Format | |
---|---|
BibTeX | |
MARCXML | |
TextMARC | |
MARC | |
DublinCore | |
EndNote | |
NLM | |
RefWorks | |
RIS |
Files
Abstract
When McDonald’s entered Chinese market in 1989, Bama Company, a key supplier of
McDonald’s deserts, followed to explore this potential high-volume bakery goods
kingdom in Asia. Having been influenced by western culture since the economic reform
in the 1980s, Chinese people, especially the young generation, love to enrich their daily
diet with western food. Along with American fast food booming in China, bakery
products, such as cakes, cookies, and other deserts are also well accepted by consumers.
This case introduces how Bama grows its international market by following its giant
client. While maintaining its long term partnership with McDonald’s, Bama also
develops other clients in the fast food chain in this unfamiliar yet exciting world. Bama
China further seeks more expansion and explores larger growth in the Asian-Pacific
region to develop bakery markets. This case study discusses several options for the future
of Bama China.