IIPM, GURGAON
After the phenomenal success in the fast-food market, McDonald’s is ready to replicate this success elsewhere. Reportedly, McDonald’s is all set to enter the estimated $60 billion global coffee market in a big way and will earmark certain percentage towards its expansion funds. It is believed that the legendary American fast-food giant has been enticed by the growth prospects in the global coffee market and will go all the way in establishing itself as a dominant coffee vendor. McDonald’s will enter in both hot and cold market segments for maximum reach. As per certain surveys, McDonald’s high-end coffee even beats the quality of Starbucks and that is truly a way forward! Sitting on the back of this chutzpah, McDonald’s will try to win the coffee race from Starbucks, which is planning to increase prices owing to high input costs.
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Source : IIPM Editorial, 2008
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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