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NMIMS – International Business

1. Sociologist Roland Robertson, wrote that Glocalization meant “the simultaneity—the co-presence—of both universalizing and particularizing tendencies.” In your view what are the steps a company needs to accomplish to attain Glocalization?

2. Your company is in manufacturing herbal products in areas of cosmetics, and is keen on expanding the business globally. Discuss the challenges of marketing your product globally and suggest measures to overcome them?

3. Read the following case study carefully and then answer the questions that follow:

McDonald’s after their market entry in India via opening various outlets under their brand name, that charge a royalty linked to sales. It has continually adapted to the customer’s tastes, value systems, lifestyle, language and perception. Globally McDonald’s was known for its hamburgers, beef and pork burgers. Most Indians are barred by religion not to consume beef or pork. To survive, the company had to be responsive to the Indian sensitivities. So, McDonald’s came up with chicken, lamb and fish burgers to suite the Indian palate. India has a huge population of vegetarians. To cater to this customer segment, the company came up with a completely new line of vegetarian items like Mc Veggie burger and Mc Aloo Tikki. The separation of vegetarian and non-vegetarian sections is maintained throughout the various stages.

a. Explain which environmental factor of PESTEL had to be adapted by McDonalds in this case?

b. Suggest which market entry strategy was followed by McDonalds to enter Indian market?