Failure of McDonalds Company in Entering China Market Essay - 1

Failure of McDonalds Company in Entering China Market - Essay Example According to the research findings, a market is defined as the group of potential customers with similar needs who are willing to purchase goods and services towards the satisfaction of these needs. Potential entrants need to focus on the customers and come up with proper marketing mixes to a particular target market. The paper highlights recommendations that are available for proper entry and successful implementation of the company in the new market. McDonalds Corporation is a chain of fast food restaurants whose client base is 68 million customers across 119 states and over 35,000uotlets. The multi-national headed by Steve Easterbrook predominantly sells hamburgers, chicken, sandwiches, soft drinks, desserts breakfast items, salads, wraps, vegetarian items and other localized fares. Despite their seasonal deviations in certain states, the chain is subject to regional food taboos such as religious prohibition and is employed to avail products with which the regional market is more familiar such as beer in Germany, prawn in Ebi or burger in Singapore. The Corporation operates in 118 countries and serves around 168 million customers with an employment rate of 2million people. Among the states relates to Mexico, Germany, Europe, China and predominantly in the US where the company is the largest fast foods restaurant with a 96.5% market share. McDonald's has a 15% market share, and an approximate of 1750 stores in China as well as a command of 40 million worth of profits. It successful entry in other states such as Europe has led to operations in brands other than restaurants such as Piles Cafà ©. The company has expanded over the last 25 years to cover various states and currently holds 300 million worth of revenue and 30% of the US GDP.