The document acknowledges and thanks the many people who helped complete the project. It provides an executive summary that introduces McDonald's and KFC as direct competitors in the fast food industry. It briefly outlines the history of both companies and compares their missions, visions, products, and SWOT analyses. The report aims to understand consumer behavior and preferences between McDonald's and KFC through surveys.
McDonald's and KFC are two of the largest fast food chains worldwide. McDonald's began in 1940 as a barbecue restaurant operated by the McDonald brothers in the US. It now has over 68 million daily customers across 119 countries. KFC was founded in Kentucky and is known for fried chicken. It has over 13,000 locations globally. Both companies entered India in the 1990s and have expanded their operations. A survey found that 60% of respondents were non-vegetarian. For taste, 70% preferred KFC, while McDonald's was seen as more hygienic and providing a better dining environment. Both companies are considered economical options.
This document provides an overview and analysis of McDonald's strategic management. It includes sections on McDonald's problem statement, introduction, vision, mission, history, products, services, competitors, SWOT analysis, financial analysis, and recommendations. The key points are:
1) McDonald's growth has been declining as informal eating out has flattened. Their chief executive stated growth in this industry is expected to continue declining.
2) McDonald's vision is to provide outstanding quality, service, cleanliness and value to make every customer smile.
3) Their strategic recommendations include expanding their influence and presence in Asia by opening one restaurant per day in China and having a diverse menu in India.
4) McDonald's must change
The document provides an overview of McDonald's business including:
- A brief history of how McDonald's was founded in 1937 in California and grew to become the world's largest fast food chain.
- Details on McDonald's operations globally including having over 36,000 restaurants serving over 69 million customers daily across 121 countries.
- An analysis of McDonald's marketing mix strategies covering their product lines, pricing, placement or distribution channels, and promotional activities.
McDonald's is the world's largest chain of hamburger fast food restaurants serving around 86 million customers daily in 119 countries. Headquartered in Oak Brook, Illinois, McDonald's was founded in 1940 and currently has over 31,000 restaurants worldwide. McDonald's aims to serve good food in a friendly environment while also being a socially responsible company that provides returns to shareholders. As the largest player in the fast food industry, McDonald's faces competition but maintains strengths such as its strong global brand, high market penetration, and longest operating history in the sector. To sustain its leadership, McDonald's must adapt to trends toward healthier options and cultural differences in local markets around the world.
This document presents information about McDonald's marketing strategies. It discusses McDonald's history and founding, segments of customers, products offered, objectives of promotion and corporate goals. It also provides an analysis of McDonald's marketing environment including SWOT analysis and discusses strategies around product, price, place, promotion and people.
The document compares McDonald's and KFC, two major fast food chains. It notes that McDonald's was founded in 1940 and now has over 34,000 outlets serving 58 million customers daily. KFC was founded in 1930 and has over 18,000 outlets serving 12 million customers daily. It also compares the two chains on quality, pricing, service systems, and provides suggestions for improvement, such as KFC adding more vegetarian options and McDonald's reducing chemical additives.
The document provides background information on McDonald's history and operations. It discusses:
1) McDonald's began in 1940 as a hot dog stand owned by the McDonald brothers in California. They realized hamburgers were more profitable and changed their business model.
2) McDonald's now has over 3,200 restaurants in 119 countries, employing 447,000 people globally. Most restaurants are franchised.
3) The document analyzes McDonald's using frameworks like SWOT, PESTLE and strategies. It recommends McDonald's focus on healthier options, locally-focused menus, and increasing their presence in growing Asian markets.
McDonald's began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. In 1948, they reorganized as a hamburger stand using production line principles. Ray Kroc later purchased the chain and oversaw its worldwide growth. With over 34,000 restaurants in 119 countries serving 68 million customers daily, McDonald's is the world's largest food service retailer. It entered India in 1996 through joint ventures and has adapted to local tastes by offering items like Aloo Tikki. McDonald's has been able to sustain its brand image in India by creating value for customers through its 5 Ps of marketing - Product, Price, Place, Promotion, and Packaging.
McDonald's and KFC are two of the largest fast food chains worldwide. McDonald's began in 1940 as a barbecue restaurant operated by the McDonald brothers in the US. It now has over 68 million daily customers across 119 countries. KFC was founded in Kentucky and is known for fried chicken. It has over 13,000 locations globally. Both companies entered India in the 1990s and have expanded their operations. A survey found that 60% of respondents were non-vegetarian. For taste, 70% preferred KFC, while McDonald's was seen as more hygienic and providing a better dining environment. Both companies are considered economical options.
This document provides an overview and analysis of McDonald's strategic management. It includes sections on McDonald's problem statement, introduction, vision, mission, history, products, services, competitors, SWOT analysis, financial analysis, and recommendations. The key points are:
1) McDonald's growth has been declining as informal eating out has flattened. Their chief executive stated growth in this industry is expected to continue declining.
2) McDonald's vision is to provide outstanding quality, service, cleanliness and value to make every customer smile.
3) Their strategic recommendations include expanding their influence and presence in Asia by opening one restaurant per day in China and having a diverse menu in India.
4) McDonald's must change
The document provides an overview of McDonald's business including:
- A brief history of how McDonald's was founded in 1937 in California and grew to become the world's largest fast food chain.
- Details on McDonald's operations globally including having over 36,000 restaurants serving over 69 million customers daily across 121 countries.
- An analysis of McDonald's marketing mix strategies covering their product lines, pricing, placement or distribution channels, and promotional activities.
McDonald's is the world's largest chain of hamburger fast food restaurants serving around 86 million customers daily in 119 countries. Headquartered in Oak Brook, Illinois, McDonald's was founded in 1940 and currently has over 31,000 restaurants worldwide. McDonald's aims to serve good food in a friendly environment while also being a socially responsible company that provides returns to shareholders. As the largest player in the fast food industry, McDonald's faces competition but maintains strengths such as its strong global brand, high market penetration, and longest operating history in the sector. To sustain its leadership, McDonald's must adapt to trends toward healthier options and cultural differences in local markets around the world.
