McDonald’s en Inde : une stratégie "glocale"
Date de publication :
13/01/2009
Langue :
Anglais
Format :
.doc
Nombre de pages :
12 pages
Sommaire :
Sommaire
- Mission & vision
- External analysis
- Political / legal
- Economics
- Culture
- Food specificities
- Fast food market
- Competition
- Internal analysis
- History of a success
- Products & activities
- Restaurant management
- Cultural sensitivity
- Financial analysis
- Diagnostic & key success factors
Résumé :
India is an assimilation of several ethnic groups. In accordance to the geographic origin, language, religion, dress, food, habits differ! 22 different languages are recognised, and there are hundreds of dialects. Nonetheless people have the same temperament. Indian food is spicy, colorful and changes from region to region. The blend of spices must be delicate and characterized most of the meals. Sweets are very popular and are usually made with ingredients rich in fat like sugary ghee. Indians are loyal to regional players as they serve popular local cuisine.
It is hard to match the appropriate mix of spices which will suit the Indian taste. Local brands benefit from legitimacy, like Haldiram's and its $250 million consumers. Samosas remain the most selling snacks. mcdonald's has adopted an essential strategy we can named "Glocal".
GLOCAL: Think global, act local
It consists in adapting the concept of Mc Donald's to different food cultures and local products. In fact, the company has invested in specialist coffees, ethnic foods, ethically-sourced foods and portable/snack products. Although, recently it has experienced some success in the offer of a more standard, US-type menu, viewed as star products.
It is hard to match the appropriate mix of spices which will suit the Indian taste. Local brands benefit from legitimacy, like Haldiram's and its $250 million consumers. Samosas remain the most selling snacks. mcdonald's has adopted an essential strategy we can named "Glocal".
GLOCAL: Think global, act local
It consists in adapting the concept of Mc Donald's to different food cultures and local products. In fact, the company has invested in specialist coffees, ethnic foods, ethically-sourced foods and portable/snack products. Although, recently it has experienced some success in the offer of a more standard, US-type menu, viewed as star products.
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A propos de l'auteur :
Anaïs SILVA RAMOS
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