Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 32 , 10 November 2023


Open Access | Article

Research on McDonald’s Business Strategy in China

Yifei Xu * 1
1 University of Leeds

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 32, 106-111
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yifei Xu. Research on McDonald’s Business Strategy in China. AEMPS (2023) Vol. 32: 106-111. DOI: 10.54254/2754-1169/32/20231576.

Abstract

People's pace of life is accelerating due to advances in science and technology as well as rising economic standards.In such a fast era, people need to get delicious and nutritious food in a short time. There are many fast food products that have found this business opportunity. McDonald's has been able to capture the hearts and minds of Chinese consumers and has been able to dominate the fast food industry in China despite numerous reported shortcomings, which is because it has an excellent business strategy. This research will therefore analyse McDonald's business strategy through a SWOT analysis and marketing mix with the aim of discussing how McDonald's has achieved such success and analysing areas where it needs to improve in order to promote the development of the fast food industry as a whole.

Keywords

McDonald’s, business, marketing, SWOT analysis

References

1. CNBC. (2023) Why McDonald’s Is Thriving in China. www.cnbcafrica.com/2023/why mcdonalds is thriving in china/.

2. McDonalds. (2022). About Us: McDonald’s Story, Facts & Information. www.mcdonalds.com/us/en us/about us.html.

3. Malls.com (2023) McDonald's to open 1,900 restaurants, half of them in China. https://www.malls.com/news/news/mcdonald s will open 1 900 restaurants half of them in china.shtml

4. McDonald's. (2022). McDonald’s History. https://corporate.mcdonalds.com/corpmcd/our company/who we are/our history.html

5. Britannica. (2023). McDonald’s. https://www.britannica.com/topic/McDonalds

6. Wikipedia Contributors. (2019) Fast Food in China. https://en.wikipedia.org/wiki/Fast food in China

7. Marketingweek. (2023). McDonald’s achieves ‘exceptional’ branding score with eyebrow raising ad. https://www.marketingweek.com/mcdonalds exceptional branding system1/

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11. Singh, Varinder Deep. (2016) “Strategic Analysis Mcdonald’s in China. https://www.academia.edu/32379197/Strategic Analysis McDonalds in China W o r d C o u n t 6095 4 2 5 2 0 1 6 SUBMITTED BY SUBMITTED TO Strategic Analysis McDonalds in China MBA General Management TABLE OF CONTENTS

12. Kareh, A. (2018). Council Post: Evolution Of The Four Ps: Revisiting The Marketing Mix. https://www.forbes.com/sites/forbesagencycouncil/2018/01/03/evolution of the four ps revisiting the marketing mix/?sh=45e3ee2c1120

13. McDonal’s. (2018). Do all McDonald's restaurants have standard prices? https://www.mcdonalds.com/gb/en gb/help/faq/do all mcdonalds restaurants have standard prices.html

14. Galwey, I. (2022). Expresii and the Future of Ink painting Animation. https://acas.world/cn/2022/07/09/expresii and the future of ink painting animation/

15. Nickolaus Erickson. (2016) 3rd Party Monitors Spur Action in McDonald’s Chinese Food Safety Protocols. https://gps.ucsd.edu/ files/faculty/gourevitch/gourevitch cs erickson.pdf

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-085-1
ISBN (Online)
978-1-83558-086-8
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/32/20231576
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated