ASSIGNMENT CODE: 9422 DATE OF COMPLETION: 3 JULY 2012 WORDS: 1782

Introduction
Today is the world of globalization. It eliminates boundaries between the two countries as well as provides lots of new opportunities. For enhancing or expanding business to earn profit, the companies have to enter into some other countries. While capturing other geographical market, it has to make some alterations in the set pattern. This process can be called as Acculturation. It is the practice in which, organization keeps its own home culture but also accepts new culture (Jeter, 2007). If a company enters into some different market, it has to add or reduce some features in its original offerings. This is due to diverse needs and demands of the people. Acculturation is very important to run business globally. A modification helps in this process to easy adaptation of new challenges. If business refuse to make changes, it may be difficult for it to expand effectively. At the time of accepting new culture, company has to provide training to its staff members. Further, it has to make some kinds of modifications in its strategies. As different nations have diverse customs, beliefs, values etc, which greatly affects on the attitude or behavior of their people. Hence, the company has to go through from some training session, in order to generate knowledge of particular market preferences. On the basis of these skills it adopts changes in activities, which can be called as change management. In this competitive or changing market scenario, there is a great need of implementing the procedure of change management in the business. When a company explores to some new destinations, it gives large market share and several new options for the business. But side by side there are various obstacles creates hindrances within the way of expansion. These are GATT (General Agreement on Tariffs and Trade), NAFTA (North American Free Trade Agreement) and ASEAN (Association of South East Asian Nations). In addition to this there are also some business issues concern with the business i.e.: Competition. Political or economical environment. Structure of the business. Technology. Cultural values along with norms. Leadership and employment (Lopez, 2010).

Further, there are some financial issues like taxation, risk, contracts as well as intellectual property, which makes difficult in entering into other countries. Thus, if a firm decides to open business on different land then it has to follow rules and regulations of the particular area. With the help of positive handling of several issues, it would be able to attract their locality towards the business (Robinson and Dechant, 1997). In this research report, the researcher is talking about McDonalds entry into the Indian market. McDonalds is the largest chain in the world of hamburger fast food restaurants. The company has faced various business issues, while entering into the Indian market. McDonalds is a western fast food chain, whose menu is basically related to the western taste (The issues, n.d). But in order to get success in India, the company has changed its offerings. In the beginning period, it came with its beef content burgers as well as various other dishes of chickens. This was disliked by the locality, as they are more interested in eating green vegetables. Due to this reason, it has added salads along with vegetable sandwiches to the original menu. In addition to this, it has also provided training to its staff in order to serve Indians effectively. The company has also changed its methods related to cooking (Han, 2008). This dissertation will be undertaken in step by step manner. The basic reason of this discussion is to identify growth and success of quick service restaurant in developing country. Following are the chapters, which will be inculcating in this project: Chapter 1: Introduction Under this heading there is an explanation related to the topic of research paper. Further, the aims and objectives of research are clearly given under the appropriate headings. After looking to the introduction part of paper, the reader would be able to identify overall work done in the project. Chapter 2: Literature Review This chapter is including discussion on tactics applies by various multinationals to enter into the developing country. All tactics like mergers, acquisition, franchise, exploding, accessing etc. is being discussing in this heading. Further, the researcher will analyze several strategies used by MCD to serve Indian people. After reading the literature review, the reader would be able to understand differences in the culture of western people as well as locality of developing nations. In addition to this, several types of barriers, which can be called as business issues creates hurdles while entering are also explained in this topic.

Chapter 3: Research Methodology This heading will give information related to various types of data collection method used by the researcher. In this project, both primary and secondary method has been used. Primary method is conducted to gather data or information from departmental heads, experiences employees along with loyal customers. Together with the structured interview, researcher is also using secondary sources to collect facts or figures like journal, articles and bogs etc. Chapter 4: Findings Under this chapter, the researcher is providing all analysis and findings through thematic approach. This will definitely help in giving implementable recommendations or solutions to the McDonalds plus various other fast food chains, wants to enter into the Indian market. Chapter 5: Conclusions and Recommendations This part of the research project will provide brief summary of the overall research paper. Under this part the researcher will suggest various approaches to be used by multinationals, in order to attract developing nations locality.

