Project Proposal. McDonald’s Overview. Country of Choice

McDonald`s
Name
Institution
McDonald’s Overview
McDonald is a renown fast-food company that was incorporated in 1964 and has branches in over 100 countries and employing over a million people and serves 70 million customers daily (McDOnald’s, 2018). Also, the company enjoys a broader market share globally where it provides a uniform menu to the customers as well as the local menu to connect with the locals such as serving gazpacho to the Spanish locals (Jones, 2014). McDonald's list includes hamburgers, soft drinks and salads and they face different competitors in every foreign market. The company’s values focus on the customer's experience, and its market is segmented into the U.S, Europe, Asia, the Middle East, and Africa. The company derives its revenue from the restaurants it operated and franchised (Jones, 2014). With the enormous presence in many parts of the world and the financial muscles the company has, it can increase its presence in emerging markets such as Brazil.
Country of Choice
The country of choice is Brazil because it is an emerging market with many opportunities, including its high population that can offer a good market for McDonald’s products (Cordeiro, Hashimoto, Ortega, & Pascoa, 2012). The country has also created a good environment for doing business by introducing regulations that are favorable to business such as reducing the minimum wage which makes doing business easy because of the reduced cost. McDonald’s stores that are already in Brazil are doing quite well and therefore adding more of them may mean more profit for the company. The company entered Brazil in 1979 and opened their first outlet at Rio de Janeiro, before opening another one at Sao Paulo as a joint venture until 1995 when it operated as a fully owned subsidiary by the parent company (Cordeiro et al., 2012).
Mode of Entry
McDonald’s ...