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Case
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Reference no. 502-028-1
Subject category: Marketing
Published by: IBS Center for Management Research
Published in: 2002
Length: 7 pages
Data source: Published sources

Abstract

The case discusses the localisation strategies adopted by the multinational fast food chains McDonald''s, Domino''s and KFC in India. Initially, these fast food chains found it tough to cater to Indian tastes. Soon, they customised their menu, positioned their products and advertised to appeal to Indian customers. McDonald''s and Domino''s succeeded to a certain extent, while KFC still had a long way to go. The case is intended to enable students to understand the localisation strategies adopted by the multinational fast food chains. They should also be able to appreciate the factors that forced the fast food chains to understand the local market and modify their strategies to suit local requirements. The case is intended for MBA/PGDBM level students as part of the fundamentals of marketing and strategic marketing course.
Location:
Industry:
Size:
Large
Other setting(s):
1997-2001

About

Abstract

The case discusses the localisation strategies adopted by the multinational fast food chains McDonald''s, Domino''s and KFC in India. Initially, these fast food chains found it tough to cater to Indian tastes. Soon, they customised their menu, positioned their products and advertised to appeal to Indian customers. McDonald''s and Domino''s succeeded to a certain extent, while KFC still had a long way to go. The case is intended to enable students to understand the localisation strategies adopted by the multinational fast food chains. They should also be able to appreciate the factors that forced the fast food chains to understand the local market and modify their strategies to suit local requirements. The case is intended for MBA/PGDBM level students as part of the fundamentals of marketing and strategic marketing course.

Settings

Location:
Industry:
Size:
Large
Other setting(s):
1997-2001

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