This document presents information about McDonald's marketing strategies. It discusses McDonald's history and founding, segments of customers, products offered, objectives of promotion and corporate goals. It also provides an analysis of McDonald's marketing environment including SWOT analysis and discusses strategies around product, price, place, promotion and people.
The document compares McDonald's and KFC, two major fast food chains. It notes that McDonald's was founded in 1940 and now has over 34,000 outlets serving 58 million customers daily. KFC was founded in 1930 and has over 18,000 outlets serving 12 million customers daily. It also compares the two chains on quality, pricing, service systems, and provides suggestions for improvement, such as KFC adding more vegetarian options and McDonald's reducing chemical additives.
The document provides background information on McDonald's history and operations. It discusses:
1) McDonald's began in 1940 as a hot dog stand owned by the McDonald brothers in California. They realized hamburgers were more profitable and changed their business model.
2) McDonald's now has over 3,200 restaurants in 119 countries, employing 447,000 people globally. Most restaurants are franchised.
3) The document analyzes McDonald's using frameworks like SWOT, PESTLE and strategies. It recommends McDonald's focus on healthier options, locally-focused menus, and increasing their presence in growing Asian markets.
McDonald's began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. In 1948, they reorganized as a hamburger stand using production line principles. Ray Kroc later purchased the chain and oversaw its worldwide growth. With over 34,000 restaurants in 119 countries serving 68 million customers daily, McDonald's is the world's largest food service retailer. It entered India in 1996 through joint ventures and has adapted to local tastes by offering items like Aloo Tikki. McDonald's has been able to sustain its brand image in India by creating value for customers through its 5 Ps of marketing - Product, Price, Place, Promotion, and Packaging.
This document analyzes McDonald's business using several frameworks. It conducts a SWOT analysis, identifying strengths such as brand awareness and convenient locations, and weaknesses like unhealthy perceptions. Opportunities include partnerships and promotions, while threats include competition and saturated markets. A Porter's Five Forces analysis finds medium new entrant pressure but high rivalry. The business model canvas outlines key partners, activities, resources, customer segments and value. A blue ocean strategy canvas compares McDonald's to KFC on factors like celebrity marketing, localization and new products.
The document provides an overview of several major fast food restaurant chains, including McDonald's, KFC, Pizza Hut, and Starbucks. It discusses their founders, locations, products offered, business strategies, and popularity. McDonald's is highlighted as the world's largest restaurant chain by number of locations. The document also briefly mentions some legal issues and controversies faced by McDonald's over the years.
McDonald's is one of the largest fast food chains in the world serving 68 million customers daily across 36,615 outlets globally. Founded in 1940 as a barbecue restaurant, McDonald's began franchising in 1953 and is known for its iconic golden arches logo. This document presents an analysis of McDonald's business using the BCG matrix, which evaluates product lines based on market growth and market share to identify stars, cash cows, dogs, and question marks.
The document provides information about McDonald's history and operations. It discusses:
- The McDonald brothers started as a hot dog stand in 1937 and later focused on hamburgers.
- McDonald's now has over 3,200 restaurants in 119 countries and employs 447,000 people.
- It has been growing internationally since the 1970s, opening locations in countries like Japan, Germany, Canada and more.
- McDonald's faces challenges like increased health concerns from customers, competition from other chains, and ensuring food safety across its large operations.
KFC was founded in 1930 in Kentucky by Colonel Harland Sanders, while McDonald's was founded in 1940 in California by Dick and Mac McDonald. Currently, McDonald's has a larger worldwide market share of fast food at 19% compared to KFC's 9%. McDonald's also has more restaurants globally at 31,000 versus KFC's 11,000. A SWOT analysis identified McDonald's strengths as its higher income and capitalization while KFC's strengths included localization and a larger product portfolio. However, both chains face threats from increasing health concerns around fast food and competition from other restaurants.
McDonald's study case complete - Tran Huu Minh Quan - 11BSM4quanlaem
McDonald's Corporation is the world's largest fast food chain with over 35,000 locations globally. It has experienced declining sales in recent years as consumer preferences shift towards healthier options. The document analyzes McDonald's business strategies, financial performance, competitors, and recommendations. It recommends that McDonald's focus on providing healthier menu choices, understanding local tastes, and improving customer service to regain market share in a changing industry.
Mc's Donald s study case - Tran Huu Minh Quan - 11BSM4quanlaem
This document provides an analysis of McDonald's Corporation, including its history, vision, mission, objectives, strategies, products, services, competitors, and market conditions. It examines McDonald's financial ratios and uses several strategic planning tools to evaluate McDonald's current position and make recommendations. The analysis finds that while McDonald's was once the dominant leader in the fast food industry, its market share is now declining as consumer demands shift toward healthier options and competition increases. McDonald's must adapt its strategies and menu to better meet modern customer expectations around food quality and health to reverse its declining performance.
McDonald's is the world's 4th largest employer and largest fast food chain, serving over 7 million customers daily in 119 countries. It has grown to become the 9th most valuable brand according to Forbes. McDonald's brand elements are memorable, likable, protectable, and adaptable. It faces challenges from aggressive expansion, deviation from core values, lack of training, perceptions of unhealthy food, and increasing competition. However, McDonald's brand saw record $27 billion revenue in 2012 and continues to expand globally through new products, social initiatives, and adapting to local needs. Maintaining price value and leveraging technology will help address risks and opportunities for future growth.
McDonald's grew its brand using strategies from the Ansoff matrix, including market penetration, market development, product development, and diversification. To penetrate existing markets, McDonald's upgraded facilities, expanded hours, and customized menus to local tastes. It developed new markets by opening over 36,000 restaurants globally in 118 countries. McDonald's revamped menus to add healthier options and address obesity concerns. It also diversified into coffee shops, ice cream shops, and wedding services. McDonald's success stems from strong brand connections and relevant extensions that reduce risk for consumers.
Presentation on Marketing of McDonalds.
Presentation on Products of McDonalds.
Presentation on Pricing of McDonalds.
Presentation on Quality of McDonalds.
