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Case study on mc donald’s (2)(1)
 

Case study on mc donald’s (2)(1)

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    Case study on mc donald’s (2)(1) Case study on mc donald’s (2)(1) Presentation Transcript

    • CHETHAN KUMAR
    • Contents: • Mc Donald’s history • Vision • Mission • Success story
    • Ray Kroc opened first McDonald’s restaurant in 1955 in u.s.a
    • INTRODUCTION McDonald’s QSC&V was hit. In 1967 first McDonald’s restaurant open outside U.S.A in Canada. By 1983 it had 6000 restaurants in U.S.A. By 1995 it had more than 18000 restaurants in 89 countries in six continents. In the same year the built 2400 restaurants . In 2007 it had more than 31000 restaurants in 119
    • V I S I O N ‘To be the best and leading fast food provider around the globe’
    • MISSION world's best quick service restaurant providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."
    •  In 1995 the Big six countries that provided about 80% of the international operating were Canada,Japan,Australia,Germany,France.  In Europe M Donald’s maintains a small percentage of restaurant sales but commands a large share of fast food market.  McDonald’s restaurants in Moscow attracts more visitors.  Beijing McDonald’s restaurants opened in 1995 attracted more than some 40000 people.  IN 1995 McDonald’s opened first Kosher restaurant in jerusalem, where it does not serve a diary products.
    •  American style is growing more rapidly abroad than at home.  McDonald’s international sales have been increasing every year.  Now McDonald’s also serves chicken,sausage & salads.  Another item, very different product is pizza.  To attain quality the quality assurance centers are located in United states,Europe,Asia.  In McDonald’s training plays a crucial role in customer service.  The Hamburger universities in different countries teach necessary skills in 22 languages with the aim of providing 100% customer satisfaction.
    •  McDonald’s was the first restaurant in Europe to welcome families with children.  McDonald’s golden arches promise the same basic menu and QSC&V in every restaurant.  In McDonald’s products,handling and cooking procedures were and kitchen layouts are standardized and strictly controlled.  McDonald’s restaurants are run by local managers and crews.  Owners and managers attend the Hamburger university near Chicago or in other places around the world to learn how to operate a McDonald’s restaurants and maintain QSC&V.
    •  McDonald‘s ensures consistent products by controlling every stage of the distribution .  Regional distributors centers purchase products and distribute them to individual restaurants  McDonald’s uses essentially the same competitive strategy in every country, i.e.be first in a market and establish its brand as rapidly as possible by advertising very heavily .  McDonald’s advertising campaigns are based on local themes and reflect the different environment.  McDonald’s business structures take a variety of forms, with a majority of the restaurants being franchises.
    •  McDonald’s restaurants are joint ventures with local entrepreneurs, who own 50% or more of the restaurant.  European and south American restaurants are generally company operated.  McDonald’s tough competitors are KFC,Burger King,Pizza.  In 2006 McDonald’s introduced its “FOREVER YOUNG” brand by redesigning all of their restaurants,the major redesign in 1970s.  The new design included the traditional McDonald’s yellow and red colors,but red will be muted to terra cotta,the yellow will turn golden for a more “sunny” look,and olive and sage green will be added.
    •  To warm up their look, the restaurants will have less plastic and more brick and wood,with modern hanging lights to produce a softer glow.  The new restaurants will feature three new different areas: The “linger”zone will offer armchairs, sofas, &Wi-Fi connections,a concept introduced by Starbucks. The “grab and go” zone will feature at all counters with bar stools for customers who eat alone ,plasma Tv will offer them news and weather reports. The “flexible”zone will be targeted towards families and will have booths featuring fabric cushions with colorful pattern and flexible seating.
    •  McDonald’s is now offering a range of high quality of food that can fit into a balanced diet.  One such alternative is introduction of premier coffee,a market that dominated the starbucks.  McDonald’s risky stragety of introducing the premier coffee and creating a new restaurant environment with art display and wide screen television.
    • Success stories: It is first restaurant in Europe to welcome families with children. They have entertained with crayons and papers,Playland, and the clown Ronald McDonald Every day more than 33 million people eat at McDonald’s around the world, with 18 million of them from united states
    • THANK YOU