Strategic marketing , US market , competitors , Ad programs , PESTLE analysis , franchising , marketing mix of the service .

2. United States Of America
Currency
US$ which is a
federal reserve
note.
Most used in
International
Transactions .
Worlds dominant
Reserve currency
also known as
defacto currency
Balance Of Payment
:
Current Account
balance- $124.1 billion
(3rd quarter)
$111.1 billion (2nd
quarter)
Deficit increased to
2.7% from 2.5%
$190 billion from
$189.2 billion
Trade Practices in
USA :
Major Exporter of
machines , engines ,
pumps , electronics ,
oils , vehicles
Major Importer of
Apparels, Footwear,
Furniture , Appliances
Kitchen and
Households

3.  Worlds largest chain of hamburger fast food restaurants , serving 68
million customers daily .
 Revenue : US$ 27.44 billion (2014)
 Employees : 30,60,000 (2014)
 Headquarter in Illinois, USA & company began in 1940.
 A McDonald's restaurant is operated by a franchisee, an affiliate, or
the corporation itself. McDonald's Corporation revenues come from
the rent, royalties, and fees paid by the franchisees, as well as sales in
company-operated restaurants.
 14,157 McDonald's restaurants in the United States in 2012
 In 2014, McDonald’s had a brand value exceeding 85 billion U.S.
dollars.
Introduction of McDonalds

4. McDonald's began divesting itself of other chains it
had acquired during the 1990s. The company owned a
majority stake in Chipotle Mexican Grill until October
2006
McDonalds promises Quality, Service,
Cleanliness and Value in slogans like “YOU
DESERVE A BREAK TODAY” , “FEED YOUR
INNER CHILD”.
Toys for children with happy meal

5. 7.4
7.6
7.8
8
8.2
8.4
8.6
8.8
9
2008 2009 2010 2011 2012 2013 2014
Revenue(millions)
Revenue(millions)
Revenue of McDonalds

6. MARKETING MIX
Hamburgers
Chicken nuggets
Cheese burgers
French fries
Breakfast items
Soft drinks
Milkshakes
Desserts
Dollar menu-
low cost food
and drinks
Tier 2 suppliers –
primary food
producers
Tier 1 suppliers
are processors
30 – 35 SKU at the
supply side ,
creating a
streamlined
operation2
6th position on ―
Best Global
Brands 2011
The
iconic Golden
Arches
are used in
promotions
globally.
The I'm lovin‘ it
campaign
launched in 2003
McDonald‘s aim is
to create a
vibrant working
environment for
staff and
managers.
Employees
undergo rigorous
on-the-job
training in
customer service,
food handling and
preparation..

8. Political factors Legal factors
• Increasing international trade
agreements (opportunity)
• Pending tax reform
(opportunity)
• Evolving public health policies
(threat and opportunity)
• New legal minimum wage levels
in the U.S. (threat)
• Local health regulations in
workplaces and schools (threat)
• Animal welfare regulation
(threat & opportunity)
Economic Factors
 Slow but stable growth of the U.S.
economy (opportunity)
 Stable but risky European economies
(threat)
 Slowdown of the Chinese economy
(threat)

9.  Widening wealth gap (opportunity)
 Increasing cultural diversity
(opportunity)
 Healthy lifestyle trend (threat &
opportunity)
Sociocultural Factors
 Moderate R&D activity in the
industry (opportunity)
 Increasing business automation
(opportunity)
 Increasing sales through mobile
devices (opportunity)
Environmental FactorsTechnological Factors
 Rising interest for corporate environmental
programs (opportunity)
 Increasing emphasis on sustainable business
strategies (opportunity)
 Climate change (threat)

10. 10 Strategies that are keeping
McDonald’s Barrelling Forward:
 Focusing on heavily emerging markets
McCafe has been a big win
Offering a wider variety of food to attract large
segments
Delivering food to the customers in places
they demand it
Making it stores more attractive to get
customers in
Increasing its offering of snacks items
Shortening of menu cycle e.g. McRib
Importing its successful niche product
Expanding its dollar menu to breakfast
Accepting Cross-cultural barriers

12. Advantages of Franchising :
Franchising requires less capital than other growth methods
Rapid expansion
Market Dominance
Franchising puts a "business owner" in charge
Great Buying Power
Franchising puts a "business owner" in charge
Increased name recognition
Increasing Advertising and Marketing budget
New revenue streams are created

14. McDonalds Ads Program
Lets eat out! (1960–1965)
Look for the Golden Arches! (1960–1967)
Go for the Goodness at McDonald's (1962–
1969)
The closest thing to home (1966–1969)
McDonald's is your kind of place (1967 –
January 22, 1971)
You deserve a break today (January 23, 1971 –
April 23, 1975)
30 years of good times and great taste (1985,
30th anniversary)
I'm lovin' it (September 29, 2003–present)
What we're made of (2008–present)
You want it, need it, you gotta have a taste of
McDonald's burgers (December 1, 2010 –
present, The simple joy of McDonald's (2010–
2013)

15. PGDM2:
Priyanka Banerjee
Ankita Sharma
Amritpal Kaur Virk
Arshpreet Kaur Sohal
Pooja Agarwal
PGCM5: Ankur Sharma