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Mcdonald's Market Entry Strategy

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2. LITERATURE REVIEW
2.1 Factors affecting market entry strategy development
Chandler defined strategy ‘ as the determination of the basic long-term goals and objectives of an enterprise and the adoption of courses of action and allocation of resources necessary for carrying out these goals ’ (Chandler, 1962). According to Yuece (2012), organizations can operate successfully in potential markets without entering into a new market. To sustain and grow in the market, organizations need to introduce new products, increase sales of existing products, betterment in services and marketing to more number of customers. The author has explained that development of market entry strategy has mainly consideration of two factors, involvement of customers in business and influences from the competitors. McDonald’s has to consider the potential customer market and their expectations from the organization to plan and develop the market entry strategy. The organization has a value of customers to sell …show more content…

According to Meyer (2015), McDonald’s has to assess the need for strategy. The organization is at present, leading with quality products in various countries but still, it is facing high competition in the market. With time, the increasing popularity of Burger King, Subways, Star bucks and KFC, the organization has competition in the market for products and services. Traditional approaches and attraction through unique products are common. Author has suggested that organization can come up with a new product on market entry strategy to achieve the customers. A new strategy for market entry is required to gather the customers and penetrate the potential benefits. Market entry strategy of the organization is needed to determine the scopes and approaches to conquer the market efficiently for profitability and higher customer

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