The document discusses Pankaj Kumar's BCA course project on McDonald's Corporation. It outlines the topics that will be covered, including the company's history, strategic planning, marketing strategies, positioning, target market, and conclusions. The project methodology involves collecting primary and secondary data through surveys and research on McDonald's operations, products, pricing, advertising, performance, and global presence.

1. NAME: Pankaj Kumar
NAME OF COLLAGE: Pailan college of
management and technology,Kolkata
COURSE: BCA

3. McDonald’s Corporation is a “Centralized, International company”, which competes in the fast
food industry supplying hamburgers, french fries and other consumable items using
standardization, heavy expansion and branding as the driving force. McDonald’s operates in over
121 countries and has over 30,000 restaurants worldwide.
This project covers the following topics:
The introduction.
History of the company.
 Strategic planning of the company .
 Marketing strategies and many more.
It also covers about the Positioning strategy like how company sets its positive position and in the
minds of consumers. It also tells about logo, Slogans and about the target market of this product.
At the last the conclusion about the whole marketing process of the company.
I have also given the reference of those websites which provides me relevant material and the
recommendations about this project.

4. SL. NO. TITLE PAGE NO.
1. INTRODUCTION
Introduction.
History.
Objectives of the study.
Scope of the study.
Research Methodology.
Limitation of the study.
5-14
2. CONCEPTUALFRAMEWORK/
INTERNATIONAL SCENARIO
Going International.
Target Market(and customer profile)
Marketing strategies.
Marketing mix –Place,Promotion and People.
List of Products.
15-24
3. DATA ANALYSIS AND FINDINGS
Swot Analysis.
Survey Response Analysis.
Findings.
Consumer Research.
Product Research.
Pricing Research.
Advertising Research.
Performance Result.
Annual Profit And Share.
McDonald’s in World Map.
Demand Graph.
Progression.
25-33
4. CONCLUSION AND RECOMMADATION 34-35
5. BIBLIOGRAPHY
36

5. • McDonald’s is a large corporation in the fast food
industry.
• They have been around since 1955 when Ray Kroc
started the chain of McDonalds. They have been growing
ever since.
• The majority of the restaurants are owned through
franchises.
• They employ 447,000 people.
• They have over 3,200 restaurants in over 119 countries.
• The majority of the McDonald’s franchises are owned by
individual franchises.
• Serves the world some of its favorite foods - World
Famous French Fries, Big Mac, Quarter Pounder, Chicken
McNuggets and Egg McMuffin.
• The McDonalds Brand is one of the most well known
Brands in the world.

6. One’s upon a time
When I
was Baby

7. .
 As word of their success spread, franchisees started showing
interest. However, the franchising system failed because the
 McDonald's was started as a drive-in
restaurant by two brothers, Richard
and Maurice McDonald in California,
US in the year 1937. The business,
which was generating $200,000 per
annum in the 1940s, got a further boost
with the emergence of a revolutionary
concept called 'self-service.'
 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.
HISTORY

8. • At this point, Ray Kroc (Kroc), distributor for
milkshake machines expressed interest in the
business, and he finalized a deal with the
McDonald brothers in 1954.
•He established a franchising company, the
McDonald System Inc. and appointed
franchisees.
•In 1961, he bought out the McDonald brothers'
share for $2.7 million and changed the name of
the company to McDonald's Corporation. In
1965, McDonald's went public.
•Currently McDonald's operates in 121 countries &
having more than 30000 restarunt and serving 53
Million customers everyday.
McDonald’s History

9. • Entered in India 1996
• McDonald's India is a 50 – 50 JV
partnership between MCDONALD’S
CORPORATION (U.S.A) and two Indian
businessman Amit Jatia and Vikram
Bakshi
• Localisation:
 DON’T OFFER ANY BEEF OR PORK ITEM IN
INDIA
 IN PRODUCT LIKE MCVEGGIE, PIZZA
MCPUFF ETC.THEY USE SPICES
FAVOURED BY INDIANS
 SOFT SERVES AND MCSHAKES ARE
EGGLESS
• Actively Involver in many social activities likegi
CHILD EDUCATION, PULSE POLIOiesetc.
McDonald’s History in INDIA

