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Mc donald's case study
- 1. MICKEY’S D (A.K.A) GOLDEN ARCHES A case study on McDonald’s
- 2. INCEPTION OF McDONALD’S ABOUT McDONALD’S McDONALD’S WORLWIDE OPERATIONS FACTORS ASSOCIATED WITH McDONALD’S SUCCESS BUILDING AND SUSTAINING BRAND EQUITY CASE STUDY QUESTIONS
- 3. INCEPTION OF McDONALD’S • Richard & Maurice McDonald built hamburger stands with golden arches in California.15¢ hamburgers were verypopular. • Ray Kroc, a milkshake machine salesman, bought world franchise rights from them and spread the golden arches around the globe. • In1961, he purchased the companyfrom the brothers for $2.7 million. Ray Kroc The original staff of the McDonald's brothers hamburger restaurant • Sales SkyRocket just after few ad campaigns due to the presence of Ronald McDonald.
- 6. McDONALD’S REALM • The Company has over 35,000 outlets all over the world. • Ithas 1.9 million employees around the world. • Itgenerated a totalof :- • $25.4 billion of revenue for the year 2015
- 7. Why isMcDONALD’S Successful? • Quality, Service, Cleanliness& Value. • Innovative way of presenting itself among people. • Welcoming all category’s people. • Regional taste and menu. • Various kinds of venturesin market. • Increasing demand offast food over theworld.
- 8. McDONALD’S COMPETITORS According to Hoovers • Main Competitorsare • Subway • Dominos Pizza • Pizza Hut
- 9. BUILDING BRAND EQUITY WIDE ARRAY OF MARKETING CAMPAIGNS GOING BEYOND BURGERS THROUGH BRAND EXTENSION
- 10. BUILDING BRAND EQUITY AFFORDABLE PRICES FOR THE MASSES. LOCALIZED PRODUCT AUTONOMY.
- 11. BUILDING BRAND EQUITY ADS and PROMOTION
- 12. What are McDonald’s core brand values? Have these changed over the years? The core values of the company was Quality, service, cleanliness and value(QSC&V). Their values were reflected on their Products and their service. Through the 80’s they losttheirsense of direction due tothe aggressive expansion of the company. They recovered by implementing “ Plan to Win” which provided the company’s 5 Ps –People, Product, Promotions,Price and Place.
- 13. With the economy turning around for the better, should McDonald’s change its strategy? Why or why not? The product that is selling a product is consumed more when people haveless money. The product it was selling would meet the requirements of people who are struggling during the economic crisis by giving them food at a cheaper price than most restaurants would. McDonalds should in fact change its strategy to keep its customers only slightly by possibly improving the quality of their food broadening theirmenu.
- 14. What risks do you feel McDonald’s will face going forward? McDonald’s should offer more premium options and establish itself as a provider of normal goods while maintaining the value that its customers expect. Increasing health conscious consumers are opting for natural/healthier products. Increasing Competition in the fast food sector. Wider options for consumers to reach out for other than just Burgers and fries.
- 15. Summary • Richard & Maurice McDonald started 15¢ hamburger stands with golden arches inCalifornia. • Ray Kroc, a milkshake machine salesman, bought world franchise rights. He later purchased the company from the brothers for $2.7 million. • Builds the most recognizable brand in the world. • Diversifies its menu to stay in the competition. • Low pricing and intensive marketing campaign fuels the growth of the company. • Health conscious society might move on to healthier options. • Needs to introduce healthier options to stay in the competition.
- 16. DISCLAIMER Sameer Mathur IIMLucknow, Marketing Professor 2013- McGill University Marketing Professor 2009 –2013 Carnegie Mellon Ph.D and M.S (Marketing) 2003 -2009 Durai V Ashwin NIT Trichy, Marketing Management Intern -2018.