Executive Summary

McDonald’s continues to be recognized as a premier franchising company around the world. Approximately 70% of McDonald’s worldwide restaurant businesses are owned & operated by independent businessmen & women, McDonald’s franchisees. McDonald’s outstanding brand recognition, experienced management, high quality food, site development expertise, advanced operational systems & unique global infrastructure position them to capitalize on global opportunities. McDonald’s is currently seeking highly qualified individuals to join the McDonald’s family as new franchisees in both U.S. & International markets. The feature of their tasty fast food items with unique value & services, creating a high demand for McDonald’s in the international business arena. McDonald’s already proves their demand in the global market by providing quality hamburgers & other fast foods. By 1997, McDonald’s had 10,752 restaurants in 108 countries outside of the United States. Furthermore, there is a golden opportunity for McDonald’s to expand their global foodservice in Bangladesh also. McDonald’s can enter the Bangladeshi market for its demand & brand image. The biggest franchising company is McDonald’s. Unique brand quality fast food provider McDonald’s hold some exclusive strength. McDonald’s is the provider of world quality foods. Different varieties of food items are there in McDonald’s. McDonald’s will get the maximum competitive advantage in Bangladesh for their exclusive brand image & superior food & service. Demand for McDonald’s foods is another strength for them. McDonald’s is always famous for their customer- oriented attitude. McDonald’s always provide gift items with each purchase of food items or accessories. McDonald’s hold some fabulous opportunities in Bangladesh as a world-class fast food provider. For a high demand of fast food in our country, they can set the high standard of fast food restaurant over here. One was the present condition of the fast food shops in Bangladesh & the other one was introducing McDonald’s in Bangladesh. Almost 95% people are already ware of McDonald’s & around 80% of the targeted audience want McDonald’s to be in Bangladesh. It’ll be beneficial for our country’s people, where they can get some world famous quality foods from McDonald’s.

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Problem & Purpose: Franchising ………McDonald’s In Bangladesh
McDonald’s is spreading out all over the world, because of its superior vision. The feature of their tasty fast food items with unique value & services, creating a high demand for McDonald’s in the international business arena. Their attributes clearly define the support on creating a global market. As we already know, the globalization of markets refers to the merging of historically distinct & separate national markets into one huge global marketplace. That concept comes on the discussion only because of the McDonald’s interference in the international business. McDonald’s already proves their demand in the global market by providing quality hamburgers & other fast foods. It’s almost everywhere around the world. By 1997, McDonald’s had 10,752 restaurants in 108 countries outside of the United States. They generated $16.5 billion (53 percent) of the firms $31 billion in revenues. And McDonalds shows “no signs of slowing down.”

McDonald’s is already in more than 120 countries. From the U.S. market to Europe, Europe to Asia, all around the globe, this international franchising company McDonald’s has already built up more than 28,000 restaurants. Recently they captured the Indian market with high success as well. As they already creating demand in the Asian markets & with that, if the possibilities are in the favor of Bangladesh, then our country can create a great momentum with McDonald’s. Furthermore, there is a golden opportunity for McDonald’s to expand their global foodservice in Bangladesh also.

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Scope & Limitations:
Scope of the Problem:
Premier franchising company McDonald’s is spreading out all over the world. There are lots of fast food shops around Bangladesh. But, no one yet has taken the initiative to bring the world’s one of the best franchising company McDonald’s in this country. So, there’s a great scope for us to bring McDonald’s in Bangladesh.

Limitations of the Problem:
There were certain limitations of the problem we face both in report preparing & also regarding franchising of McDonald’s in Bangladesh.

Time limitation: A very short time was required to make such a vast report. We needed to collect a lot of information about the company. But the time constraint was there. Unavoidable conditions: Some of the unavoidable conditions also had a deterring effect on preparing the report. (Like, strike, etc.) Restriction within the problem: High initial investment, unavailability of the ingredients of the foods, lack of technology, etc. are the restrictions within the problem.

Absence of some information regarding data collection: While making the survey for data collection, we have faced problems. Some of the information which were really essential was hard to collect.

