Title: McDonald’s localized marketing strategy in china. Research question: to what extent is Mcdonald’s localized strategy successful in maintaining its competitive edge in western fast food in Chinese market ? Question 1: positioning map to allocate Mcdonald’s products in comparison to competitors in terms of price and quality Question 2: Ansoff matrix to asses the risk assessed with each growth strategy obtained by McDonald’s Question 3: BCG matrix to portrait McDonald’s products according to the market growth and market share