MC Donald’s is the world’s leading food service retailer with more than 30,000 restaurants in 119 countries Serving 70 million customers each day.
It is one of the world’s most well-known, valuable brands & holds a leading share in the globally branded quick service restaurants segment of the informal eating-out market in virtually every country in which they do business.
MARKETING AND OPERATIONAL STRATEGIES OF McDonald's.Siddhi Sharma
This research paper consist of Marketing and operational strategies of McD. Main objective of this study is to understand the strategies used by the company in promoting their brand and creating a impact on people's minds.
This presentation is based on McDonald Case Study which is created under the guidance of Professor Sameer Mathur ,during Marketing Management internship under him.
This paper potrays the history and evolution of Mc Donald’s into India and the challenges faced by the firm and its marketing strategies in India and how it had overcome the challenges and been able to triumph over its last great frontier by providing the country-specific products by 70% indianistation of its products
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
This mini case based on McDonald's is prepared and presented by Arnav Das, IIT Kharagpur under the guidance of Prof. Sameer Mathur, IIM Lucknow during a Marketing Internship.
MARKETING AND OPERATIONAL STRATEGIES OF McDonald's.Siddhi Sharma
This research paper consist of Marketing and operational strategies of McD. Main objective of this study is to understand the strategies used by the company in promoting their brand and creating a impact on people's minds.
This presentation is based on McDonald Case Study which is created under the guidance of Professor Sameer Mathur ,during Marketing Management internship under him.
This paper potrays the history and evolution of Mc Donald’s into India and the challenges faced by the firm and its marketing strategies in India and how it had overcome the challenges and been able to triumph over its last great frontier by providing the country-specific products by 70% indianistation of its products
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
This mini case based on McDonald's is prepared and presented by Arnav Das, IIT Kharagpur under the guidance of Prof. Sameer Mathur, IIM Lucknow during a Marketing Internship.
This case was written by Dr. Sam DeMarie, Pam Manhart, and .docxMARRY7
This case was written by Dr. Sam DeMarie, Pam Manhart, and Dr. Charles B. Shrader all of the Department of Management,
College of Business, Iowa State University, December 28, 2010. It is intended to be used as a basis for classroom discussion
rather than as a demonstration of either effective or ineffective management of a situation. The dialog included in the case is
fictional and is for illustrative purposes only.
Samuel M. DeMarie, Pam Manhart and Charles B. Shrader
McDonald’s: From Big Mac to P’tit Plaisir
Introduction1, 2, 3
Jim Skinner, current CEO of McDonald’s Corporation, sat in his office and reflected on his
company’s recent experiences. The firm had overcome many obstacles in its quest to be viewed
as a valued business partner in each of its operating regions. The future looked bright.
Was it only a few short years ago that McDonald’s had been the focus of demonstrations and
sometimes violent protests? McDonald’s had doggedly used its tried and true business practice
of standardization to create a consistent customer experience throughout the world. This allowed
the company to become the world’s largest fast food restaurant business. Yet somehow this
previously sound business strategy had unintentionally led to the company becoming an icon for
much that was wrong with global business. Those were challenging times and required
significant changes to rebuild the global brand of McDonald’s.
As Skinner considered his company’s situation the phone rang. It was Cindy Goody, Director of
Nutrition for the company. Goody told Skinner about a troubling commercial she had just
finished watching on US television. In the commercial the iconic Golden Arches appear
shackled over the feet of a dead man with the caption ‘I was lovin’ it’. A hamburger is clutched
in his hand, and a woman weeps over his body. Goody, knew this was exactly the type of thing
she and Skinner thought they had defeated. The commercial, developed by the nonprofit group
Physicians Committee for Responsible Medicine, was the latest in a series of attempts to blame
fast food consumption for increasing rates of heart-disease and obesity. Frustrated but resolute,
Goody knew the company was now committed to providing balanced menu choices for
customers, and that many of its menu items were healthy while being reasonably priced. She felt
confident in the company’s new menu that reflected traditional American tastes but also
incorporated foods from around the world. The new, more expansive menu now included
everything from one-dollar burgers and snack wraps to moderately expensive salads, and was
gaining appeal to an ever widening range of customers.
2 Iowa State University College of Business
Goody had been instrumental in developing the healthier and more international menu over the
past few years. Her work entailed traveling the world for menu ideas, infusing the menu with
healthier items, and hirin ...