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McDonald’s is already in more than 120 countries. if the possibilities are in the favor of Bangladesh. till now (2002) we could not franchise McDonald fasts food restaurant in Bangladesh.000 restaurants. Europe to Asia. where we can enjoy all the delicious fast food with in the reach of our hand. 4 . As they are already creating demand in the Asian markets & with that. then our country can create a great momentum with McDonald’s. there is a golden opportunity for McDonald’s to expand their global foodservice in Bangladesh. and fulfill the demand for the McDonald food grievers. Therefore it is time for McDonalds to come over Bangladesh and be a part of our daily life. From the U. all around the globe.Historical Background Recently McDonalds captured the Indian market with high success. market to Europe. Furthermore. And. this international franchising company McDonald’s has already built up more than 28. This report will help us to take the flavor of Franchising McDonalds in Bangladesh.S. but not in Bangladesh.

In addition. first of all we made a questionnaire for the general public. We constitute some general viewpoints of those people regarding the franchising of McDonald’s in our country & also the present fast-food condition of our country. we used both primary & secondary sources to collect data. Then some personal interviews with the sales people of some of the fast food shops over here also provided extra help to us. for our convenient on preparing this report. surveys. websites of McDonald’s etc. Sources: While preparing this report. Primary sources: We did questionnaires. These data & information helps us to predict & assess different sorts of factors that needed to be considered for the franchising of McDonald’s in our country.Sources & Methods of collecting data For the further enhancement of our report we uses several sources & methods for gathering information. some of the books also provided some general but imperative information’s on preparing & developing the report. 5 . Accumulated with all these sources. Secondary sources: As secondary sources we got the help from different books. On collecting the data’s. on collecting information’s. and interviewing people from different fast food shops etc. the official web site of McDonald’s gives us more information about their franchising requirements & other important & significant factors.

QUESTIONNAIRE ON MCDONALD’S 18. ESTIMATING THE SALES POTENTIAL OF MCDONALD’S 12.Report Preview 1. ECONOMICAL. DECIDING THE PRODUCT POLICY OF MCDONALD’S 13. SWOT ANALYSIS OF MCDONALD’S (STRENGTH. WEAKNESS. BRIEF VIEW AT MCDONALD’S 2. RECOMMENDATION 21. OPPORTUNITY & THREAT) 9. FEASIBILTY STUDY 6 . TECHNOLOGICAL) 10. ESTIMATING THE MARKET POTENTIAL OF MCDONALD’S 11. RELATED & SUPPORTING INDUSTRIES 7. FIRM STRATEGY. SOCIAL. DEMAND CONDITION 6. FACTOR CONDITION 5. ANALYSIS OF THE PRESENT SITUATION 20. HOW CAN MCDONALD’S IS INTERNATIONALLY COMPETITIVE 4. IMPLEMENTING A PRICING POLICY OF MCDONALD’S 14. STRUCTURE & RIVALRY 8. PEST ANALYSIS OF MCDONALD’S (POLITICAL. DEVELOPING A PROMOTION POLICY OF MCDONALD’S 16. THE FUTURE PLAN 22. FRANCHISING REQUIREMENTS OF MCDONALD’S 3. CONCLUSION 17. ANALYSIS OF THE QUESTIONNAIRE 19. MAKING A DISTRIBUTION POLICY OF MCDONALD’S 15.

experienced management.“WORLD’S BEST QUICK SERVICE RESTAURANT EXPERIENCE”. In the U. & International markets. with a proven track record of franchising to all segments of society. McDonald’s franchisees. McDonald’s is the largest & best-known global foodservice retailer with more than 28. Ray Albert Kroc (1902-1984). an equal opportunity franchiser.S. Approximately 70% of McDonald’s worldwide restaurant businesses are owned & operated by independent businessmen & women. McDonald’s serves less than 1% of the world’s population. McDonald’s continues to be recognized as a premier franchising company around the world. 7 . McDonald’s rich history began with him. was the man behind the picture who brings McDonald’s in this continuous success. site development expertise.000 restaurants in 120 countries. even as the market leader. The strong foundation that he built continues today with McDonald’s vision. advanced operational systems & unique global infrastructure position them to capitalize on global opportunities. by choice.S. minorities & women currently represent over 34% of their franchisees & 70% of all applicants in training. McDonald’s is currently seeking highly qualified individuals to join the McDonald’s family as new franchisees in both U. high quality food. It’s just because of their uniqueness in the vision where they are dominant as the provider of GREAT TASTING FOOD! SUPERIOR SERVICE! EVERYDAY VALUE! CONVENIENCE! McDonald’s is. Yet one day. McDonald’s remains committed to franchising as a predominant way of doing business. McDonald’s outstanding brand recognition.Brief view at McDonald’s McDonald’s has always been a franchising Company & has relied on its franchisee to play a major role in its success.

