個案資料

In December 2023, McDonald’s Corporation (McDonald’s) announced an ambitious growth plan that involved reaching 50,000 restaurants by 2027. In order to reach this unit count goal, McDonald’s planned to open approximately 7,000 new restaurants in China. The Chinese fast-food market was one of the world’s largest and was expected to grow in 2024 and beyond. Yet, it was littered with strong competition from both large US chains and local competitors. To further complicate matters, there were rising geopolitical tensions between China and Taiwan. Should McDonald’s chief executive officer Chris Kempczinski have expanded the company’s operations in China? If so, where should McDonald’s have opened its new restaurants?

This case can be used in undergraduate- and graduate-level courses in introduction to marketing, international marketing, and marketing management. This case focuses on McDonald’s possible expansion of its Chinese fast-food market. After working through the case and assignment questions, students will be able to achieve the following objectives:<br><br><ul><li>Assess the competitive landscape of a foreign market.</li><li>Evaluate whether a company should expand its presence in a foreign country.</li><li>Determine where a company should place its stores in a foreign country.</li><li>Assess whether a company can meet emerging trends in a foreign market.</li></ul>

• market development
• international expansion
• store placement
• location strategy
• growth plan
• fast-food market
• China expansion
• competitive landscape
• market analysis
• expansion strategy
• foreign market
• McDonalds
• restaurant placement
• global strategy
• international marketing
• market trends
• China market
• store growth
• location selection