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![SegmentationDemographically :- 1] young family (<30years) 2]Urban upper & Middle class families.Geographically :- 1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchisesPsychographic:- 1]Place to chill out with friends and families 2]Place for enjoyment of the kids](https://image.slidesharecdn.com/macd-manendrashukla-111006231134-phpapp02/85/Mac-d-manendra-shukla-69-320.jpg)
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Mac d manendra shukla
McDonald's is a global fast food chain with over 31,000 restaurants in 118 countries. Key executives include CEO Jim Skinner and Chairman Andy McKenna. McDonald's vision is to be the world's best quick service restaurant known for quality, service, cleanliness and value. The company has experienced success even during economic recessions by keeping prices low. McDonald's emphasizes operational excellence, leadership, marketing innovation and quality management to achieve continued growth and profitability.
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- 7. Andy McKennaChairmanRalph AlvarezPresidentand Chief Operating Officer Susan E. ArnoldPresident – Global Business UnitsJim SkinnerChief Executive Officer Gloria Santonacorporate secretaryAmitJatia(West & South)Vikram bakshiNorth & east
- 8. DICK & MAC MCDONALDS
- 9. Our vision tobe world’s "best" quick service restaurant.
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- 11. 1948McDonalds' as “SELFSERVICE DRIVE IN RESTAURANT”
- 12. 1949MCDONALDS’ world famousFRENCH FRIES
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- 19. 1966First network TVadvertisement“MCDONALD’S-WHERE QUALITY STARTS FRESH EVERYDAY”
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- 23. 1971Ronalds new friendGrimaceHamburglarCaptainCrookMayor Cheese
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- 26. 197 9Happy mealdebuts
- 27. 1983McDonalds in 32countries
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- 30. 1988Fortune magazine namesMcDonald's hamburgers among the 100 products America makes best
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- 32. 199 6McDonald .comlaunch
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- 34. Relaxed in Recession2009 One of the most successful big companies during recession. Mac Donald's sales increased by 6.8% in U.S, 4% in Europe and 4.1 % in Asia , middle east and Africa .Mcdonald's was one of only two dowjones industrial Average stocks that ended 2008 with a gain. Pundits say the company to be recession proof and that people will come due to its ease on the pocket menu.Inspite of the fluctuations in the prices of the agro products ,the prices of Mac donald’s products remained constant.
- 35. Philosophy"We take theburger business more seriously than anyone else."
- 36. Fascinating McFactsAs ofDecember 31, 2008, the company operated 31,967 restaurants in 118 countries, 25,465 were operated by franchisees; 6,502 were operated by the company. 50 million customers each day $25.00billion -brand value 2004 -worlds biggest marketer of fast food
- 37. Earning love andrespect of
- 38. Reasons for comingto India
- 39. 132 restaurants inIndia(79 are in North & East India and 53 in West & South India)2.5 lakh customers visit McDonald's TM every dayAt McDonald’s India we have had a single mantra: providing 100% total customer satisfactionMcDonald’s in India is a 50-50 joint venture partnership between AmitJatia’s (Western ) & VikramBakshi (Northern)
- 43. ENTRY STRATEGIESWholly ownedsubsidiary-MIPLIncorporated in 1993Trained extensively along with their Indian management team, in McDonalds in Indonesia and US before launch.Changes: to establish in India successfullySize
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- 45. Menu(75 %localized menu,33%asiancountries &other countries <5%)Product adaption - the Indian challengeMaharaja Mac replaced Big Mac, Chicken Patty instead of beefMcAloo Burger, Veg Salad Sandwich, McMasala & Mcimli SaucesGarlic free sauces to get in “hard core” vegetarian customers40%vegetarian-vegetarian selections to suit Indian taste
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- 47. Front office operationalprocessOperationTransportationDelayInspectionStorage
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- 50. SUPPLY CHAINCOLD CHAINLOCALSOURCINGSUPPLIERSOVERVIEW
- 51. RESTAURANT MANAGEMENT SYSTEM(RMS)2 SEPARATE MENUS-GREEN- VEG;PURPLE –NONVEGSeparate Veg & Non Veg kitchenDifferent uniform for kitchen crew to distinguish roleClear segregation-kitchen staffPrinted broacher of RMS to customerCustomer kitchen tour to assure
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- 53. Co-ordination Co-operationCommunication
- 54. Five People Principles Respectand Recognition Values and Behaviours Competitive Pay and Benefits Resources To Get The Job Done Training, Learning, Development and Personal Growth
- 55. Training, Learning, Developmentand Personal GrowthHire restaurant crews with good work habits and courteous attitudesProper training a delivering customer satisfactionEmployees receive work experience that teaches skills and valuesPerfect tools provided
- 56. JOB STRUCTUREEmployees atMcDonalds' fall into 3 different categoriesRESTAURANT WORKERSCORPORATE STAFFFRANCHISEE OWNERS
- 57. BENEFITS MACCard (McDonald's Gold Card membership) Haircut Discounts Wages increases Life insurance Stock Purchase Plan McDirect Shares Paid Vacation Bonus Scheme Education Support Extracurricular Crew activities Scholarship Program Opportunities for advancement
- 58. Function Of HumanResourcePlanningLeadingOrganizingControlling
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- 60. Growth opportunityReward bothindividual and team performanceCompensationOffer wage rates that are equitable and non-discriminatory in every locationCompetitive Compensation
- 61. Career opportunityCreate careeropportunities;Have flexible work hours for student employees."Learn while you earn" Motivation“employee of the month “.Giving them responsibility.