$742.800.$175. inventory.000 McDonald’s grant a Business Facilities Lease (BFL) An individual must have a minimum of $100.           8 . pre. area. Availability of opportunities in one’s country The availability of franchises in specific geographic areas must be discussed with McDonald’s franchising personnel in the specific country for which someone have interest.000 of no.opening expenses  Cash or liquid assets require to acquire a franchise. kitchen.Franchising Requirements of McDonald’s Business qualification that McDonald’s seek in its potential franchisees High personal integrity Entrepreneurial spirit & strong desire to succeed A proven ability to motivate & train people The ability to manage finances A willingness to personally devote fulltime A willingness to complete a comprehensive training program Financial resources McDonald’s franchising cost New restaurant costs range from $444.borrowed personal resources to be considered to be franchise under the BFL Program. decoration.150 Additional cost for size.

Structure & Rivalry All of the above terms of Porter Diamond Model will be taken into consideration. for a better location where McDonald’s can have potential customers. as there is scarcity of place in Dhaka city. Factor Condition: Economic theory says factors of production are labor. So. capital & infrastructure. employees for the production house & also for the sales centers & offices will be very much available. So labor will not be a major factor to be considered.In PORTER’S Framework …… McDonald’s The following are the four dimensions of Porter diamond Model that are concern about the international competitiveness of a product or company: Factor Condition Demand Condition Related & Supporting Industries Firm Strategy. So. Baridhara or Dhanmondi can be the better options.as it is the most populated cities in Bangladesh. The location of the center can face a bit problem. natural resources. The franchisee for McDonald’s has to determine these factors that makes the most use of it. let’s have a close look when world’s biggest fast-food provider McDonald’s & Porter’s Framework combines together. How this framework matters in Bangladesh is really important to know when McDonald’s is there. places like Gulshan. 9 . land. Reasonable place in a reasonable cost (rental or sold) might be a problem to find. when McDonald’s will enter in the Bangladeshi market. Banani. Bangladesh will get the advantage of large population with potential manpower. Uttara. Those factors eventually will determine the flow of trade. From the perspective of skilled labor & infrastructure. So. Also it has many unemployed people who are seeking for job every time.

they may need to produce them here or bring from some other countries to maintain the quality of the foods. they do not make fries from any other types of potatoes. the quality raw materials that are essential for a food item to be an actual McDonald’s item will be very difficult to get. and pickles etc. It will be good for our economy because it encourages local industry. The sites or the locations that we already mentioned for McDonald’s.which might be unaffordable for the customers.S. But those types of potatoes are not available here. Helvetia are already in the Bangladesh & captured the target market. The firm may not find the right quality of meat. & who follows the trend. In these posh areas of Dhaka.that will increase the cost of making the foods & subsequently the price of the foods. people of Dhaka also wish the food centers to be big & comfortable enough so that they can pass some times there. The appeal for McDonald’s is greatly expanded by the people who can afford to buy. 10 . In that case it would be good options to buy local materials without hampering its quality.Continues with the framework …… McDonald’s Demand Condition: If we give a close look at the local demand of fast food in Bangladesh we will find out that there are very few good quality fast food shops meeting the demand of potential customers.A.. because all the big & famous schools. who has the craze. & U.K. colleges. universities & offices are situated over here. McDonald’s will face most of the problem. fast food centers are very much popular. Same thing can be happen with other materials also. As the climate & geographical conditions of Bangladesh are very different from that of U. even the ground & climate are not also perfect for those potatoes. The demand can be mainly found in Dhaka. Related & Supporting Industries: In that term. is the reason for those people who have the attitude & acceptability power. food lovers gather there is large numbers to have snacks & drinks & also to pass some quality time. McDonald’s has got a greater chance to be the center of the attraction in the fast food competition over here. As we can see that other companies like Wimpy. potatoes. Because of lack of entertainment places. the potatoes used for the French Fries of McDonald’s have to be a certain size & shape. For example.