10. • 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 –Through 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
History in India

11. The main objective of the study are mcdonald’s and its products and also to know the perception of
customers regarding the company and its product.
The study aims to help build strong concept and view about the company –McDonald’s.
Moreover, it provides a source of information on the latest food market developments and trends that can be
useful for a number of individuals and organizations, including importers and retailers, in every countries.
It covers the main issues related to production and marketing of fast food products of McDonald’s including
its market outlets, logistics, certification and standards.
The specific aims of the study are to:
Analyze the current situation of the company-McDonald’s and its products that is served across globe.
Provide estimates of development for present and future market scenario.
Identify market opportunities for its products in developed and developing countries.
Define strategy oppurtunites for the company.
The key point of the study is:
 PEOPLE: Achieve a competitive advantage through people who are high calibre, effective, well motivated and
feel part of the McDonald’s team in delivering the company’s goals.
 Restaurant Excellence: Focus on consistent delivery of quality, service and cleanliness through excellence in
restaurants.
 Operating Structure: Optimize restaurant performance through the selection of the most appropriate operating,
management and ownership structures.

12. As learning is a human activity and is as natural, as breathing. Despite of the fact that learning is all pervasive in our
lives, psychologists do not agree on how learning takes place. How individuals learn is a matter of interest to marketers. They want to
teach consumer in their roles as their roles as consumers. They want consumers to learn about their products, product attributes,
potential consumers benefit, how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only
the consumer’s needs, but the marketer’s objectives.
This study focuses on McDonald’s and it’s food which is served.
The scope of my study restricts itself to the analysis of consumer preferences, perception and consumption of
McDonald’s products. The scope of my study is also restricts itself to KOLKATA region only.

13. It is well known fact that the most important step in marketing research process is to define the problem. Choose for
investigation because a problem well defined is half solved. That was the reason that at most care was taken while defining
various parameters of the problem. After giving through brain storming session, objectives were selected and the set on the base
of these objectives. A questionnaire was designed. Major emphasis of which was gathering new ideas or insight so as to determine
and bind out solution to the problems.
Research included gathering both Primary and Secondary data.
Primary data : is the first hand data, which are selected a fresh and thus happen to be original in character.
There was no primary data colllected.
Secondary data :are those which has been collected by some one else and which already have been passed
through statistical process.
Secondary data has been taken from internet,library,newspaper,magazines and companies web sites.
RESEARCH APPROACH
The research approach was used survey method which is a widely used method for data collection
and best suited for descriptive type of research survey includes research instrument like questionnaire which
can be structured and unstructured.Target population is well identified and various methods like personal
interviews and telephone interviews are employed.
SAMPLING UNIT
It gives the target population that will be sampled. This research was carried in KOLKATA There
were approximately100 respondents.
DATA COMPLETION AND ANALYSIS
After the data has been collected, it was tabulated and findings of the project were presented followed by
analysis and interpretation to reach certain conclusions.
DATA SOURCE

14. Research work was carried out in KOLKATA
only and the finding may not be applicable
to the other parts of the country because of social
and cultural differences.
The sample was collected using connivance-sampling
techniques. As such result may not give an exact
representation of the population.
Shortage of time is also reason for incomprehensiveness.
The views of the people are biased therefore it doesn’t reflect true
picture.