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- 63. McStrategiesPastProduct DevelopmentMarket DevelopmentForwardIntegrationJoint Venture: FranchiseesNewProduct Development: Focus on core businessJoint Venture (Franchisee): Change methods of dealing with franchiseesMarket Penetration and DevelopmentHorizontal Integration
- 65. StrengthsBrand RecognitionLeader inQuick Service Sandwich IndustryStrongest International PresenceReal-Estate HoldingsVariety Sources of IncomeFranchise Business ModelCost advantageMarket versatility
- 66. WeaknessesWeak product developmentDissatisfiedfranchiseeValue/Premium ItemsSlow revenue and income growth
- 67. OpportunitiesOnly serving 1%of worlds populationGrowth in Global Food Service IndustryInitial Public Offerings in Other CountriesAcquisition of Other RestaurantsRetail Sales of MerchandisesGrowing dining-out market
- 68. ThreatsIncreased Competition fromVarious IndustriesHealth Conscious Consumer TrendValue-Conscious Consumer TrendSaturation in fast-food MarketSlow Growth in Sandwich SegmentPrice War Business PracticesChanging demography
- 69. SegmentationDemographically :- 1] young family (<30years) 2]Urban upper & Middle class families.Geographically :- 1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchisesPsychographic:- 1]Place to chill out with friends and families 2]Place for enjoyment of the kids
- 70. POSITIONINGMacDonald meinhainkuchbaath-a placefor an entire family to enjoy.Mac Donald I’m lovin it.DIFFERENTIATIONHighlighting Brand, Food & Variety.
- 71. Target marketOnly <10% population possible target marketPhase IPhase IIPhase III
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- 73. ProductProduct Variation: Varietyin products ranging from Burgers to softiesProduct Innovation: Adapting to Indian conditions creating the “CHICKEN MAHARAJA”Product Elimination: Removal of Beef flavored productsMenu: Veg, Non Veg, Frozen Desserts, BeveragesSuccesses: Fries, Happy Meal, Big Mac, paneer wrap , Pizza McPuff
- 74. Failures:, Fajita, CarrotSticks, McLean, and the Arch DeluxePricePricing includes the list of prices & discount available Special offer such as happy meal ,Value meal & Combo meal.
- 75. PlaceFully owned outletsFranchiseowned outlets that does selling from different places McDonald's mainly consists of the distribution channels the product is available to the customer at the right place, at the right time and in the right quantityOffers hygienic environment good ambience and great serviceStarted giving internet facilities Areas for children where they can play and enjoy with their Family and friends Spend some quality time together
- 76. PromotionIndividual communication MasscommunicationFree distribution of children toys. Some of the most famous marketing campaigns of McDonald’s are:“You Deserve a break today, so get up and get away- To McDonald’s”
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- 79. “I’m loving it”.AHistory of McDonald's Advertising Themes McDonald's is Your Kind of Place (1967) You Deserve a Break Today (1971) We Do it All for You (1975) Twoallbeefpattiesspecialsaucelettucecheesepicklesonionsonasesameseedbun (1975) You, You're The One (1976) Nobody Can Do It Like McDonald's Can (1979) Renewed: You Deserve a Break Today (1980 & 1981)Nobody Makes Your Day Like McDonald's Can (1981) McDonald's and You (1983) It's a Good Time for the Great Taste of McDonald's (1984) Good Time, Great Taste, That's Why This is My Place (1988) Food, Folks and Fun (1990) McDonald's Today (1991) What You Want is What You Get (1992) Have you Had your Break Today? (1995) My McDonald's (1997) Did Somebody Say McDonald's (1997) We Love to See You Smile (2000) There's a little McDonald's in Everyone (2001) - Canada Onlyi'mlovin' it (2003)
- 80. "Speedee”to promote McDonald'sfast service
- 81. Hi ! Iam Chief Happiness Officer at McDonalds
- 82. NEW PRODUCT LAUNCH.Premiumspicy chicken sandwich..Asian Salad.
