Golden Arches - Think Global & Act localPresented by – Group 8<br />Khem Singh<br />
Group Members<br />AnkitaSehjpal     191076<br />Khem Singh         191090<br />Prateek Jain         191104<br />Rachit Ja...
Once upon a time,when it all started -<br /><ul><li>Was started as a drive-in restaurant </li></ul>by two brothers, Richar...
He established a franchising company, the McDonaldSystem Inc. and appointed franchisees.
In 1961, he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Cor...
Understand the markets basic requirements of the product.
Market potential of the product
Competitive environment of the chosen product
market dynamics in terms of consumer behavior about the product
Detail information on the Supply Chain
Mfg locations in India
How product reaches to consumer? Criticality/significance of the Supply chain
Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
Describe role of each intermediate in the supply chain</li></ul>Khem Singh<br />
Some Interesting Facts & Figures about McD<br /><ul><li>Operates more than 31k restaurants in approx. 120 countries.
Has sold well over 100 billion burgers since ‘55.
Prepares close to 6.8 million pounds of French Fries everyday.
Serves to nearly 50 million customers each day.
Has its own Hamburger University in Illinois.
Ronald McDonald, introduced in 1963, is second only to Santa Claus in terms of recognition.
Understand the markets basic requirements of the product.
Market potential of the product
Competitive environment of the chosen product
market dynamics in terms of consumer behavior about the product
Detail information on the Supply Chain
Mfg locations in India
How product reaches to consumer? Criticality/significance of the Supply chain
Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
Describe role of each intermediate in the supply chain</li></ul>Khem Singh<br />
Key objectives of McDonald’s promotion strategy were to  - <br />“Get them in, Trade them up, Get them back.”<br /><ul><li...
 Role of Advertising : </li></ul>1) Building Brand recall.<br />2) Strong base of repeat customers.<br /><ul><li>Media str...
Market potential of the product
Competitive environment of the chosen product
market dynamics in terms of consumer behavior about the product
Detail information on the Supply Chain
Mfg locations in India
How product reaches to consumer? Criticality/significance of the Supply chain
Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
Describe role of each intermediate in the supply chain</li></li></ul><li>The Golden Arches in India-Culturally Sensitive<b...
McDonald’s has 132 restaurants in India of which 79 are in North & East India and 53 in West & South India.
Approximately 75% of the menu available in McDonald’s in India is Indianized and specifically designed for Indian customers.
The McDonald's philosophy of QSC&V is the guiding force behind its service to the customers.
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McDonalds

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  • QSC&amp;V quality, service, cleanliness &amp; value
  • Such operations yield consistent products with low variability. This concept is not centered on the level of quality, which can be high or low.
  • McDonald’s invested time and effort to develop a customized menu for India – a menu that reflects both the taste and beliefs of the natives. Hinduism is the most prevalent religion in India. The followers of this religion revere cows as sacred. Cow slaughtering is a crime in this religion; therefore, beef is out of the question in an India restaurant menu. The Big Mac was baptized the Chicken Maharaja Mac.
  • Transcript of "McDonalds"

    1. 1. Golden Arches - Think Global & Act localPresented by – Group 8<br />Khem Singh<br />
    2. 2. Group Members<br />AnkitaSehjpal 191076<br />Khem Singh 191090<br />Prateek Jain 191104<br />Rachit Jain 191105<br />VivekMandowra 191121<br />Nikhil Jadhav (8126)<br />Asif Shaikh (8150 )<br />Pooja Shetty (8153)<br />Sunil Singh (8155)<br />Imran Khan (8185)<br />Ashwin Kodati (8187)<br />Khem Singh<br />
    3. 3. Once upon a time,when it all started -<br /><ul><li>Was started as a drive-in restaurant </li></ul>by two brothers, Richard and Maurice <br />McDonald in California, US in 1937.<br /><ul><li>Ray Kroc, distributor for milkshake machines, expressed interest in the business, and he finalized a deal for franchising with the McDonald brothers in 1954.
