Egg mcmuffin created by owner/operator herb Peterson of Santa barbaracalifornia.1968 Big Mac introduced-developed by owner operator Jim Delligatti of Pittsburgh
. Mc Donald’s strategic framework the plan to win is launched. Through the execution of initiatives focusing on people products place price and promotion.Mc Donald’s introduces the most comprehensive global packaging design in the brand’s history.
• Headquartered in the United States, began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald• in 1948 they reorganized their business as a hamburger stand using production line principles.• Businessman Ray Kroc joined the company as a franchise agent in 1955.• purchased the chain from the McDonald brothers and oversaw its worldwide growth.
• Entered in India 1996• McDonalds India is a 50– 50 JV partnership between MCDONALD’S CORPORATION (U.S.A) and two Indian businessman Amit Jatia and Vikram Bakshi• The entire menu was changed• 90% of McDonalds business is owned and run by independent franchisees in India• Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.
Vision• To be the best & leading fast food providers around the globe Mission • To be the worlds best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile." Values • Our values summarized in “Q.S.C & V”. Provide good quality, services to customer . Have cleanliness environment when customer enjoys their meal .The value of food product makes every customer is smiling.
PRODUCT• Hamburgers, Cheese• French fries,• soft drinks,• breakfast• desserts.• salads and vegetarian, wraps .• On a seasonal basis, McDonalds offers the McRib sandwich.
Product adaptation-the Indian challenge• 40% vegetarians selections to suit Indian tastes.• Respect for local culture-no beef or pork served.• Soft serves and mc shakes are eggless• Re-formulated own products using spices favored by Indians.• Only vegetable oil used as cooking medium.12/3/2012 consumer behavior 5
Product history• 1949-World famous French fries replace potato chips on the Mc Donald’s Menu. Triple thick milkshakes also make their debut.• 1968 Big Mac introduced• 1975 The Egg Mcmuffin• 1979 happy meals are introduced to the national menu featuring a circus wagon theme.• 2000 Fruit n Yogart Parfait introduced.• 2001 Big N Tasty introduced.• 2006 Snack Wrap Introduced—Grilled & crispy Snack Wraps are introduced in the U.S.
Promotion history• 1966-first television commercial-Ronald Mc Donald appears in his first national television commercial.• 1995 the new advertising theme “have you had your break today?”• 1996 Mc Donalds.com launched.• 1997 “Did Somebody say Mc Donald’s?”- New advertising theme.• 2003 Mc Donald’s plan to win is launched• 2008-global packaging redesign
PROMOTION usual medias such as television, radio, and newspaper also makes significant use of billboards and signage, sponsors sporting events ranging from Little League to the Olympic Games, makes coolers of orange drink with its logo available for local events of all kinds.• To date, McDonalds has used 23 different slogans in United States advertising, as well as a few other slogans for select countries and regions.
PLACE• serving around 68 million customers daily in 119 countries• There are 132 family restaurants in India employing about 5,000 people • 79 restaurants in north and east India with 33 in Delhi itself • 53 restaurants in south and west India
BUSINESS MODEL• McDonalds Corporation earns revenue as an investor in properties, a franchiser of restaurants, and an operator of restaurants• . Approximately 15% of McDonalds restaurants are owned and operated by McDonalds Corporation directly. The remainder is by franchisee• .• In addition to ordinary franchise fees and marketing fees, which are calculated as a percentage of sales, McDonalds may also collect rent, calculated on the basis of sales.
SUPPLIERS• Trikaya AgricultureSupplier of Iceberg Lettuce• Vista Processed Foods Pvt. Ltd.Supplier of Chicken and Vegetable range of products (including Fruit Pies)• Dynamix DiarySupplier of Cheese• Amrit FoodSupplier of long life UHT Milk and Milk Products for Frozen Desserts
STRENGTHS• Global brand• Quality foods• Strong supply chain• Locations
WEAKNESSES• Their test marketing for pizza failed.• more money being spent on training.• trend towards organic foods.• McDonalds have problems with fluctuations in operating and net profits which ultimately impact investor relations.
OPPORTUNITIES• In todays health conscious societies the introduction of a healthy hamburger is a great opportunity.• have industrial, Formica restaurant settings;• Provide optional allergen free food items, such as gluten free and peanut free. business directed efforts at thebreakfast, chicken, beverage and conveniencecategories.
THREATS• Any contamination of the food supply, especially e-coli.• Major competitors, like Burger King, Starbucks, Taco Bell, Wendys, KFC and any mid-range sit-down restaurants.