McDonald's in France
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Case Details:
Case Code : MKTG262
Case Length : 19 Pages
Period : 1972-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : 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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Excerpts Contd...
Localization
When McDonald's entered Paris, its policy was not to adapt to foreign cultures, but rather to change the cultures to fit McDonald's. However, it soon learned that in order to succeed in France, it had to follow the ways of the French and tailor its menu to local tastes...
Challenges
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Though McDonald's was able to establish its presence in France, some French consumers were of the view that the Golden Arches were a symbol of globalization and a threat to the refined palates of the French...
Outlook
In August 2010, McDonald's European sales growth was not up to expectations and showed just a 2.2% increase in same store sales. This was attributed to weakness in France, which generated the company's biggest European sales in 2009...
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Exhibits
Exhibit I: McDonald's Consolidated Operating Results
Exhibit II: McDonald's Consolidated Statement of Income
Exhibit III: McDonald's Region Wise Revenues
Exhibit IV: Fast Food Industry in France
Exhibit V: McDonald's Menu in France
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