    4. 4. He established a franchising company, the McDonaldSystem Inc. and appointed franchisees.
    5. 5. In 1961, he bought out the McDonald brothers' share for $2.7 million and changed the name of the company to McDonald's Corporation. In 1965, McDonald's went public….
    6. 6. Understand the markets basic requirements of the product.
    7. 7. Market potential of the product
    8. 8. Competitive environment of the chosen product
    9. 9. market dynamics in terms of consumer behavior about the product
    10. 10. Detail information on the Supply Chain
    11. 11. Mfg locations in India
    12. 12. How product reaches to consumer? Criticality/significance of the Supply chain
    13. 13. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    14. 14. Describe role of each intermediate in the supply chain</li></ul>Khem Singh<br />
    15. 15. Some Interesting Facts & Figures about McD<br /><ul><li>Operates more than 31k restaurants in approx. 120 countries.
    16. 16. Has sold well over 100 billion burgers since ‘55.
    17. 17. Prepares close to 6.8 million pounds of French Fries everyday.
    18. 18. Serves to nearly 50 million customers each day.
    19. 19. Has its own Hamburger University in Illinois.
    20. 20. Ronald McDonald, introduced in 1963, is second only to Santa Claus in terms of recognition.
    21. 21. Understand the markets basic requirements of the product.
    22. 22. Market potential of the product
    23. 23. Competitive environment of the chosen product
    24. 24. market dynamics in terms of consumer behavior about the product
    25. 25. Detail information on the Supply Chain
    26. 26. Mfg locations in India
    27. 27. How product reaches to consumer? Criticality/significance of the Supply chain
    28. 28. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    29. 29. Describe role of each intermediate in the supply chain</li></ul>Khem Singh<br />
    30. 30. Key objectives of McDonald’s promotion strategy were to - <br />“Get them in, Trade them up, Get them back.”<br /><ul><li>McDonald’s was positioned as a family restaurant & extra care is taken to make the restaurant more children friendly.
    31. 31. Role of Advertising : </li></ul>1) Building Brand recall.<br />2) Strong base of repeat customers.<br /><ul><li>Media strategy: </li></ul>1) Focused more on electronic media<br />2) Ads talk about emotions, family ties & fun and all these have high visual appeal.<br /><ul><li>Understand the markets basic requirements of the product.
    32. 32. Market potential of the product
    33. 33. Competitive environment of the chosen product
    34. 34. market dynamics in terms of consumer behavior about the product
    35. 35. Detail information on the Supply Chain
    36. 36. Mfg locations in India
    37. 37. How product reaches to consumer? Criticality/significance of the Supply chain
    38. 38. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    39. 39. Describe role of each intermediate in the supply chain</li></li></ul><li>The Golden Arches in India-Culturally Sensitive<br /><ul><li>Entered India in 1996 via JV with Promoters </li></ul>VikramBakshi and AmitJatia.<br /><ul><li>The first McDonald's restaurant opened on Oct. 13 ‘96, at BasantLok, VasantVihar, New Delhi. It was also the first McDonald's restaurant in the world not serving beef on its menu.
    40. 40. McDonald’s has 132 restaurants in India of which 79 are in North & East India and 53 in West & South India.
    41. 41. Approximately 75% of the menu available in McDonald’s in India is Indianized and specifically designed for Indian customers.
    42. 42. The McDonald's philosophy of QSC&V is the guiding force behind its service to the customers.
    43. 43. Understand the markets basic requirements of the product.
    44. 44. Market potential of the product
    45. 45. Competitive environment of the chosen product
    46. 46. market dynamics in terms of consumer behavior about the product
    47. 47. Detail information on the Supply Chain
    48. 48. Mfg locations in India
    49. 49. How product reaches to consumer? Criticality/significance of the Supply chain
    50. 50. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    51. 51. Describe role of each intermediate in the supply chain</li></li></ul><li>
    52. 52. Q1. How McD followed ‘consistency’ rule & why it went for customization in India ?<br /><ul><li>Travel the world and if you walk into a McDonald's and order a burger, you know exactly what you'll get - no matter where that restaurant is located.
