Mcdonald s And The Marketing Process - 1706 Words

McDonald’s is one of the best known brands worldwide. This report will explain how McDonald’s aims to continually build its brand by listening to its customers, whilst also identifying the various stages in the marketing process. The report will also examine and explain the reason for McDonald s penetrating the Indian market and the how the opportunity became available. The strategy and rationalised steps undertaken to achieve the best possible outcome based on location, menu, competition, pricing, developing a supply chain, etc, and how the strategy has grown and changed over a period of time. Also covering how this strategy has provided a growing income whilst also resulting in various complications and challenges. The challenges†¦show more content†¦In Mumbai, McDonald’s was managed by Amit Jatia, operating under the western region. Delhi McDonald’s was chosen to be managed by Vikram Bakshi operating the northern region McDonald’s. With more than five thousand ethnic communities represented, India has a very diverse population. Each religion and subregion in India has distinct food traditions and preferences. McDonald’s discovered early on that Indian consumers typically maintain their distinct food habits even after migrating to different parts of the country. To begin with McDonald’s faced two challenges when penetrating the Indian market; (1) attempting to avoid hurting or insulting religious sensibilities of Indian consumers; and (2) avoiding political confrontation with Indian government and political activists. McDonald’s was able to identify these problems within their research as an incident occurred when KFC entered the Indian market. Political activists created trouble for foreign-based fast food chains one being KFC in 1996, just before McDonald’s penetrated the Indian market. McDonald’s took a series of political correct strategies to deal with the initial challenges of the Indian market. Since India’s majority Hindus, found to be 80%, revere cows as sacred and 150 million Indian Muslims do not eat pork, beef and pork have been taken off the menu from the beginning. Instead, Mcdonald’s introduced a mutton-based burger. Approximately 75% of the menu