MCDONALD’S MUST LOCALISE & DIFFERENTIATE TO SURVIVE THE ONSLAUGHT
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xperience surely counts – and how? Look at Ronald McDonald – how calm and happy he looks with just 93 outlets in a dozen Indian cities; even while Yum! Restaurant’s Pizza Hut and KFC brands have collectively ramped-up their presence to 145 outlets! But are we forgetting that looks can be deceptive? Perhaps behind this laughing clown, there’s a serious, delving corporate giant, which is brooding over having just grown annually at a superb 40% over the past decade! And perhaps as a corrective measure, it’s planning another 25 by 2008, with outlay of Rs.4 billion! The company also wants to open-up new convenience formats for its customers like Cold Kiosks, McExpress, High way restaurants and Drive restaurants. “We want to go into almost all the Tier II and III cities.
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
E
xperience surely counts – and how? Look at Ronald McDonald – how calm and happy he looks with just 93 outlets in a dozen Indian cities; even while Yum! Restaurant’s Pizza Hut and KFC brands have collectively ramped-up their presence to 145 outlets! But are we forgetting that looks can be deceptive? Perhaps behind this laughing clown, there’s a serious, delving corporate giant, which is brooding over having just grown annually at a superb 40% over the past decade! And perhaps as a corrective measure, it’s planning another 25 by 2008, with outlay of Rs.4 billion! The company also wants to open-up new convenience formats for its customers like Cold Kiosks, McExpress, High way restaurants and Drive restaurants. “We want to go into almost all the Tier II and III cities.For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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