WTO & Trade Issues - Legal and Ethical Issues in International Marketing.pptxDiksha Vashisht
Making the leap into overseas marketing involves more than just identifying a new market and going after it. The process requires plenty of foresight and local knowledge if the pitfalls of legal and cultural issues are to be avoided. Linguistic and cultural differences, shifting political systems, and governmental protections for home-grown brands will all have to be planned for and dealt with first.
WTO & Trade Issues - International Trade Environment.pptxDiksha Vashisht
To better understand how modern global trade has evolved, it’s important to understand how countries traded with one another historically. Over time, economists have developed theories to explain the mechanisms of global trade.
The main historical theories are called classical and are from the perspective of a country, or country-based.
WTO & Trade Issues - International Promotional Strategies.pptxDiksha Vashisht
Communication is the basis of promotional activities. Companies attempt to convey product information to potential customers. Promotion involves marketing efforts that inform, remind and persuade customers. Product or service promotion is carried through communication and certain tools are adopted for this:
Advertising: The advertising is any paid form of non-personal presentation and promotion of goods and services by the identified sponsor in the exchange of a fee
WTO & Trade Issues - International Product Policy.pptxDiksha Vashisht
International product life cycle discusses the consumption pattern of the product in many countries. This concept explains that the products pass through several stages of the product life cycle.
The, product is innovated in country, usually a developed country, to satisfy the needs of the consumers.
The innovator country wants to exploit the technological breakthrough and start marketing the products in foreign country.
WTO & Trade Issues - International Pricing.pptxDiksha Vashisht
The price of the product for domestic and export purposes shall be calculated in somewhat different manner. There are various methods of pricing the product in international market. Exporter may follow any method to calculate price. But before that he must be able to identify competitor’s price.
WTO & Trade Issues - International Marketing Introduction.pptxDiksha Vashisht
International Marketing is the application of marketing principles by industries in one or more than one country
International marketing is based on an extension of a company’s local marketing strategy, with special attention paid to marketing identification, targeting, and decisions internationally
WTO & Trade Issues - International Marketing Environment.pptxDiksha Vashisht
International Marketing environment refers to the controllable and uncontrollable forces that influence upon the marketing decision making of a firm globally. International Marketing environment is comprised of those components which shape policies, programmes and strategies of an international marketer.
WTO & Trade Issues - International Financial Institutions.pptxDiksha Vashisht
The International Monetary Fund (IMF) is an international organization that promotes global economic growth and financial stability, encourages international trade, and reduces poverty. Quotas of member countries are a key determinant of the voting power in IMF decisions.
Votes comprise one vote per 100,000 special drawing right (SDR) of quota plus basic votes. SDRS are an international type of monetary reserve currency created by the IMF as a supplement to the existing money reserves of member countries.
Foreign Trade Policy is a set of guidelines and instructions established by the DGFT in matters related to the import and export of goods in India. The Government of India, Ministry of Commerce and Industry announces Export Import Policy every five years.
Exporting marketing is the practice by which a company sells products or services to a foreign country. Products are produced or distributed from the company's home country to buyers in international locations. Hereby a company markets the products/services in international locations
Consumer Behavior is the study of individuals, groups, or organizations and all the activities associated with the purchase, use & disposal of goods & services & how the consumer’s emotions, attitudes & preferences affect buying behavior.
Retailer’s Classification on the basics of Operational Structure.pptxDiksha Vashisht
Store Based: Store based formats can be further classified into two formats based on the basis of Ownership or Merchandise offered. Non Store Based Classification: Non Store retail organizations focus on establishing direct contact with the consumer.
A retail outlet or store is a retail sales establishment which has a genuine retail activity and which therefore has a sales area. This therefore excludes ancillary establishments such as warehouses or the offices of commercial enterprises without their own turnover..
A service blueprint is a diagram that visualizes the relationships between different service components — people, props (physical or digital evidence), and processes — that are directly tied to touchpoints in a specific customer journey. Think of service blueprints as a part two to customer journey maps.
Since 1890, Dressed in white outfit and traditional Gandhi Cap, Mumbai Army of 5,000 Dabbawalas fulfilling the hunger of almost 200,000 Mumbaikar with .
Globalization has given impetus of international trade which is increasing by the day. International trade involves multiple agencies, transportation agents, carriers as well as Customs and Banks etc of the two countries involved in trade.
