The purpose of this thesis is to provide an international management exercise, derived from a case study, that tests the ability of students to overcome cultural obstacles and structure an integrative marketing agreement. The existing thesis examined and judged the case study, which was written by Youngme Moon and Kerry Herman from Harvard Business School (HBS). It will describe the business plan as well as possible solutions of McDonald’s in Russia during the financial crisis, which ones judged in the case study of the HBS.
After an introduction to the history of the McDonald’s worldwide and McDonald’s Russia, the „Big Mac Index” defines. The second chapter of this thesis is the description of the strategic situation. The construction of strategic planning, the market entry forms and marketing concepts of McDonald’s follows, which ones being examined in detail. Furthermore the second chapter contains the opening of the first McDonald’s restaurant in Russia. The descriptions of the problems in the year 1998 as well as McDonald’s approach of the crisis are carried out to counteract as another point of this thesis. The outline of the possible solutions of one's own like environmental analysis or the „Best Mix of 4P´s” forms the quintessence of this thesis. Different suggestions have been discussed recently, and experienced partners and personal contacts is one of those impressive ones. Last, a short summary is given to the factors of success of McDonald’s Russia and an outlook, what one can expect from the Russian market in future.
Table of Contents
- 1 Introduction
- 1.1 History McDonald's
- 1.2 Story of McDonald's Russia
- 1.3 Big-Mac-Index
- 2 Situation and construction
- 2.1 Market entry
- 2.2 Marketing strategies
- 2.3 Marks admission strategies
- 2.4 Franchising
- 2.5 Strategic planning and construction
- 3 Problems and solution trials
- 3.1 Crisis
- 3.2 Solution of McDonald's
- 4 Own assessment
- 4.1 Analyse environment
- 4.2 Best Mix of 4P's
- 4.3 Experienced partners and personal contacts
- 4.4 Marketing process and strategic planning
- 5 Conclusion and view
- 5.1 Success by different factors
- 5.2 View
Objectives and Key Themes
The objective of this thesis is to analyze McDonald's operations in Russia, focusing on its response to the 1998 financial crisis. It uses a case study approach to examine the company's strategic planning, market entry, and marketing strategies in a challenging cultural and economic environment. The thesis aims to provide an international management exercise highlighting the importance of overcoming cultural obstacles and structuring integrative marketing agreements.
- McDonald's expansion into Russia
- Strategic planning and market entry strategies in Russia
- Marketing strategies employed by McDonald's in Russia
- McDonald's response to the 1998 Russian financial crisis
- Factors contributing to McDonald's success (or challenges) in Russia
Chapter Summaries
1 Introduction: This introductory chapter sets the stage by providing background information on McDonald's global history and its specific entry into the Russian market. It also introduces the "Big Mac Index" as a relevant metric. The chapter establishes the context for the subsequent analysis of the company's strategic decisions and responses to the 1998 financial crisis. The overall tone is one of setting the scene for the deeper dives into the following chapters.
2 Situation and construction: This chapter delves into the strategic situation McDonald's faced in Russia, detailing its market entry strategies, marketing approaches, and franchising models. It meticulously examines the strategic planning process that underpinned the company's operations and growth in the Russian market. The opening of the first McDonald's restaurant in Russia is highlighted, showcasing the initial challenges and successes. This chapter offers a detailed exploration of the business environment and decision-making processes involved in establishing and expanding McDonald's presence in the country. The chapter establishes a comprehensive understanding of McDonald's approach to market penetration and growth.
3 Problems and solution trials: This chapter focuses specifically on the difficulties McDonald's encountered during the 1998 Russian financial crisis. It analyses the nature of the crisis and its impact on McDonald's operations. The main focus is on how McDonald's reacted to these challenges, outlining the strategies they employed to mitigate the negative effects of the economic downturn. This is a critical analysis of the firm’s crisis management approach, examining both successes and shortfalls. A clear evaluation of their crisis response methods is provided.
4 Own assessment: This chapter presents an independent assessment of McDonald's strategies in Russia, employing analytical frameworks such as environmental analysis and a "Best Mix of 4P's." It also considers the role of experienced partners and personal contacts in navigating the Russian market. The author explores the effectiveness of the marketing process and strategic planning employed by McDonald's, providing a critical evaluation of their approaches and offering potential improvements. It moves from descriptive analysis to a normative evaluation and offers constructive criticism, indicating an independent perspective from the case study itself.
Keywords
McDonald's, Russia, international management, market entry, marketing strategies, franchising, strategic planning, crisis management, 1998 Russian financial crisis, cultural obstacles, integrative marketing, Big Mac Index, 4P's marketing mix.
McDonald's in Russia: A Case Study - Frequently Asked Questions
What is the main topic of this text?
This text is a comprehensive language preview of a thesis analyzing McDonald's operations in Russia, particularly focusing on its response to the 1998 Russian financial crisis. It examines the company's strategic planning, market entry, marketing strategies, and overall success within a challenging cultural and economic environment.
What are the key themes explored in the thesis?
Key themes include McDonald's expansion into Russia, strategic planning and market entry strategies, marketing strategies employed, the company's response to the 1998 crisis, and the factors contributing to its success (or challenges) in the Russian market.
What is the structure of the thesis?
The thesis is structured into five chapters: 1. Introduction (including McDonald's history, its entry into Russia, and the Big Mac Index); 2. Situation and construction (market entry, marketing strategies, franchising, and strategic planning); 3. Problems and solution trials (the 1998 crisis and McDonald's response); 4. Own assessment (environmental analysis, 4P's marketing mix, and the role of partnerships); and 5. Conclusion and view (factors contributing to success and overall perspective).
What specific aspects of McDonald's operations in Russia are analyzed?
The analysis delves into McDonald's market entry strategies, marketing approaches (including the 4P's), franchising model, strategic planning processes, crisis management during the 1998 financial crisis, and the importance of navigating cultural obstacles and forming integrative marketing agreements.
What analytical frameworks are used in the thesis?
The thesis utilizes a case study approach, employing frameworks such as environmental analysis and the analysis of the "Best Mix of 4P's" (Product, Price, Place, Promotion) to assess McDonald's strategies.
What is the overall objective of the thesis?
The objective is to provide an in-depth analysis of McDonald's experience in Russia, highlighting the importance of strategic planning, effective marketing, and crisis management in an international context. It serves as an international management exercise, emphasizing the challenges of overcoming cultural barriers and structuring successful marketing partnerships.
What are the key takeaways or conclusions from the thesis?
The thesis aims to identify the key factors that contributed to McDonald's success (or challenges) in the Russian market, offering insights into effective strategies for international business expansion and crisis management. The concluding chapter synthesizes the findings and offers an overall perspective on the company's performance in Russia.
What keywords are associated with this thesis?
McDonald's, Russia, international management, market entry, marketing strategies, franchising, strategic planning, crisis management, 1998 Russian financial crisis, cultural obstacles, integrative marketing, Big Mac Index, 4P's marketing mix.
- Quote paper
- B.Sc. David Molch (Author), 2007, McDonald’s Russia: Managing a Crisis, Munich, GRIN Verlag, https://www.grin.com/document/133188
