Case Study: Makey's Foods

Paper Summary:

This paper explains that fast foods company Makey's Foods has chosen to enter Russia because the industry there is far from mature and still presents great potential for future growth and development. The paper also points out that, other than McDonald's, the limited success of the international fast food brands in Russia can be explained by the multitude of barriers posed by the Russian environment, which are presented in the paper. The paper then analyzes the Russian culture and economy and presents several critical international marketing strategies for expansion.

Table of Contents:
Executive Summary
Company Description
The Russian Economy
The Russian Fast Food Industry
Customer Analysis
Competitor Analysis
Barriers to Entry
Economic Barriers
Institutional and Administrative Barriers
Cultural Barriers
International Objectives
International Strategies
Challenges in International Management
Conclusions

From the Paper:

"The cultural barriers posed on entrance to Russia are extremely important and the capability to overcome them could actually mean the success of Makey's Foods. A most relevant such barrier is given by language. The official language is Russian and about 100 different languages are being spoken aside from it. The English speaking company has to find a way to address their audience; otherwise, they risk losing their investments in the Russian venture."

Sample of Sources Used:

• Acuff, J., Wood, W., 2004, Relationship Edge in Business: Connecting with Customers and Colleagues when It Counts, John Wiley and Sons Incorporated, 1st Edition
• Broadman, H.G., 2000, Competition and Entry in Russian Industry, The World Bank, Retrieved from http://www.imf.org/external/pubs/ft/seminar/2000/invest/pdf/broadman.pdf on March 13, 2008
• Brook, M.Z., 1999, International Management: A Review of Strategies and Operations, Nelson Thornes, 3rd Edition
• Mead, R., 1998, International Management: Cross Cultural Dimensions, Blackwell Publishers, 2nd Edition
• Thomas, D.C., 2001, Essentials of International Management: A Cross-Cultural Perspective, SAGE Publications, 1st Edition

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