Export and Import transactions are essentially dependant upon documentation and information to flow across all related agencies smoothly.
International Trade Logistics - Type of Duties.pptxDiksha Vashisht
Internationally, all import and export shipments originating or entering in a country are regulated through the customs laws and regulations of respective country. In India, all import and export shipments are cleared through various customs check points as per provisions contained in the Indian Customs Act (ICA) 1962.
International Trade Logistics - Documentation.pptxDiksha Vashisht
Documents are at the heart of all logistics processes. Invoices, bills of lading, shipping slips, customs documents, and packing lists are just a few of the (typically) paper documents that are passed through many hands from supplier to receiver to end customer
The trading of one currency for another or system of converting one national currency into another (Rupee for Dollar)
An exchange rate is the price of a currency (value of one currency relative to the other)
It is essential for the trading between nations
For Example: how many Indian rupees does it take to buy one US dollar?
If the exchange rate is 71, it means Rs. 71 are needed to buy 1 USD
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
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Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
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- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
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3. ABOUT US
MC Donald’s is the world’s
leading food service retailer
with more than 30,000
restaurants in 119 countries
Serving 70 million customers
each day.
It is one of the world’s most
well-known, valuable brands &
holds a leading share in the
globally branded quick service
restaurants segment of the
informal eating-out market in
virtually every country in which
they do business.
03
4. F
U
L
L
F
O
R
M 4
M
C
D
O
N
A
L
D
S
ove forward
Focus on what is best for the system
ontributions
Recognise individual & team achievement
Evelop
Integrity & trust
Pen communications
Confront & resolve problem
o losers
Aim for “win win” situation”
ctivity listen
Act the way you talk
everage diversity
Debate for the benefit of the system & customer
eliver
All commitments
upport
Decision's 100%
5. NAME : Mc Donald’s Corporation
INTRODUCTED ON : May 15, 1940 (80 years)
LOGO :
INDUSTRIES SERVED :Fast Food Restaurants
ORIGIN : UNITED STATE (California)
FOUNDER : Richard & Maurice (1st restaurants)
Ray Kroc (Founder of Mc Donald’s corporation)
GEOGRAPHIC AREAS SERVED : WORLDWIDE (+100 COUNTRIES)
REVENUE : $23.26 billion (2023)
SERVING PER DAY : 70 BILLIONS people
CEO (USA) : Chris Kempczinski
CEO (INDIA) : Amit Jatia
5
COMPANY PROFILE
6. 6
1937:
DICK & MAE MC
DONALD
CREATED THE
FIRST
RESTAURANTS
1965:
STOCK MARKET LISTING
1969:
NEW
LOGO
1996:
McDonalds.com
launched
1952:
THE BUSINESS
MAN RAY KROE
BOUGHT DICK &
MAE MAC
RESTAURANT’S &
LAUNCHED THE
Mc Donald's
company
1967:
GOES
INTERNATIONAL
1975:
FIRST
DRIVE
-THRU
2013:
34M
RESTAURANTS
IN 119
COUNTRIES,
27 BILLION
REVENUE, $2.5
MILLION
EMPLOYEES
7. FIRST RETAIL OUTLET &
ADVERTISEMNET
07
•The oldest McDonald’s restaurant that is still
operational is the Sit-in Hamburger, located in
Lakewood Boulevard in Downey, California.
•In 1954 Ray Kroc visited the McDonald Brothers
and finally, became the first franchise agent.
8. FIEST MEAL LAUNCHED BY
MC DONALDS
8
IN 1985The Burger Wars yielded the
Value Pack – a direct ancestor to
America’s greatest love: the Value
Meal. The Wars also forced
McDonald’s to diversify their menu
further – and, hence, the Mc Nugget
was born.
9. Ronald
McDonald
(1963)
Ronald McDonald, who represents
the magic and happiness of
the McDonald's brand, is setting out
on a global mission to rally the public
through inspiring events.
