Case Study 11: Marketing of Services: The McDonald’s Way

Rik Paul () and Sanjit Kumar Roy
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Rik Paul: IBS Hyderabad
Sanjit Kumar Roy: Coventry Business School, Coventry University

A chapter in Marketing Cases from Emerging Markets, 2014, pp 99-112 from Springer

Abstract: Abstract For a lot of people, the name of McDonald’s instantly brings a smile. It is known for its crispy burgers and its wide network of outlets. The company started its business operations in India in 1996 as a 50:50 joint venture partnership between the two businessmen Amit Jatia (Jatia) and Vikram Bakshi (Bakshi). India was a challenging market, given local dietary preferences for vegetarian dishes. Tim Fenton pointed out that India’s eat out market was about $128 billion a year compared with $132 billion in China, but was growing faster than that of China.

Keywords: Fast Food; Fast Food Restaurant; Film Industry; Indian Food; Restaurant Chain (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1007/978-3-642-36861-5_15

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