15. GOING INTERNATIONAL
The first McDonald’s Drive-Thru opened in Sierra Vista, Arizona
in 1975.
Happy Meals were added to McDonald’s menu in 1979.
McDonald’s launched the new worldwide Balanced Active
Lifestyles public awareness campaign in 2005.
McDonald’s celebrated its 50th Anniversary on April 15, 2005.
•1971 -McDonalds really starts going global.
Asian: Tokyo Ginza District, Japan
European: Netherlands, Munich, Germany
•1967 - Canada & Puerto Rico (first restaurants outside the U.S.)
•1971 - Tokyo, Japan, Amsterdam, Netherlands & Sydney,
Australia
•1979 - Rio de Janeiro, Brazil
•1990 - Moscow, Russia & China

16. Target Market (and Customer Profile)
Kids - 3 to 7 years
Happy Meal (healthier choice) with free toys
Families - Weekend outings or meals
Drive-Thru, Takeaways, McDelivery, Happy Meal
Students - Primary, Secondary, JC, Poly, Uni (a place to
hang out or study)
Student Meals, outlets at SP, NYP, NUS and NTU, 24-Hour
Café goers - for quieter ambience, a place to relax or
read or even business entertainments
McCafe
Working Adults - seek convenience meals; “grab and go”
Drive-Thru, Takeaways, McDelivery, 24-Hour

17. Product
PRODUCT
McDonaldland Concept:
McDonaldland-themed Playground
McDonaldland Membership Card
McDonaldland Exclusive Line of Kids Wear
MARKETING STRATEGIES
Membership Card:
Targeted at kids below 12 years
Membership Fees-S$10 per year.
Register at any McDonalds
outlets in India
Register online,

18. I Love Children
I Have Gifts
For them,
They Can play
Games also

19. Marketing Mix

20. Place
McDonald's opened its doors in India in October 1996. Ever since then, family
restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana,
kolkata,Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have
proceeded to demonstrate.

21. Promotion
PROMOTION
Banners
Outside McDonaldland outlets to create awareness
Roadshows
a max. of 3 roadshows a month around Singapore (near
shopping malls or MRT stations) to create awareness and
encourage membership sign ups
Public Relation - sponsorship of Kids Central
Membership perks and benefits
Bundling offers to spur buying behaviour
Launch McDonaldland concept on Children’s Day (every
Children’s Day is our birthday)
72

22. Pepole
• Each outlet is headed by a
Restaurant Manager . He is
responsible for the daily operation
and customer interaction.
• Delivery Crew Member carries
basic operation of a restaurant.
Ensures customer satisfaction at
the restaurants.
• In order to motivate there
employees they give them stars as
per their performance.

23. Burgers
All beef patties are seasoned, consisting primarily of salt and black pepper.
Big N’ Tasty: The Big N' Tasty consists of a seasoned quarter-pound beef patty with ketchup,
mayonnaise, slivered onions, two dill pickle slices, leaf lettuce, and one tomato slice on a sesame seed
bun.
Quarter Pounder: Along with the Big Mac, this is one of the two McDonald's signature
menu items. 4-ounce of ground beef patty with ketchup, mustard, slivered onions, two gherkin slices,
and two slices of cheese.
Hamburger and Cheeseburger: A 45 g ground beef patty, with ketchup, mustard, a
single dill pickle, re-hydrated onions, on a toasted bun. Also sold as a double or triple, adding an extra
pickle slice for each beef patty added
Double Cheeseburger: It has two 45 g ground beef patties, with ketchup, mustard, two slices
of dill pickle, re-hydrated onions, and two pieces of cheese on a toasted bun.
McDouble:It similar to a Double Cheeseburger, but with just one slice of cheese. It was
reintroduced as a permanent dollar-menu item in December 2008.
Daily Double: Similar to the double cheeseburger, however the toppings are different. The Daily
Double is made with lettuce, tomato, slivered onions, and mayonnaise. It also has only one slice of
cheese, rather than the two slices that are on the double cheeseburger.
McFeast: A hamburger with lettuce, tomato, and mayonnaise, the McFeast contains a quarter
pounder patty, lettuce, and modified mayonnaise with lemon juice, ketchup, onion and tomato.
LIST OF PRODUCTS