Aims and Objectives of the research

The first objective of this research is to evaluate several literatures presented by the authors related to business issues faced by multinationals. These reviews are based on the subject of this project. This objective will help in attaining three aims firstly; it will give informations related to success of fast food corners in developing nations. Secondly, it assists us about strategies used by quick service restaurants in serving developing countries. Thirdly, this objective will help in analyzing problems faced by multinationals franchises in changing behaviors of Indians towards them. This research is also done to measure the performance of the McDonalds in India. It can support in achieving following aims: Methods applied by company to attain growth. This will also help in knowing desires of the people towards MCD. In addition to this, the reader would be able to analyze several likes and dislikes of the Indians faced by the company at the beginning period. One more objective to conduct this research is to provide productive recommendations to the McDonalds for improving is performances as well as services. There are following aim included in this objective. Such as, it will provide information related to favorite dishes of the Indians. This will guide the organization for serving typical Indians. Further, with this, the

researcher will suggest in implementing improved strategies, in compare of other quick service restaurants.

Company Overview
This report is presented on McDonalds workings in context of India. In this country, fast food industry faces several problems like untrained staff, less resources, limited time etc. But, in spite of all these problems, we can see that MCD is growing rapidly in this nation. This is for the reason that, youths are more fascinated to yummy fast foods. As well as, the franchise of McDonalds has started providing kids zone, which attracts lots of consumers. MCD was established in the year 1940. At this time, it was famous as a barbecue restaurant. The food corner was operated by Richard and Maurice McDonald. The companys head quarter is situated in United States. McDonalds runs around 31,000 fast food corners internationally. The company serves to 68 million customers on a daily basis. It is having franchises in around 118 countries (Skinner, 2008). It is employing 1.5 million people in its business. The first franchise of McDonalds in one of the developing country India was opened by Amit Jatia in Mumbai in October 1996 (Management Profile, n.d). Basic menu of the MCD is cheeseburgers, hamburgers, French fries, chicken, shakes, desserts as well as breakfast items. These all dishes are according to the taste of western people. But as company has launched in India, so it added some more serving dishes to its general menu. Keeping in mind the taste plus preference of Indian locality, it offers fruit, salads, wraps along with smoothies over here. In this country, many companies buy coupons of MCD and give it to their employees as a gift or bonus (Corporate Offers, n.d). Various key competitive advantages of the McDonalds are: 1. Achieved status in quick services. 2. Top most brand in all over the globe. 3. Received status for hygiene. 4. Standard menu. 5. Established in almost all the countries. 6. Largest owner in quick service restaurants (McDonalds Corporation, 2009). Keeping in mind the income and spending habits of the Indian people, McDonalds categorized its product into two for this market. These are BA-Branded affordability as well as BCV-Branded core value products (Vignali, 2001). In these BCV products includes McVeggie

along with McChicken burgers at the cost 50-60 Rs. In addition to this, a BA product includes Chicken McGrill together with McAloo tikki burgers, under the price of 20-30. This is done by the company to satisfy customers of different cost perception (Muller, 2002).

References
Corporate Offers. n.d. [Online]. Available at: <

http://www.mcdonaldsindia.com/corporate.html>. [Accessed on 2 July 2012]. Han, J., 2008. The Business Strategy of Mcdonalds. International Journal of Business and Management, 3 (11). Jeter, A., 2007. Assimilation versus acculturation. Archie Jeter.com, [Blog]. 9 August. Available at: < http://archiejeter.blogspot.in/2007/08/assimilation-versus-acculturation.html>.

[Accessed on 28 June 2012]. Lopez, H., 2010. Business Ethics Education: How Well Are We Preparing Students To Hnadle Ethical Issues At Work. The Journal of the Professor Magda Vasillov Center for Teaching and Learning, 3.1. Management Profile. n.d. [Online]. Available at: <

http://www.mcdonaldsindia.com/aboutus/management-profile.html>. [Accessed on 2 July 2012]. McDonalds Corporation. 2009. [Online]. Available at:

<http://www.mcdonalds.at/presse/maps/McDCSR.pdf>. [Accessed on 3 July 2012]. Muller, W., 2002. Gaining competitive advantage through customer satisfaction. European Management Journal, 9 (2), pp.201-211. Robinson, G. and Dechant, K., 1997. Building a Business Case for Diversity. The Academy of Management Executive, 11 (3), pp.21-31. Serdyuk, J. and Tkachenko, K., 2009. Globalization and Business issues. Cross Cultural Blog, [Blog]. 22 February. Available at:

<http://www.stanford.edu/group/ccr/blog/2009/02/globalization_and_business_iss.html>. [Accessed on 29 June 2012]. Skinner, A. J., 2008. General & Introductory Business & Management. Mergent's Dividend Achievers, 5 (3), p.179.

The issues. n.d. [Online]. Available at: <http://www.mcspotlight.org/issues/intro.html>. [Accessed on 3 July 2012]. Vignali, C., 2001. McDonalds: think global, act local the marketing mix. British Food Journal, 103 (2), pp.97-111.