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

In: Marketing Cases from Emerging Markets

Author

Listed:
  • Rik Paul

    (IBS Hyderabad)

  • Sanjit Kumar Roy

    (Coventry Business School, Coventry University)

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.

Suggested Citation

  • Rik Paul & Sanjit Kumar Roy, 2014. "Case Study 11: Marketing of Services: The McDonald’s Way," Springer Books, in: Dilip Mutum & Sanjit Kumar Roy & Eva Kipnis (ed.), Marketing Cases from Emerging Markets, edition 127, pages 99-112, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36861-5_15
    DOI: 10.1007/978-3-642-36861-5_15
    as

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