So from that perspective. price. & Golpea Burger are not comparable to McDonald’s. American Burger.like Wimpy or other big fast food shops are providing.as they did with one hundred & twenty countries already. If they can attract the customers through it’s world quality foods & services with the convenience. Rivalry wise. all the other fast food centers like Western Grill. McDonald’s should offer the price of the snacks & drinks. Except for that. Just to take in consideration that buying power matters. The target should be the customer. McDonald’s can enter the Bangladeshi market for its demand & brand image. Swiss. then McDonald’s has got a glorious opportunity to make a relationship with our country also. Helvetia.as their quality. promotionall the styles are different from others. 11 . after considering all the factors. McDonald’s don’t have that much rivalry. So. there are fewer problems expected.Still continues with the framework …… McDonald’s Firm Strategy. The only direct rival in Dhaka may be Wimpy. Structure & Rivalry: The Government of Bangladesh does not create many problems for any foreign company to enter its market.

Such step will attract more customers in Bangladesh. where these two are regarding as their main competitor. This is one of the major strength that McDonald’s holds to be successful in our country. as ‘McDonald’s’ title is already in their mind. McDonald’s will get the maximum competitive advantage in Bangladesh for their exclusive brand image & superior food & service. McDonald’s will sell their foods in a comparable price like Helvatia & Wimpy. their choice. McDonald’s is always famous for their customer. Let’s give a closer look on the following term: STRENGTH……… McDonald’s Unique brand quality fast food provider McDonald’s hold some exclusive strength. weaknesses. McDonald’s is the provider of world quality foods. their demand & so on. opportunities. They are always conscious about consumer’s perception. Different varieties of food items are there in McDonald’s. They can make a worth use of those when they’ll be in the Bangladeshi market. Such kind of attitude can easily make customers in Bangladesh. McDonald’s always provide gift items with each purchase of food items or accessories.SWOT ANALYSIS of …… McDonald’s Now we are going to show a complete picture of the strength. The potential customers of Bangladesh will support them. Those are as following: McDonald’s is famous for their brand image all around the globe. They always take customer’s suggestions & all the information. Demand for McDonald’s foods is another strength for them. 12 . & threats of McDonald’s when it’ll make it’s step on our country. Means.oriented attitude. people’s awareness will automatically create the demand.

Continues with the SWOT ANALYSIS WEAKNESS……… McDonald’s Though McDonald’s is really strong for the above strength. 13 . They need a good place to be selected for their location. Availability of supplier will be on their support. So. OPPORTUNITIES……… McDonald’s McDonald’s hold some fabulous opportunities in Bangladesh as a world-class fast food provider. affordability is really necessary for that. Availability of labor is also one of their advantages in Bangladesh. Those opportunities are as following: For a high demand of fast food in our country. they might face some problem for some of the weaknesses. Unavailability of some raw materials can be a major weakness of McDonald’s in Bangladesh. setup cost for McDonald’s is really high. Those are as following: A high initial cost is needed for the establishment & decoration of McDonald’s. McDonald’s will get the opportunity of expanding their branch on the other part of the Bangladesh if they can create & maintain the overall demand. Location is a big factor for McDonald’s in Bangladesh. As we already mentioned. they can set the high standard of fast food restaurant over here. So. the branching opportunity is also in McDonald’s favor.

