Case Study -1(10 marks) This situation is about the entry and expansion strategy of the world's leading

fast food restaurant chain McDonald's in France. McDonald's built its first restaurant in the country in 1979 in Strasbourg. Since then, it has been expanding steadily in France by providing outstanding quality, service, and value to its customers. For McDonald's other than its home market, the US, France was the largest growth market with 1,161 restaurants as of 2009. This was despite there being various cultural differences between the company's home market and France, and its entry into the French market being initially viewed as an invasion of American culture in a country known for its rich heritage of cuisine. The company's strategy in France was to focus on local menu options, convenience, and value. The case details various aspects of the operational strategies of McDonald's in France and the different localization strategies adopted by the company. It also lists the various challenges faced by McDonald's in France. (a)Examine the challenges faced by McDonald's in France. (b)Explore future strategies that McDonald's can adopt in France. Case Study -2 (8 marks) The Indian liquor industry was in the news during early 2000s for its surrogate advertising practices which generated a lot of criticism from various quarters. The Indian liquor industry can be divided into two broad segments: Indian Made Foreign Liquor (IMFL) and country-made liquor. IMFL comprises alcoholic beverages that were developed abroad but are being made in India (whisky, rum, vodka, beer, gin and wine), while country-made liquor comprises alcoholic beverages made by local breweries... Question: By banning advertisements for liquor, the government is trying to disassociate itself from the social evils associated with alcohol consumption.' Critically comment on this statement in light of the ban on direct and surrogate advertisements for liquor. Case Study 3 (10 marks) For the year 2007, BMW of North America LLC (BMW LLC), the North American arm of a leading German luxury car manufacturer BMW AG, reported sales of 293,795 BMW branded vehicles. This represented a growth of 7.1 percent compared to 2006. Even in 2006 the BMW branded vehicles had posted a growth of 3 percent compared to 2005... Questions: 1. How do socio-economic factors influence consumer behavior? Use relevant examples to put forward your view. What are the implications for marketers?

Case Study -4 (8 marks) Alpenliebe, a hard-boiled sugar candy, was one of the first brands to be launched after Perfetti Van Melle (India) Ltd. (PVMI) launched its operations in India in 1994. A wholly-owned subsidiary of the world's third largest confectionery major Perfetti Van Melle S.p.A, PVMI also had other big brands such as Center Fresh, Center Shock, Big Babol, Chlormint, Mentos, Fruitella, Cofitos, Protex Happydent, Happydent White, Marbles, Chocoliebe, Chatar Patar, etc., in its brand portfolio. As of early 2008, Alpenliebe was the single largest selling sugar confectionery brand in India and made up a major portion of PVMI's revenue, estimated to be Rs.7 billion in 2007... Question What are the challenges in marketing a low-involvement product such as hard-boiled candy that are often purchased on impulse? Case Study 5 (10 mark) Shoppers' Stop, a part of K. Raheja Corp. Group of Companies, is one of India's leading retailers, with merchandise which includes apparels, perfumes, cosmetics, home appliances, etc. The first Shoppers' Stop outlet was set up in 1991 at Andheri in Mumbai.
Shoppers' Stop was established with the vision of becoming a "global retailer in India and maintaining its number one position in India in the department store category." To enhance the shopping experience of customers and offer the 'ultimate shopping experience,' Shoppers' Stop Question 1. In the light of Shoppers' Stop's loyalty programs, evaluate the influence that loyalty programs can have on the purchase decision of customers. started a loyalty programFirst citizen

Case Study-6(8 marks) Pantaloon Retail (India) Ltd. (PRIL), started out in 1987 as Manz Wear Pvt. Ltd., dealing primarily, in menswear. In 1993-94, the company launched Pantaloon Shoppe as complete menswear stores. In 1997-98, PRIL introduced Pantaloon stores, targeting middle class families. The company was the first among the retail players in India, to turn public in 1991 to fuel its growth... Question: We are not in the business of selling ambience, but in the business of giving the best possible deals to our consumers," said Kishore Biyani, Managing Director, PRIL. How did Big Bazaar offer the 'best possible deals,' and discounted prices to its consumers?