Marketing plan Sample (McDonalds) 7

Executive Summary (phase 2)

India was the 95^th country in which McDonalds open its new branch. It entered into Indian market in 1996. It started with the joint venture with two companies. Mr. Vikram Bakshi, owner of Connaught plaza Restaurants Private Limited owns and manages all the McDonalds in North and East India. While Mr. Amit Jatia, M.D. Hard Castle Restaurants Private Limited owns and manage McDonalds in West and South India. Now it has almost 182 outlets spread over across the country. In 2008 they faced another problem of inflation in food prices by which they have to increase their prices too. Consumers of India are moving towards Fast food Industry because of their new life styles and dual working families with children, so they are emphasis increase on quick meal solutions (Atkins and Bowler, 2001). It has been recorded a 19% market growth in fast food industry due to all the above reasons (Keynote, 2003). There are many of the small catering restaurants in India which are offering many substitutes but fast food is perhaps the most prominent and most growing. It has been accepted by fast food Industry that’s strategies used should be made according to consumers preferences and understanding their innovating needs. This understanding will help in targeting audiences according to culture so that customers demand can be increased and new products can be launched. McDonalds have approach of globalization where they try to provide same food everywhere; same approach can be adopted in India by introducing there vegetarian and chicken sandwiches and salads for health conscious, decrease child obesity, and “food diversity in India is an implicit characteristics of India’s diversified culture consists of different regions and states within” (Goyal, sen, 2007). McDonalds could introduce Indian style spicy chicken which can target huge audiences. McDonalds should follow Build strategic objective which will lead to increases in Market share as well as it will help them to increase its sales.