McDonald's in France


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Please note:

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.

Case Details:

Price:
Case Code : MKTG262 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

International Business / International Management / International Marketing / Service marketing
Case Length : 19 Pages
Period : 1972-2010
Pub Date : 2011
Teaching Note : Not Available
Organization : McDonald's Corporation
Industry : Fast Food
Countries : France

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.

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:

  Page No.
Introduction 1
Background Note 2
McDonald's Entry into France 5
Expansion 7
McDonald's Experience 7
Localization 9
Challenges 10
Outlook 12
Exhibits 13

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

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