- McDonald's was started in 1940 by Richard and Maurice McDonald in California and has since expanded to over 37,000 locations globally.
- Its core brand values are quality, service, cleanliness and value (QSC&V). During a period of rapid expansion in the 1980s, these values declined but the company refocused through its "Plan to Win" strategy.
- McDonald's has grown its brand equity over the years by adapting to different cultures and economies through localized products, price variations, and attracting new customer segments with promotions.
- Future risks include increasing health consciousness reducing demand for burgers/fries and stronger competition providing more options beyond McDonald's core products.
We created this presentation for our class ENBUS 640, Strategies for Sustainable Enterprises. In this presentation, we analyzed McDonald's current sustainability initiatives and provided recommendations on how to grow and differentiate the company. The presentation is text-heavy because it is written and delivered like a report, as opposed to a verbal presentation.
PepsiCo’s Diversification Strategy in 2014 (Case)Tran Thang
PepsiCo was the world’s largest snack and beverage
company, with 2013 net revenues of approximately $66.4 billion. The company’s portfolio of businesses in 2014 included Frito-Lay salty snacks, Quaker Chewy granola bars, Pepsi
soft-drink products, Tropicana orange juice, Lipton Brisk tea, Gatorade, Propel, SoBe, Quaker Oatmeal, Cap’n Crunch, Aquafina, Rice-A-Roni, Aunt Jemima pancake mix, and many other regularly consumed products. The company viewed the
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We created this presentation for our class ENBUS 640, Strategies for Sustainable Enterprises. In this presentation, we analyzed McDonald's current sustainability initiatives and provided recommendations on how to grow and differentiate the company. The presentation is text-heavy because it is written and delivered like a report, as opposed to a verbal presentation.
PepsiCo’s Diversification Strategy in 2014 (Case)Tran Thang
PepsiCo was the world’s largest snack and beverage
company, with 2013 net revenues of approximately $66.4 billion. The company’s portfolio of businesses in 2014 included Frito-Lay salty snacks, Quaker Chewy granola bars, Pepsi
soft-drink products, Tropicana orange juice, Lipton Brisk tea, Gatorade, Propel, SoBe, Quaker Oatmeal, Cap’n Crunch, Aquafina, Rice-A-Roni, Aunt Jemima pancake mix, and many other regularly consumed products. The company viewed the
lineup as highly complementary since most of its products could be consumed together. For example, Tropicana orange juice might be consumed during breakfast with Quaker Oatmeal, and Doritos and a Mountain Dew might be part of someone’s lunch. In 2014, PepsiCo’s business lineup included 22 $1 billion global brands.
Case Study of the world's leading fast-food restaurant chain McDonald's. References: Marketing Management by Kotler. Created by Kandukuri Sai Omkar during a marketing internship under Prof. Sameer Mathur
Case Study of the world's leading fast-food restaurant chain McDonald's. References: Marketing Management by Kotler. Created by Kandukuri Sai Omkar during a marketing internship under Prof. Sameer Mathur
This is a part submission as a requirement of Internship under professor Sameer Mathur, IIM Lucknow. The case study of my choice is Mc Donald's. Chapter No 11, Marketing Mangement, Kotler et al.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
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When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
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2. McDonald’s- The Beginning
Started by Richard and Maurice McDonald
in 1940 with hotdogs.
Ray Croc, helped franchise the company to the next
level and eventually bought the chain
The famous golden arches were
introduced in the company logo in 1962
and the mascot Ronald McDonald
was introduced in 1967.
3. About McDonald’s
Headquarters –
Oak Brook, Illinois ,
United States
Founded-
May 15, 1940, McDonald’s was created
in San Bernardino, California.
McDonald’s Corporation was started in
April 15, 1955 in Illinois, United Stated
Chairman-Andrew J. Mckenna
President & CEO- Don Thompson
Total Employees: 1.5 Million globally :
World’s Largest Hamburger Fast Food Joint:
37,000+ Locations worldwide, 2 million+
customers globally, 118 Countries.
Official Mascot-
Ronald McDonald’s
4. About McDonald’s
Business Model-
McDonald’s follows the “Three- legged stool” of owner/operators,
suppliers and company employees. Mostly its just,
“ To provide hot, high-quality food at a great
value at the speed and convenience of
McDonald’s.”
