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Strategic management - MC Donalds

Strategic management - MC Donalds






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    Strategic management - MC Donalds Strategic management - MC Donalds Presentation Transcript

    • SYBMS A
    • Group 1 2012-2013
    • ROLL NO. NAME 7405 Arya Rajeev 7413 Namrata Biliye 7415 Amol Chauhan 7420 Haard Desai 7457 Nikhil Malik 7459 Akansha Manral
    •  Since 1955.  Ninth most valuable brand in the world.  World’s largest chain of fast-food restaurants.  Opened doors in India in 1996
    •  “Mc Donald’s vision is to be the World’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness & value, so that we make every customer in every restaurant smile.”
    •  Be the best employer for our people in each community around the world.  Deliver operational excellence to our customers in each of our restaurants.  Achieve enduring profitable growth by expanding the brand & leveraging the strengths of the Mc Donald’s system through innovation & technology.
    •  Mc Donald’s comes to Wall Street.  A Big idea called “BIG MAC”.  The Egg McMuffin.  The first Ronald McDonald house in Philadelphia.  The Happy Meal.  Mc Donald's opens in India: The 95th country.
    • Year 1955 Mc Donald’s Corporation is created. 1957 Quality, service, Cleanliness & value became Company’s motto. 1959 100th Mc Donald opened in Chicago. 1963 1 billion hamburgers sold. Debut of Ronald Mc Donald. 1964 Filet-o-Fish sandwich introduced. 1968 The Big Mac introduced. 1973 The Egg Muffin introduced.
    • 1983 Chicken Mc Nuggets introduced. 1989 Mc Donald’s listed on the Frankfurt, Munich, Paris & Tokyo stock exchanges. 1996 Mc D opens in INDIA: 95th country.
    • Managing Director Head of Marketing Director of Finance Human Resource Head Senior Marketing Executive Finance Manager Accounts Manager Employees Marketing Executive Brand Manager R&D Officer Compensation Officer Recruitment & Selection Training & Development •Customer Service Manager. •Sales Manager. •Branch Manager Branch Employees Assistant Brand Manager Product Development Market Research Team
    • Restaurant Manager First Assistant Manager Second Assistant Manager Trainee Manager Shift Running Floor Manager Floor Manager Trainee Floor Manager Training Squad Crew Member Trainee Crew
    • Weak Revenue Growth. Weak Product Development. -Expansion. -Franchisee- operated restaurants. -Growing Dining- out Markets. -Intense Competition. -Growing health consciousness. -Increased sales tax. Strengths •Global Brand. •Strong Operational Capabilities. •Successful items. •Quality Products. Weaknesses Opportunities Threats
    • Market Share Growth Rate High Low High Low STAR QUESTION MARK CASH COW DOG
    • Key External Factors Weight Rating Weighted Score OPPORTUNITIES:- Respond to social changes-by innovation within healthier lifestyles food. 0.12 4 0.48 Joint Ventures with retailers or acquisitions. 0.2 3 0.6 Introducing new food items & products. 0.2 4 0.08 THREATS:- Consumer focus on nutrition & healthier lifestyle. 0.15 4 0.6 Recession or down turn in economy 0.08 3 0.24 Major competitors like YUM, Burger King, Wendy’s. 0.09 3 0.27 New entrants in the industry. 0.06 2 0.12 Fluctuation in the Exchange rates 0.1 3 0.3 TOTAL 1.00 2.69
    • Key External Factors Weight Rating Weighted Score STRENGTHS :- Strong global presence in more than 100 countries. 0.1 4 0.4 Market leader in both international as well as domestic markets. 0.2 4 0.8 Large number of loyal customer. 0.08 3 0.24 Strong R&D 0.08 3 0.24 Standardized Quality products. 0.05 3 0.15 Convenient and Extended hours. 0.05 2 0.10 Value based pricing. 0.06 3 0.18 Focused on customer’s comfort by making different zones for different customers. 0.05 3 0.15 Good CSR 0.05 2 0.10
    • WEAKNESSES :- Sued multiple times foe serving unhealthy food. 0.15 4 0.60 Weak in analyzing the needs of customers 0.08 4 0.32 Do not disclose proper information to customers. 0.04 3 0.12 Attracting kids due to which parents are going against them. 0.01 2 0.02 TOTAL 1.00 3.42 Key External Factors Weight Rating Weighted Score
    •  Happy Meals gets happier as McDonalds sets to slash price.  Prices to be down 5-7% from August; in north, east markets initially.  “We want to stimulate demand by cutting prices of our products in this inflationary pressure.”  “We Believe it is important to retain customers at a time when all other retailers are hiking prices.” – Vikram Bakshi, MD, McDonalds India.
    •  McDonald's Opens Super-Size Site at Olympics.  Temporary restaurant can sit 1,500 people; expects to serve 14,000 people daily.  Biggest restaurant in the world in London’s Olympic Park.  Dismantled or recycled after 6 weeks.
    • Sustainable Supply Chain Environmental Responsibility Community Employee Experience Nutrition & Well Being Our Values
    •  Increase awareness of fruit, vegetables and dairy options for children available on the menu.  Accelerate and expand food and beverage choices containing fruits and vegetables across the menu.
    •  Set goals and make tangible progress for priority products as identified in McDonald’s sustainable land Management commitment.  Work with other stakeholders on next actions resulting from the Global conference on sustainable beef.  Reduce environmental impacts of direct suppliers by continuing to utilize the supplier environmental scorecard as a continuous improvement tool.
    •  Increase adoption of energy-efficient equipment and technology in restaurants.  improve tracking of restaurant energy consumption data.  increase energy awareness and education across the system to continue to realize savings to the bottom line and benefits to the environment.
    •  Energize restaurant crew and managers and differentiate McDonald’s as an employer of choice through continuous and aligned focus on the global employee Value proposition.  Identify ways to bring McDonald’s Values to life at the restaurant level, enhancing employee commitment and the customer Experience.
    •  Leverage local and global resources to have greater impact on children, families and Communities.  Increase financial and volunteer support to Ronald McDonald house charities through communication outreach.  Increase participation in the corporate volunteer program.
    •  Increase its Product Line.  Continue to provide quick & better service.  Focus on gifts for all generations.  Provision of special promotions during festivals.  Increase the space provided for birthday party areas.  Sponsor college festivals.
    •  Increase and Provide Delivery Services to every Potential Customer-Potential Segment.  Increase Drive through Branches.  Remove U.S. Branding Consciousness  More awareness to remove obesity link with Mc D.  Understand local tastes.
    • T H A N K Y O U