Presentation on research on McDonalds.
Presentation on SWOT anlaysis of McDonalds.
Presentation on BCG Matrix of McDonalds.
McDonald's entered the Indian market in 1996 by opening its first restaurant in New Delhi. It has since grown its business through a franchise model while adapting to the local market by removing beef from menus and re-engineering menu options to attract vegetarian customers. McDonald's segments its customers in India into families with children, urban customers on the go, teenagers, and older people. It uses the 5 P's of marketing - product, place, price, promotion, and people - to target these segments. Moving forward, opportunities exist for McDonald's to expand into smaller cities in India and introduce breakfast items, while threats include changing tastes and increased competition from other fast food chains.
McDonald's faced challenges in the early 1990s as sales flattened domestically and competitors increased. To address criticism of its environmental impact, McDonald's partnered with the Environmental Defense Fund to explore more sustainable operations. Key to McDonald's future success will be maintaining quality and consistency while experimenting with new options to appeal to changing tastes, and potentially expanding internationally where growth opportunities are greater. The document discusses McDonald's history, operations, challenges, environmental initiatives, and strategies to sustain future prosperity.
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
1) In 1940, brothers Maurice and Richard McDonald opened a barbecue restaurant in California called McDonald's Bar-B-Que. In 1955, businessman Ray Kroc joined the company and began franchising McDonald's restaurants across the U.S.
2) McDonald's has since expanded globally, with over 36,000 restaurants in 120 countries. To succeed in different markets, McDonald's tailors its menus and strategies to local customs and tastes, such as removing pork and beef in India.
3) McDonald's emphasizes quality, service, cleanliness, and value. It enforces uniform standards globally while allowing flexibility to adapt to local environments. This balanced approach has contributed to McDonald's widespread success internationally.
KFC (the name was originally an initialism for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, which is now the company's most profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket," which has become an icon of the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes such as French fries and coleslaw, desserts and soft drinks, the latter often supplied by PepsiCo. KFC is known for the slogan "finger lickin' good," which has since been replaced by "Nobody does chicken like KFC" and "So good."
The document provides information about McDonald's corporation. It summarizes that McDonald's was started in 1940 as a barbecue drive-in restaurant and was founded by two brothers in California. By 1958, McDonald's had sold its 100 millionth hamburger. McDonald's operates restaurants through franchises and affiliate owners. The corporation derives revenues from franchise fees and sales in company-operated restaurants.
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
Mc D,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)Ravish Roshan
McDonald's aims to understand frequency of new product introductions and customer awareness through a study. A questionnaire and interviews were used to collect primary data from 25 respondents. Data analysis found that 68% of customers want more product innovation, and awareness of new products is mostly from visiting outlets or seeing posters. SWOT analysis identified strengths like quality and service, and weaknesses like limited menu and perception of fast food in India. Recommendations include offering healthier and spicy options to attract more customers.
Kentucky Fried Chicken (KFC) is one of the largest fast food chains in the world. It focuses on chicken products and uses a 7Ps marketing strategy. For products, KFC offers various chicken dishes, sides, and beverages. It uses a mixed bundling pricing strategy, targeting different segments with combo deals and a la carte options. KFC locations are found in major cities and tier 2 areas globally. The company promotes through in-store displays, coupons, and partnerships. KFC aims to position itself as a high quality brand through distinctive packaging and upscale environments.
This document analyzes McDonald's business using several frameworks. It conducts a SWOT analysis, identifying strengths such as brand awareness and convenient locations, and weaknesses like unhealthy perceptions. Opportunities include partnerships and promotions, while threats include competition and saturated markets. A Porter's Five Forces analysis finds medium new entrant pressure but high rivalry. The business model canvas outlines key partners, activities, resources, customer segments and value. A blue ocean strategy canvas compares McDonald's to KFC on factors like celebrity marketing, localization and new products.
The document provides an overview of several major fast food restaurant chains, including McDonald's, KFC, Pizza Hut, and Starbucks. It discusses their founders, locations, products offered, business strategies, and popularity. McDonald's is highlighted as the world's largest restaurant chain by number of locations. The document also briefly mentions some legal issues and controversies faced by McDonald's over the years.
McDonald's is one of the largest fast food chains in the world serving 68 million customers daily across 36,615 outlets globally. Founded in 1940 as a barbecue restaurant, McDonald's began franchising in 1953 and is known for its iconic golden arches logo. This document presents an analysis of McDonald's business using the BCG matrix, which evaluates product lines based on market growth and market share to identify stars, cash cows, dogs, and question marks.
The document provides information about McDonald's history and operations. It discusses:
- The McDonald brothers started as a hot dog stand in 1937 and later focused on hamburgers.
- McDonald's now has over 3,200 restaurants in 119 countries and employs 447,000 people.
- It has been growing internationally since the 1970s, opening locations in countries like Japan, Germany, Canada and more.
- McDonald's faces challenges like increased health concerns from customers, competition from other chains, and ensuring food safety across its large operations.
KFC was founded in 1930 in Kentucky by Colonel Harland Sanders, while McDonald's was founded in 1940 in California by Dick and Mac McDonald. Currently, McDonald's has a larger worldwide market share of fast food at 19% compared to KFC's 9%. McDonald's also has more restaurants globally at 31,000 versus KFC's 11,000. A SWOT analysis identified McDonald's strengths as its higher income and capitalization while KFC's strengths included localization and a larger product portfolio. However, both chains face threats from increasing health concerns around fast food and competition from other restaurants.
McDonald's study case complete - Tran Huu Minh Quan - 11BSM4quanlaem
McDonald's Corporation is the world's largest fast food chain with over 35,000 locations globally. It has experienced declining sales in recent years as consumer preferences shift towards healthier options. The document analyzes McDonald's business strategies, financial performance, competitors, and recommendations. It recommends that McDonald's focus on providing healthier menu choices, understanding local tastes, and improving customer service to regain market share in a changing industry.
