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Foreign Market Entry

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

WORDS:
5200
DATE:
2008
PRICE:
59.99 GBP

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.

 

KEYWORDS: McDonald's, PESTLE, Porter's Five Forces, SWOT, Nigeria, fast food,

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