STRATEGY AS PER INDIAN MARKETRE
ENGINEERING THE MENU-McDonald's thinks according to the customer's tastes, value systems, lifestyle, language and perception.Globally McDonald's was famous for its hamburgers which are prepared from beef and pork burgers. But, most Indians religion does not allowthem to consume beef or pork. So in order to satisfy demand as per
Indian preference, McDonald's came up with chicken, lamb and fish burgers to suite the Indian diet.
THE VEGITERIAN CUSTOMER-India has a huge population of vegetarians. To satisfy this customer's demand, the company came upwith a completely new menu of vegetarian items like McVeggie burgerand McAlooTikki. The separation of vegetarian and non-vegetariansections is maintained throughout the various stages.EXAMPLE OF VEG BURGERS: MCVEGGIE MCALOOTIKKISEGMENTATION, TARGETING AND POSITIONING