Mc's Donald s study case - Tran Huu Minh Quan - 11BSM4quanlaem
This document provides an analysis of McDonald's Corporation, including its history, vision, mission, objectives, strategies, products, services, competitors, and market conditions. It examines McDonald's financial ratios and uses several strategic planning tools to evaluate McDonald's current position and make recommendations. The analysis finds that while McDonald's was once the dominant leader in the fast food industry, its market share is now declining as consumer demands shift toward healthier options and competition increases. McDonald's must adapt its strategies and menu to better meet modern customer expectations around food quality and health to reverse its declining performance.
McDonald's is the world's 4th largest employer and largest fast food chain, serving over 7 million customers daily in 119 countries. It has grown to become the 9th most valuable brand according to Forbes. McDonald's brand elements are memorable, likable, protectable, and adaptable. It faces challenges from aggressive expansion, deviation from core values, lack of training, perceptions of unhealthy food, and increasing competition. However, McDonald's brand saw record $27 billion revenue in 2012 and continues to expand globally through new products, social initiatives, and adapting to local needs. Maintaining price value and leveraging technology will help address risks and opportunities for future growth.
McDonald's grew its brand using strategies from the Ansoff matrix, including market penetration, market development, product development, and diversification. To penetrate existing markets, McDonald's upgraded facilities, expanded hours, and customized menus to local tastes. It developed new markets by opening over 36,000 restaurants globally in 118 countries. McDonald's revamped menus to add healthier options and address obesity concerns. It also diversified into coffee shops, ice cream shops, and wedding services. McDonald's success stems from strong brand connections and relevant extensions that reduce risk for consumers.
Presentation on Marketing of McDonalds.
Presentation on Products of McDonalds.
Presentation on Pricing of McDonalds.
Presentation on Quality of McDonalds.
Presentation on research on McDonalds.
Presentation on SWOT anlaysis of McDonalds.
Presentation on BCG Matrix of McDonalds.
McDonald's entered the Indian market in 1996 by opening its first restaurant in New Delhi. It has since grown its business through a franchise model while adapting to the local market by removing beef from menus and re-engineering menu options to attract vegetarian customers. McDonald's segments its customers in India into families with children, urban customers on the go, teenagers, and older people. It uses the 5 P's of marketing - product, place, price, promotion, and people - to target these segments. Moving forward, opportunities exist for McDonald's to expand into smaller cities in India and introduce breakfast items, while threats include changing tastes and increased competition from other fast food chains.
McDonald's faced challenges in the early 1990s as sales flattened domestically and competitors increased. To address criticism of its environmental impact, McDonald's partnered with the Environmental Defense Fund to explore more sustainable operations. Key to McDonald's future success will be maintaining quality and consistency while experimenting with new options to appeal to changing tastes, and potentially expanding internationally where growth opportunities are greater. The document discusses McDonald's history, operations, challenges, environmental initiatives, and strategies to sustain future prosperity.
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
1) In 1940, brothers Maurice and Richard McDonald opened a barbecue restaurant in California called McDonald's Bar-B-Que. In 1955, businessman Ray Kroc joined the company and began franchising McDonald's restaurants across the U.S.
2) McDonald's has since expanded globally, with over 36,000 restaurants in 120 countries. To succeed in different markets, McDonald's tailors its menus and strategies to local customs and tastes, such as removing pork and beef in India.
3) McDonald's emphasizes quality, service, cleanliness, and value. It enforces uniform standards globally while allowing flexibility to adapt to local environments. This balanced approach has contributed to McDonald's widespread success internationally.
KFC (the name was originally an initialism for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, which is now the company's most profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket," which has become an icon of the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes such as French fries and coleslaw, desserts and soft drinks, the latter often supplied by PepsiCo. KFC is known for the slogan "finger lickin' good," which has since been replaced by "Nobody does chicken like KFC" and "So good."
The document provides information about McDonald's corporation. It summarizes that McDonald's was started in 1940 as a barbecue drive-in restaurant and was founded by two brothers in California. By 1958, McDonald's had sold its 100 millionth hamburger. McDonald's operates restaurants through franchises and affiliate owners. The corporation derives revenues from franchise fees and sales in company-operated restaurants.
Vision of Ray Croc for McDonald's. McDonald's current position in international market. SWOT analysis for McDonald's. PESTEL analysis for McDonald's. Porter's Five forces of market. Conclusion. McDonald's customer satisfaction approach of business. King of international fast food chain.
Mc D,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)Ravish Roshan
McDonald's aims to understand frequency of new product introductions and customer awareness through a study. A questionnaire and interviews were used to collect primary data from 25 respondents. Data analysis found that 68% of customers want more product innovation, and awareness of new products is mostly from visiting outlets or seeing posters. SWOT analysis identified strengths like quality and service, and weaknesses like limited menu and perception of fast food in India. Recommendations include offering healthier and spicy options to attract more customers.
Kentucky Fried Chicken (KFC) is one of the largest fast food chains in the world. It focuses on chicken products and uses a 7Ps marketing strategy. For products, KFC offers various chicken dishes, sides, and beverages. It uses a mixed bundling pricing strategy, targeting different segments with combo deals and a la carte options. KFC locations are found in major cities and tier 2 areas globally. The company promotes through in-store displays, coupons, and partnerships. KFC aims to position itself as a high quality brand through distinctive packaging and upscale environments.
This document summarizes the business strategies of McDonald's that have contributed to its success. It discusses how McDonald's geographic structure influenced it to tailor its products and marketing to local markets. McDonald's adapted to local tastes in countries like China by adding more chicken options, and in France by upgrading menus and restaurant designs. The document also examines how McDonald's strategies responded to external factors like competitors offering healthier options and changing social priorities around health. McDonald's has introduced healthier choices and renovated restaurants to attract new customers and remain competitive.
KFC Vs McDonald-An overview on Local(Pakistan) & International businessAbdullah Zaman
A brief overview is taken from different sources to summarize The Understandings of both Businesses. Strategic and Competitive Analysis on which KFC & McDonald are standing.
