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Other Papers on :Foreign Market Entry

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Other Papers on :Fast Food Industry

C/B/1015. Market Strategy for McDonald's in Nigeria

(2008, 5200 words)

This paper looks at McDonald's international strategy and financial performance for 2003-2007 presenting a plan for their market entry to Nigeria. The plan is based on the opportunities that exist in the market identified by the assessment of the sector and a consumer survey indicating consumer preferences. The assessment is made on the basis of macro and micro analysis of McDonald's position in the Nigerian fast food market conducted along the lines of PESTLE, Porter's Five Forces and SWOT models.
 
   
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