    53. 53. McDonald’s – consistency a core competency.
    54. 54. McDonald’s goal is straightforward: to give customers a similar dining experience anywhere in the world and maintain high standards of service and quality.
    55. 55. Consistency is the process of repeatedly producing a good or service in the same manner.
    56. 56. The item or service is delivered in exactly the same way, with the same level of quality each time it is produced or performed.
    57. 57. Understand the markets basic requirements of the product.
    58. 58. Market potential of the product
    59. 59. Competitive environment of the chosen product
    60. 60. market dynamics in terms of consumer behavior about the product
    61. 61. Detail information on the Supply Chain
    62. 62. Mfg locations in India
    63. 63. How product reaches to consumer? Criticality/significance of the Supply chain
    64. 64. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    65. 65. Describe role of each intermediate in the supply chain</li></li></ul><li>Consistency at McD:<br /><ul><li>Uniformity in the structure of McD’s menu – main course/fries/& a drink.
    66. 66. Supplier consistency
    67. 67. Every supplier is given specifications which details the exact quantity & quality of raw material
    68. 68. Rigorous monitoring of food products, both in the restaurants & at suppliers at all stages of production (including farms)
    69. 69. Standard recipes - Concentrates on maintaining consistency in how products are prepared & presented.
    70. 70. Franchise monitoring
    71. 71. Extensive checking procedure including safety & quality.
    72. 72. Unannounced inspection & audits
    73. 73. Each restaurant has the same kitchen layout.
    74. 74. Rigorous staff training – Training in food preparation, hygiene & food presentation procedure.
    75. 75. The point of purchase is standardized globally.
    76. 76. Walk in order within 90 sec, drive through windows - 3.5 min.
    77. 77. Understand the markets basic requirements of the product.
    78. 78. Market potential of the product
    79. 79. Competitive environment of the chosen product
    80. 80. market dynamics in terms of consumer behavior about the product
    81. 81. Detail information on the Supply Chain
    82. 82. Mfg locations in India
    83. 83. How product reaches to consumer? Criticality/significance of the Supply chain
    84. 84. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    85. 85. Describe role of each intermediate in the supply chain</li></li></ul><li>Geographically Diverse suppliers: Ensuring stringent quality standards<br />
    86. 86. Why customization in India ?<br /><ul><li>Understand the markets basic requirements of the product.
    87. 87. Market potential of the product
    88. 88. Competitive environment of the chosen product
    89. 89. market dynamics in terms of consumer behavior about the product
    90. 90. Detail information on the Supply Chain
    91. 91. Mfg locations in India
    92. 92. How product reaches to consumer? Criticality/significance of the Supply chain
    93. 93. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    94. 94. Describe role of each intermediate in the supply chain</li></li></ul><li>Customers’ tastes & preferences<br /><ul><li>It really doesn’t make sense to sell beef in a country where 85 percent of the population doesn’t eat it or will even shun a restaurant where beef is served.
    95. 95. The second largest community, the Muslims, do not eat pork.
    96. 96. A large population in north India prefers Vedic style of eating, which propagates vegetarian food.
    97. 97. Not to forget the spices to add Indian flavors.</li></ul>“McDonald’s designed a menu that beside vegetarian products includes only chicken, fish and mutton products.” <br /><ul><li>Understand the markets basic requirements of the product.
    98. 98. Market potential of the product
    99. 99. Competitive environment of the chosen product
    100. 100. market dynamics in terms of consumer behavior about the product
    101. 101. Detail information on the Supply Chain
    102. 102. Mfg locations in India
    103. 103. How product reaches to consumer? Criticality/significance of the Supply chain
    104. 104. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    105. 105. Describe role of each intermediate in the supply chain</li></li></ul><li>Laws & customs<br /><ul><li>Food is a family affair in India thus the company has to market products to a group of people who prefer family dining.
    106. 106. Indians prefer on-site cooked food over packaged food.