24. Chicken Fajita: Chicken, cheese, red and green bell peppers, and diced onions in a flour tortilla. Comes with
Picante sauce packets on request, which is available in mild and spicy.
Chicken Selects: McDonald's version of chicken strips. They include choices of spicy buffalo, creamy
ranch, Honey Mustard, and Chipotle barbecue dipping sauces; sauce selections in the UK are Smokey
barbecue, sour cream and sweet chilli sauce.
Filet-O-Fish: It is a whitefish fillet with tartar sauce and a half slice of cheese, on a steamed bun.
McRib: It is a sandwich featuring boneless pork with barbecue sauce, slivered onions, and pickles.
McArabia: There are two versions of the McArabia: Grilled chicken and grilled kofta (beef with spices). Both are
served with lettuce, tomatoes, onions, and garlic mayonnaise in addition to two small patties of grilled chicken
or kofta, all wrapped in an Arabic style pita bread. The McArabia has been very well received throughout the
Middle East.
Chicken McBites: They are Popcorn chicken breast with "home-style seasoning”. Dipping sauces include ranch,
Sweet n' Sour, Tangy BBQ, Chipotle BBQ, and Honey Mustard.
Fish McBites: Similar to the Chicken McBites, these are small pieces of flaky whitefish dipped in batter and fried
until golden brown, and served with tartar sauce for dipping.
Salads and side orders
McDonald's first introduced salads to its menu in 1985. The Premium Salads all are a mixture of iceberg lettuce
and a special lettuce assortment, with cherry tomatoes and different toppings to differentiate them; additionally
all salads can be topped with warm grilled or crispy chicken. All of its salads are part of McDonald's move
towards creating a healthier image.
McDonald's sells French fries as its primary side order. They also sell potato wedges, a type of French fry that is
thick cut and wedge shaped, fried onion pieces and onion rings.
LIST OF PRODUCTS

25. DATA ANALYSIS AND FINDINGS
SWOT ANALYSIS
Strengths
•McDonald’s holds a very strong brand name worldwide.
•They have large partnerships with other companies that provide them with their desired products;
this increases the goodwill of the company.
•McDonald’s is one of the most reputed firms who are socially responsible.
•Loyal employees & management & customer are their biggest strength.
•McDonald’s makes sure that cultural & regional barriers are kept in mind while providing food to
different countries.
•Clean environment and play areas for children where they can enjoy their time.
Weakness
•The weakness that hits the list of employee turnover rate. Every year many of their employees are fired
out of the restaurant.
•McDonalds mostly advertises products and food items that targets children.
•Health conscious people often complain that they do not provide us with the organic and healthy food.
This becomes their weakness when they get in the complaints.
•They also face quality issue at times. This affects the business as they are running the outlet worldwide,
if one franchise gets affected others also get a bad name.

26. Frequency of visits made to fast food
centers
Everyday
Alternate days
Weekends
Once in a
month
Once every
three months
Fast food chain visited the most
Subway
MacDonal
d's
KFC
Pizza Hut
Burger
King

27. Favourite product at Macdonald’s
Big Mac
Burger
Mac Veggie
Big Mac
Chicken
Burger
Maharaj Mac
Mac Fileto
Fish Time of the day prefered to eat
at Macdonald’s
Morning
Noon
Evening
Night

28. Main problem faced at McDonald’s
Long queues
Wrong orders
Hygienic
problems
Other problems
No problems
The unique selling prepositions of
MacDonald’s
Product variety
Hygiene
Ambience
Quick service
Location
Other

29. 70%
30%
If there was a discount in McDonald’s , you
think you would be more likely to buy it?
yes
No
Factor of Preferring McDonald’s

