title: Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° Ð¸ Ð¾ÑÐµÐ½ÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð²ÑÑ Ð¾Ð´Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ McDonalds Ð½Ð° ÑÑÐ½Ð¾Ðº ÐÑÐ»Ð°Ð½Ð´Ð¸Ð¸
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð±Ð°ÐºÐ°Ð»Ð°Ð²ÑÐ°
titleType: Subtitle
title: Development and evaluation of the strategy for McDonalds 'entry into the Icelandic market
Creators: name: ÐÐ´Ð¶ÐµÐ¼ÑÐ½, ÐÑÑÐµÐ½
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2021
Subjects: ÐÐ°ÐºÐ´Ð¾Ð½Ð°Ð»Ð´Ñ
Ð²ÑÑ Ð¾Ð´ Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ð¹ ÑÑÐ½Ð¾Ðº
Ð¸ÑÐ»Ð°Ð½Ð´Ð¸Ñ
ÐºÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐ¹ Ð°Ð½Ð°Ð»Ð¸Ð·
Mcdonalds
foreign market entry
iceland
competitive analysis

description: Ð¦ÐµÐ»Ñ ÑÐ°Ð±Ð¾ÑÑ â Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐµÐ¹ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸ McDonalds Ð¿Ð¾ Ð²ÑÑÐ¾Ð´Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ ÐÑÐ»Ð°Ð½Ð´Ð¸Ð¸. ÐÐ°Ð´Ð°ÑÐ¸, ÐºÐ¾ÑÐ¾ÑÑÐµ ÑÐµÑÐ°Ð»Ð¸ÑÑ Ð² ÑÐ¾Ð´Ðµ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: 1. ÐÐ·ÑÑÐµÐ½Ð¸Ðµ Ð¾ÑÐ³Ð°Ð½Ð¸Ð·Ð°ÑÐ¸Ð¾Ð½Ð½Ð¾Ð¹ ÑÑÑÑÐºÑÑÑÑ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 2. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐ¾Ð·ÑÐ¹ÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¾Ð»Ð¾Ð¶ÐµÐ½Ð¸Ñ McDonalds. 3. ÐÐ¾Ð½ÐºÑÑÐµÐ½ÑÐ½ÑÐµ Ð°Ð½Ð°Ð»Ð¸Ð· Ð¾ÑÐ½Ð¾Ð²Ð½ÑÑ Ð¸Ð³ÑÐ¾ÐºÐ¾Ð² Ð¼Ð¸ÑÐ¾Ð²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° Ð¾Ð±ÑÐµÐ¿Ð¸ÑÐ°. 4. ÐÐ½Ð°Ð»Ð¸Ð· ÑÐµÐ»ÐµÐ²Ð¾Ð³Ð¾ ÑÑÐ½ÐºÐ° ÐÑÐ»Ð°Ð½Ð´Ð¸Ð¸. 5. Ð Ð°Ð·ÑÐ°Ð±Ð¾ÑÐºÐ° ÑÑÑÐ°ÑÐµÐ³Ð¸Ð¸ Ð¿Ð¾ Ð²ÑÑÐ¾Ð´Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. 6. ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÑÐµÐºÑÐ¸Ð²Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹. 7. ÐÐ½Ð°Ð»Ð¸Ð· ÑÑÐ²ÑÑÐ²Ð¸ÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¿ÑÐ¾ÐµÐºÑÐ°. Ð Ð°Ð±Ð¾ÑÐ° Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð° Ð½Ð° Ð±Ð°Ð·Ðµ McDonalds Inc, Ð³Ð´Ðµ ÑÐ¾Ð±Ð¸ÑÐ°Ð»Ð°ÑÑ Ð·Ð½Ð°ÑÐ¸ÑÐµÐ»ÑÐ½Ð°Ñ ÑÐ°ÑÑÑ ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ¾Ð³Ð¾ Ð¼Ð°ÑÐµÑÐ¸Ð°Ð»Ð°: ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²Ð°Ñ Ð¾ÑÑÐµÑÐ½Ð¾ÑÑÑ Ð¸ Ð¸ÑÑÐ¾ÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð´Ð°Ð½Ð½ÑÐµ Ð¿Ð¾ Ð¿ÑÐ¾Ð´Ð°Ð¶Ð°Ð¼ Ð¸ Ð²Ð½ÑÑÑÐµÐ½Ð½ÐµÐ¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸. ÐÐµÑÐ¾Ð´Ñ: ÑÐ°ÑÑÐµÑÑ, Ð¿Ð¾ÐºÐ°Ð·ÑÐ²Ð°ÑÑÐ¸Ðµ Ð½Ð°Ð³Ð»ÑÐ´Ð½Ð¾, ÐºÐ°Ðº Ð¿ÑÐ¾Ð¸ÑÑÐ¾Ð´Ð¸Ñ ÑÐ¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ðµ Ð¾ÑÐ½Ð¾Ð²Ð½Ð¾Ð¹ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÑÑ Ð² ÐÐ°ÐºÐ´Ð¾Ð½Ð°Ð»ÑÐ´Ñ, SWOT-Ð°Ð½Ð°Ð»Ð¸Ð·, Ð¾ÑÑÐ°Ð·Ð¸Ð²ÑÐ¸Ð¹ ÑÐ¸Ð»ÑÐ½ÑÐµ Ð¸ ÑÐ»Ð°Ð±ÑÐµ ÑÑÐ¾ÑÐ¾Ð½Ñ ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÑÐµÐ» Ð²Ð¾Ð·Ð¼Ð¾Ð¶Ð½Ð¾ÑÑÐ¸ Ð¸ ÑÐ³ÑÐ¾Ð·Ñ Ð²Ð¾ Ð²Ð½ÐµÑÐ½ÐµÐ¹ ÑÑÐµÐ´Ðµ. Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ: -Ð±ÑÐ»Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ñ Ð¸ Ð¾Ð±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ñ Ð¿Ð¾ Ð²ÑÑÐ¾Ð´Ñ Ð½Ð° ÑÑÐ½Ð¾Ðº Ð¾Ð±ÑÐµÑÑÐ²ÐµÐ½Ð½Ð¾Ð³Ð¾ Ð¿Ð¸ÑÐ°Ð½Ð¸Ñ ÐÑÐ»Ð°Ð½Ð´Ð¸Ð¸; -ÑÐ¾ÑÑÐ°Ð²Ð»ÐµÐ½ Ð¿Ð»Ð°Ð½ Ð¿ÑÐ¾Ð´Ð°Ð¶ Ð½Ð° 7 Ð»ÐµÑ Ð´ÐµÑÑÐµÐ»ÑÐ½Ð¾ÑÑÐ¸ Ð¾Ð´Ð½Ð¾Ð³Ð¾ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð° Ð² Ð³Ð¾ÑÐ¾Ð´Ðµ Ð ÐµÐ¹ÐºÑÑÐ²Ð¸Ðº; -Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ð¸Ð¸ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð½ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹ Ð±ÑÐ»Ð¾ ÑÑÑÐ°Ð½Ð¾Ð²Ð»ÐµÐ½Ð¾, ÑÑÐ¾ Ð¿ÑÐµÐ´Ð»Ð°Ð³Ð°ÐµÐ¼ÑÐ¹ Ð¿ÑÐ¾ÐµÐºÑ ÑÐºÐ¾Ð½Ð¾Ð¼Ð¸ÑÐµÑÐºÐ¸ ÑÑÑÐµÐºÑÐ¸Ð²ÐµÐ½ Ð¸ Ð¾ÐºÑÐ¿Ð°ÐµÑÑÑ Ð·Ð° 3 Ð³Ð¾Ð´Ð°, Ð° Ð²Ð½ÑÑÑÐµÐ½Ð½ÑÑ Ð½Ð¾ÑÐ¼Ð° Ð´Ð¾ÑÐ¾Ð´Ð½Ð¾ÑÑÐ¸ Ð¿ÑÐµÐ²ÑÑÐ°ÐµÑ Ð²ÑÐ±ÑÐ°Ð½Ð½ÑÑ ÑÑÐ°Ð²ÐºÑ Ð´Ð¸ÑÐºÐ¾Ð½ÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð·Ð°ÐºÐ»ÑÑÐ°ÐµÑÑÑ Ð² Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¸ Ð¿ÑÐµÐ´Ð»Ð¾Ð¶ÐµÐ½Ð½ÑÑ Ð¼ÐµÑÐ¾Ð¿ÑÐ¸ÑÑÐ¸Ð¹ Ð¿ÑÐ¸ Ð¾ÑÐºÑÑÑÐ¸Ð¸ ÑÐµÑÑÐ¾ÑÐ°Ð½Ð¾Ð² Ð¿Ð¾Ð´Ð¾Ð±Ð½Ð¾Ð³Ð¾ ÑÐ¸Ð¿Ð° ÐºÐ¾Ð¼Ð¿Ð°Ð½Ð¸Ð¹ Ð´Ð»Ñ Ð²ÑÑÐ¾Ð´Ð° Ð½Ð° Ð²Ð½ÐµÑÐ½Ð¸Ð¹ ÑÑÐ½Ð¾Ðº. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¿ÑÐ°ÐºÑÐ¸ÑÐµÑÐºÐ°Ñ Ð·Ð½Ð°ÑÐ¸Ð¼Ð¾ÑÑÑ ÑÐ°Ð±Ð¾ÑÑ
description: The purpose of the work is to study the possibilities of McDonalds to enter the market of public catering in Iceland. Tasks that were solved in the course of the study: 1. Study of the organizational structure of the company. 2. Analysis of the economic situation of McDonalds. 3. Competitive analysis of the main players in the global catering market. 4. Analysis of the target market of Iceland. 5. Development of a strategy for the exit of the company. 6. Analysis of the effectiveness of the proposed measures. 7. Project sensitivity analysis. The work was carried out on the basis of McDonalds Inc, where a significant part of the factual material was collected: financial statements and historical data on sales and internal activities of the company. Methods: calculations that clearly show how the main activity of McDonald's is managed, SWOT analysis that reflects the strengths and weaknesses of the company, as well as took into account opportunities and threats in the external environment. Results of the work: -measures to enter the public catering market in Iceland were proposed and justified; -a sales plan has been drawn up for 7 years of operation of one restaurant in Reykjavik; -based on the conducted research, it was found that the proposed project is cost-effective and pays off in 3 years, and the internal rate of return exceeds the selected discount rate. The practical significance of the work lies in the application of the proposed measures when opening restaurants of this type of companies to enter the foreign market. Conclusions. The tasks have been solved, the goal has been achieved, and the practical significance of the work has been determined.