[국제경영]맥도날드의 인도에서의 문화적 차이 해결 방법

소개글

Global Business Today에 있는 문제 풀이입니다. 영어전용 수업이어서 영어로 작성되어 있습니다.

목차

Why did McDonald’s need to go into India in spite of cultural difference?

Q1. What lessons does the experience of McDonald’s in India hold for other foreign fast-food chains and retail stores?

Q2. Is there anything that McDonald’s could have done to have foreseen or better prepared itself for the negative publicity associated with the revelation that I used beef extract in its frying oil?

Q3. How far should a firm such as McDonald’s go in localizing its product to account for cultural differences? At some point, might it not lose an advantage by doing so?

본문내용

Why did McDonald’s need to go into India in spite of cultural difference?

1. Growing income
The long-term growth trend in India is improving. The past three decades have seen steady acceleration. Average annual growth in GDP per head climbed from 1.2% in the 1970s to 3% in the 1980s and 4% in the 1990s. From 1972 to 1982, GDP growth averaged 3.5% a year. As a result of India’s decade-long liberalization of economic policies, the growth rate climbed to 6% from 1992-2002 and is likely to reach 7% by 2010.

2. Population Growth and Urbanization
According to the 2001 census, India’s population grew at a rate of around 2% a year during the previous decade. This was a marked decline from earlier decades of population growth of around 3% annually. Nevertheless, India added 181 million people between 1990-2001, more than the total population of Brazil.
The percentage of urban population in India has increased from 21% in 1975 to more than 28% in 2004. It is likely to increase to 36% in 2025. Most high-income Indians prefer to live in urban areas. High-income and growing urbanization have contributed to a shift in the traditional Indian food habits. High-income urban dwellers are seeking variety in their choice of foods and are willing to spend more on international cuisine, including fast foods.

참고 자료

Global Business Today