Macdonald's strategy in the quick service restaurant industry

1. Presentation
On

2. Mohd Wahidul Islam
Id: R181053
Sec: (D)
International Islamic University Chittagong

3. .
• Which of McDonald’s Plan-to-Win strategy initiatives are associated
with meeting customer needs more effectively?
• Which initiatives are focused on more efficiently delivering products
and services?
• Which initiatives will likely result in the most sustainable competitive
advantage?
• Which of the initiatives will competitors likely attempt to overcome
first?

5. Introduction
• McDonald's is the world's largest restaurant chain by revenue, serving over 69
million customers daily in over 100 countries across approximately 36,900 outlets
as of 2016.Although McDonald's is known for its hamburgers, they also
sell cheeseburgers, chicken products, French fries, breakfast items, soft drinks,
milkshakes , wraps, and desserts
• More than half a century ago brothers Richard and Maurice McDonald’s opened
a food stand in 1937 “The Airdrome” in California with hot dogs and
Hamburgers.

6. The company’s first McDonald store was built in 1940 by the original
McDonald brothers, Dick and Mac. Later in 1954
Ray Kroc became the first official franchisee appointed by Dick and Mac
McDonald in San Bernardino, California. Soon after
Mr. Kroc opened his first restaurant in Des Plaines, Illinois, and the
McDonald’s corporation was created.

7. 1.Which of MacDonald’s plan-to-Win strategy initiatives are associated
with meeting customer needs more effectively?
• Improved restaurant operations
• Affordable pricing
• Wide menu variety and beverage choices( Hamburgers, chicken, fish, pork,
sauces, Muffin, Beverage)
• Convenience and expansion of dining opportunities
• Ongoing restaurant reinvestment and international expansion
The “Plan to Win” strategy focused around five basic concepts for exceptional
customer experience: People, Products, Place, Price, and Promotion .
McDonald's Keys to Success is their Focus on Customer Satisfaction, Fast Service,
Creating a Clean Environment & Higher Quality Products.

8. 2.Which initiatives are focused on more efficiently
delivering products and services?
• Products
• MacDonald’s provide high quality products, such as burgers, fries, drinks, muffins,
etc., not only does the quality of the products matter, the good value for money
affects the business. A customer would know if the product is good value for
money by checking in another food outlet like KFC for their services and
products.
• The products of McDonalds are safely packaged when it is required for the
product, in order the customer does not have any problems or and negative
feedbacks to McDonalds. E.g., hot coffee cups have plastic lids on top so it does
not spill or burn on the customer. In addition, McDonalds ensure to offer
nutritional guide of the product clearly state what it contains.

9. Staff
Not only the high quality standards of food affects the business, but also the staff’s
tone (the sound of the voice), manner (the level of maturity), language and body
language matters.
Premises
• All premises in McDonalds are cared for very much and maintained cleanliness.
Well sign posted with safety signs.
• After sales care
• Payment
• Communicating with customers

10. 3.Which initiatives will likely result in the most
sustainable competitive advantage?
Three different strategies are cost leadership, differentiation, and focus.
• MacDonald’s provide the lowest possible price in compare to it’s international
level competitors. In order to do this, it emphasizes on efficiency and keep
everyday operations costs as low as possible.
• McDonald ensures the speedy delivery of food.
• These two competitive advantages comply directly with the vision of the
company, which is as follows: “McDonald's vision is to be the world's best quick
service restaurant experience.

11. 4.Which of the initiatives will competitors likely attempt to
overcome first?
• Research & Analyze Industry: Researching and analyzing industry. Being up
to date on the trends and what is coming up for the next 6 months to a year. Be
proactive and know these things before they happen.
• Be Unique: Value proposition must include at least one aspect that is different
from competitors. We can call it our “if factor.” Looking closely at current value
proposition, if one does not do this already they are at a disadvantage – and need
to re-think it. The goal is to offer something that sets one apart and can be seen
as better than competitors in at least one way. Maybe cheaper price we offer
more value, or we provide a different service

12. Developing Online Brand & Image
• Spend the necessary time and money to have a killer website. Even if this means
hiring the work out, do it.
• Invest in content marketing and SEO services.
• Promoting and creating a corporate culture that will promote as well.
• Developing a strategic business and marketing plan; implementing and tracking.
• Emphasizing on Digital marketing targeting Youths and adults.

13. T h a n k y o u