Marketing Case Study of McDonald’s Strategy for the Chinese Fast-food Industry

Abstract

With the development of civilization, more and more people are busy with their work or kinds of stuff. Many of them choose to eat outside, especially for fast food. Under this condition, the fast food industry has become one of the most important parts of the catering industry. However, due to the change in social structure, competition in the fast food industry has increased, so many different fast food brands have to innovate new products or implement trendy market strategies to improve and survive. In this bunch of competition, although McDonald’s entered the Chinese fast food market lately, it become one of the biggest fast food brands in China within decades. Hence, this paper will take McDonald’s as the main object to investigate what kinds of market strategies McDonald’s used to help it prosper in China again. Meanwhile, through analyzing the market strategies used by McDonald’s and the situation faced by most of the Chinese fast food brands recently, this research aims to provide some profitable advice for those Chinese fast food brands. In the research conclusion, by utilizing a case study and document investigation, the paper discovers that although McDonald’s has some outstanding performance in the use of market strategy, due to the discrepancy between Chinese fast food and American-style fast food, Chinese fast food brands cannot just copy the strategy used by McDonald’s. Inversely, combined with their specific characteristics and problems, those Chinese fast food brands should increase their control on consistent product quality and delivery speed.