cuisine, Super Size Me, Cultural invasion, ‘Come as You Are' campaign, McCafes
McDonald's in France
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