Mcdonald's Case study

1. But are you, really? Even
after this seeing this?

2. Who are Mcdonald’s?
● McDonald's is an American hamburger and
fast food restaurant chain.
● It was founded in 1940 as a barbecue
restaurant operated by Richard and Maurice
McDonald, in California.

3. What was their mission until
2002?

4. Core Values
◉ Quick
◉ Quality service
◉ Cleanliness
◉ Value for money
◉ Innovation◉ Great Customer
Experience

5. But were the core values
maintained?
Obviously, NO!
What happened from 1980 to 2002?
The fall of Mc donald’s!

6. Quality service?

7. Commercials Vs
Reality

8. “
Did things change in 2003?
Yes, because of Jim Skinner!
“We got distracted from the most important thing : Hot, high
quality food at a great value at the speed and convenience of
Mcdonald’s.”
He said,

9. ● People
● Place
● Products
● Promotion
● Price

10. Has the Brand Equity grown?
Yes, tremendously! :)

11. How?
Great Advertising!

12. Silenced its
critics with
healthier menus

13. Facilities offered at McD
◉ It has opened playrooms for kids.
◉ It is providing free Wifi and television.
◉ For teens, it is providing facilities for video games.
◉Offers to celebrate one’s birthdays

14. Experiences at McD :)

15. Adapting according to culture, region
& religion

16. Expansion into McCafe

17. WTF is this menu?????

18. Vs & others

19. Potent Risk which McDonald’s is facing
is McD itself.
But WHY?
Reason : 3 legged
strategy
Corporate
Staff Franchisees
Suppliers

20. Summary
1990’s 2000’s
2015

21. Disclaimer
Created by
T.K.Sriram, CBIT
hyd , during a
Marketing Internship
by Prof. Sameer
Mathur ,IIM
Lucknow