McDonald's is a leading competitor in the fast-food restaurant business. One component of McDonald's marketing strategy is to increase sales by expanding its foreign markets. At present, more than 40 percent of McDonald's restaurants are located outside the United States. In making decisions about opening restaurants in foreign markets, the company uses quantitative and qualitative financial and nonfinancial information. The following types of information would be important to such a decision: the cost of a new building (quantitative financial information), the estimated number of hamburgers to be sold in the first year (quantitative nonfinancial information), and site desirability (qualitative information).
You are a member of a management team that must decide whether to open a new restaurant in England. Identify at least two examples each of the
(a) Quantitative financial,
(b) Quantitative nonfinancial, and
(c) Qualitative information that you will need before you can make a decision.
Your instructor will divide the class into groups to discuss this case. Summarize your group's discussion and select someone from the group to present the group's findings to the rest of the class.