So that can be judge as a threat for this world quality restaurant. Wimpy can be a threat for them.Still continues with the SWOT ANALYSIS THREATS……… McDonald’s McDonald’s might face some threats as well in Bangladeshi market.making flexibility. Those threats are very minor for them. Lack of customer at that time can be a major threat for their profit. Those few threats are as following: As a major opponent. but possibilities are there in hampering their reputation. 14 . During strike time. supplier of McDonald’s will face a major problem. Economic infrastructure of Bangladesh is not that superb.

etc. PEST Analysis will give us a clearer view on that. ECONOMICAL CONDITIONS……… McDonald’s Some economical criteria’s can affect McDonald’s.PEST ANALYSIS of …… McDonald’s Now we will focus on the Political. Government rules & regulations can intervene in McDonald’s success. & Technological aspects in terms of McDonald’s entrance in Bangladeshi market. Trade barrier can create a lot of problem for McDonald’s on bringing raw materials from other country. Social. How these terms can intervene in the condition of McDonald’s. Financial help can be generated from the banks of Bangladesh. can negatively affect McDonald’s. These are as following: Poor economical infrastructure might affect McDonald’s. Maintaining the profitability with high investment to be returned can be a ‘Job in hand’ for McDonald’s. hartal. POLITICAL CONDITIONS Following political conditions can affect McDonald’s in different manner: Political corruption like strike. 15 . Economical.

chicken. It’s just because of the use of integrated & fast machines. The McDonald’s franchising department will provide all the necessary machines. Those are as following: McDonald’s technological items give them the competitive benefit on producing high quality food. Religion is also important to consider. vegetableall kind of food in this country. It’ll be included with the initial cost. Those are as following: First of all. McDonald’s has to be lineal to judge those factors. There are also other religion’s people also. Food must be provided according to the cultural substances. So. 16 . TECHNOLOGICAL CONDITIONS……… McDonald’s Some technological criteria’s should be mentioned which is important in McDonald’s perspective. they can bring beef. They are also known as world’s best quick service restaurant. 95% people in Bangladesh are Muslim. We don’t have to pay any additional fees or charges for those exclusive machines. they have to understand the culture of Bangladesh.Continues with the PEST ANALYSIS SOCIAL CONDITIONS……… McDonald’s There are some social factors that should be taken under consideration while entering the Bangladeshi market.

“World’s best quick service restaurant experience”. One was the present condition of the fast food shops in Bangladesh & the other one was introducing McDonald’s in Bangladesh. McDonald’s provides specialties such as Egg McMuffinn. Quality of food in McDonald’s: As we already know McDonald’s unique vision. pasteurized Eggs. Almost 95% people are already ware of McDonald’s & around 80% of the targeted audience want McDonald’s to be in Bangladesh. variety. Some of the ingredients they are using for making those quality foods. They never sacrifice quality for anything else. On the other hand. they just bring those form the country where they origin from. 17 . & moderation in consumer’s diet. in the second part of our survey. Sausage Biscuit. Varieties of food in McDonald’s: Variation may occur depending on the local supplier. The reason behind this is.is just because they are providing the supreme quality of food items. In the first part we tried to find the demand for fast food.Market Potential of …… McDonald’s Demand for McDonald’s: We conducted a survey that was based on two things. For instance. Along with quality they also care about balance. in our country we are lacking of recreational areas & people always look for a place where they can go. the region of the country & the season of the year. It’ll be beneficial for our country’s people. Breakfast Sauce. we found that McDonald’s can meet the vast demand of fast food in our country. where they can get some world famous quality foods from McDonald’s. Sausage McMuffinn. spend some time. where we found the demand has increased rapidly among the potential customers. & relax.

000Tk.000Tk.00.000Tk. 40*100*365 = 14.90.25.10. Sales Potential of …… McDonald’s ESTIMATED TOTAL COST: Approximately 5.10.000Tk.000Tk.24.00.000Tk.95.500Tk.77. Cost in Tk.00. Egg & Cheese Bagel & so on for breakfast only.000Tk. ESTIMATED SALES: ITEMS BIG MAC MEAL CHICKEN NUGGETS FRENCH FRIES GRILLED CHICKEN SALES (Price*quantity per day*365days) 140*40*365 = 20. These delicious items are hardly available in the either of the fast food restaurants of Bangladesh. 2 .EVEN POINT: 4 yrs SALES NEEDED TO REACH THE INITIAL POINT (per year): 1. 75.60. TARGETED TIME TO REACH THE BREAK. INITIAL CASH INVESTMENT PROMOTIONAL CAMPAIGN COST OTHER EXPENSES TOTAL COST (approximately) 58.99.Steak. 120*25*365 = 10. 200*25*365 = 18. 4 .00.000Tk. 18 .000Tk. Cost Type NEW RESTAURANT COST OPENING EXPENSES 26.00.00.000Tk. 50.44.000Tk.