McDonald's mission is to be its customers' favorite place and way to eat and drink. Its global strategy focuses on exceptional customer experience. It is committed to continuously improving operations and customer experience. McDonald's sees its competitive advantages as affordable prices, adherence to the fast food format, universal taste, and its large real estate holdings. It conducts segmentation, targeting and positioning as part of its marketing strategy.
McDonald's has seen great success expanding globally through adapting to local cultures and tastes while maintaining quality, service, cleanliness and value. When entering new markets like Europe and Asia, McDonald's tailored its menus and operations based on consumer preferences in each region. Key to McDonald's growth has been its emphasis on training employees according to strict standards and franchising its well-known brand worldwide through strategic partnerships. By understanding customers and competitors in varying environments, McDonald's has established itself in over 100 countries.
McDonald's began in 1940 as a small hamburger restaurant in California. It has since grown to become the world's largest chain of hamburger fast-food restaurants, serving around 86 million customers daily in 119 countries. McDonald's strategic goals include sustaining its leadership position and providing value to shareholders. However, it faces challenges from increasing competition and concerns about unhealthy products. Its business strategy includes analyzing competitors and the industry environment to adapt its menu and improve customer service.
McDonalds is the world's largest fast food chain serving 47 million customers daily. It began in 1937 as a hot dog stand in California and has since grown into a global brand worth over $25 billion. McDonalds succeeds through consistent quality, service, and value. It adapts to local markets by tailoring menus and promotions while maintaining standardized operations. McDonalds targets families and remains popular through affordable pricing and family-friendly atmospheres including playgrounds and the iconic Happy Meal.
Team L Marketing Plan Final Final Draft (1)Sarah Lux
This document provides a marketing plan for McDonald's to launch a home delivery service. It includes a company description of McDonald's history and strategic focus. A situation analysis examines strengths, weaknesses, opportunities, threats and competitors in the industry. The marketing program outlines the product, pricing, placement and promotion strategies. Financial projections over 5 years and an implementation plan with rollout schedule are also included. The overall goal is to expand McDonald's convenience by delivering food to customers and competing with pizza delivery businesses.
Richard and Maurice McDonald started McDonald's in 1940 selling hot dogs. It was franchised nationally by Ray Kroc in 1955 and became the world's largest food service chain. Today, McDonald's operates over 35,000 outlets in 119 countries, employing 1.9 million people and serving 68 million customers daily. Its consistent quality, innovation, emphasis on cleanliness and affordability have made it successful globally despite risks like health concerns and competition. Going forward, McDonald's must continue introducing healthier options and controlling expansion to maintain its lead in the fast food industry.
This document provides a summary of marketing research conducted on McDonald's brand image as it relates to health. The research utilized surveys, interviews, and data analysis to understand college students' perceptions of McDonald's and suggestions for improving its healthy image. Key findings included that some students limit McDonald's consumption due to health perceptions, advertising of healthy options was well-received but could be more effective, and students responded positively to the idea of a separate healthy menu in addition to current offerings. The report recommends focusing marketing on "light users," making health information more interactive, and introducing a dedicated healthy menu to satisfy more customers.
Running Head MCDONALD’S SITUATIONAL ANALYSIS 1 .docxanhlodge
Running Head: MCDONALD’S SITUATIONAL ANALYSIS
1
McDonald’s Situational Analysis
Samuel A. Sample
BUS 330 Principles of Marketing
Professor Sadeghinejad
February 16, 2016
MCDONALD’S SITUATIONAL ANALYSIS
2
McDonald’s Marketing Plan: Frieday with RedBox
Brand or Company Description (minimum 25 words)
McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more than
35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015).
Core Products or Services (minimum 25 words)
Beyond the burgers, french fries and milkshakes that they’ve been selling since its founding,
McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more than 200 items in all (The
Economist, 2015). McDonald’s locations are typically open for breakfast, lunch, dinner and late night
dining and many feature drivethru service.
A Brief History (minimum 50 words)
The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald. It
brought production line techniques to the burger business and challenged the dominant carhop drivein
business model. Ray Kroc was one of the earliest franchisees and the key figure in the rapid expansion of
the business after he bought out the McDonald brothers 1961. McDonald’s became a public company in
1965 and opened its first international location in 1967. Sales and locations have continued to grow every
year since.
Key current competitors (minimum 50 words)
Historically, McDonald’s primary competitors were identified to be the large fast food burger
chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of their menu, the
competitive set must be viewed more broadly to include sandwich shops like Subway, other fast food
concepts like ChikfilA, more upscale fast casual restaurants like Panera and Chipotle, as well as coffee
shop chains like Starbucks and Dunkin’ Donuts.
MCDONALD’S SITUATIONAL ANALYSIS
3
SWOT Analysis (minimum 500 words)
SWOT Analysis: Strengths (Describe a minimum of 3 positive controllable factors)
1. Anytime, anywhere convenience
With over 14,000 locations in the U.S. alone, there’s a McDonald’s within a short drive of almost
everyone and most are open from 6am to 11pm. The number of locations also means that McDonald’s can
purchase media nationally which is more cost efficient than buying locally.
2. Brand equity
As a results of its many locations, consistent brand experiences and hundreds of millions of
dollars spent on marketing each year McDonald’s has developed a very strong brand. For example, they
ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014).
3. The Best French Fries
McDonald’s french fries are universally loved even by people who don’t otherwise like
McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015).
4. Kid appeal
Mc.
This document provides an overview of McDonald's business operations. It discusses the origins of McDonald's and how the brothers Ray Kroc expanded the franchise model globally. It then analyzes McDonald's marketing strategies including its franchise model, marketing mix of product, price, promotion, and place. It also discusses McDonald's strengths as a market leader, weaknesses like health issues, opportunities in new products and markets, and threats from competition. Finally, it compares McDonald's and KFC's products, prices, services, and KFC's use of 360-degree feedback for employees.
Running head MCDONALD’S SITUATIONAL ANALYSIS McDonal.docxjeanettehully
Running head: MCDONALD’S SITUATIONAL ANALYSIS
McDonald’s Situational Analysis
Samuel A. Sample
BUS 330 Principles of Marketing
Avisha Sadeghinejad
February 16, 2016
MCDONALD’S SITUATIONAL 2
McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more
than 35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015).