- 83. NEW PRODUCT LAUNCH.Drinkablebreakfast enriched like yoghurt..Mc Nuggets (launched in India recently).
- 87. CORPORATE STRATEGIESTo makefood fastLow costInternational expansion
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- 106. Awards &Achievement
- 107. Push-excelcorporate partner award, Corporate achievement and image award, Nullities corporate award, Corporate vision award, The circle of inclusion award. The halal journal awards 2008 Hall of fame award Corporate citizenship award Vince nichols memorial awardMcdonald's UAE achievements awarded by mcdonald's corporation CFA presents inaugural lifetime achievement award at 2008 recognition awards luncheon
- 108. McDonald's India -A decade of quality serviceMost Respected Company' for four consecutive years, 2003-2007 in the Food Services sector, by BusinessworldMost Wanted Brand of the Year' Award 2003 & 2004 by Franchising Holdings India Ltd.Retailer of the Year' Award for catering services, 2004-2006 at the Images Retail Awards. The 'Most Preferred Fast Food Outlet' 2006 & 2007 by Awaaz Consumer Award, hosted by CNBC.Star Retailer - The Consumer Way, Food Services Retailer' of the Year 2006 & 2007, by Franchise IndiaAmity Corporate Excellence Award'-in 2007 & 2008
- 109. Received national recognitionfor diversity. Push-excel corporate partner award. Corporate achievement and image award. Nullities corporate award. Corporate vision award. The circle of inclusion award.
- 110. CSRTake an activecommunity
- 111. Sponsor Ronald McDonaldHouses: providing a home away from home for families of seriously ill children receiving treatment at nearby hospitals.
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- 113. Support education throughstudent scholarships, teacher awards, and free instructional resources.
- 114. Adopt and encourageenvironmentally friendly practices.
- 115. Provide nutritional informationon McDonald's products to customers.ENVIRONMENTAL ACHIEVEMENTSAUDUBON society, Conservation international, Keep America beautiful, The national recycling coalition, The U.S. Environmental protection agency
- 116. Reason Of Success ???Globalization
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- 118. EthicsMcDonald’s the Future..!!Comingup with new schemes that suits to every pocket at any time. McDonald’s undertakes expansion; plans 40 new stores at Rs 150 cr investment in 2009Mc-delivery has been started so everyone can be at home and enjoy McDonald's food
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Editor's Notes
- #36 We are committed to exceeding our customers' expectations in every restaurant every time.We believe our success is dependent upon our three-legged stool - Corporate, Franchisee Partners, and Supplier Partners.We have a passion and a responsibility for enhancing and protecting the McDonald's brand.We believe in a collaborative management approach, employing a mutually respectful business philosophy.We are committed to franchising, maintaining a highly collaborative relationship with our franchisees and making franchising decisions based on what's best for our customers.We will seize every opportunity to innovate and lead the industry on behalf of our customers.
- #40 At McDonald’s India we have had a single mantra: providing 100% total customer satisfaction and the formula for achieving this goal in our restaurant operation is the long-standing commitment to the McDonald’s Promise.
- #53 A good manager will therefore 'solve' the problem of resistance or discontent through
- #54 Resources To Get The Job Done Employees have the tools they need to get the job done.
- #56 JOB STRUCTURE AT MAC DONALD’SEMPLOYEES AT MAC DONALD’S FALL INTO THREE DIFFERENT CATEGORIES: RESTAURANT WORKERS CORPORATE STAFF AND FRANCHISEE OWNERS
- #57 McDonald's prides itself on offering "more than a paycheque" to our employees. Our Crew members enjoy flexible schedules, paid training and the chance to have fun working with friends while learning valuable life skills. Additional benefits include:Competitive starting rates plus regular wage and performance reviews so you can continue to grow your skills and earning powerFree uniformsDiscounts on McDonald's food at your restaurant ALL the time McDonald's Gold Card membership, exclusive to McDonald's employees, for discounts on great merchandise from top national, regional and local retailers and food discounts at your own restaurantTechnology Purchase Program with discounts on computers and other products using McDonald's group buying powerExtracurricular Crew activities (movie nights, sports teams, parties, picnics, seasonal celebrations, etc.)Scholarship ProgramService and Recognition Awards reward your contribution with jewellery and gift itemsOpportunities for advancement Other benefits are available for full-time employees such as group insurance, profit sharing, MCDirect Shares Stock Purchase Plan, etc. Full-time employees are those consistently working the required number of hours based on the plan.
