McDonald's Japan

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."

Sample of Sources Used:

• Lewis, Leo. (May 2003) Japan's fast food funk: McDonald's Japan slips into the red for the first time in 30 years. Blame deflation--and fashion - Upfront - Company Profile Japan Inc. Retrieved 27 Apr 2007 http://findarticles.com/p/articles/mi_m0NTN/is_43/ai_108881939/pg_2
• "McDonald's Japan to re-vamp stores, images." (31 Mar 2005) Fox News. Retrieved 27 Apr 2007 http://www.foxnews.com/story/0,2933,152056,00.html
• "McDonald's extends Mega Mac campaign to meet demand." (17 Jan 2007). McDonald's extends Mega Mac campaign to meet demand." Japan, Inc. Retrieved 27 Apr 2007 http://www.japantoday.com/jp/news/396309

More papers on McDonald's Japan:

• Comparison Essay # 8136 : "New Cultures of Japan's and China's Young Adults"
• Case Study # 61302 : "McDonald's"
• Research Paper # 22394 : "McDonald's"

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