Research Paper on:
McDonalds in India

Unformatted Sample Text from the Research Paper:
in 2009, a year of recession when many firms are cutting back McDonalds is still building and growing, increasing number of staff that they employee in 2009 as well as  extending the network of restaurants (Case Study Inc., 2009). To examine the firm it is possible to use Porters Five Forces analysis. Porters Five Forces Threat of existing competition  If we look at the fast food industry this is a competitive industry and there are many firms competing for the same markets in a very effective manner.  KFC and Pizza Hut entered the market before McDonalds. KFC made initial mistakes, leaving skin on chicken which was distasteful to the Indian market, but they adapted. Initially KFC had  lower prices with meals priced at Rs 59 compared with RS 76 - 88 for the McDonalds meals, the initial price points. In a price sensitive market this gives them  an advantage. However McDonalds have since changed the perception of their food as a premium price product such as the economeals for RS 20 and the majority of the sales  are able to compete with KFC on price with the appeal to the mass market not only the upper middle class (McDOnaldfs, 2009). Other competitors in the area include  Pizza Hut, Jumbo King, Dominoes Pizza, Subway and Narulas. Baskin Robins may also be seen as competing as McDonalds sells drinks and ice cream and has targeted this market with  the use of the dessert booths near the entrance of the stores (Case Study Inc., 2009). The level of competitiveness is very high, and in many  cases the fast food outlets will be close to each other. The market is also relativity fragmented, which means no single company is able to control the market. It should