Case Study on Mc Donald

3.  Founded in 1940 by two brothers , Richard
McDonald and Maurice McDonald
 Kroc named it McDonald’s and offered simple
food such as 15 cent Hamburger
 It introduced Ronald McDonald during a 60
second commercial in 1965
 In 1974 Mc Donald’s opened the Ronald
McDonald House

4. Now, McDonalds have about 1.9 million
employees worldwide.
McDonald’s is the world leading Hamburger
fast food chain with more than 34000 restraunts
in 119 countries
McDonalds also have opened many types of
restaurants such as McCafe , Drive thru
restaurant ,Solid Gold restaurant ,McExpress
etc.
McDonald’s revenue generated by 2012 was
recorded to be 27 billion dollars

6.  In early 1900’s and 2000’s company lost its
focus as it added many restraunts .New
employees weren’t trained fast enough which
led to poor and unhygenic services.
 Due to new competitors and change in
Consumer taste’s the brand started to fail
miserabely despite of innovation

7.  Criticism of McDonald’s and obesity in
teenager (Ex Super size me Documentary)
 Beef consumption started to decline
 Another significant scandal had to do with
McDonald's french fries

11.  Quality
 Service
 Cleanliness
 Value

12.  The major competitor of Mcdonalds are
starbucks,subway,KFC,Wendy.Papa john
,Pizza hut etc

13.  It is way ahead of it’s competitors in terms of
turnover as well in it’s own field it’s the
number one brand

15.  The main problem for McDonalds Is to tackle the
health conscious people and organisations.Major
competitors may get benefitted as people may switch
to healthier options.
 The growing competition in the fast food sector.They
should also be conscious of the local restaurants as the
area the local restaurants serve is low.
 Company should also take care of the cases where
people use the company’s brand symbol as it may
diminish the brand value and hinder their upgoing
trend.

16. ➢ It was during 1990’s ,due to extensive expansion,the
company’s brand image was diminished due to poor
service and poor training of employees.
➢ The company then used “plan to win” strategy to
refocus on improving their values.
➢ During 1990’s and 2000’s , their brand extension
strategy also failed as their new items included in
their menu was not so effective.
➢ The “plan to win” strategy was successful.It is
evident from the fact that their share price increased
and sales topped during 2008 recession.Mcdonalds
maintained it’s brand equity.

17.  History
 About McDonald
 Downfall criticism and failiure
 Marketing Campaign
 Plan to Win
 I m lovin it
 Core brand value
 Competitors
 Case study questions