International Case on
Krishna Prasad Gaihre
• International Food Chain of hamburger fast food restaurants.
• serving around 68 million customers daily in 119 countries across 35,000
• The majority of the restaurants are owned through franchises.
• Their primary competitors are other
fast food chains such as Burger King
• American fast food test style
• Newer products
• More franchises - less risk
• High Growth in China and Russia
• Competition - global, national, regional, and local Commodity
• Growing health conscious population
• Food safety – bacteria.
• McDonald’s “QSC &V” (quality, service, cleanliness and value).
• Its products, handling and cooking procedures and kitchen layouts are
standardized and strictly controlled.
• Regional cultural attachment in it’s international flavor.
• Family oriented, children oriented service.
• standardly trained employees.
• Seasonal products.
• Goal changing from getting bigger, to getting better.
• Advertise on the internet more. Get more people to visit their website.
• Of course build brand awareness and loyal customers
• Secondary advertising
• Different from competitors in test, quality and service.
• McDonalds is doing best: Marketing
• They are trying to control the secondary advertising, and utilize it for
something that’s profitable for the stockholders.
• They are building brand awareness through this marketing.