Marketing McDonald's in India Essay Example | Topics and Well Written Essays - 5000 words

Marketing McDonalds in India - Essay ExampleLtd. Ever since its launch there has been material amount of versed and external threats that have been faced by the brand on a standard basis. The SWOT Analysis Strengths The brand McDonalds presents the American culture in the customized Indian wits, which is a huge take home for Indian consumers. The big and established brand name of McDonalds has become a part of the lifestyle of right aways India, and youngsters in the age group of 18 -25 finds it as an enriching and satisfying experience while satisfying their taste buds. Low priced meals for the lunch and dinner cartridge holder have helped the brand to attract young consumers in the McDonalds outlets, who try to cover up their eating habits with their limited pocket money based finances (ICMR n.d., p.7-8).. The menu is highly customized in nature in order to cater to the taste and preferences of Indian consumers (ICMR n.d., p.6-7). Highly segmented division of food menus for c atering to both vegetarian and non vegetarian consumers (ICMR n.d., p.7). Provides comfort for money products for single items and bundled product offerings for multiple items, thereby giving the customers a actually effective pricing advantage that fits into their consumption styles and patterns (ICMR n.d., p.7). Weakness With the rise in fuel costs, offering flat prices for home delivery just at the rate of Rs.10 may actually reduce the profit margin for the brand in the long run. Due to tremendous popularity of the brand, there has been a significant amount of opportunity cost involved with the failure to entertain customers. Failure to entertain customers due to non availability of space in the outlets may lead customers to switch to other brands like KFC, Dominos etc. Opportunities From the time period of 1995, when McDonalds fast entered into Indian trade through joint venture collaboration, an average person used to eat out only 3-4 times a month. But there has been a sig nificant change in the consumer behaviour as of recent times. As of today, more and more individuals prefer to eat out on a more regular basis with average spending ranging from Rs 100 150 (ICMR n.d., p.15). The rise of nuclear families in India has also popularized the concept of eating out and also increasing the total of footfalls at the quick service outlets like McDonalds (ICMR n.d., p.14). Threats In order to keep up with competitors of global repute like KFC, Taco Bell, Dominos and pizza pie Hut who aiming to gain an increase in market share in India by opening new outlets all over India at a very aggressive pace, it is increasingly necessary for McDonalds to get into a hyper expansion mode and fund the expansion into small town areas and regional locations by venturing into Tier II and Tier III cities (ICMR n.d., p.14-15). For developing and sustaining with the expansion process, it is