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This is a 3 page paper that provides an overview of McDonalds India. Notes on a new product are covered in PowerPoint notes, and an ad is proposed. Bibliography lists 2 sources.
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3 pages (~225 words per page)
File: KW60_KFbiz091.doc
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to establish a competitive advantage within that market. This presentation will explore the example of McDonalds expansion into India. After expanding into the Indian marketplace, McDonalds has met with
a great deal of success. In fact, the company has been so successful in the market that they recently announced they were expanding operations to the tune of some 3
billion rupees, increasing operations by 300% across the board. However, because the basic McDonalds model was ill-suited for such widespread expansion in India, some innovation was necessary. The
main problem with McDonalds business model is that the companys best-selling product is far and away its hamburgers. This represents a small problem because nearly 100% of Indias population does
not eat beef, due to religious and cultural dietary restrictions (Mayers, 2000; Petrun, 2009). For this reason, McDonalds has traditionally replaced its beef patties with a vegetable-based Indian-spiced substitute in
the past. However, customers are now demanding increased variety in their fast food menus, and McDonalds must meet this expectation. The solution to this problem is to introduce
an entirely new sandwich to the McDonalds India menu; one that meets the dietary habits of Indians and appeals to their unique cultural sensibilities. A proposal was put forth to
introduce the Chicken Curry Burger, a sandwich using chicken instead of beef (a meat permissible to the diets of most Indians), utilizing a popular flavor. As an alternative, the Lamb
Curry Burger was proposed as well. Before the sandwiches were created and marketed, however, research was carried out to determine their market viability. A survey was administered to 1000
individuals in a downtown Delhi shopping center. The five questions asked were: How often do you consume chicken? How often do you consume lamb? Would you consume chicken more
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