Name: Nayomi Ekanayake

Why do they have a global strategy and a local strategy? The global strategy is Customer driven, goal oriented and to Achieve sustainable profitable growth and designed to increase restaurant visits and grow brand loyalty among new & existing customers and also building financial strength. Local strategies are used because Different cultures have different consumer needs and tastes, There are different political and legal environment of the international market that they plan to enter. Also the differences among nations in terms of cultures, religious believes, political and legal systems, customer values and lifestyles and stages of economic and market development.

What levels of strategy can you identify? Corporate Level Strategy. This is a Strategy that recognizes the factors that are currently affecting the firm and its competitors and the factors that may affect the firm and its competitors in the future. The firm develops policies and practices to establish a new and creative role that will address those factors, giving the firm the competitive advantage.

Review the strategic choices McDonalds has in India? McDonald is famous, worldwide for the high degree of respect they show for local culture of each market it operates in. In this scenario, India is the first country in the world where McDonald's does not offer any beef or pork items in their menus. McDonald's has developed a menu especially for India with vegetarian selections to suit Indians, and has also arranged to deliver the special requirements of vegetarians. Special care is taken to ensure that all vegetable products are prepared separately, using dedicated equipment and cutlery. This separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of cooking and serving. So much so that the mayonnaise and soft serves are also 100% vegetarian. It really doesnt make sense to sell beef in a country where 85% of the population doesnt eat it or will even shun a restaurant where beef is served Vikram Bakshi, Managing Director, McDonalds India. Today there are 79 outlets in north-east india and more than 53 outlets In south-west india.

What are the main issues that might determine the success or failure of McDonalds strategies in india? Even though Hindus will not eat beef, an increasing number of Hindus are leaving their vegetarian lifestyle behind and eats chicken and mutton (either sheep or goat). This is partly because of the increasing affluence of more people in India as well as the tendency to adopt more Western customs, therefore many people would not be encouraged to order off the vegetarian menu as before. McDonalds achieved success because they have Sensitivity to local taste (no beef or pork), Affordable Prices, Promoting a family-dining experience.