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CASE STUDY
Pratik Shelke
by
Introduction
McDonald's is an American hamburger and fast food restaurant chain
The name McDonald’s was coined in 1952 by ...
CORE VALUES
• Quality
• Cleanliness
• Service
• Value
Core Audience Notable Works
The brand understood early on that its core
audience consisted of children and families.
There...
Cute, isn’t it?
Oh,
I mean that ‘Plan to Win!’
Market Segmentation
Geographic
McDonald’s allowed local restaurants to adapt to
different environments and cultures. For e...
c
Market Segmentation
Income
Prices are listed by analysing people’s income in particular
regions.
Also, introduction of $...
Market Segmentation
Market Segmentation
Psychographic
• Children – Fun place
• Teenagers – Hangouts and Dates
• Efficient ...
c
Pricing Strategy
• Product bundle pricing
• Value pricing
• Product line pricing
• Promotional pricing
c
Biggest Challenges for McDonald’s today
1. Declining the trust in McDonald’s / Distraction of
customers by the competito...
1. Win back customers who have fallen out of love with
McDonalds
2. Take on competitors by lowering the prices or improvin...
c
The Conclusion
• McDonald's is one of the largest fast food companies in the world. Competitors are rising,
but they can...
A Presentation on McDonald’s by Pratik Shelke, Author getting published by a major traditional publisher; Blogs at
www.pra...
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
McDonald's Case Study by Pratik Shelke
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McDonald's Case Study by Pratik Shelke

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This is a mini-case study of McDonald's.

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McDonald's Case Study by Pratik Shelke

  1. 1. CASE STUDY Pratik Shelke by
  2. 2. Introduction McDonald's is an American hamburger and fast food restaurant chain The name McDonald’s was coined in 1952 by Ray Kroc – who bought a hamburger restaurant from McDonald’s brothers. Since then it has been growing rapidly around the world, adding 1000s of McDonald’s every year. McDonald’s is the world's largest restaurant chain, serving approximately
  3. 3. CORE VALUES • Quality • Cleanliness • Service • Value
  4. 4. Core Audience Notable Works The brand understood early on that its core audience consisted of children and families. Therefore, he focused McDonald’s advertising efforts at these groups, and introduced Ronald – Mascot of McDonald’s!
  5. 5. Cute, isn’t it? Oh, I mean that ‘Plan to Win!’
  6. 6. Market Segmentation Geographic McDonald’s allowed local restaurants to adapt to different environments and cultures. For example, McDonald’s introduced a Bacon Roll breakfast sandwich in the United Kingdom, a premium M burger in France, and an egg, tomato, and pepper McPuff in China. Prices also varied slightly across the United States to better reflect different tastes in different regions.
  7. 7. c Market Segmentation Income Prices are listed by analysing people’s income in particular regions. Also, introduction of $1 menu for teenagers and low- income bracket customers. Age Women – Low fats, Diet items and even Salads Children – Play Space, Ronald Mascot and Ice-creams Young people – Wifi and Sofas to gather comfortably Working class – Chairs area to grab a quick bite and leave
  8. 8. Market Segmentation Market Segmentation Psychographic • Children – Fun place • Teenagers – Hangouts and Dates • Efficient people – Quick meals Behavioural • Frequency and Quantity • Reason and Occasion • Product usage • Source of purchase
  9. 9. c Pricing Strategy • Product bundle pricing • Value pricing • Product line pricing • Promotional pricing
  10. 10. c Biggest Challenges for McDonald’s today 1. Declining the trust in McDonald’s / Distraction of customers by the competitors. 2. Competitors: Burger King, Domino’s, Subway, Pizza Hut, Taco Bell, Papa John’s, and the most brutal – KFC. 3. Lazy service / Unwelcoming Staff 4. Food safety scandals in China 5. Complex menu 6. Unhealthy food/Obesity enhancer
  11. 11. 1. Win back customers who have fallen out of love with McDonalds 2. Take on competitors by lowering the prices or improving the quality of food and ambience 3. Tackle the bad PR by paying staff more 4. Sort out China, supply fresh meat and improve the quality to restore people’s faith. 5. Slim down the menu. And keep the meal sets as simple as possible. Likely Solutions
  12. 12. c The Conclusion • McDonald's is one of the largest fast food companies in the world. Competitors are rising, but they can easily continue their path for success by keeping their consumers in mind regarding their product selection, quality, as well as their prices. • McDonald’s encourage their employees to do a good job, usually promotes from within, and offers several scholarships to encourage education. Though, providing some leisure or entertainment to the employees may better the PR. • Though McDonald's is a centralized, "wait and see" company, they find ways to use technological products that will increase their productivity, service, and sales, everywhere from using the Nintendo DS to train staff to using New POS touch screen registers. • McDonald's will certainly be around for plenty more years to come.
  13. 13. A Presentation on McDonald’s by Pratik Shelke, Author getting published by a major traditional publisher; Blogs at www.pratikshelkeofficial.quora.com During a Marketing Management Internship under Professor Sameer Mathur, PhD in Marketing from Carnegie Mellon university; present faculty at IIM Lucknow.

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