• Research Paper on:
    McDonalds in China

    Number of Pages: 54


    Summary of the research paper:

    This 54 page paper examines the well known fast food chain McDonalds and considers how it is competing in China, the competitive advantages it is using and the way these fit in with McDonalds core international strategies and with the market in China were competition is seen in the form of other western fast food chains and increasing numbers of Chinese fast food chains. The paper starts with an introduction then presents an in-depth literature review looking at the history and existing strategies of McDonalds, the positions that McDonalds may choose to pursue and the strategies used in China. The paper then simulates primary research with consumers, including an in-depth methodology as well as a presentation and interpretation of the results. The final section of the paper pulls together the results of the literature review and the primary research in order to assess the use of different competitive advantages by McDonalds in China. The bibliography cites 60 sources.

    Name of Research Paper File: TS14_TEchinaMcD.rtf

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    Unformatted Sample Text from the Research Paper:
    Challenger 32 2.2.4 Non-Dominant Follower 33 2.2.5 Non-Dominant Specialist 34 2.3 Competition in The Fast Food Market in China 34 2.3.1 Hong Gao Liang 36 2.3.2 Jin San Ba Chu Lian 39 2.3.3 Other Chinese Competitors with Competitive Advantages 40 2.4 Lessons for McDonalds 43  3. PRIMARY RESEARCH 44 3.1 Methodology 44 3.2 The Results 51 4 CONCLUSIONS 53 REFERENCES 56 1. Introduction McDonalds is one of the best known global brands and one of the few companies to achieve a truly global presence  across different cultural, political and economic boarders in a similar way to companies such as Coca Cola and Pepsi. The brands is well known and the presentation is assumed to  be one of the examples of standardisation when considering the internationalisation strategies. McDonalds has a single brand image, the golden arches of the M are an internationally recognised insignia and  the food menu is generally the same. A customer wakening into a McDonalds, whether in Canada or China will recognise the restaurant chain they are visiting by surroundings and presentation  of the menu as well as the style of the food. This standardisation of certain menu items is so well known in  1986 the Economist used one of the sandwiches the Big Mac using the price of this product as a measure of the costs in each country. This was chosen as  it was a product that was exactly the same in each country where it was sold as well as being sold in many countries (Travel Trade, 2005). In the 2005  index the cost of a Big Mac in US dollars as $5.46 in Switzerland and $4.97 in Denmark, making them some of the most expensive countries, the cheaper countries are  Indonesia where the Big Mac was $1.57, Russia where it was $1.49 and China where it was $1.26 (Travel Trade, 2005). The price in China reflects the economic conditions of 

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