Globalization develops the need for businesses to expand into new countries across the world. International market opens new opportunities for expansion and growth of domestic businesses. International expansion of restaurants always comes with a host of challenges due to lack of international market research. Even if a restaurant has well known image, it has to face many difficulties in expanding its business overseas. In this research project, we will explore the various issues faced by America’s fast food restaurant McDonalds in Australia with international multicultural customers.
McDonald’s is among world’s top most fast food restaurants. To maintain itself to this position, it has to compete with other fast food competitors more efficiently. Thus the problem formulation of this study will be how the big leading fast food restaurant chain carries out its growth strategies for dealing with the challenges of international customers from China, India, Sri Lanka, Italy, etc. at same place. International marketing research or awareness of various issues at international level like environmental differences, cultural differences, food habits, customs and traditions, marketing strategies, target market, staff, customer’s preferences, taste, health issues, food system, etc. will be helpful for a restaurant for more successful and profitable business.
The main purpose and aim of this study is to explore different challenges faced by a well developed fast food restaurant in foreign country. Despite the increasing interest in the area, there is very little research done on customer perceptions of food and service in fast food restaurants. There are some points that need to be more clearly described and in depth. The articles or other research papers have not described the issues faced by McDonalds while dealing with multicultural society in Australia. In this project, we are going to research and consider all challenges, strategies and international research benefits from a new perspective.
- What are main challenges faced by fast food restaurant McDonalds when dealing with international customers in Australia
- What strategies can be used by this restaurant to beat its competitors and satisfy its customers
- How market research will be helpful for the fast food chain seeking expansion in Australian market.