- McDonald's started as a hamburger restaurant and has since expanded to offer varied products and operate over 34,000 restaurants across 119 countries. - In 2003, McDonald's implemented a "Plan to Win" strategy to refocus on quality and customer service, which it still follows today. - After aggressive expansion, McDonald's lost focus but addressed this with a new "5 P's" strategy emphasizing hot, high-quality food at a great value.

1. I'm lovin' it

2. Maurice and Ronald Mc
Donald with Ray Kroc

3. Started as a hamburger restaurant

4. THE
SUCCESS
STORY

5. Varied products now available

6. McDonalds is the world's
leading Hamburger fast-food
center with more than 34,000
restaurants in 119 countries. More
than 80% restauants are operated
by franchisees

7. LONG TERM
OUTLOOK
In 2003 McDonalds implemented a
plan called "plan to win" strategy
which help's the restutants and its
employees to refocus on their
serving strategy and is still
functioning to date

8. After Ray korc owned the
restaurant in just 10 years
McDonald's had expanded to
more than 700 U.S
restaurants
BRAND
EXTENSION

9. QUALITY
STRATEGY
After Aggressive expansion the company lost
focus and therefore came up with a strategy
called 5 P's which allows their employees to
adapt to the most important thing
"Hot, high-quality food at a great value at the
speed and convenience of McDonalds"

10. MODERNISATION
NOW every McDonald's restaurant
is equiped with latest technology
machines and the restaurant's has
Wi-Fi capabilities and also
improved their drive through area

11. Social Services
In 1974, McDonald's opeaned the
Ronald McDonald House, a
charitable cause to help children
with lukemia, Since then it has
expanded into a global effort called
"Ronald McDonald House
Charities"

12. What are McDonald's core
brand values? Have these
Changed over the years

13. McDonald's serve to its customers and believe in
serving pure quality. McDonald's chief executive said
that McDonald's want to serve its customer hot, high
quality food at a great value at the speed.
McDonal's core principles are also states that them
want to give to community, grow profitability,
believe in McDonald's system, operate ethically, try
to improve. McDonald's committed to its people and
put their core values that's all.

14. How has McDonald's grown
its brand equity over the
years? Has McDonal's
changed in different parts
of the world?

15. McDonald's has won in the period of recession by
providing more customer based service and focusing
on cost reducing and quality enhancing strategies. It
also focused mainly on children and introduced
Ronald McDonald's clown to attract children. So in
the economy turning around McDonald shouldn't
change its main strategy. Once customer decided
that now McDonald has changed and shifted to
earning profit they will start to leave and competitive
brands will start to take advantage of that

16. What Risks do you think
McDonald's will face in
the coming future?

17. The risks I think McDonald's will face going forward
is the competition it will be getting from the new
costly brands that are developing. Since the
company is expanding, it is again going to face the
problem of unskilled workers and lack of quality.
McDonald's also needs to worry about brands like
Dominos which are offering products like pizza etc.
Since the world has entered the age of globalization,
it is now getting easier to eat a dish from one part of
the world in another part of the world. So dishes like
sushi are available everywhere. Since McDonald's is
attached to its core products, it will face reduction
in sales due to globalization

18. RECAP

20. DISCLAIMER
Created by Suraj Kande NIIT University
during Marketing Management internship
under Prof. Sameer Mathur, IIM Lucknow