- #58 Planning new meal surveyLeading help employeesOrganizing hamburger universityControlling to think about peoples need
- #60 Competitive CompensationComprehensive Group Insurance PlanVacationProfit SharingService and Recognition AwardsMCDirect Shares Stock Purchase Plan, Group RRSP and Canada Payroll Savings ProgramMcDonald's Gold Card, Home and Auto Insurance Program, Technology Purchase Program
- #61 Training is an important part of your McDonald's work experience and starts as soon as you join the McDonald's team. Crew Trainers, Managers and other employees will work shoulder to shoulder with you to show you the ropes, and training continues as you advance through the McDonald's system. We work hard to foster a positive, coaching environment that will help you develop to your full potential. In addition to gaining skills and knowledge in the foodservice and hospitality industry, your job at McDonald's will help you learn teamwork, leadership skills, communication and customer service skills, responsibility and time management.
- #63 Past McStrategiesProduct DevelopmentSuccesses: Fries, Happy Meal, Big Mac, Egg McMuffin, PromotionsFailures: McPizza, Fajita, Carrot Sticks, McLean, and the Arch DeluxeMarket DevelopmentSuccess: International growthFailure: Over-expansion in USAlternative locations Forward IntegrationDistribution through franchisees with control over store presentation, menu itemsJoint Venture: FranchiseesNew McStrategiesLeverage Brand EquityProduct Development: Focus on core businessQuality and taste issuesFood delivery methodsMBX (McDonald’s Big Extra)Family Value MealJoint Venture (Franchisee): Change methods of dealing with franchiseesTo better motivate owners and foster team spiritEnhance owners’ participation in process improvementsMarket Penetration and DevelopmentContinue International expansionRetrenchmentHome office cost reductionsSplitting into five geographic divisionsHorizontal IntegrationPurchase competition with differing target markets
- #71 http://www.scribd.com/doc/2303069/Case-McDonalds-India-Launch
- #72 PRODUCT:product portfolio primarily comprises of vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich, Mc Aloo Tikki Burger(1999), Mc veggie burger are offered to the customers. Non-vegetatarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and choclate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio. Mc Donalds also provides mean combos with medium fries and medium soft drink, happy mean with small soft drink, econo meals with small soft drink and value meals with potato wedges and small soft drink.PRICE:Mc Donalds vegetarian burgers are priced between Rs 20 and Rs 48. Wrap paneer salsa is priced at Rs 45-50. The non vegetarian burgers are priced between Rs 30 and Rs 60. Wrap chicken Mexican is priced at Rs 55. Medium French fries are priced at Rs 28, potato wedges at Rs 20, soft serves at Rs 35, mc swirl at Rs 12, medium soft drinks at Rs 20 and medium shakes at Rs 45.PROMOTION:At Mc Donalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos. In fact, the various econo meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer.PLACE:outlets are very evenly spread throughout the NCR region. Mc Donalds does not offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities.PEOPLE:The employees in Mc Donalds have a standard uniform and Mc Donalds specially focuses on friendly and prompt service to its customers from their employees.PROCESS:The food manufacturing process at Mc Donalds is completely transparent i.e. the whole process is visible to the customers. In fact, the fast food joint allows its customers to view and judge the hygienic standards at Mc Donalds by allowing them to enter the area where the process takes place. The customers are invited to check the ingredients used in food.PHYSICAL EVIDENCE:Mc Donalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper decorum at its joints
- #77 Over the years, McDonald's has developed TV advertising campaigns that have become, like McDonald's, a part of our lives and culture. McDonald's commercials have focused not only on product, but rather on the overall McDonald's experience, portraying warmth and a real slice of every day life. This "image" or "reputation" advertising has become a trademark of the company and created many memorable television moments and themes, including:
- #78 McDonald's original advertising symbol was a winking little fellow named "Speedee", designed to promote McDonald's fast service. In the 50s and early 60s, McDonald's drive-in restaurants were easily identified by their red and white tile buildings, which were capped with a slanted roof and framed on either end by a single golden, neon arch. Restaurants began to use the advertising theme, "Look for the Golden Arches" and in 1961, the "Speedee" symbol was replaced by a new logo - an "M" slashed with a line, symbolizing the neon arches and restaurant roofline. The arches, updated over the years, remain the advertising symbol for the company and are now one of the most recognized icons in the world. At first, local franchisees focused all of their energies on marketing within their own communities, primarily in print advertising. With the evolution of television and the rapid growth of McDonald's across the United States and into Canada in the late 1960s, it quickly became apparent that local advertising would not be enough to promote the system's growth as a North American chain with a single brand identity. In 1967, the franchisees created a special fund whereby a percentage of restaurant sales would go towards national advertising initiatives. By pooling resources, McDonald's gained access to the venue of television advertising.