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A comparative study on international marketing mix in China and India: The case of McDonald’s


Chan, S. Yeo and Kong, C. Leong and Lee, C. Tong and Su, Hang and Tang, Y and Abdul Ghani, Ahmad Bashawir and Subhan, Muhammad (2012) A comparative study on international marketing mix in China and India: The case of McDonald’s. In: International Congress on Interdisciplinary Business and Social Sciences 2012 (ICIBSOS), Dec 01, 2012, Jakarta, Indonesia. (Unpublished)

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Abstract

This study examines the international marketing mix done by the McDonald’s in two different important markets.The objective is to analyze and understand the similarities and differences of the international marketing mix strategy implementation by the company.Using comparative analysis, this study focused on 4P approach of marketing mix which is based on product, price, promotion and place analysis.McDonald’s marketing strategy in China and India were used for this study.The study found that the McDonald’s has adopted different kind of its 4P in their international marketing mix based on both, localization and globalization approaches.

Item Type: Conference or Workshop Item (Paper)
Additional Information: Organizer JIBES University
Uncontrolled Keywords: Marketing strategy, Business development, International marketing mix, National cultures, McDonald’s, China, India
Subjects: H Social Sciences > HF Commerce
Divisions: College of Law, Government and International Studies
Depositing User: Dr. Ahmad Bashawir Haji Abdul Ghani
Date Deposited: 09 Mar 2014 06:31
Last Modified: 06 Dec 2016 06:23
URI: http://repo.uum.edu.my/id/eprint/10293

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