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.

1. CASE STUDY
PRESENTATION

2. SUMMARY OF THE CASE
 1955 Ray Kroc opened first Mc Donald’s in USA
 In 1983 more than 6000 restaurants in USA
 1967 opened first in Canada(international)
 By 2001 it covered 121 countries, 29000 outlets
 14 years of regress planning lead to success in
European market(Moscow) with 27000 customers daily

3. SUMMARY OF THE CASE
 This case study examines the positive way in which McDonald's is
responding to changing customer habits and increased levels of
competition.
o Introduction of traditional menu according to the culture.
o Introduction of QSC&V and training of employees in cooking
and customer service(Hamburger university and skills in 22
languages)
 Pricing is becoming more critical to decision-making - McDonald's
introduced BIG MAC index to evaluate the currency of the country and
buying power of the customer

4. SUMMARY OF THE CASE
 Demographic scanning , customers according to age
(children and adults)
 Using same competitive strategies world wide by
concentrating heavily on advertisement and establishing there
brand
 Business structure— frank franchises 66% , joint venture in
east , company operated restaurants 21% and developed
license similar to franchises with no company investment
 Threats with competitors like KFC, Pizza hut , Burger King

5. 1. WHAT OPPORTUNITIES AND THREATS DID MC
DONALD'S FACE? HOW DID IT HANDLE THEM?
WHAT ALTERNATIVES COULD IT HAVE CHOSEN

6. SWOT ANALYSIS
Strengths:
•Training and monitoring the franchises
•QSC&V
•Broad geographic locations
•McDonalds standard and conformed changes in large areas
efficiently
Weaknesses:
They are lagging in innovations
Low differentiation

7. Opportunities:
 New products
 More franchises - less risk
 Increasing demand for fast food
THREATS
o Tough competition by KFC,BURGER
KING,PIZZAHUT
o Local fast food restaurants chain
o Currency fluctuation

8. How they handled:-
 By appointing skilled staff
 Opened new outlets
 According to culture and customer choice
Alternatives
 McDonald opened many Quality Assurance
Centers US, Europe, and Asia.
 It also supports training and coaching in 22
languages to reach 100% customer
satisfaction.

9. 2.BEFORE MC DONALD'S ENTERED THE
EUROPEAN MARKET, FEW BELIEVED THAT FAST
FOOD COULD BE SUCCESSFUL IN EUROPE. WHY DO
YOU THINK MC DONALD'S SUCCESSES? WHAT
STRATEGIES DID IT FOLLOW? HOW DID THESE
DIFFER FROM ITS STRATEGIES IN ASIA?

10.  McDonalds stay in close contact with its customers,
who want good taste, fast & friendly services clean
surroundings, and quality.
 It is interesting that McDonalds was one of the first
restaurants in Europe to welcome families with
children.
 they are also entertained with crayons and paper, a
play land, and clown Ronald McDonald, who can
speak 20 languages.

11. STRATEGIES
 More importance to QSC&V.
 Training of employees in how to operate McDonald
restaurant
 Proper selection procedure for hiring.
 Heavy advertisement for promotion.
 In Asia people wants food as per their taste and culture
whereas, in Europe it doesn’t require as they want
luxuries services.

12. 3. WHAT IS MCDONALDS BASIC PHILOSOPHY? HOW
DOES IT ENFORCE THIS PHILOSOPHY IN ADOPT TO
DIFFERENT ENVIRONMENTS?

13. BASIC PHILOSOPHY
 Be first in the market
 Establish the brand rapidly by heavy advertisement
 Knowing the needs & wants of customers
 Different marketing strategy for different
environment
These philosophy were adopted by:-
 Providing different traditional menus in different
countries as per their local food preparation law

14. 4. SHOULD MCDONALDS EXPAND ITS MENU? IF YOU
SAY NO, THEN WHY NOT? IF YOU YES, WHAT KIND OF
PRODUCTS SHOULD BE ADD?

15.  McDonalds do not need to expand its menu.
McDonalds has been famous and liked for its very
short and well prepared traditional menu, which
people loves to have in their day to day life.
 Even expanding the menu requires more
resources for varieties and more skilled persons.
 Though it can add some items according to
regional taste but it should not change its traditional
menu of burgers.

16. 5. WHY IS MCDONALDS SUCCESSFUL IN MANY
COUNTRIES AROUND THE WORLD?

17.  Analyzing strength and utilizing opportunities to
overcome threats and weakness.
 Proper marketing strategy
 Providing services as per customer taste and
culture.
 Maintaining QSC&V always
 Overall focus on customer satisfaction

19. PRESENTED BY
T.KRUSHI KUMAR