For the first time, Ronald McDonald
will take an active role on McDonald's
social media channels around the
world and engage consumers using
the #RonaldMcDonald hashtag. As
Ronald begins his journey, he seeks
to deliver on the mission: "Fun makes
great things happen" -- the idea that
moments of fun and enjoyment bring
out the simple pleasures in life and
can lead to acts of goodness. 09
BRAND AMBASSADOR
11. HOW MC’ DONALD’S SPREAD IN THE WORLD
11
THE FIRST MC
DONALD’S IN USA
OPENS:1940
CALIFORNIA
THE FIRST MC DONALD’S
OPENS OUTSIDE THE US:
1967
RICHMOND
BRITISH
COLUMBIA
CANADA
THE FIRST MC
DONALD’S IN INDIA
OPENS:1996
DELHI
THE FIRST MC
DONALD’S IN ASIA
OPENS:1972
JAPAN (TOKOYO)
13. • TOTAL NUMBER OF
RESTAURANTS ARE IN
INDIA
2023
HOW MANY Mc Donald’s ARE IN THE WORLD?
13
RESTAURANTS
• TOTAL NUMBER OF
RESTAURANTS ARE IN
THE WORLD
38,00
0
2023
300+
16. PRODUCT
01
6
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit.
Section 3 Title
Vegetarian menu: Crispy
Chinese, Mc Veggie,
pizza mc puff, paneer
salsa wrap
Beverage: Cold-Coffee,
Ice-tea, Hot serves, Mc
Shakes
Non-vegetarian menu:
Filet-o-Fish, chicken Mc
curry pan, Mc chicken
17. SERVICES
17
• Having more than 15000 wi-fi
enabled restaurants
• Average wait time at a Mc
Donald’s drive-thru :208
second
22. 22
• McDonald's is the second-
largest fast food chain in
the world. But if you
believe this study,
'McDonald's' as a brand is
worth almost 18.5 times as
much as 'Burger King,' even
though McDonald's only
has about twice as many
restaurants worldwide..
MC DONALD’S
• While its unclear whose
products win the battle,
burger king clearly win
the advertisement battle.
They have been more
dominant, more
consistent & more witty.
Even at times when
McDonald’s would roast
by sliding in better
offering.
• Considering only the
number of calories, burgers
at McDonald s are healthier
than ones at KFC but it is
not the case with the
French fries,
where KFC serves healthier
fries when compared to a
small serving of fries
at McDonalds
BURGER KING KFC
24. COMPETITIVE
ADVANTAGE
• Striving to be cost leaders: prices cannot be
matched by competitor’s.
• The speedy delivery of the food
• Strong global presence & largest market
share in fast-food industry.
• Net competitive advantage.
24
25. Market Share Of Fast-food
25
Mc Donald’s is leader with 27% Market Share
27%
20.60%
9.40%
8.40%
5.00%
4.70%
2.10%
2.00%
Mc Donald's
KFC
BURGER KING
7-ELEVEN
SUBWAY
LONG JOHN SILVER
DELIFRANCE
MOS BURGER
26. MC DONALD’S IN INDIA
• Mc Donald’s opened its doors in India in
October 1996 at Basant Lok in vasant vihar
• They have restaurants in Mumbai, Delhi,
pune, Ahmedabad, Vadodara, Ludhiana,
Jaipur, nodia Faridabad, Manesar,
Gurugram.
• The Indian market was different in terms of
customer’s taste, value systems, lifestyle,
language, perception & purchasing power,
as compared to most of the other countries
where they had a presence. To establish
themselves their entire marketing strategy.
26
27. ACHIVEMNETS
27
• Awarded many awards like “ Most
Respected Company” for successive years.
• Among all the competitors Mc Donald’s is
the leading brand.
• During its initial footsteps it start from
California & now it is expanded to 31000
cities worldwide.
• He appeared on super size meal, is listed in
Guinness book of world records & has a
movie called MC Daddy.
28. PROBLEMS
To defend the image of
its food, McDonald’s
launched a social media
campaign last week
inviting customers to ask
questions about the
ingredients it uses.
Consistency has long been one
of McDonald’s attractions —
people like knowing exactly
what they’ll get when they
order a Big Mac. But now
people are gravitating toward
places like Chipotle that let
people tailor their orders.
02
8
Bad food image
McDonald’s executives have
said they introduced too many
items too quickly last year,
such as Mc Wraps and the
option to substitute egg whites
for its breakfast sandwiches.
That slowed down service and
led to inaccurate orders.
Lack of flexibility Slow, inaccurate
service
29. CONCLUSION
29
• Good performance in fast-food industry
• Long reputation for strong marketing
campaign.
• Must change to adapt new environment
• Have more innovation & creative strategy.