    107. 107. Distinct taste and habits from rest of the world.</li></ul>“Thus, McDonald’s was marketed as a fine dining restaurant where a family can enjoy group meals in a comfortable set up.”<br /><ul><li>Understand the markets basic requirements of the product.
    108. 108. Market potential of the product
    109. 109. Competitive environment of the chosen product
    110. 110. market dynamics in terms of consumer behavior about the product
    111. 111. Detail information on the Supply Chain
    112. 112. Mfg locations in India
    113. 113. How product reaches to consumer? Criticality/significance of the Supply chain
    114. 114. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    115. 115. Describe role of each intermediate in the supply chain</li></li></ul><li>Population diversity & pricing<br /><ul><li>Customers’ preferences changes across the states & union territories.
    116. 116. Difference in urban, semi-urban & rural market.
    117. 117. Price sensitive Indian customers
    118. 118. Large variation in Paying capacity across various markets.</li></ul>McD addressed the problem by using the right value proposition.<br />In 2004, the Happy Price Menu was launched to attract price-sensitive middle-class individuals to the restaurants. <br />Value for money like Ice-cream cone @ Rs 7 <br /><ul><li>Understand the markets basic requirements of the product.
    119. 119. Market potential of the product
    120. 120. Competitive environment of the chosen product
    121. 121. market dynamics in terms of consumer behavior about the product
    122. 122. Detail information on the Supply Chain
    123. 123. Mfg locations in India
    124. 124. How product reaches to consumer? Criticality/significance of the Supply chain
    125. 125. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    126. 126. Describe role of each intermediate in the supply chain</li></li></ul><li>Supply chain<br /><ul><li>Protests from politicians and social activists for procurement of raw materials from outside India.
    127. 127. Government regulation to source from local suppliers.
    128. 128. High cost of sourcing materials from outside.</li></ul>McD created a large & complex supply chain which included direct as well as indirect suppliers.<br /><ul><li>It also helped to reduce the manufacturing cost and thus serve McDonald’s burgers just for Rs. 25.</li></ul>“Unmatchable taste at an unbeatable price became the USP of the Indian version of McDonald’s.”<br /><ul><li>Understand the markets basic requirements of the product.
    129. 129. Market potential of the product
    130. 130. Competitive environment of the chosen product
    131. 131. market dynamics in terms of consumer behavior about the product
    132. 132. Detail information on the Supply Chain
    133. 133. Mfg locations in India
    134. 134. How product reaches to consumer? Criticality/significance of the Supply chain
    135. 135. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    136. 136. Describe role of each intermediate in the supply chain</li></li></ul><li>Q2. Kroc changed the way franchising was done. Do you agree or disagree ??<br /><ul><li> Franchising is the license or agreement to sell another company’s products.
    137. 137. Franchisee provides know how and some agrees percentage of sale to franchisor.
    138. 138. Franchising not a new concept but ray Kroc did it in different way.
    139. 139. Other fast food owner tried putting their stamp on the restaurants .
    140. 140. Kroc believed copying the model that worked.
    141. 141. 1.9 percent commission on sales rather than charging large start up fee from franchisee.
    142. 142. Unique decision to limit to only one store those franchisee with poor performance.
    143. 143. Franchisee given freedom in area of advertising & PR.</li></li></ul><li>Rights Provided by Mcdonald’s<br /><ul><li>Trade marks
    144. 144. Restaurant décor & designs
    145. 145. Signs & equipment
    146. 146. Formula for menu items
    147. 147. Method of operation
    148. 148. Method of inventory control.
    149. 149. Marketing activities.
    150. 150. Understand the markets basic requirements of the product.
    151. 151. Market potential of the product
    152. 152. Competitive environment of the chosen product
    153. 153. market dynamics in terms of consumer behavior about the product
    154. 154. Detail information on the Supply Chain
    155. 155. Mfg locations in India
    156. 156. How product reaches to consumer? Criticality/significance of the Supply chain
    157. 157. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    158. 158. Describe role of each intermediate in the supply chain</li></li></ul><li>Requirement by Franchisee<br /><ul><li>Significant business experience
    159. 159. Rapid growth
    160. 160. Business plan
    161. 161. Manage finance well
    162. 162. Good management skill
    163. 163. Training
    164. 164. Good credit history
    165. 165. Understand the markets basic requirements of the product.
