David Kam Engineering Foundation 01/10
McDonald’s Exemplary Marketing Revolutionary Childhood favourite Leading Global  Food Service Retailer Misconception
TIMELINE 1940  – McDonald’s Bar-B-Que  (Dick and Mac McDonald) 1949  – World Famous French Fries  1961  - Ray Kroc buys in...
Products Company Profile Advertisements External Projects Marketing Strategy
ABOUT MCD created  the fast-food industry   America's contribution to  world cuisine   1 st  Drive Thru Service? feeds mor...
Numerical Data Company Op. : 70%  (6864 mil) Franchise  : 30% (2931 mil) 43%  of total U.S. fast food market   operates mo...
COMPARISONS BETWEEN INCOME STATEMENTS 5.06 200.10 4551.00 Net Income 111.98 339.40 6841.00 Operating Income 852.35 893.70 ...
Products Company Profile Advertisements External Projects Marketing Strategy
Nutrition value - 10 pcs of nuggets Products Wendy’s  Frosty Burger King’s  Whopper McDonald’s BigMac
Marketing Strategy popular icon :  Ronald McD. happy meal deal w/ Disney international  slogan/advert   spokesperson (prof...
Efficiency   –  minimization of  time . MCDONALDIZATION Control   –  standardized  and  uniform  employees –   replacement...
Red  – evoke hunger, blood pressure ↑ Yellow  – get attention, happiness and warmth Green  – hope, environmental purpose I...
Advertisements VS
External Projects
Struggles Faced Movie :  Supersize Me Book  :  The Dark Side of American Meals Anti-McDonalds Day :  October 16 th McLibel...
VISION Kiosks 30 new restaurants opening/year 1800 job opportunity/year Facebook as platform
References <ul><li>http://simplybeingmommy.com/wp-content/uploads/2009/06/wendys-logo.png </li></ul><ul><li>http://psdguid...
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Davidkam mc presentation

  1. 1. David Kam Engineering Foundation 01/10
  2. 2. McDonald’s Exemplary Marketing Revolutionary Childhood favourite Leading Global Food Service Retailer Misconception
  3. 3. TIMELINE 1940 – McDonald’s Bar-B-Que (Dick and Mac McDonald) 1949 – World Famous French Fries 1961 - Ray Kroc buys interest from McDonald brothers 1967 – McD goes international 1975 – Breakfast at McDonald’s, First Drive-thru (Sierra Vista, Arizona) 1979 –Happy Meals debut 1987 – Fresh Salads Added 2008 - Chicken, Fish, Potato Products = 0 Grams Trans Fat 2010 - McD offers visitors free wifi
  4. 4. Products Company Profile Advertisements External Projects Marketing Strategy
  5. 5. ABOUT MCD created the fast-food industry America's contribution to world cuisine 1 st Drive Thru Service? feeds more than Spain ’s entire population working opportunity the nation's largest fast-food chain world's largest promoter of meat-based products largest user of beef second largest user of chicken American cultural landscape
  6. 6. Numerical Data Company Op. : 70% (6864 mil) Franchise : 30% (2931 mil) 43% of total U.S. fast food market operates more than 30,000 restaurants in more than 100 countries on 6 continents 1/15 working Americans have worked in McDonalds before.
  7. 7. COMPARISONS BETWEEN INCOME STATEMENTS 5.06 200.10 4551.00 Net Income 111.98 339.40 6841.00 Operating Income 852.35 893.70 8791.80 Gross Profit 3580.84 2537.40 22744.70 Revenues (millions)
  8. 8. Products Company Profile Advertisements External Projects Marketing Strategy
  9. 9. Nutrition value - 10 pcs of nuggets Products Wendy’s Frosty Burger King’s Whopper McDonald’s BigMac
  10. 10. Marketing Strategy popular icon : Ronald McD. happy meal deal w/ Disney international slogan/advert spokesperson (profit ^25%) embracing “new media” sponsoring big events Sony track deal McDonaldization
  11. 11. Efficiency – minimization of time . MCDONALDIZATION Control – standardized and uniform employees – replacement of human by non-human technologies Predictability – standardised services. – workers’ tasks = highly repetitive , highly routine, and predictable. Calculability – getting large amount of product for not much money. – workers judged by speed than quality of work.