Core Products or Services
Beyond the burgers, French fries and milkshakes that they have, they have been selling
since its founding, McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more
than 200 items in all (The Economist, 2015). McDonald’s locations are typically open for
breakfast, lunch, dinner and late night dining and many feature drive-thru service.
A Brief History
The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald.
It brought production line techniques to the burger business and challenged the dominant carhop
drive-in business model. Ray Kroc was one of the earliest franchisees and the key figure in the
rapid expansion of the business after he bought out the McDonald brothers 1961. McDonald’s
became a public company in 1965 and opened its first international location in 1967. Sales and
locations have continued to grow every year since (Comoletti, 2014)
Key current competitors
Historically, McDonald’s primary competitors were identified to be the large fast food
burger chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of
their menu, the competitive set must be viewed more broadly to include sandwich shops like
Subway, other fast food concepts like Chick-fil-A, more upscale fast casual restaurants like
Panera and Chipotle, as well as coffee shop chains like Starbucks and Dunkin’ Donuts.
SWOT Analysis
A SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses,
opportunities, threats, and trend of an organization, company, project, plan, or venture
MCDONALD’S SITUATIONAL 3
Strengths
• Anytime, anywhere convenience
With over 14,000 locations in the U.S. alone, there is a McDonald’s within a short drive of
almost everyone and most are open from 6am to 11pm. The number of locations also means that
McDonald’s can purchase media nationally which is more cost efficient than buyinglocally.
• Brand equity
Because of its many locations, consistent brand experiences and hundreds of millions of
dollars spent on marketing each year-- McDonald’s has developed a very strong brand. For
example, they ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014).
• The Best French Fries
McDonald’s french fries are universally loved -- even by people who don’t otherwise like
McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015).
• Kid appeal
McDonald’s is a popular destination amongst younger kids. Many locations have in ...
McDonald's was founded in 1955 in the US and had over 6,000 restaurants by 1983 through gradual expansion. It began international franchising in 1967 starting in Canada. By adapting its quality, service, cleanliness and value philosophy to local environments, McDonald's succeeded globally with over 18 million daily customers in over 40 countries. Opportunities for growth included expanding franchises and catering to different cultures. Threats included managing diverse international franchises and competition from other fast food chains. McDonald's was particularly successful in Moscow due to 14 years of planning, massive advertising campaigns, and offering high-paying jobs.
KFC is a fast food restaurant chain known for fried chicken that was founded in 1952 in Utah by Colonel Harland Sanders. It operates as a subsidiary of Yum! Brands. KFC focuses on chicken pieces, sandwiches and sides, though it also offers other meats and regional items internationally. While known for fried chicken, it has expanded its menu to include grilled options. KFC has experienced rapid growth in India with over 100 locations across major cities targeting urban consumers aged 15-45 in the A, B and C income groups.
McDonald's has grown from a small store in 1948 to worldwide dominance through innovative and aggressive business practices. It began as two brothers' restaurant in California and was transformed by Ray Kroc into a franchise business model. McDonald's now has over 35,000 restaurants globally employing millions. However, maintaining health and quality will be ongoing challenges as tastes and lifestyles change. McDonald's future relies on adapting offerings while preserving its brand promise.
Running Head MCDONALD’S MARKETING PLAN 1 Fr.docxanhlodge
Running Head: MCDONALD’S MARKETING PLAN
1
Frieday Night with Redbox: A McDonald’s Marketing Plan
Samuel A. Sample
BUS 330 Principles of Marketing
Professor Sadeghinejad
February 16, 2016
MCDONALD’s MARKETING PLAN 2
McDonald’s Marketing Plan: Frieday with RedBox
Brand or Company Description (minimum 25 words)
McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more than
35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015).
Core Products or Services (minimum 25 words)
Beyond the burgers, french fries and milkshakes that they’ve been selling since its founding,
McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more than 200 items in all (The
Economist, 2015). McDonald’s locations are typically open for breakfast, lunch, dinner and late night
dining and many feature drivethru service.
A Brief History (minimum 50 words)
The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald. It
brought production line techniques to the burger business and challenged the dominant carhop drivein
business model. Ray Kroc was one of the earliest franchisees and the key figure in the rapid expansion of
the business after he bought out the McDonald brothers 1961. McDonald’s became a public company in
1965 and opened its first international location in 1967. Sales and locations have continued to grow every
year since.
Key current competitors (minimum 50 words)
Historically, McDonald’s primary competitors were identified to be the large fast food burger
chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of their menu, the
competitive set must be viewed more broadly to include sandwich shops like Subway, other fast food
concepts like ChikfilA, more upscale fast casual restaurants like Panera and Chipotle, as well as coffee
shop chains like Starbucks and Dunkin’ Donuts.
MCDONALD’s MARKETING PLAN 3
SWOT Analysis (minimum 500 words)
SWOT Analysis: Strengths (Describe a minimum of 3 positive controllable factors)
1. Anytime, anywhere convenience
With over 14,000 locations in the U.S. alone, there’s a McDonald’s within a short drive of almost
everyone and most are open from 6am to 11pm. The number of locations also means that McDonald’s can
purchase media nationally which is more cost efficient than buying locally.
2. Brand equity
As a results of its many locations, consistent brand experiences and hundreds of millions of
dollars spent on marketing each year McDonald’s has developed a very strong brand. For example, they
ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014).
3. The Best French Fries
McDonald’s french fries are universally loved even by people who don’t otherwise like
McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015).
McDonald's vision is to provide outstanding quality, service, cleanliness, and value to customers worldwide. Its mission is to be customers' favorite place to eat and drink through an exceptional customer experience. McDonald's uses segmentation, targeting, and positioning in its marketing strategy. It faces competition but maintains competitive advantages through quality, health benefits, and focused strategies. McDonald's has a global presence, strong brand recognition, and works to improve operations, supply chain, and customer service.
