2. 1. Drive-Thru, Auto-Mac, Pay and Drive, or
McDrive
2. Solid Gold McDonald's
3. McCafé
4. McExpress
5. McStop

3. One’s upon a time
When I
was a Baby
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4. So, Let’s go, Listen toMy story, AGENDA of My story is

5. COMPANY DESCRIPTION
 Established in California during 1940s by two brothers, named Richard and Maurice
McDonald.
 The brothers used assembly line procedures in their kitchen for mass production.
Prices were kept low. Speed, service and cleanliness became the critical success
factors of the business.
 By mid-1950s, the restaurant's revenues had reached $350,000.
 The brothers’ success, in 1955, Entrepreneur Ray Kroc bought the right to
franchise the McDonald’s System, and Renamed the McDonald's Corporation in
1960.

6.  Kroc focused his marketing effort on the family meal and children, spending
heavily on television advertising which promoted the smiling clown face of
its child-friendly brand mascot, Ronald McDonald.
 Today, the McDonald’s franchise exceeds 30,000 restaurants globally and serves
over 50 million people in more than 121 countries each day.

7. "McDonald's vision is to be the world's
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."

8. COMPANY’S
OBJECTIVES!
•Customer driven, global oriented
•Achieving sustainable ,profitable growth
•Designed to increase restaurant visits and
grow brand loyalty among new & existing
customers
• McDonalds is committed to maintaining
and developing the best food products in the
quick service restaurant market.

10. McDonalds-global Fast Food
Powerhouse
• 2004-world’s largest marketer of fast food
• Serves in 120 countries
• 31,000 restaurants
• Employs 360,000
• 47 million customers per day
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11.  McDonalds also provided hostesses who would keep on
circulating in the lobby by providing.
― Napkins
― Soufflé cups
― Helping children
― Tissue papers
― Assistance required

12. 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.
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13. 10/31/2011 consumer behavior 13

14. McDonald’s in India

15. History in India
• 1996 …The first McDonald’s restaurant opened on Oct. 13, at
Basant Lok, Vasant Vihar, New Delhi. It was also the first restaurant
in the world not serving beef on its menu
• 1997…the first Drive –Thru restaurant at Noida
• 1999…the first Mall location restaurant at Ansal Plaza – New Delhi
• 2000…the first highway restaurant at Mathura
• 2001…the first thematic restaurant at Connaught Place
• 2002…the first restaurant in a food court at 3C’s, Lajpat Nagar and
the first restaurant at the Delhi Metro Station at Inter State Bus
Terminus

16. mc -Strategies
 International Growth
 Forward Integration
-Distribution through Franchisees
 Backward Integration
-Local Sourcing, Cold Chain, Suppliers
 Market penetration & Development
- McDelivery
 New Product Development
- Aloo Tikki, Salad

17. I Love Children- Happy Meal

19. ACHIEVEMENTS
• Ranked as the 8th best employer
• Ranked the best fast food chain of
restaurants
• Ranked the 8th healthiest fast food
eateries
• Ranked 2nd for customer satisfaction.

20. Ronald MCDONALDS HOUSE CHARITIES

21. criticism
• Ecological damage
• Selling unhealthy food,
• Contributing to suffering and exploitation
of livestock.
• McDonalds=junk food, high calorie food?

22. McDonald’s SWOT Analysis
 Brand Equity…world-wide  International expansion
 42% of US fast-food hamburger  Only serving 1% of the world’s
business population
 Consistency of food  Growing dining-out market
 Successful items: Fries, Happy
Meal, Aloo tikki, Egg McMuffin,
Promotions
 Overseas market
 Balance sheet position
 Declining market share  Mature/overstored industry
 Weak product development  Strength of competition
 Quality and taste of products  More health-conscious consumers
 Fluctuation of foreign exchange
rates; Economies