Along the Giant’s Footprints: Bama China

H. Holly Wang and Yi'an Li

No 252707, 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts from Agricultural and Applied Economics Association

Abstract: When McDonald’s entered Chinese market in 1989, Bama Company, a key supplier of McDonald’s deserts, followed to explore this potential high-volume bakery goods kingdom in Asia. Having been influenced by western culture since the economic reform in the 1980s, Chinese people, especially the young generation, love to enrich their daily diet with western food. Along with American fast food booming in China, bakery products, such as cakes, cookies, and other deserts are also well accepted by consumers. This case introduces how Bama grows its international market by following its giant client. While maintaining its long term partnership with McDonald’s, Bama also develops other clients in the fast food chain in this unfamiliar yet exciting world. Bama China further seeks more expansion and explores larger growth in the Asian-Pacific region to develop bakery markets. This case study discusses several options for the future of Bama China.

Keywords: Agricultural and Food Policy; Food Consumption/Nutrition/Food Safety; International Development (search for similar items in EconPapers)
Pages: 41
Date: 2016-07
New Economics Papers: this item is included in nep-agr, nep-mkt and nep-tra
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea16:252707

DOI: 10.22004/ag.econ.252707

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