Joven, AL Vincent M.

BSA Block-
A

1. What opportunities and threats did McDonald’s face? How did it handle them? What
alternatives could it have chosen?

The company of McDonald’s threats are the environments and its weather of the place
where they had to pit their store, the people’s belief & norms, the government of that
place, their social stability, technology and more. So how did McDonald handle them?
So it is through by decreasing health problem. By delivering superior value to customers
then competitors. For better performance in Europe McDonald has to do a lot of work by
providing the taste and dishes which have high demand in European market. And
McDonald can have better performance than his competitors by providing dishes which
are a part of that culture of Europe. The alternatives could have chosen is McDonald
should open new restaurant in that area where fast food has important part in the culture
of that area. McDonald has to choose that management which can easily understand the
demand of all customer.

2. Before McDonald’s entered the European market, few people believe that fast food
could be successful in Europe. Why do you think McDonald’s succeed? What strategies
did it follow? How did these differ from its strategies in Asia?

So before Mc Donald entered the European market first they opened their doors in India in
October 1996 at BasantLok in Vasant Vihar. They have restaurants in Mumbai, Delhi, Pune,
Ahamedabad, Vadodara, etc. which is one of the popular places in India. The Indian market
was different in terms of customer’s tastes, value systems, language, perception and
purchasing power, as compared to most of other countries where they have a presence. To
establish themselves in Indian market, they realized that they have to reengineer their
marketing strategy. So one of the strategies why McDonald succeed is McDonald promotion
strategy consists of a mix of advertising personal selling, sales promotion, public relations
and direct marketing. The three main objectives of Mc Donald’s marketing are to make
people aware of the item, feel positive about it and remember it. Another strategy is the
product are prices such that they can also be afforded by middle class and lower middle class
people. And Mc Donald also offers various meals like happy meal, combo meal, family meal,
happy price menu etc. They use these strategies while in India to implement in European
market, which gave them a big competitive advantage.

3. What is McDonald’s basic philosophy? Who does it inforce this philosophy and adapt
to different environment?

McDonald's basic Philosophy is to provide food with strictly following Quality, service,
cleanliness and value. (QSC&V). To accomplish quality, it has set up quality affirmation
places in USA Europe and Asia. Likewise, preparing has a significant impact in client
administrations. Another is being the 1st in a market and establish own branding by
advertising heavily, because it recognized that the success and profitability of Mc Donald is
directly linked to the success of the franchises.

4. Should McDonald’s expand its menu? If you say no, then why not? If you yes, what
kinds of products should it add?

Yes. McDonald's should add more products on their menu to maintain their position at the
pinnacle and to establish better or more health concise products that people eat. In like
manner, they should find out about the fulfillment of their client. For me, the items they
should advertise is sweet potato and fries, since it has a different taste from usual’s potato
and fries we eat each time we go to McDonald's.

5. Why was McDonald’s successful in Moscow?

Because McDonald's brought their basic philosophy, mission and vision, what they learned
in experiences in other countries and their confident in the market. They have confronted
numerous difficulties from the earliest starting point to the time where they put their store in
Moscow. So, at that time McDonald’s built up a strong and firm strategic management. In
addition, before they put up a store in Moscow, McDonald's has already built its reputation in
the US. That's why many people from different of Moscow came to the opening of
McDonald's and the Company earned a lot of money consistently in the long run.