Estrategias de expansión de McDonald’s en el mercado de Bienes Raíces de Ecuador.

Abstract

This study aimed to determine the impact of McDonald's expansion strategy in the real estate market on the competitive dynamics in the fast food industry. The primary objective was to characterize these strategies and examine how location choice influences competitive dynamics and financial performance. To achieve this, a theoretical framework was developed that addresses international expansion in the fast food industry and the key factors in the choice of locations. The methodology included a qualitative approach through analysis of financial reports and location data. The results revealed that McDonald's employs specific strategies when considering the size and type of locations, contributing to its competitive position. Choosing strategic locations is associated with greater profitability and market share. It is concluded that McDonald's real estate strategies in Ecuador have significant effects on its competitive and financial performance, highlighting the importance of careful location selection for business success.