Mcdonalds and Starbucks Case Study

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Task One

• Give a brief introduction of McDonalds - Not more than 5 lines.

o Globalization of McDonalds – Discuss in detail

• Give a brief introduction of Starbucks - Not more than 5 lines.

o Globalization of Starbucks – Discuss in detail

Task Two

Compare the globalization approaches of Starbucks & McDonalds The parameters to be used for this comparison are:

• Cultural Environment

• Economic Environment

• Political & Legal Environment

• Any other parameters

Task Three

Situational Analysis

McDonald's is planning to capitalize on the public's willingness to pay $4 for a cup of coffee by hiring baristas and dropping espresso machines in 14,000 of their fast-food outlets. Meanwhile, Starbucks, with business lagging, is fighting back with an "if you can't beat 'em, join 'em" strategy, by offering heated breakfast sandwiches and adding drive-thru windows to some of their locations.

These two chains as polar opposites — one designed as a sophisticated faux living room where customers could get a decent coffee drink and read their newspapers; the other, a riot of plastic-and-vinyl booths and bright fluorescent lighting where meals are counted in billions served. Is it really possible for these two worlds to collide?

Assume you are a business manager at either one brand (either McDonalds OR Starbucks). What would be your strategy towards this situation.

“Mention the brand that you are choosing for task three in the title of the task”

(I) Task One : Brief note on McDonalds

McDonalds is one of the world’s leading fast food franchisee. They mainly concentrate on burgers with occasional additions with to suit the host country. They have designed meals targeted at adults to toddlers so as to reach wider range of audien...

... middle of paper ... the size of the cup could undergo minute alteration. Price is a major factor when the current inflation around the world is taking its toll hence discouraging a few prospective consumers.


Principles of Marketing by Philip Kotler, Gary Armstrong


mcdonaldsFinal Paper- Globalization of McDonalds - SeniorSeminar.mht

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