    166. 166. Market potential of the product
    167. 167. Competitive environment of the chosen product
    168. 168. market dynamics in terms of consumer behavior about the product
    169. 169. Detail information on the Supply Chain
    170. 170. Mfg locations in India
    171. 171. How product reaches to consumer? Criticality/significance of the Supply chain
    172. 172. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    173. 173. Describe role of each intermediate in the supply chain</li></li></ul><li>Q3 How McD differentiated itself from others ?“Think Global, Act Local and Sell like a Retailer”<br /><ul><li>McDonald’s followed this international mantra while stepping into different country.
    174. 174. Indian culture are averse to Beef and Egg . They respected the tradition and McDonalds did not serve it’s most popular product The BIGMAC (a beef burger)
    175. 175. They also developed an egg-less mayonnaise for the first time in the worldwide system.
    176. 176. kitchen – huge chuk of polulation is non-vegetarian , and hence they designed separate Vegetarian and Non-Vegetarian counters.</li></li></ul><li>The marketing mix of McDonald's:<br />Product - Quality, quantity , features<br />Place - Location, number of outlets<br />Price - Strategy<br />Promotion - Advertising, sales promotion<br />People - Quantity, quality, training<br />Process - Automation, standardization<br />Physical - Cleanliness, ambience<br />
    177. 177. Product<br /><ul><li>Mc Donald's aimed for standardization. Across the world their products taste similar.
    178. 178. McDonald's tries that its menu remains essentially same the world over.
    179. 179. Offered AlloTikki burger and spicy variants keeping in mind the spicy taste of people.
    180. 180. There are also substantial cost savings through standardization,</li></li></ul><li><ul><li>In India, there are no Big Macs because the Hindu people don’t eat beef.
    181. 181. However, they have the Maharaja Mac, which is a Big Mac made of lamb or chicken meat.
    182. 182. They also introduced McPuff keeping in mind the taste of Indian consumer</li></li></ul><li>Place<br /><ul><li>McDonald's restaurants - 119 countries
    183. 183. serve 58 million customers each day.
    184. 184. McDonald's operates over 31,000 restaurants employing more than 1.5 million people.
    185. 185. Mc Donald's outlets are spread throughout the cities making them very accessible. People can conveniently and quickly get their orders packed via Drive ways.</li></li></ul><li>Price<br /><ul><li>McDonald’s realize that India is a very price sensitive market
    186. 186. They did not increase the price of their largest selling product i.e. AlloTikki and Pizza Mc Puff. During high fod inflation.
    187. 187. McDonald's selects the right price for the right market segment.
    188. 188. In India, McDonald's set price through looking at Nirula's, a local food chain. </li></li></ul><li>Promotion<br /><ul><li>“Brand globally, advertise locally'‘ is McDonald's promotional strategy
    189. 189. McDonald's looks to localize its marketing communications strategy
    190. 190. It keeps in mind the cultural differences and then through its promotions tries to connect with people.
    191. 191. For eg In China , McDonald’s was banned to show advertisements casting children on cartoon networks.
    192. 192. They are aiming everyone in their promotional campaign. </li></li></ul><li>People<br /><ul><li>A new McDonald's opens somewhere in the world every eight hours.
    193. 193. Mc Donald's has a policy to staff local people . So by this way Mc Donald's possess managers who can understand the Indian culture better and hence they can deliver them effectively.
    194. 194. Employees have a standard uniform and the co. specially focuses on friendly and prompt service to its customers .</li></li></ul><li>Process<br /><ul><li>The operational procedure is standardized everywhere. For example, size of French fries is standardized and even the frying time is fixed . buns are 9.5-9.8cm in diameter and 6cm high.
    195. 195. Each restaurant has the almost same kitchen layout. Although local adaptation is made due to slightly different menus.
