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McDonald's in China
McDonald's branding strategy is essential in order to build solid products and product lines. This branding is accomplished through the use of unique products marketed by McDonald's. The brand name can be either the individual product name or a name applied to products (identified by the brand mark) which is a design element such as an icon, a logo, a character or even a sound that promotes a visual or auditory recognition. Branding should be designed to strategically enhance the identity of a product through the use of unique brand names, symbols and other distinctive measures. According to the McDonald's Corporate Homepage, McDonald's has paid dividends on common stock for 29 consecutive years through 2004 and has increased the dividend amounts a least once every year and the chance of insolvency is highly unlikely, given the amount of contracted cash flow the company has with franchisees. McDonald's has achieved domestic and international success and has used internationalization and globalization to create competitive advantages. This paper will look at McDonald's growth and expansion strategy in China.
McDonald's dates its founding to the opening of CEO Ray Kroc's first franchised restaurant in 1955. The McDonald's Corporation is a global company that operates and franchises approximately 31,000 restaurants in the fast food restaurant industry in 119 countries serving more than 50 million customers per day. The corporation also operates Boston Market, Chipotle Mexican Grill, and has a minority stake in Pret-A-Manager; however according to the McDonald's website, as of July 25, 2006, McDonald's board of directors has authorized the separa ...