McDonald's is an American fast food company founded in 1940 in California. It has over 35,000 locations serving 68 million customers daily in 120 countries. McDonald's franchise model means 85% of restaurants are independently owned and operated. The document discusses McDonald's history, operations, marketing, sales, finance, and licensing structures. It also provides a SWOT analysis, noting strengths in brand recognition but threats from health concerns and competition.
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The simplified electron and muon model, Oscillating Spacetime: The Foundation...RitikBhardwaj56
Discover the Simplified Electron and Muon Model: A New Wave-Based Approach to Understanding Particles delves into a groundbreaking theory that presents electrons and muons as rotating soliton waves within oscillating spacetime. Geared towards students, researchers, and science buffs, this book breaks down complex ideas into simple explanations. It covers topics such as electron waves, temporal dynamics, and the implications of this model on particle physics. With clear illustrations and easy-to-follow explanations, readers will gain a new outlook on the universe's fundamental nature.
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Odoo provides an option for creating a module by using a single line command. By using this command the user can make a whole structure of a module. It is very easy for a beginner to make a module. There is no need to make each file manually. This slide will show how to create a module using the scaffold method.
How to Add Chatter in the odoo 17 ERP ModuleCeline George
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Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
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A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
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This slide is special for master students (MIBS & MIFB) in UUM. Also useful for readers who are interested in the topic of contemporary Islamic banking.
3. ACKNOWLEDGEMENT
We would like to take an opportunity to thank all the
people in collecting all the necessary information and who have
helped us in making of the project . We are grateful to all of
them for there time and wisdom. Our project becomes a
reality only because of cooperation of many people
who had helped us completing this project . We sincerely
extend our gratitude to our Faculties who have given us this
golden opportunity to have an insight into the
corporate world and who have been a source of guidance
and support .Last but not the least THANKS to all who helped us
make this presentation a success.
4. Executive Summary
Objective
Introducing McDonalds &Its direct
competitor KFC
Brief History OF McDonalds
Brief History Of KFC
Mission & vision of Mcdonalds
Mission & vision of KFC
Some products of both companies
SWOT Analysis
5. CONT. TABLE OF CONTENT
Briefing Of Mcdonalds
Briefing of KFC
Survey Analysis
Conclusion
Recommendation
Reference Taken ..
6. Executive Summary
The international market is flooded
with various sectors and industries that
involve products of daily as well as
occasional use for the consumers. The use
of the products can vary from industrial
purpose to private consumption. One such
thriving industry in the modern world is the
food and beverage industry. Food and
beverage industry combined with the
hospitality sector makes up one of the
most attractive target sectors for MNCs.
The concept evolved from the late 18th
century. Now, the world cannot live
without the taste of a McAloo Tikki or the
zing of a Zinger.
7. Cont. of executive summary
This sector has slowly covered all
income groups of consumers. With
growing competition the food giants
have take their services to a higher level
with better decreased serving time,
value for money prices and changing
specialties in their products . The
following report is a comparative
analysis of the services and SWOT of
McDonalds and Kentucky Fried Chicken
(KFC).
8. To find out the details of everybody’s
favourite food trip destination
MCDONALDS and its direct competitor
KFC.
To find out Brief history of two of the
leading fast food selling companies
Going through the rang of products
these two are offering to all the
foodoholics.
To go through the SWOT analysis of
both the companies..
. To conduct survey analysis on the
consumer’s preference of food joint
amongst McDonald’s and KFC.
9. Introducing McDonalds and Its Direct
Competitor KFC
McDonald’s and KFC are everybody’s favourite
food trip destinations. When you like hamburgers,
McDonald’s is always the top option. When you like
fried chicken, KFC is always the first thing that
comes to everyone’s mind. The reason for this is
these companies claim of particular products that
have became their trademark until now. The
difference between McDonald’s and KFC is mainly
the cuisine.
10. Brief History Of Mcdonalds
The McDonalds restaurant concept was introduced in
California by two brothers named Dick and Mac
McDonald of Manchester.The business was founded
in 1940 by these 2 brothers. It is the world's largest
fast food chain, selling primarily hamburgers,
chicken, French fries and carbonated drinks. It was
later modified and expanded by their business
partner, Ray Kroc who later bought out the business
of the McDonald brothers and went on and
found McDonald's Corporation. Advertising has
always played a key role in the development of the
McDonald's Corporation. Indeed, McDonald's ads
have been some of the most identifiable over the
years. In 1962, McDonald's introduced its now worldfamous Golden Arches logo. A year later, the
company sold its billionth hamburger and
introduced Ronald McDonald, a red-haired clown
designed to appeal to children.
11. Cont. history of Mcdonalds
McDonald's restaurants are found in
120 countries and serve nearly 54
million customers each day.Most of the
McDonalds restaurants offers both
counter services and home deliveries
upto certain distances.At the end of
2003 there were over 6oo McCafes
worldwide.
12. Brief History Of KFC
KFC is based in Corbin,Kentucky,U.S.
Founded by Colonel Harland Sanders, in
early 1930’s.
At that time he used to cook and serve
food for hungry travellers.
In 1952 Sanders started franchising his
chicken business & named it as KENTUCKY
FRIED CHICKEN.
KFC operates more than 15,000 units in
109 countries and territories around the
world.
13. Mission & vision of
Vision:-
‘To be the best and leading fast food
provider around the globe’
Mission :- McDonald's mission is to be the
world's best quick service restaurant.Providing
outstanding quality, service, cleanliness, and
value, so that we make every customer in every
restaurant smile.
14. MISSION & VISION OF
Vision:- : To foresee that real future of
long term growth and adjust itself to the
specific cultures of each country that are
operating in.
Mission:-
The mission of KFC is to
extend its image of excellence, quality and
service all over the globe with an attaining
a goal of maximizing profit.
17.
STRENGTH
Strong brand name, image and
reputation
Large market share.
Strong global presence.
Specialized training for managers
known as the Hamburger
University.
