ANSOFF MATRIX FOR

McDonald's

NEW

MARKETS

PRESENT

PRESENT

NEW

Market
Penetration

Product
Development

Cleaver Pricing,
Happy meal,
Speedy service,
Drive through.

McSpaghetti,
McAloo Tikki,
McPizza , Masala
Grill , Royal Paneer
.
All these in India
since people do
Diversification
not eat beef.

Market
Development
Has presence in
121 countries
and is planning to
open outlets in
Nigeria, Tunisia,
Armenia.

McCafe,
McStops,
Hotel(Swizerland
).

PRODUCT
S

Glocolisation:Think Global ,
Act Local
McDonalds, the global brand remains the same wherever
you experience it.

However, there many be subtle (and not-so-subtle)

changes to the fast-food menu to take account of local
tastes and traditions.

McDonald's has restaurants in more than 100 different

countries.

Instead of offering an American-style menu in a place like

India, where many residents do not eat beef, McDonald's
sells mostly chicken, lamb and vegetarian offerings

Diversification : Failure

McDonald's made its foray into the

hospitality industry in 2001, opening two
hotels in Switzerland, at Zurich and Lully.

The "Golden Arch Hotels" were positioned

as four-star facilities with the latest inroom technology and very original,
moderninterior design.

Reactions and reviews of guests following

their stay there were mixed. Most seemed
to agree, that the hotel's four-star rating
didn't seem to correspond with McDonald's
image.The GoldenArch in Zurich is
McDonald's first hotel.

Unfortunately, this venture was not

successful as it went to market in the early

Golden Arch Hotel