    196. 196. The point of purchase at McDonald's is again standardized globally. For eg buns are made at fresh start bakeries in Canada</li></li></ul><li>McDonalds target time for each category<br /><ul><li>walk-in orders within 90 seconds
    197. 197. drive-through windows – 210 seconds</li></li></ul><li>Physicals<br /><ul><li>McDonald's maintain global standards in terms of cleanliness and service.
    198. 198. The color theme is standardized with yellow and red across the world .</li></li></ul><li>
    199. 199. Ques. 4<br />How should Mc Donald’s sustain its Competitive Advantage in the Fast Food sector in Coming Years?<br />
    200. 200. Continuing the same Strategy using Existing Core Competence to sustain Competitive Advantage. <br />
    201. 201. Think Global Act Local<br /><ul><li>McDonald’s business has grown significantly from introducing products tailored to the specific customer tastes in other parts of the world.
    202. 202. A complete American appeal may be detrimental.
    203. 203. Better customer Targeting & Positioning- 7Ps
    204. 204. Philosophy helps in Standardization of Best practices across Globe.
    205. 205. Targeting Tier-III cities for the II Phase of Growth.</li></li></ul><li>Indian Example<br />
    206. 206. Harnessing Core Competence<br />Competitive Advantage<br />Franchisees<br />Suppliers<br />Mc Donald’s<br />
    207. 207. Relationship to Concepts<br /><ul><li>Understand the markets basic requirements of the product.
    208. 208. Market potential of the product
    209. 209. Competitive environment of the chosen product
    210. 210. market dynamics in terms of consumer behavior about the product
    211. 211. Detail information on the Supply Chain
    212. 212. Mfg locations in India
    213. 213. How product reaches to consumer? Criticality/significance of the Supply chain
    214. 214. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    215. 215. Describe role of each intermediate in the supply chain</li></li></ul><li>Fees Paid to Mcdonald’s<br /><ul><li>USA market is the cash cow for McD.
    216. 216. Understand the markets basic requirements of the product.
    217. 217. Market potential of the product
    218. 218. Competitive environment of the chosen product
    219. 219. market dynamics in terms of consumer behavior about the product
    220. 220. Detail information on the Supply Chain
    221. 221. Mfg locations in India
    222. 222. How product reaches to consumer? Criticality/significance of the Supply chain
    223. 223. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    224. 224. Describe role of each intermediate in the supply chain</li></li></ul><li>Animosity & Country of Manufacturer<br /><ul><li>Research shows that high animosity consumer are more likely to purchase product’s produces in their own country.
    225. 225. Mc Donald’s has solved this issue.
    226. 226. Emotional Appeal
    227. 227. Positioned itself as family restaurant.</li></li></ul><li>Cross Cultural Consumer Analysis<br /><ul><li>Understand the markets basic requirements of the product.
    228. 228. Market potential of the product
    229. 229. Competitive environment of the chosen product
    230. 230. market dynamics in terms of consumer behavior about the product
    231. 231. Detail information on the Supply Chain
    232. 232. Mfg locations in India
    233. 233. How product reaches to consumer? Criticality/significance of the Supply chain
    234. 234. Who are all intermediate in between of Mfg to final consumer e.g dealer, C&F agent, depot etc
    235. 235. Describe role of each intermediate in the supply chain</li></li></ul><li>Animosity & Country of Manufacturer<br /><ul><li>Research shows that high animosity consumer are more likely to purchase product’s produces in their own country.
    236. 236. Mc Donald’s has solved this issue.
    237. 237. Emotional Appeal
    238. 238. Positioned itself as family restaurant.</li></li></ul><li>Acculturation Process<br /><ul><li>Many marketers make strategic error while expanding internationally that if their product like by domestic consumers then everyone will like it.
    239. 239. Belief
    240. 240. Values
    241. 241. Customs</li></ul>Not introduced beef<br />Mc Donald’s<br />Aligned strategy to gain competitive edge<br />Positioned as family restaurant<br />

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