McDonald's was founded in 1940 as a barbecue restaurant and became a franchise under Ray Kroc in 1955. It now operates over 36,000 outlets serving 68 million customers daily in 119 countries. McDonald's strengths include quality and affordable products while weaknesses are poor delivery and unhealthiness. Opportunities are expanding markets and new products while threats include regulations, consumer preferences, and competition. McDonald's brand promise is speed and quality, and it aims to unify communications across channels. Core values include valuing customers and quality though these have evolved, and brand equity has grown through diversifying menus worldwide over time. Potential future risks include health concerns.

2. Hamburger’s; The
McDonald’s Way

3. Today’s Menu:
1.History
2.Today
3.Internal assessment
4.External assessment
5.Marketing mix
6.Competitors
7.Brand Promise
8.Variation in menu
9.Question and Answers
10.Summary
11.Disclaimer

4. As a ba
HISTORY
1.Founded In the year 1940 as a barbeque
restaurant operated by Richard and Maurice
McDonald
2.Businessman Ray Kroc joined the company as a
franchise agent in 1955 and subsequently
purchased the chain from the brothers
3.The original mascot of McDonald’s was a man
with a chef’s hat on top of a hamburger shaped
head whose name was “speedee”

5. TODAY
1.Serving approx 68 million customers daily
in 119 countries across 36,615 outlets.
2.According to a BBC report, McDonald’s is
the world’s second largest private
employer 1.5 million of whom work for
franchises

6. Internal assessment
STRENGTHS
1.McDonald’s is admired
for the quality it delivers
2.It offers products at
cheaper rates
3. The company is known
for its customer service
WEAKNESS
1.Poor home delivery
systems
2.’Unhealthy’ foods
3. Inflexible to change in
market trends

7. External Assessment
OPPURTUNITIES
1.Huge potential market
to expand
2. They offer breakfast
Products
3.Positive environmental
commitments
THREATS
1.Faces religious and
political confrontations
2.Changing consumer
preference
3.Strong competition

8. McDonald’s
Marketing
Mix

9. Products

10. Price

11. Different sets
of
Prices

12. Places

13. Promotions

14. Competitive
Markets
But who
is the
Real winner?

15. BRAND PROMISE
“Our brand promise is to always maintain our speed
Of service and our high quality.
Our efforts in unifying communications with our users
Across multiple channels is a core component of our
Brand promise”

16. McDonald’s serves in 57 countries with over 200
menu’s to choose from offering more 150 different kinds
of products to choose from.
Tough Call!
ISN’T IT?

17. What are McDonald’s core brand
Values? Have these changed over
the years?

18. VALUE THEIR CUSTOMER MAINTAIN THEIR QUALITY
ENSURE GREAT MANAGEMENT GIVE BACK TO SOCIETY

19. How has McDonald’s grown
It’s brand equity over the
Years? Has McDonald’s
changed in different economic times
Or in different parts of the world?

20. FAMILY RESTAURANT FAST DRIVE THRU
BREAKFAST MENU CLEAN WELL FURNISHED INTERIORS

21. What risks do you think McDonald’s
will face in future?

22. HEALTH

23. S
U
M
M
A
R
Y
1. HISTORY
2. INTERNAL AND EXTERNAL ASSESSMENT
3. MARKETING MIX
4. CORE BRAND VALUES
5. BRAND EQUITY GROWTH
6. POTENTIAL RISKS

24. DISCLAIMER
Created by Aishwarya Mishra, Mithibai college,Mumbai
During a marketing internship by Prof.Sameer Mathur,IIM Lucknow