Presented by :-

Sachin ChaudharyPGDM2/1528

Denmark in EU

• Active member of the EU since 1973.

• Denmark has worked for an efficient and well functioning internal market, transparent decision-making, and clear and visible results for the individual citizens.

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Trade Policy

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• Denmark’s international trade policy fundamentally aims at allowing more free trade on a global basis.

• Denmark’s international trade policy is conducted in close co-operation with the other EU-countries.

• Almost 70% of the Danish foreign trade is with other EU countries or EU acceding countries.

Denmark’s international trade policy

Trade Policy

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WHAT IS TRADE POLICY in EU ?The EU manages trade and investment relations with non-EU countries through the EU's trade and investment policy.The scope of EU's exclusive powers covers not just trade in goods, but also:• services• commercial aspects of intellectual property• foreign direct investment• Transport• Capital movements.

3 PESTLEPOLITICAL

Currently governments of certain groups in Europe are tending to control the business of fast food because of health reasons (2005).Governments are also applying restriction for issuing license for franchises.There should be good relationships with government in giving tax and employments in international markets.

3 PESTLE

EconomicalWorking in an international market McDonalds must face international rules of business like about tax as company has different rules for tax and for McDonalds franchise must pay some percentage of its revenue to McDonald’s head office in United Kingdom.Local markets can’t maintain the supply of materials that’s the reason McDonald import beef and potato to fulfill its demand.In international markets the economies of the country also affect the sales of the products because if the economy is not stable and people of the country have not much income it will effect the business.

3 PESTLESocial

In developing countries the lifestyle of people changing very fast because of their developing economy more people of the country are financially able to eat fast food.In Middle East countries urban young generation wants new technology in their lives like wireless internet, credit card payment and other attractions like music.

3 PESTLE

TechnologicalAdvertisement is the most powerful toll of McDonalds to create a demand of its products and especially McDonalds works hard to create the demand of its product in the minds of young generation.Recently McDonalds implemented new technology to increase the speed of proceeding of its products such as a Big Mac takes 60 seconds to process in three stages1 bun toasted by an oven (20 sec)2 meat fries (20 sec) and decorating bun (10 sec)3 packaging (10 sec)

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LogicalMcDonalds cares its reputation in fast food market they follow 20 working hours for student employees in UK as according to the rule in UK and also internationally they respect all the polices which are applied for fast food chains.

3 PESTLE

EnvironmentalAs a worlds largest fast food chain obviously the consumption of “beef, potato, chicken” is more then any other food chains that’s the reason they had been critics and McDonalds is also disrupting the culture and McDonalds is trying to cover these issues especially in china

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A great producer of food, Denmark's commodity exports include • meat (6.8%)• fresh fish (1.8%)• cheese (1.7%)• furniture (4.0%) • medicaments (4.3%).

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•The EU is the largest economy in the world, with a GDP per head of €25 000 for its 500 million consumers.

•The EU is the world's largest trading block. The EU is the world’s largest trader of manufactured goods and services.

EU’s POSITION IN GLOBAL MARKET

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• McDonald's Denmark was established in 1989

• It formulates the general policies and strategies for McDonald's at the national level. 

•  McDonald's restaurants in Denmark in 2011 had a total turnover of 1.6 billion. 

• McDonald’s remained the leading brand in fast food in Denmark in terms of value sales in 2014 with a 23% value share.

Denmark’s McDonald

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• In Denmark, 95% of McDonald's restaurants owned by franchisees.

• McDonald’s expand its business by the way of Franchise • A business concept that has made McDonald's one of the world's leading

and most well-known restaurant chains

Denmark’s McDonald

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Mc Donald menu includes

• Salads• Burgers and Sandwiches• Chicken• Snacks & Sides• Desserts and Shakes

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•McDonald’s remained the leading brand in fast food in Denmark in terms of value sales in 2014 with a 23% value share.

• Total fast food outlets in Denmark 89 outlets.

•16 of which are owned by McDonald’s Denmark

• Burger King had a total of 31 outlets operating in Denmark.

• Sunset Boulevard with 44 outlets within the chain.

COMPETITIVE LANDSCAPE