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A feasibility study for a new fast food
factory in China required more than
simple ROI equations. |
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MARKET RESEACH |
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| In-market qualitative research with trade and retail customers was needed to understand the acceptance of western cuisine in Chinese culture. |
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MARKET ANALYSIS |
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| Analysis of trend data in related categories was followed by comprehensive economic modeling that factored in variables such as exchange rates. |
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BUSINESS ANALYSIS |
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| Analysis of the company’s existing global capacity was assessed against customers’ 10 year demand forecasts. |
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STRATEGY |
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| A recommended strategic response was workshopped with the client’s international project team. |
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US fast food company |
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A long range investment such as this requires more than just a cost/benefit analysis. McKINNA et al’s unique skill mix of economic capability, global insights, cross-cultural research and marketing skills (i.e. a holistic approach) was pivotal. This project saved our client over $60 million. |
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