23.68. = 21.90. Products such as Hamburger. preferences & so on. 19 .56. = 4.O. a complete list with details of the menu items from Big McSandwiches to small order of fries must be provided to the franchisee of Bangladesh. There are a wide variety of products that we can offer but there are some specific products that we cannot afford to offer.125Tk. Peppered bacon. 98% of the Bangladesh population is Muslims and as a result pork is prohibited in Bangladesh.FISH JUICES SODA’S OTHER ITEMS TOTAL SALES (per year) 145*25*365 150*25*365 50*25*365 30*200*365 ***** = 13. Julienne Ham.125Tk. = 7. and all the sausages should be made from chicken or beef as preferred.250Tk.50. Ham.000Tk.) Product Policy of …… McDonald’s Product policy of McDonalds must be according to one’s country culture and their food habits. It therefore gives the management a clearer view about the contents of the food items as well as nutrition analysis.25. So to address the ingredients of McDonalds food.12. For instance. = 1. egg and cheese bagel. So. This calculation will vary according to the demand. = 13.CHICKEN McGRILL FILET.000Tk. It can also vary yearly.750Tk. (The above chart shows the estimated sales of McDonald’s each year. This is just an estimated figure by how McDonald’s can reach the break-even point in 4 yrs. quantity. any kind of food items made from pork will not be accepted by our culture. So the management who are in charge of this has to keep this in mind while franchising McDonalds in Bangladesh. Therefore.

) 140 120 145 160 140 140 . same as in Helvatia.Pricing Policy of …… McDonald’s Now we are going to focus on the pricing policy of McDonald’s. This perhaps gives McDonald’s a competitive advantage over the local competitors regarding the pricing policies & also in terms of the quality of the foods. which is 150Tk. If compared with Wimpy’s King size burger. Chicken Nuggets (6 pcs. McDonald’s Big Mac will cost 140Tk.) CHICKEN McGRILL GRILLED CHICKEN BREAST FILLET CRISPY CHICKEN BREAST FILLET CHICKEN MAC NUGGETS 20 PRICE (In Tk.) in Wimpy costs 150Tk. it should be according to the pricing policy of Wimpy as well as other local fast food shops for competitive reasons. A SAMPLE PRICE LISTING OF SOME FAMOUS McDonald’s ITEMS ITEMS BIG MAC MEAL CHICKEN NUGGETS (6 pcs. whereas is McDonald’s it will cost 120Tk.

McDonald’s does not need to work hard at first. So in the preliminary stage. as in the beginning it will start with only one place in Dhaka. The main distribution McDonald’s has to think is the external distribution of how will they get the supplies of the raw materials and from where. the distribution of the foods to the customers will never be a very big thing. So the foods are always ready to reach the customers within some moments. the distribution of the foods to the customers will not be of much hazard. There are many materials usually used to prepare the foods that are not easily available in Bangladesh. 21 . like India. For those materials McDonald’s has to bring them from other places. For the storehouse distribution.) FILET. And even when there will be more than one stores. As an example. and more complicated while a foreign company is entering a new market.FISH GRILLED CHICKEN FRENCH FRIES CAESER SALAD CHEF SALAD GARDEN SALAD LOW FAT GRANOLA FRUIT & YOGART & PARFAIT SHAKE MIX ORANGE JUICE SODA’S HOT CHOCOLATE MIX COFFEE TEA 150 200 40 120 120 135 120 140 80 50 30 50 30 25 Distribution Policy of …… McDonald’s Distribution is needed very much for any company.(6 pcs.O. as the foods are always prepared on spot at McDonald’s. It goes with McDonald’s while entering Bangladesh.

