McDonald's began in 1937 as a food stand called The Airdrome. It grew exponentially after Ray Kroc franchised the restaurants in 1955. McDonald's is now one of the largest fast food chains globally, with over 35,000 outlets serving over 70 million customers per day. Its success is attributed to quality products, good service, cleanliness, value, and innovative marketing like Ronald McDonald. Moving forward, McDonald's faces risks from growing obesity, new competitors, and changing customer preferences.

1. McDonald’s Case Study
SLIDE ACROSS,
TO HAVE A TASTE OF ME

2. CONTENTS
• Time flow of the McDonald's
• How big McDonald's is?
• What made McDonald’s so successful?
• Competitors of McDonald's
• Brand extension of McDonald’s
• Problems faced by McDonald’s
• Advertising strategy
• Questions on the case study
• Summary
• Disclaimer

3. Disney and
McDonald's
begins their
7-year
promotional
partnership
Ray Kroc
franchised a
hamburger
restaurant
and named it
McDonalds
McDonald grew
exponentially
in the local and
international
market
Patrick
McDonald
opens
a food and
drinks stand
called The
Airdrome
First
national
magazine
ad
appears
on life
magazine
Ronald
McDonald’s
House
inaugurated
Franchise
opened in
India
Steve
Easterbrook
appointed as
the CEO
1937 1955 1962 1960-
1970
1974 1996 1998 2015
That’s my past
TIME FLOW OF McDonalds

4. YOU WANT TO KNOW HOW BIG I AM??
Has more than
35,000 outlets in
more than 119
countries across the
globe
Has total
employees
of 3,75,000
Serves more
than 70
million
people each
day
Generated a
revenue of 26.2
billion dollars as
per 2016
I AM THEIR MASCOT!!!!

5. What made McDonald’s so
successful?

6. • Introduction of innovative products in different size
• Massive importance given to Quality,Service,cleanliness
and value
• Gives importance to the regional taste and combines it
with the products
• Different zones to fit in different kind of customers
• holistic marketing activities using Ronald McDonalds.

7. WHO ARE MY COMPITETOR’S?
BUT STILL,I’M LOVIN’ IT

8. Let me give you an
introduction of my brand
extension’s

9. One of the regional
products which satisfies the
local taste
We think beyond burgers
McCafe offers you the ultimate
taste of coffee

10. PROBLEMS FACED BY McDONALD'S
The companies product has been
associated with the word obesity due
to which many people are shifting to
alternatives
The company is expanding too fast
that there might be a possibility in
decrease of quality and service
Eg:Employees weren’t trained
well enough during the early
2000s

11. ADVERTISING STRATEGY
• Brings in the concept of meal which offers wide range of
variety.
• Attracts youngsters by offering affordable products.
• Bringing in healthier products to bring down the term
obesity.
• Sponsoring events such as FIFA world cup and NFL.
• Bringing In celebrity spokespeople such as Michael Jordan,
Venus Williams and many more.

12. Q1. What are McDonald's core brand values? Have these
changed over the years?
1) believes in serving top quality food to its customers and in the five
P’s propaganda namely people, products, promotion, price and place.
2)It works on the principle of serving the community with hot, high and
pure quality food and also grow profitably without comprising its
ethics and values, with the main aim of improving at every step.
3)In the late 2000s there was a change in the attitude of McDonalds, by
giving more importance to profit and less importance to its customers.
But facing a downfall due to this attitude it resorted to “Plan to win”
strategy and was back on its track.

13. Q2. McDonald's did very well during the recession in the late
2000s. With the economy turning around for the better,
should McDonald's change its strategy? Why or why not?
1)The main reason for McDonalds doing well during the time of recession was
because of the fact that it didn’t give up on its quality, which the company very much
believes in but at the same time it was available to the customer at a cheaper price
than most other restaurants, thereby making it affordable to the people with less
money also.
2)No, McDonalds should not change its strategy because it is this top quality service
at a customer friendly price is what making McDonalds what it is. Compromising with
this will definitely be a setback to the company.

14. Q3. What risks do you feel McDonald's will face going
forward?
1) Growing obesity
2) New generation comes with a new perspective and a different style of living.
McDonalds should adapt to this changing life style.
3) Growing inflation will also be a matter that the restaurant has to look into.
4) McDonalds need to come up with new ideas and strategies to overcome the
new competitors and to stay on top.
5) Limited menu could also be a problem in the near future.

15. Summary
• Ray Kroc franchised a hamburger restaurant from the McDonald brothers
and named it as McDonald's.
• Introduced Ronald McDonald during a 60 second commercial in 1965.
• The company has built it self as a strong band and the 6th most recognizable
brand across the globe
• The companies core value are the quality,service,cleanliness and value.
• Innovative marketing with good quality and low priced products.
• The major risk is the term obesity which is growing with the brand.
• Major competitors are Burger King,KFC And Taco Bell
• The company includes regional taste to it’s products to increase it’s brand
coverage
• The need of healthier food options in it’s menu

16. DISCLAIMER
Created by Nishanth Adiga,RV College of Engineering Bangalore during a
marketing internship by Prof.Sameer Mathur ,IIM Lucknow