ST.

ANDREWS COLLEGE
OF ARTS, SCIENCE AND COMMERCE
BANDRA (W), MUMBAI 400050.

INTERNATIONAL MARKETING WITH REFERENCE TO

FAST FOOD CHAIN
Submitted for the Course
INTERNATIONAL MARKETING

IN
MASTER OF COMMERCE PROGRAMME PART 2
SEMESTER 3

OF THE
UNIVERSITY OF MUMBAI

BY
VERONICA FERNANDES
9116

UNDER THE GUIDANCE OF Prof. Rakesh Vanarse

2016 2017
ST. ANDREWS COLLEGE
OF ARTS, SCIENCE AND COMMERCE
BANDRA (W), MUMBAI 400050.

INTERNATIONAL MARKETING WITH REFERENCE TO FAST

FOOD CHAIN
Submitted for the Course
INTERNATIONAL MARKETING

IN
MASTER OF COMMERCE PROGRAMME PART 2
SEMESTER 3

OF THE
UNIVERSITY OF MUMBAI

BY
VERONICA FERNANDES
9116

UNDER THE GUIDANCE OF Prof. Rakesh Vanarse

2016 2017

DECLARATION
I hereby declare that this project report entitled INTERNATIONAL MARKETING
WITH REFERENCE TO FAST FOOD CH AIN which is being submitted in
partial fulfilment of the requirement of the course on Research Methodology leading
to the award of the Master of Commerce Degree by the University of Mumbai is
the result of the research carried out by me under the guidance and supervision of
Prof. Rakesh Vanarse.
I further declared that I have not previously submitted this project report to any other
institution/university for any other degree/ diploma or for any other person.

Date:
Place: Mumbai

Signature of Student

CERTIFICATE
It is certified that this project INTERNATIONAL MARKETING

WITH

REFERENCE TO FAST FOOD CHAIN has been prepared and submitted by

Veronica Fernandes (Roll Number 9116) under my guidance during the academic year
2016-2017.

Date:

Signature
(Prof. Rakesh Vanrarse)
(Associate Professor)

Place: Mumbai

Signature of the
Examiner

Signature of the
External Examiner

Signature of the Internal

Principal

ACKNOWLEDGEMENT

I would like to express my sincere gratitude towards my teacher and guide Prof. Rakesh Vanarse. I
would also like to thank our Principle Dr. Marie Fernandes for providing us with the motivation and
facilities to help me in completing this project and their kind co-operation and encouragement
which help me in completion of this project. I would like to express my special gratitude and thanks
towards these people.

Executive Summary
This report provides an analysis of the international marketing environment of the global fast- food
industry and evaluates the international marketing activities of McDonalds, which is
considered a key player.
Firstly, the PESTLE framework is used to analyse external environmental factors influencing the
industry. The Porters Five Forces framework is utilised to analyse the competitive rivalry within
the industry, and its attractiveness for potential new entrants. Key players and their positioning was
identified using a strategic-groups model, mapping brand value against global presence.
Based on the industry analysis, McDonalds was identified as the market leader and anexamination
of their market entry modes was carried out. Their international marketing mix was evaluated to
identify success factors, drawing focus upon international branding, international distribution,
international communications and standardisation vs. adaptation of the service offering. An internal
analysis identified the firms strengths and weaknesses
whilst an external analysis considered the opportunities and threats posed to McDonalds as market
leader.
Finally, short and long term strategic and tactical recommendations were outlined in order to
enhance McDonalds competitive position within the global fast-food industry. These
recommendations are both realistic and well supported, based upon the evaluation of their current
strategy and activities.