Market Entry Strategies : Case: McDonald's entry on the Russian market

The thesis considers the entry strategy and development of the company McDonald's into international markets. The theoretical aspects of the entry strategy of the company into the international markets. Analyzes the key features of the development of McDonald's in Russia. Investigated the prospects of the company in international markets. In theoretic part there was regarded some important aspects of international strategic management, such as: strategic alternatives, elements and levels of international strategy, evaluation of alternative foreign markets, ways of entering an international market. During the writing of my thesis, I used case-study research. The topic is based on scientific studies of leading Russian and foreign scientists and experts in the field of strategic management. I described what the situation of the McDonalds Corporation in the Russian fast food market, did risk assessment, PEST and SWOT-analysis. Based on this analysis, I made some recommendations how McDonalds Corporation can improve its business in the Russian fast food market. There are main results: strategic planning provides senior management means creating a plan for the long term. Taking reasoned and systematic planning decisions, management reduces the risk of making the wrong decision because of incorrect or misleading information about the possibilities of the enterprise. Franchising can give good results if the factors that led to the company's success in the domestic market may be transferred to foreign markets