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render the proposal not comprehensive to some extent. Finally, the research proposal will meet a lot challenges and new problems when it is implemented because of the dynamic, unexpected and messy market environment.

6. Time plan

The time schedule is provided for implementing the research. Please see annex 2.

7. Conclusion

In conclusion, the proposal focuses on research methodology as well as data collection and analysis in order to have a better of the McDonald’s business strategies respectively in China and the UK and how these experiences can be referenced to by the fast-food restaurants in the China and the UK. And the time schedule is showed for conducting the proposal.

8. Reference

Armstrong, D, Hemphill, C., Saeed, M&Methivin-Terry, J., 2004.Corporation case study, Minot State University Human Resource Management, pp537

Block, J. P., Scribner, R. A. and DeSalvo, K. A., 2004. Fast Food, Race/Ethnicity, and Income, American Journal of Preventive Medicine, 27 (3), p.211–17

Chen, I. J. and Popovich, K., 2003. Understanding Customer Relationship Management (CRM) - People, Process and Technology, Business Process Management Journal, vol. 9(5), p. 672-688

Eric, S., 1999. Fast Food Nation: The Dark Side of the All-American Meal. New York: Houghton Mifflin

Hair, J.F., Bush, R.P. & Ortinau, D.J. (2000) ‘Marketing research: Withing achanging information environment. 2nd’ Ed. United States of America: McGraw-Hill.

Malhotra, N.2012, ‘Basic Marketing Research:a decision-making approach,4th Ed’, Pearson education, pp257

Kaynak, E. and Kucukemiroglu, O., 1995. Marketing Strategies for Fast-Food Restaurants: A Customer View, International Journal of Contemporary Hospitality Management, 7 (4), p.16–22.

Kotler, P. and Armstrong, G., 2010. Principles of Marketing (13th edition), Pearson Prentice Hall, USA, p. 37-43

Kotler, P., and Keller, K. L., 2009. A Framework for Marketing Management, 13th ed., Upper Saddle River, NJ: Pearson/Prentice Hall.

Glucroft, B, 2012. McDonald's in China - Localized, Growing, and Influencing, pp1 McDaniel, C. & Gates, R. 2008, ‘Marketing research essentials’. Hoboken: John Wiley & Sons.

Michael,R& Robert, M 2005, “Formulation, Implementation, and Control of Competitive Strategy”, 8th edn, Mc Graw – Hill / Irwin, New York.

McDaniel, C. & Gates, R. (2008) ‘Marketing research essentials’. Hoboken: John Wiley & Sons.

Porter, M. E., and Kramer, M. R., 2002. The competitive advantage of corporate philanthropy, Harvard Business Review, 80(12), p, 56-69

Strauss, A.L. & Corbin, J. 1990. Basics of Qualitative Research: Grounded Theory Procedures and Techniques.

Stoll, B, A. (1984) ‘Rules for desk research’, pp 65

9. Appendix

Questionnaire

Annex 2. Time schedule

Event Time Starting Date Deadline Duration

Collecting second data In December 10th In December 12th Two

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