they have certain places from where to bring which product and how. tartar sauce. special sauce of McDonald’s. their promotional activities will give them the additional benefit with the existing awareness among customers. and this needs special type of soil to grow. which may not be found here. Like. and Jugantar etc. 22 . they have their certain distribution system. Advertising in the front page of the famous newspapers of our country. So we have to follow the instructions of the policies given by the authority to conduct the distribution. Now let see what are the promotional activities McDonald’s can plan & implement for making itself as a big shot in Bangladesh. Advertising inside the magazines. The potatoes have to be of a certain shape and size. cellulose gum and some others are not very much available here. The Observer. Lots of leaflets will be published & distributed in the roadside to make the awareness more among the people. The Daily Star. Further discussion will give us a clear view of McDonald’s promotion policy. According to the management contract policy of McDonald’s. For the raw materials.the potatoes used by McDonald’s for preparing their French-fries have to be of a certain quality. Promotion Policy of …… McDonald’s Biggest fast food restaurant McDonald’s promotional style will be vast. So maybe the potatoes have to be brought from somewhere else. Ittefaq. They need to be brought from somewhere else. There are different types of promotional campaign that can be taken to consideration. Like that items as sesame seeds for the buns. As we already know that they are very familiar with the potential customers in Bangladesh.

a lot of advertisement in the road. This will make a quite good attraction among the young children. So. & signboards will attract people.all around the city. arrival of McDonald’s will be a great achievement for our country. Advertisement in different web. As we have already figured out that factors & demand condition is already in our favor. banners. Though the initial investment is very high.sites & web pages will allow McDonald’s to make more of their publicity. Whenever they see. The people will be able to taste the world quality food in comparison of other fast foods available in the country. 23 . It’ll be generated almost everyday. From this they can gain much more competitive advantage. wherever they see. McDonald’s will make a ‘KID ZONE’ for small children just beside or inside the food store. but the return in long term can be very much effective. Finally. Electronic media. like television. posters.Attractive brochures will also be published for more convenience. Use of Internet based media will help McDonald’s to advertise itself that it has now in Bangladesh. it’ll be a great advantage for us to bring McDonald’s in Bangladesh. this can be a very good promotional policy for McDonald’s. because still no fast food shop in our country is creating such kind of attraction. Conclusion So. McDonald’s will provide gift items with each food purchase. everyone can expect McDonald’s to be in Bangladesh very soon.side billboards. in the present condition of the fast food market in Bangladesh. radio will also help with general advertisement for more publicity. will give them the 100% competitive advantage in the fast food competition.

they have make a very quick sales & heed to reach at the break.      24 . which is a very big amount. But if they couldn’t continue in the same speed next couple of years. If they couldn’t reach the target.even point in 4 yrs time. a very high investment is necessary. if we do the feasibility study for McDonald’s. Those are as following:  For bringing McDonald’s in Bangladesh.Feasibility Study After all the analysis & planning. Making such a high payment at. Other additional costs are also there to make the investment very high. Initial cost for bringing McDonald’s is also very high. They might create the attraction in the first year of their arrival. then they might face a severe struggle in Bangladeshi market.time is really tough. Cash/ liquid assets require to acquire a franchise is worth $175.a. then loss will be there. then some criteria has to be consider. When McDonald’s will be in Bangladesh.000.

So. we can conclude in our feasibility study that. It’s just because. McDonald’s can’t even dream of the profit then in Bangladesh. because of the low affordability. when a company is in international business. APPENDIX 25 . they’ll always look for demand & then profit will be automatically there. If the price is too high. for the high investment & price of foods. it’s not quite feasible enough to bring it in our country. So. then in our view it’s not feasible to bring McDonald’s for the time being. the customer will be at the minimum level. Price of McDonald’s items will play a big role on their success or failure. if McDonald’s can’t guarantee to cover the whole cost in 4 years after their arrival in Bangladesh.

SAMPLE QUESTIONNAIRE 1. No c. I’ll eat anyway d. How do you rate the quality of fast food in Bangladesh? a. Poor b. Do you want more fast food shops in Bangladesh? a. Yes b. Satisfying No comments b. Not satisfying c. Don’t know 7. 5. 2. 3. Good d. 4. How do you rate fast food in Bangladesh? a. Excellent 6. Age: ……………… Gender: ………………… Profession: ……………………… Residence: …………………………………. 26 . Moderate c.

