McDonald's is the world's leading hamburger fast food chain with 80% of restaurants operating as franchises. It serves over 70 million customers per day. Ray Kroc franchised the McDonald's brothers' hamburger restaurant in 1955 which offered simple, inexpensive food. In 10 years, McDonald's expanded to over 700 US locations. The document discusses McDonald's strengths such as brand awareness, expansion, and advertising strategies. Weaknesses include negative publicity and small revenue growth. Opportunities exist in minimizing negative publicity and increasing menu options. Threats include increasing health consciousness and competition from other companies offering diverse menus.

1. McDonald’s

2. Introduction
● The world's leading hamburger
fast food chain.
● 80% of all restaurants operate as
franchises.
● Serves 70 million people every
day.

3. History
➔Ray Kroc, franchised a hamburger restaurant
from the McDonald’s brot
➔hers in 1955.
➔It offered simple food such as the 15 cents
burger.
➔The building consists of red and white slides to
attract local customers.
➔In 10 years, it expanded to more than 700 U.S
restaurants.

5. Strengths
● Using brand name to create brand awareness
● Huge geographic expansion
● “Plan to win”
● Using advertising strategies to capture the
attention of children
Quotes for illustration purposes only

6. Weakness
Using less
trans fat
Switching
from HCFC-
22 to HFC
Small
revenue
growth

7. Opportunity
● Minimizing negative publicity
● Increasing items on the menu
● More franchises
tories become more
credible when they use
concrete details such as
the specific complex
moves Alberto learned
throug Translate and his
30 goals in 21 games
performance stats.

8. Threats
● Increasing health
consciousness
● Competition from
other companies that
attract a variety of
different cultures and
people

9. Advertising

10. Expansions & Struggles

11. Competition

12. Degrading
Customer services

13. Plan to Win

14. People
Products
Promotions
Price
Play
5 P’s

15. Healthy Food
The company responded to the
customers desire for healthy food with
premium salads and apple slices instead
of french fries in its Happy Meals

16. Brand
Value

17. Source: theguardian.com

18. What are McDonald’s core brand values? Have they
changed over the years?
● Initially to provide easy and enjoyable food
experience to its customers
● paid attention to quality service, cleanliness and
value
● Now they focus on providing high quality food at a
great value rather than a quick and cheap fast food
option

19. How has McDonald’s grown its brand equity over the
years? Has McDonald’s changed in different economic
times or different parts of the world?
● McDonald has stayed consistent with its customers by
using innovation.
● It has introduced a variety of meals which targets
audiences of all age groups.
● McDonald has always stayed resilient.
● It has introduced different products in different
countries to accommodate the most famous items in
that county. It has also introduced its 1 dollar menu to
appeal to the teenagers.

20. What risks do you think Mcdonald’s will face in the
future?
● One of the main risks McDonald’s will face is the
increasing competition from its competitors
● Introduction of more appealing food to the tens like
pizzas or a more healthy diet in the form of subways
to the adults has made McDonald’s difficult to sell
their products
● It needs to keep its customers wanting more and that
can only happen by providing them with something
new each time they come

21. Disclaimer
Created by Dhunvi Rai, D.J Sanghvi
College of Engineering, during a marketing
internship,
by Prof. Sameer Mathur, IIM Lucknow.