McDonald's began as a small hamburger stall opened by brothers Richard and Maurice McDonald in California. Ray Kroc later partnered with the brothers and helped turn it into a large franchise, eventually buying the worldwide rights and taking the company public. McDonald's is now a global franchise with over 35,000 outlets in 119 countries serving around 70 million customers daily. Though it faces competition, McDonald's has been highly successful due to its cheap and tasty menu, excellent marketing, and strong brand value associated with its iconic golden arches symbol. However, it also faces criticisms over the healthiness of its food and has worked to address issues like animal welfare.

1. McDonald’s- A Case Study

2. HISTORY
SIZE OF THE COMPANY
COMPETITION
REASONS FOR SUCCESS
PROBLEMS
QUESTIONNAIRE
SUMMARY

3.  Richard and Maurice McDonald start a hamburger stall
with golden arches in California.
 Ray Kroc partners with the brothers to turn the small
idea into a huge franchise
 Ray Croc bought the worldwide rights and took the
company public.
 The company is now a global franchise with
establishments around the globe.

4. McDonald’s in China.
A Classic Establishment in
the United States.
A typical McDonald’s in the
Europe.

5. Burgers
French fries
Hamburgers
Wraps
Coffee & Lattes
Pizza

6. McDonald’s faces lot of competition from
the above brands. McDonald’s is ahead of
it’s competition at the moment.

7. The chart
speaks for itself
and McDonald’s
has been a cut
above it’s
competitors.

8.  More than 35000 outlets
in more than 119
countries.
 Employs more than 1.9
million people.
 Feeds around 70 million
people worldwide daily.
 Generated 25.4 billion
revenue in 2015.
 Is the global leader in fast
food chains.

9. 1. CHEAP AND TASTY FOOD
2. EXCELLENT MARKETING
3. BRAND VALUE
4. CLEAN AND GOOD QUALITY

10. McDonald’s is known for it’s cheap menu
while not compromising in taste.
It is the world’s favourite food chain.

12. McDonald’s has increased its’s
brand value through brand
extension.
The ‘M’ which symbolizes the
first hamburger stand setup by
it’s founders is a brand symbol
recognized globally.

13.  McDonald’s is known for it’s clean outlets across the
world
The quality of food provided in McDonald’s is top
notch.
The customer service is very friendly and makes the
experience even more enjoyable.

15. The food served in
McDonald’s is often very
high in calories and is
extremely unhealthy.
This has been targeted
by competitors in
marketing against
McDonald’s.

16. McDonald’s has
faced animal cruelty
charges in the past.

17. McDonald’s has introduced
healthy options menu to provide
better eating options to it’s
customers.
McDonald’s has changed the
way it harvests it’s chicken
and has done it’s best to
reduce animal cruelty.

18. What are McDonald’s core brand values?
Have they changed over the years?
The core values of the company are quality, cleanliness,
and good service.
The pricing and the state of the outlets around the world
stand witness to the core values of McDonald’s.
In the 1980’s, the company lost track of its core values
due to rapid expansion and not enough focus.
But the company has come back strong and recaptured
the market and it’s former glory.

19. What risks do you feel McDonald’s will face
moving forward?
McDonald’s will face stern competition from
local food chains in the coming years.
McDonald’s needs to train it’s workers better to
cope up with expansion drives.
McDonald’s needs to deal better with the
calorie levels of it’s products and ensure it gives
it’s customers better food choices too.

21. Created by S.T Vigneshwaran SSN college of
engineering under the esteemed guidance of
Prof. Sameer Mathur, IIM Lucknow.