Richard and Maurice McDonald established the original hamburger stands, which Ray Kroc transformed into a successful global franchise. McDonald's has maintained its leading position in the fast-food industry through consistent quality, innovative marketing, and adapting to various markets worldwide. Challenges include rising health trends and increasing competition, necessitating a focus on healthier menu options and food safety in the future.

1. BUT WHY ?

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

5. COMPETITION
& MANY
MORE………

7. GOING
INTERNATIONAL

8. 1971-MCDOANALDS GOES INTERNATIONAL
ASIA-TOKYO,JAPAN
EUROPE-GERMANY,NETHERLANDS
1967-CANADA
1971-AMSTERDAM,SYDNEY
1979-RIO,BRAZIL
1990-RUSSIA,CHINA
1996-INDIA( 2 GREAT THING HAPPENED IN THIS
YEAR FOR INDIA, ONE WAS McD AND THE
OTHER WAS ME……)

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

10. What is the secret?
A billion dollar
question

11. CONSISTENCY: Same Quality everywhere
(Not a Myth But a Miracle)
Innovativeness : Introduction of
new products and services

12. BUILDING A STONG BRAND
EQUITYA WIDE ARRAY OF MARKETING
CAMPAIGNS
GOING BEYOND BURGERS TO
INTRODUCE A NEW PRODUCTLINE
THROUGH BRAND EXTENSION

13. AFFORDABILITY-THE
KEY FOR LURING THE
MASSES
CLEANLINESS-ALL
MCDONALDS STORES
ARE VERY NEATLY
MAINTAINED

14. SWOT ANALYSIS
STRENGTHS:
LARGEST FAST FOOD MARKET SHARE
CHILDREN TARGETTING
LOCALLY ADAPTED
FOOD MENUS

15. WEAKNESS
UNHEALTHY FAST
FOOD
NEGATIVE
PUBLICITY
NEW PRODUCTS

16. THREATS
TRENDS TOWARDS
HEALTHY EATING.
LOCAL FAST FOOD
CHAINS.
CONTROLLED
EXPANSION.

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.