Locally adapted food menus
Huge advertising budget
OPPORTUNITY
Increasing demand for healthier
food
Home meal delivery
Full adaptation of its new practices
Changing customer habits and new
customer groups
WEAKNESS
Unhealthy food image.
High Staff Turnover including Top
management.
Customer losses due to fierce
competition.
Legal actions related to health
issues; use of trans fat & beef oil
Ignoring breakfast from the menu
THREAT
Saturated fast food markets in the
developed economies
Trend towards healthy eating
Local fast food restaurant chains
Lawsuits against McDonald’s
Direct competitor KFC
18. STRENGTH
Huge popular brand name and high
brand loyalty
High number of products
Hygenic food and quick service
Good advertising and marketing
Strong trademarks recipes.
OPPORTUNITY
Introduce better vegetarian products
Introduce home delivery
Venture into newer markets
More spending on the resources and
development as well as introducing
new food items and products.
WEAKNESS
High fat and high calorie food not
good for health conscious people
Franchise management globally is a
challenge
THREAT
With the lifestyle of people changing
due to growing awareness about
healthier food people now look for
something healthy, low calories and
delicious at the same time.
Competitor McDonalds'
19. Briefing of McDonalds
Parent Company:-MCDONALDS
Category:- Fast food selling
Sector :- Food products
Slogan:- I'm lovin' it
USP:- High varieties of Burgers
Segment:- For Burger lovers and
foodoholics
Target Groups:-Mostly Children
and Youth
Positioning:- In India positioning
of McDonalds has been directed as a
Family restaurant.
20. Briefing of KFC
Parent Company:- KFC(Kentucky
Fried Chicken)
Category:- Fast food eating joints.
Sector:- Food Products.
Slogan:- Finger Licking Good.
USP:- High variety in chicken meals.
Segment:- People willing to have a
hygienic and delicious non
conventional meal at a restaurant.
Target Group:- Children and youth
from middle and upper class.
Positioning:- Favourite quick service
restaurant brand
21. The report has been designed to study the consumer
behaviour with respect to McDonalds and KFC. A
questionnaire was designed in order to understand the
reasons of the consumer perception towards the two
food giants. Our method of going about the study at
hand involved the basic survey method, whereby we put
forward questions to individuals. This was carried out by a
survey comprising of two questionnaires, one aimed at
the customers at either of the two food joints and the
other for the employees employed at the food joints. Our
questions were designed to capture the market trends,
the grounds behind such a trend, the peripherals related
to the functioning of the food joint, key marketing
strategies adopted and finally aimed at drawing the
inferences and conclusions for the same
22. Question 1.Which age group do you belong
to?
The first question was essentially designed to throw
light on the age group of people visiting/dining at the
food joints. This gave us an idea of the preference of a
particular food brand among a given age group if any.
For e.g. the HAPPY MEAL available at McDonalds
attracted the major portion of the younger crowd. As
a matter of fact as shown in the following questions,
this particular strategy drained almost the entire
young consumer segment. Of the individuals
surveyed a majority of the individuals belonged to the
18-25 yr age group both voted for McDonald’s as well
as KFC.
23. Question 2. What is your profession?
This question was essential in calculating the trend of the
customers who visit these food joints i.e. The working
class of the people visiting the respective places. The
survey revealed that the majority of people visiting both
the places i.e. 46% for KFC and 55% for McDonalds were
students. This thus lays direct stress on the strategies
adopted by both the joints resulting in a heavy demand
among the student group.
24. Question 3.Are you a vegetarian/non-vegetarian?
This was essentially designed to demarcate the groups
according to whether they were vegetarians or otherwise.
It was a preconceived idea that the vegetarians preferred
McDonalds of the two while KFC proved to be a nonvegetarian paradise. This thus showed a balanced market
for McDonalds where as a strong shift for KFC towards the
non-vegetarian section
25. Question 4.What is your saying on the pricing of the joint?
In KFC 31% found the food priced nominally and an equal
amount of people surveyed i.e. 31% found inexpensive. Hence it
was concluded that it dropped down to the individual in the case
of KFC and there was no clear market trend. In McDonalds 46%
found it nominally priced as well as value for money while just 8%
found it expensive. Hence in terms of comparative study it was
concluded that McDonalds was optimally priced although KFC
wasn't overpriced either.
26. Question 5.How much do spend on an average per
visit?
This question again was concerned with the pricing as well
as spending capability of the people. The results indicated
that a major section, i.e. around 52% voted for KFC and
42% for McDonalds.
27. Question 6.Do you get drawn in by the television
commercials of the food items?
This question was designed to get an idea about the
publicity/advertising strategy of the food brands. This
particular question analyzes the potency of the
advertising strategies used by the food brands in
attracting or influencing the customers.
28. In India fast food market is strongly
dominated by these 2 brands. But when it
comes to comparing these two brands the
following study brings us to a conclusion
that as far as market presence and brand
value is concerned McDonalds has
definitely proved a point for themselves.
But KFC who re-entered in 2003 has shown
a rapid progress and no wonder if in the
coming years KFC overtakes McDonald’s
in the Indian market share. Both the foodgiants have given each other immense
competition in terms of customer
satisfaction and promotional strategies.
29. The range of products and offers offered
by each is remarkable in every context.
Although McDonalds has an upper
hand with the vegetarian crowd because
of its exclusive products, KFC is slowly
catching up to the challenge. KFC
provides vegetarian alternatives with an
added advantage of a complete meal
including rice and desert. Where
McDonalds fall into the snack option
KFC had covered the meal area .Thus it
is not quite evident which one can be
termed as better than the other.
30.
KFC needs to re-vamp its vegetarian menu and
add more options to it. The fried chicken category
already has more options and varieties as
compared to the vegetarian section.
McDonalds could try to enter the meals category
into its menu
Both companies need to work on their logistics and
inventory management (as discussed with Branch
managers)
Need to train their staff better in handling of the
cooked food
31. Reference Taken
Books :Marketing Management – C.N.Sontakki
Principle Of Marketing – Philip Kotlar & Kevin Keller
Websites :www.google.com
www.wikipedia.com
www.kfc.com
http://www.mcdonalds.com