Ikmaliza (1641270)

Intan Nadya Kirana (1641311)

Chintia 1641326
Hellen 1641316
Question & Discussion
Refer to Exhibit 6-9, which
presents McDonald’s
market potential based on
the formula given on page
211.
a. Using the same
formula, estimate
what McDonald’s
market potential
would be in Brunei.
b. What factors are
missing in the formula
that McDonald’s uses
 ANSWER

Population of Brunei : 435.562

No. Of People Per McDonald’s In US : 21.629
PerCapita Income Brunei : $28.290
PerCapita Income in US : $41.800
Potential Penetration In = 435.562 x $28.290 = 13,49
Brunei 21.269 $41.800
 Factors are missing in the formula that
McDonald’s USES

1. Consumption patterns aren’t comparable across

countries due to strong cultural disparities.
2. Other factors (Competition, Trade barriers)
cause actual sales to differ from potential sales
3. Technological advances allow use of product
innovations in a country at an earlier stage of
economic development (leapfrogging)