  12. 12. Red – evoke hunger, blood pressure ↑ Yellow – get attention, happiness and warmth Green – hope, environmental purpose IMAGE Drive thru Wifi @ McD
  13. 13. Advertisements VS
  14. 14. External Projects
  15. 15. Struggles Faced Movie : Supersize Me Book : The Dark Side of American Meals Anti-McDonalds Day : October 16 th McLibel Trial : longest English trial Suggestion of Brazilian rainforest exploitation Rivals offering low price
  16. 16. VISION Kiosks 30 new restaurants opening/year 1800 job opportunity/year Facebook as platform
  17. 17. References <ul><li>http://simplybeingmommy.com/wp-content/uploads/2009/06/wendys-logo.png </li></ul><ul><li>http://psdguides.com/2009/06/illustrate-a-burger-in-photoshop/ http://www.trendwatching.com/newsletters/feb04/mcflurry.jpg http://ads.biteus.org/wp-content/uploads/2007/03/mcdonalds_newspaper_ad.jpg http:// www.dsicons.com/icon/mcdonalds.gif http://wwwdelivery.superstock.com/WI/223/1555/PreviewComp/SuperStock_1555R-24051.jpg http://vocalo.org/vcontent/thumbnail/20778/image/inclusion </li></ul><ul><li>http://www.aduckinherpond.com/wp-content/uploads/2009/03/mcdonalds-ice-crea-299x300.jpg http://www.logocritiques.com/images/uploads/resource_images/in_article/yellow-mcdonalds.gif http://www.20thcenturylondon.org.uk/custom/e20cl/img/ConMediaFile/watermark.php?mainImage=83_377_9.jpg&text=%C2%A9%20Museum%20of%20London& </li></ul><ul><li>http://www.tonypinto.com/wp-content/uploads/2010/03/McDonald-s-Wi-Fi-mcdonalds-2082551-875-1200.jpg </li></ul><ul><li>http://wallpapers-diq.org/wallpapers/60/McDonald%27s_Wi-Fries_-_Love_Free_Wi-Fi.jpg http://artradarasia.files.wordpress.com/2009/07/mcdonald.jpg http://ecoscraps.com/files/2009/07/mcdonalds.jpg http://www.daniellasdesigns.com/Ronald%20McDonald%20House%20Charities.jpg http://www.stillad.com/wp-content/uploads/2009/02/thaifoodboots-560x795.jpg http://www.mcwyoming.com/images/coops/41/wcd_2007_logo.jpg http://www.logoblog.org/images/mcdonalds-logo.gif http://adsoftheworld.com/files/images/MCDONALD%27S-EID-MUBARAK.preview.jpg http://designinformer.com/wp-content/uploads/mc-donalds/9-food-mc-donald.jpg http://www.babble.com/CS/blogs/strollerderby/2009/05/happy-meal.jpg </li></ul><ul><li>http://www.teambuilding-leader.com/images/RayKroc.jpg </li></ul><ul><li>http://findarticles.com/p/articles/mi_m3190/is_5_41/ai_n27135989/?tag=content;col1 </li></ul><ul><li>http://www.independent.co.uk/news/world/americas/fast-food-titan-mcdonalds-finds-latest-attack-on-its-reputation-hard-to-swallow-474161.html </li></ul><ul><li>http://www.nationmaster.com/red/pie/foo_mcd_res-food-mcdonalds-restaurants </li></ul><ul><li>http://art-for-a-change.com/blog/wp-content/uploads/2009/10/louvre_mcdonalds.gif </li></ul><ul><li>http://www.echeat.com/essay.php?t=28470 </li></ul><ul><li>http://en.wikipedia.org/wiki/McDonaldization </li></ul><ul><li>http://www.foodfacts.info/blog/uploaded_images/wendys-frosty-shake.jpg </li></ul><ul><li>http://spicylolo.files.wordpress.com/2009/01/egg-mcmuffin.jpg </li></ul><ul><li>http://www.humormeblog.beloblog.com/whopper </li></ul><ul><li>http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol =MCD http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=bkc&stmtView=Ann </li></ul><ul><li>http://www.businessweek.com/magazine/content/07_06/b4020001.htm http://www.highbeam.com/doc/1G1-166850738.html </li></ul><ul><li>http://moneycentral.msn.com/investor/invsub/results/statemnt.aspx?symbol=wen </li></ul><ul><li>http://www.free-essays-free-essays.com/dbase/4e/mul59.shtml  </li></ul><ul><li>http:// www.youtube.com/watch?v =grLh6O0cjvY http:// www.youtube.com/watch?v =I0oLliYOlRY&feature=related </li></ul>

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