The case focuses on the strategies adopted by the world's leading fast food restaurant chain, McDonald's Corporation (McDonald's) in Brazil. McDonalds has got an innovative menu which is largely uniform with small variations over the globe from market to market and region to region. 5.3.2 Conventional Franchise The company has applied these practices not only in its core restaurant business but also in other restaurant models such as the McDrive drive-in branches, McExpress food stalls, and the McCafè coffee shops. McDonald’s and Coca-Cola shared a common mission and vision to expand globally (David, 2014). McDonald's on Thursday announced plans to test a plant-based burger using Beyond Meat patties in Canada.. A new Joint Venture Company named as “Nippon & McDonald Steel lndustries Limited [NMSIL]’ has been formed under the agreement between McDonald Steel Building Products Limited [MSBPL] of Bangladesh and Nippon Steel & Sumikin Bussan … The state-owned group will have full ownership of McDonald’s existing restaurants as well as additional new outlets for the next 20 years. The joint expansion vision. Take note that different jurisdictions have different scope and requirements in legally structuring a joint venture. Some of the ways a JV can help foreign companies establish a business in China are discussed below. Small Business Strategy. In this experiment, the local stores involved replaced the usual McDonald’s menu offerings with based on local preferences. To be more specific, he hired Harry Sonneborn in 1956 who advised him that the real income would not be generated through franchising alone but also to the development and leasing of real estate. Customer loyalty: McDonalds has a large customer base and enjoys very high level of customer loyalty. JVs can help companies monitor the market for possible infringements and save the legal cost. China Briefing looks at the experiences of Starbucks and McDonald’s to capture important lessons. In 1965 McDonalds was the number one food chain in the US with over 300 outlets, and by the late 1970s operated across Europe and Asia. The objectives of a joint venture are not 100 percent clear and rarely communicated clearly to all people involved. Safeguarding technology, a company’s unique business practice, or simply the business logo against IPR infringement requires a mix of legal, practical and technical measures that can prove to be a costly affair. Global expansion through new locations is the main strategic objective associated with the intensive growth strategy of Market Penetration. 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