'McDonald's had positioned its restaurant as a family restaurant that barred smoking as well as serving of alcohol on its restaurant. The results were apparent and resulted in a 48% increase in footfalls along with 30% hike in the sales. In the same year, the company aired its 1V commercial for the Rs. 7/- soft serve cone campaign, thereby establishing the value proposition of the company. However, this research indicated that the people are unaware of the quality of food served by the McDonald's. This had led to creation of the advertising campaign by the company which started its focus on sfamiliarising customers with the quality of food served at McDonald's. Consumer research had also pointed that a large mix of offerings were required in the vegetarian menu of McDonald and the company consciously addressed this need of its customers. The company had also become aware of the fact that eating out, though gaining frequency was still primarily a family affair. Hence, it was attributed mainly to evenings and weekends. The 'Happy Price 'Menu' had come closer on the heels of the marketing initiative by the company ""I'm Lovin it which McDonald's had launched in October 2003. The communication about this new offering was funky and funny and tells that McDonalds is overall a great place, and at a best price which restricted not only to its product, but also the experience. At the same time, it aims to make the service hassle-free and easy to use.

Franchising is one of the global entry methods used by an organisation to penetrate international markets. Regarding the case study, critically examine the strategic approach that McDonalds used to enter the Indian market and entrench it franchising foothold.