Read the following case study carefully and then answer the questions that follow:

McDonald$$s after their market entry in India via opening various outlets under their brand

name, that charge a royalty linked to sales. It has continually adapted to the customer$$s

tastes, value systems, lifestyle, language and perception. Globally McDonald$$s was known

for its hamburgers, beef and pork burgers. Most Indians are barred by religion not to

consume beef or pork. To survive, the company had to be responsive to the Indian

sensitivities$.$ So$,$ McDonald$$s came up with chicken, lamb and fish burgers to suite the

Indian palate. India has a huge population of vegetarians. To cater to this customer segment,

the company came up with a completely new line of vegetarian items like Mc Veggie burger

and Mc Aloo Tikki. The separation of vegetarian and non$-$vegetarian sections is maintained

throughout the various stages.

a$.$ Explain which environmental factor of PESTEL had to be adapted by McDonalds in this

case? $(5$ Marks$)$

b$.$ Suggest which market entry strategy was followed by McDonalds to enter Indian market?