ןטפןטטפטןטפטוןפויטפטון

1. “One world, One Burger”- McDonald’s

2. WELCOME TO
THE WORLD OF McDonald’s

3. • HISTORY
• PAST AND PRESENT
STRATEGY
• SWOT ANALYSIS
• 4 P’S
• ORGANISATIONAL
STRUCTURE
• PROMOTIONAL
STRATEGY
• PRODUCT MIX
• TURNOVER
• DISTRIBUTION
CHANNEL IN
ABOARD
• SEGMENTATION
AGENDA

4. .
 As word of their success spread, franchisees started showing
interest. However, the franchising system failed
 McDonald's was started as a drive-in
restaurant by two brothers, Richard
and Maurice McDonald in California,
US in the year 1937.
Mcdonald’s History
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. • 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 16.2 Cr 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
McDonald’s History

7. McDonald's Market Share {Globally}

8. McDonald's Market Share {INDIA}
Source : https://simconblog.wordpress.com

9. • McDonald's India has already
contributed directly & indirectly
Rs. 95 crore (approx. 16 per cent
of total turnover) as revenue to
the Center and the State towards
Sales Tax, House tax and Income
Tax in the last seven years. By
2005 this amount shall see an
increase of more than 30 per cent
per annum.
Contribution to Economic Growth

10. McDonald's revenue from 2005 to
2012 {Globally}
Source: http://www.statista.com

11. Global market share

12. Current status of McDonald’s
 McDonald's is the world's #1 fast-food company by
sales
 Serving burgers and fries, it operates more than
36,250 restaurants
 It serves in more than 121 countries on six continents
 On a day-to-day basis, more than Rs.318 Crores
customers world-wide are served
 Employs more than 4,47,000 people
 The Boston Market and Chipotle Mexican Grill fast-
casual chains are also owned by McDonald's
 Global sales of McDonalds is Rs.5,34,780 Crores in
2013

13. Competitors

14. Competitors
5,73,76,776
LIKES
FOLLOWERS
2.75 Million

15. Competitors
McDonald’s major competitors:

16. Marketing Mix
The 4P’s used in Marketing Mix are :-
Product
Price
Place
Promotion

17. Product

18. New Product

19. Products
Veg. Menu
Mc Aloo Tikki
Rs. 25

20. Non-Veg. Menu
Mc Spicy Chicken
Rs. 109
Mc Egg
Rs.25

21. Beverages

22. Product Mix in INDIA
 ‘Vegetarian menu’
 Sauces and Cheese
100%vegetarian
 Affordable price products

23. Product Mix in China
Menu extensions, convince and value
 It opened up a ‘Dollar Menu’ know as the
“Value menu” that offered sandwiches and
other items at a lower price

24. Product Mix in U.S.

25. Pricing Strategy
Success of McDonalds has been mainly due to its
value for money offering to the Indian
Consumers
Happy meals comprising of small burgers, coke +
toy
Medium meal combo that consisted of burger,
medium fries and medium coke with the price of
Rs. 75
Maharaja Mac Meal – Rs. 94

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

27. • The ambience and the environment is same at
all the outlets of McDonald's.
McDonald’s Outlets

29. Promotion
The various promotion channels being
used by McDonalds to effectively
communicate the product information
are-

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

32. “You deserve a break today, so get up and get away- To McDonalds”
“Aap ke zamane mein, baap ke zamane ke daam”
“Food, folks and fun.”

34. Organizational Chart

35. INTODUCTION
MATURITY
DECLINE
Product Life Cycle {PLC}
TIME
S
A
L
E
S

36. STP Model
McDonald’s has segmented their products
according to 3 different bases
Segmented groups -
Adults, kids, students and family
The 3 bases for segmentation are :
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

37. Target Segment What is McDonalds for me?
A Family with children A treat to children, a fun place to be for
the children
Urban customer on the move Great taste, quick service without
affecting the work schedule
Teenager Hangout with friends, but keep it
affordable
Targeting

38. Positioning
Eg.. VADA PAV

39.  Declining market share
Declining market share
 Weak product
Weak product
development
development
 Quality and taste of
Quality and taste of
products
products
 42% of US fast-food
42% of US fast-food
hamburger business
hamburger business
 Consistency of food
Consistency of food
 Successful items: Fries,
Successful items: Fries,
Happy Meal, Aloo tikki, Egg
Happy Meal, Aloo tikki, Egg
McMuffin, Promotions
McMuffin, Promotions
 Overseas market
Overseas market
 International
International
expansion
expansion
 Only serving 1% of the
Only serving 1% of the
world’s population
world’s population
 Strength of competition
Strength of competition
 More health-conscious
More health-conscious
consumers
consumers
McDonald’s SWOT Analysis

40. Porter’s Five Competitive Forces
Rivalry within industry:
Burger King, Wendy’s, In & Out etc.
Brands - Big Mac, Filet o’ Fish
Innovation – celebrity endorsements, monopoly
Online presence - company info, links to charity works
Threat of new entrants:
Eg.. Burger King
Threat of substitutes:
Any other food industry – high-class restaurants to hot dog
stands
Healthier alternatives (Newman’s Own),
unique products

41. Bargaining power of buyers:
Pay attention to customer demands and trends
Offer specialty products for all segments
First mover- salads, cooking oil
Bargaining power of suppliers:
McDonald’s relies on strong supplier and
distributor relationships
Help suppliers lower costs
Suppliers include: Coca-Cola
Porter’s Five Competitive Forces

43. BYE BYE SEE U AT McDonald’S