5. About McDonald’s
Commitment-
The company is committed to provide high quality
food and good service, at great value in a clean
and welcoming environement.
In resturant level, McDonald’s focuses more
on energy consumption, sustainable
packaging and waste management.
Goal
Quality, Service, Cleanliness and Value ( QSC & V) for each
and every customer, each and every time.
6. Strategies used
Step into new business
areans.
Geographical Expansion
Improve industry
infra- structure.
Innovation in delivery
systems
Innovation in
products and services.
Attracting new
customers.
Satisfying and
increasing existing
customers.
7. McDonald’s Global Expansion
• Many outlets were introduced during 1980, in Europe, Asia, the
Philippines, and Malaysia.
• More than 2000 outlets
were opened every year.
• Presently more than
37,000+ restaurants in
118 countries are present.
9. Effects of Expansion
• New employees weren’t trained properly, which lead to poor
customer service and dirtier restaurants.
• Many competitors popped up during this time such as
10.
11. Come-Back
• Strategy “Plan to Win” - helped refocus on
offering a better, higher quality service.
• 5 P’s-
People
Products
Promotions
Price
Place.
12. Come- Back
• Introduced different variety of food products for local
restaurants.
• Helped them to adapt to different environments and cultures.
13. Come- Back
• The company also satisfied customers by providing
healthy foods with premium salads and apple slices
instead of French fries
Redefining the companie’s name and targeting teenagers
by improvising.
14. Reason for Success
• Quality, Service, Cleanliness
& Value.
• Various kinds of ventures
in the market.
• Regional taste and satisfying
needs of customers.
• Innovative way of presenting
itself to the customers.
• Food and advertisements
for all segments of people
15. Building Brand Equity
Going beyond Burgers and hot dogs
(it’s first product)
Price variations and making it affordable
for masses
16. Localized product and regional variation in price.
Ad’s, promos and varied gifts for attracting children.
National Breakfast
day promo
17. Mini- case Question
1. What are McDonald’s core Brand Values? Have these
changed over the years?
• The major core brand values of McDonald’s are quality, service,
cleanliness and value (QSC&V).
• For over 80 years these values play a major part in leading the company
forward.
• During expansion when the company lost direction for a small amount of
time and the quality of the food has fallen.
• They made a great come back by introducing new strategy 5 P’s- People,
Products, Promotions, Place and Price.
18. Mini- case Question
2. How has McDonald’s grown its brand equity over the years?
Has McDonald’s changed in different economic times or in
different parts of the world? Explain?
• McDonald’s has obviously improved its brand equity over the years, even
though it suffered from a fallback in the 80’s.
• It improved the general perception of the product first before expanding
again and introduced different regional foods
• And also introduced varied priced foods, attracting new segments of
people.
• McDonald’s easily adapted to different economic situation by introducing
regional foods and also making the restaurants adjustable to different
segments of people.
19. Mini- case Question
3. What risks do you think McDonald’s will face in the future?
• Increase in health consciousness among the general public can cause huge
shift in the market.
• Presence of various competitors in the field of fast food production.
• Wider options in all places can be provided , so the customers can choose
other than burgers and fries.
• Producing more premium food product and establish itself as a provider of
normal goods in all areas.
20. Summary
• Started by Richard and Maurice McDonald
in 1940.
• World’s Largest Hamburger Fast Food Joint.
• Goal- Quality, Service, Cleanliness and Value ( QSC & V) for each and
every customer, each and every time.
• More than 2000 outlets were opened every year.
• Effects of Expansion-New employees weren’t trained properly, which lead
to poor customer service and dirtier restaurants.
• Come back- Strategy “Plan to Win” - helped refocus on offering a better,
higher quality service.
• Building Brand Equity throughout its service period.
21. Disclaimer
Prof Sameer Mathur
IIM Lucknow
Marketing Professor
Carnegie Mellon University
PhD and MS(Marketing) 2003-2009
Swaathi Rameshwar
Velammal College of Engineering and Technology
Summer Internship in Data Analytics with Managerial
Applications 2017
