This paper looks at market risks regarding McDonald's Japan.
Written in 2007; 770 words; 3 sources; MLA; $ 27.95
Paper Summary:
In this article, the writer discusses the market risks involved with introducing the McDonald's product to the Japanese customer. The writer discusses the 4 Ps in this regard: product, promotion, pricing and placement. The writer points out that at first, McDonald's in Japan had to cultivate a Japanese appetite for its primary product of hamburgers. The writer notes that in a small nation such as Japan, eating out rather than taking food to go is important, and the product must be priced low enough to hold on fast in the market, easy enough to consume on-site, yet generate enough revenue to maintain attractive eating facilities for individual franchise branches.
Outline:
Distribution/Supply Chain
Social/Cultural risks
Cyber/Technology
Physical Environment
Works Cited
From the Paper:
"When McDonald's had lost its social cache during its low point in 2003, it was increasingly the designees of solitary diners who preferred to look at their cell phones or laptops than chat. Such diners bring in less revenue, price-wise, and often consume smaller, less pricy products. The image of solitary diners also hurts the company's promotional image of family wholesomeness, and positioning as a trendy, fun place to eat out--especially important in Japan. However, the ability of users to surf the Internet and learn about new promotional offers and ways of eating at different McDonald's around the world has generated interest in the Mega Mac."
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