3. RICHARD AND MAURICE McDONALD BUILT HAMBURGER STANDS WITH
GOLDEN ARCS IN CALIFORNIA.
RAY CROC a MILKSHAKE MACHINE SALESMAN PARTNERED WITH THE BROS
AND TURNED THEIR SMALL IDEA INTO A BIG FRANCHISE.
IN 1961 CROC PURCHASED THE COMPANY FROM THE BROTHERS FOR 2.7
MILLION DOLLARS.
YES YOU HEARD IT RIGHT, JUST 2.7 MILLION
DOLLARS.
4. ABOUT
MCDONALDS.A LARGE CORPORATION IN FAST
FOOD INDUSTRY.
.MAJORITY OF RESTAURANTS OWNED
THROUGH FRANCHISES.
.THEY EMPLOY ABOUT 447000 PEOPLE.
.HENCE ONE OF THE MOST WELL
KNOWN BRANDS OF THE WORLD
9. The First McDonalds Drive-Thru
opened in 1975 in Arizona
Happy Meals added to
McDonalds menu in 1979
McDonalds launched the new
worldwide Balanced Active lifestyles
publicity campaign in 2005
17. What are McDonald's core brand values? Have these changed
over the years?
.CLEAN ENVIRONMENT
.FAST FOOD
.HIGH QUALITY SERVICE
.AVAILABLE TO EVERYONE
YES ,THEY HAD A CRISIS IN THE MIDDLE,BUT THEY CAME BACK
STRONG AND STUCK TO THEIR CORE BRAND VALUES.
18. How has McDonald's grown its brand equity over the years? Has
McDonald's changed in different economic times or in different parts
of the world? Explain.
THROUGH:
GREAT MARKETING CAMPAINS
NEW PRODUCTLINES
NO,MCDONALDS WAS ONE OF THE FEW
RESTAURANTS THAT DID GOOD EVEN DURING
RECESSION,HENCE SHOULD STICK TO ITS
STRATEGY OF PROVIDING AFFORDABLE QUALITY
FOOD
19. What risks do you feel McDonald's will
face going forward?
.HEALTHY DIET
.INCREASING
COMPETITION(PIZZA HUT,
SUBWAY)
.COMMODITY COST INFLATION
20. SUMMARY
.HISTORY-STARTED IN 1955(FRANCHISE).
.ALWAYS HAS BEEN THE WINNER AMONG THE
COMPETITORS.
.HAS ITS PRESENCE WORLDWIDE HENCE A VERY
SRONG BRAND.
.AMAZING MARKETING ,AFFORDABILITY LEADING
TO A SALES HIKE.
.HAS A HEAVY COMPETITION .
.NEEDS TO TAKE CARE OF FOOD SAFETY AND
INTRODUCE HEALTHIER ITEMS IN THE FUTURE.
21. DISCLAIMER
CREATED BY A THEJ THANAY, NIT TRICHY,
DURING A MARKETING INTERNSHIP UNDER
Prof SAMEER MATHUR,IIM LUCKNOW.