30. The System
This is the first thing that makes McDonald's so successful, by having an effective and efficient system in place, which exploits
the minimum wage labour available, in the form of young teenagers who are just looking to make some cash or pick up
fundamental job skills.
Convenience
The second reason why McDonald's is so popular is because it's everywhere. There a McDonald's at every corner of the map, at
every major shopping centre, district, highway, freeway, every place which attracts even, remotely more than 10 people, will have a
McDonald's restaurant not too far from them. McDonald's is having the best Real Estate locations around the world which makes it
so popular around the globe.
Likability and Familiarity
The Golden Arches, the Big M. Ronald McDonald, happiness and fun; all these are the associations with McDonald’s which makes
it so familiar by being so familiar to all age groups and to everybody.
The Menu
McDonald's has one of the most diverse menus, targeting all ages from little kids to old pensioners, and everyone else in between.
There's Big Macs for the big kids and junior burgers for the little. The menu's versatility is accentuated when they introduced the
"healthy tick" concept, which target those people who wants to watch what they eat (even though it doesn't make sense to go to
a fast food restaurant to eat healthy).
Consistency
The last reason is, McDonald's is so successful because of its consistency. The expectations that we have about everything
surrounding the store are fulfilled in almost every store nationwide, worldwide. So everybody knows what they're getting into
before they come to McDonald's, and by being so consistent, it has a solid reputation to uphold.

31. •CONSUMER RESEARCH:
Consumer research deals with consumer and their problems and
solutions to the problem. In this I came to know about the consumers need and expecting levels
regarding products and ascertainable levels of consumer satisfaction.
•PRODUCT RESEARCH:
Under product research I came to know about the modification which consumers
wants as to the quality, packing, shape, color, and quantity etc of their favorite product of
McDonald’s.
•PRICING RESEARCH:
This includes ability to consume, to pay for the product, how much
a person can spend on his/her favorate product. In this I have tried to find out consumer’s price
expectations and reactions.
•ADVERTISING RESEARCH:
Under this I have conclude that whether the advertisement appeals the
consumer or not. This also includes evaluating and selecting the proper media-mix and meaning
advertisement effectiveness.

32. A map showing every continent with at
least one McDonald's restaurant

33. Demand Graph Of McDonald’s
Year wise progression

34. CONCLUSION AND RECOMMENDATION
What started as a simple food stand on Huntington drive, California in 1937, through
the ages have become a billion Dollar corporation and the world’s second largest fast-food chain. When analysed, one would
understand that McDonald’s had a stable growth in the past years.
The credits of building it into one of world’s largest fast food operation can be given to Ray Kroc who took over McDonald’s
from its establishers, modernised and expanded it to suit the contemporary trend. Today McDonald’s has a net worth of
$15.15 billion.
Through this project report and market survey we saw the how McDonald’s was formed, its history and the present position.
We also its list of various products offered and the corporate profile.
Through the marketing mix, we saw how they make use of their product, price, place, promotion mixes. SWOT analysis
showed us the strengths and weakness of McDonald’s as well as the opportunities and threats they have got.
The consolidated financial statement showed us the financial position of the corporation as of 2011. The questionnaire survey
provided us with a clear picture of the needs, want and expectations of the consumers of the fast food market in general and
McDonald’s in particular. The respondents also rated the services provided by the corporation. At last we also saw the top
five reasons that make McDonald’s so popular.
I gladly hope that this project has met its aim.
Let me conclude by quoting this quote by Ray Kroc
"Perfection is very difficult to achieve, and perfection was what I wanted in McDonald's. Everything else was secondary for
me." Thank You!!

35. Company should concentrate more on television for
advertisement, as mostly people get attracted through
television only.
It should concentrate on the taste and its quality.
They need to maintain high standards and should be
careful that there products remains good and is not
effected by insects.
They also fixed their products price that all kinds of
consumers can afford it.
Customer’s complaints should be welcomed & handled
effectively. A quick response to customers complaint can
bring a positive impact on part of business firms.

36. •www.google.com
•www.wikipedia.org
•www.macdonalds.com
•www.slideshare.net
•www.scribd.com
•www.marketing91.com
•www.infobarrel.com
•www.aboutmacdonalds.com
•answers.yahoo.com
•talkfinanceonline.com

37. BYE BYE SEE U AT McDonald’S