Sounds a. Who cares? true 13. Golpea Burger d. Cheap c. If you found McDonald’s in Bangladesh. Wimpy c. Wow c. 100-150 b. Other 10. b.8. what will be your reaction? a. b. What price range of McDonald’s fast food can make you go there? a. 150-200 c. Definitely familiar! 12. How do you rate the price of fast food in Bangladesh? a. once a. never 11. I’d like to there everyday 14. Swiss How often you take fast food? b. So funny d. What is McDonald’s?! c. Which fast food shop you prefer in Bangladesh? a. Once a year (if I have money) a week d. Everyday c. will you try it? b. 200-250 d. if it’s affordable. Never. Oh my god! d.ever c. Affordable doesn’t matter b. Dream comes If McDonald’s comes to our country. Have you ever heard of McDonald’s? b. Price 9. >250 27 . I’ll be a. Helvatia e.

McDonald’s vision is “WORLD’S BEST QUICK SERVICE RESTAURANT EXPERIENCE”………………What do u think about their vision? a.15. Acceptable b. I’m confused c. Cool d. Friends b. McDonald’s will win! 19. I don’t remember d. With whom you always want to be in the McDonald’s? a.OPERATION Situation Analysis 28 . a. oh really?! so (cuz I don’t know) C. Not at all b. Let them fight! c. Where you want McDonald’s to be in the Dhaka City? a. Yes Have you ever tasted McDonald’s in abroad? b. Never b. If it’s here. Grandma! 16. Do you want McDonald’s to compete with other fast food shops in Dhaka? a. Girl friend/ Boy friend Alone e. Banani e. Uttara b. Mom & Dad! c. I don’t think 20. Baily road 18. Do you really want to see McDonald’s in Dhaka city? a. I want McDonald’s! THANKS FOR YOUR CO. 17. Let see who wins? d. No c. Dhanmondi c. I’ve no problem d. Gulshan d.

A survey was conducted which was based on the present demand of fast food in our country. Through the survey we found out the following preferable conditions. Its rapid increase has showed that fast food restaurants are quite popular among the local people.  Reviewing the customers’ preference.Present condition of fast food shops in Bangladesh Fast food is a growing trend in Bangladesh. especially the youth. 84% of the people can afford to have fast food. only 8% thinks that it’s beyond their affordability. Whereas. there are not enough quality fast food shops in Dhaka. Situation Analysis 29 .  Most popular fast food shop in Dhaka right now seems to be Helvatia. it shows that 36% people are not satisfied with the existing quality of the fast food. From the survey it shows that 92% of the people seeks for more quality fast food shops.  According to the people’s need. Only 31% of the people are satisfied with the quality. The rest of the people would eat anyway.  In terms of price range. Such as:  The growing demand for fast food in Bangladesh is 85%. They have the preference of 60% people.

30 .  There is a positive reaction pattern among 80% of the people who are demanding for McDonald’s to be in the Dhaka City.Introducing McDonald’s in Bangladesh Along with the present situation of fast food in Bangladesh.  Majority of the people wants McDonald’s to be situated in Dhanmondi area.  Majority of the people would prefer to go to McDonald’s with their friends & family.  69% of the people are expecting to be the price of the food items of McDonald’s within the range of 100-150Tk.  It was quite obvious from the survey that McDonald’s will definitely have a competitive advantage. we also found from the survey that how the people will perceive the introduction of McDonald’s.  95% of the people are already aware of McDonald’s.28. It’s about 85% people who believe it that way.  The potential age group is found to be between 16.

Contemporary Business Communication.R.mcdonalds. I.BIBLIOGRAPHY Hill. International Business. The Dryden press. Kurtz David.com 31 . 1997. 2000. & Moffett. Business Communication. Pettit..A. 1994. M. E. D.Hill Companies. Lesikar. International Business. V. John.H. Ronakainen. USA: McGraw. 1994. USA: Prentice Hall.. L. From the original website of McDonald’s. Third edition. Sixth edition. Second edition. Delhi: Laxman Chand Arya.www. L. M. Charles E.Raymond. Czinkota. Boon Lovis.

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