This document presents information about McDonald's marketing strategies. It discusses McDonald's history and founding, segments of customers, products offered, objectives of promotion and corporate goals. It also provides an analysis of McDonald's marketing environment including SWOT analysis and discusses strategies around product, price, place, promotion and people.

2. Marketing Management
Presented to:
ANWER ZAIB KHAN

3. Presented by
• Muzamil shahroz (F15-1234)
• Zain Anwar (F15-1280)
• Talha Ashiq (F14-1306)
• Zoha saleem (F15-1186)
• Beenish Parveez (F15-1040)

4. McDonald’s

5. • MCDONALD’S PROFILE
• McDonald’s was started by Richard and Maurice McDonald’s as a
restaurant concept in California on 15th May, 1940
• Mr. Ray Kroc took over the rights from McDonald brothers and
founded the McDonald's corporation on 15th April, 1955
• The headquarter of the McDonald’s corporation is at Oak Brook
• Scenarios
• Economic Slowdown
• Health Conscious attitude of People
• Increased Competition

6. • Fact And Figures
• World’s largest chain of fast food restaurants
• More than 62 million served daily
• In 120 Countries
• 36000 Branches
• Sells more than 75 burgers every second
• It currently employs around 600000 employees worldwide
• Revenue Worldwide 22.6 $ Billions

7. • Mission And Values
• McDonald's brand mission is to be their customers' favorite place and way
to eat.
• McDonald’s Vision Statement
• McDonald’s vision is to make every customer in every store smile. This is
a vision which maybe easy to acquire through other ways but to do it
professionally is a totally different thing.
• McDonald’s Values
• Place the customer experience at the core of all they do
• Committed to people
• Believe in the McDonald’s System
• Operate business ethically
• Give back to communities.
• Grow business profitably
• Strive continually to improve

11. • Objectives of Promotion Strategy
• Get them In
• Trade them Up
• Products
• Hamburgers
• Chicken Sandwich
• French Fries
• Soft Drinks
• Breakfast Items
• Deserts

12. Corporate Objectives
To serve good food in a friendly and fun environment
To provide good returns to its shareholders
To provide its customers with food of a high standard, quick service and value
for money.
Long Term Objectives
McDonald’s vision is to be the world’s best quick service restaurants
experience.
McDonalds is committed to maintaining and developing the best food
products in the quick service restaurant market.
In order to deliver this, the company has made a number of commitments to
food safety and nutrition.

13. • Segmentation:
• 1) Demographic Segmentation:
• Kids, Family and Students
• 2) Psychographic segmentation:
• different personality traits, values,
attitudes, interests, and lifestyles of
consumers.
• 3) Behavioral segmentation:
• Occasions, for e.g. Birthday
Parties of kids

14. McDonald’s Other Restaurants
Mc Drive
• Provide drive through service
Solid Gold McDonald’s
• Special them restaurant
Mc Café
• Café style
Mc Express
• Located in shopping malls

15. Sub Brands
• Chipotle Maxican Grill
• Donates Pizza
• Sun Partners
Advertising Ways
• Bill Boards
• Signage
• Sponsors
• Sporting Events
• Makes Coolers & Orange Drinks With Their Logo

16. • Marketing Strategy of McDonalds
• 5 points of marketing of McDonald’s
• Product
• McDonalds includes specific aspects of its service and products like
packaging, looks and desirability. This includes non-tangible and tangible
features of the services and product.
• Place
• n United States almost 50% of McDonald’s outlets are located three
minutes away from each other. There are specific level of happiness and
fun which McDonalds offers to its consumers. It offers value position that
based on the requirement of the consumer.
• Price
• McDonald’s restaurant has specific value pricing as well as bundling
strategy like combo meal, happy meal, family meal and happy price menu
in order to improve total sales of the service and product.

17. • Promotion
• I’m loving’ it campaign to attract family Feature artists to target teenagers The
right message has to be communicated to the right audience through the right
media.
• People
• McDonalds understands the significance of both consumers and employees. It
understands the truth that happy workers can serve properly and led in happy
customers.

18. • The IMC concept of McDonalds
• The IMC concept of McDonalds fast food chains nowadays is linked with the
efficiency of the capitalist and the practices of the American consumers. This
includes hamburgers, cheeseburgers, chicken sandwiches, French fries, salads,
milk shakes, desserts
McDonalds and Market Penetration
• McDonald's has a new strategy to penetrate the market. The object of market
penetration is to sell more of the current product to the current market segment.
The company has a strategy to add $125,000 additional new sales per store in
new beverage sales alone.

19. • Micro Environmental Analysis
• Micro environment covers the internal factors which influence the
operations of organization. McDonald's is influenced by its internal factors
.The internal factors are-
• Suppliers
• Competitors
• Customers
• Publics
• Intermediaries
• Suppliers
• McDonald's has its own suppliers and it practices very close relationship
with suppliers.
• Competitors
• As the global market of 21st century is highly competitive, McDonald's has
some strong competitors, for example, KFC, Burger King, Pizza Hut etc.

20. • Customers
• McDonald's is serving millions of customers daily.
• The Public
• McDonald's works with considering the power and importance of
different groups for instance, Media, central and local government,
financial community, consumer group, pressure group and so on.
• Intermediaries
• As the business operation of fast food chain is different from other
hospitality organization like hotel or air lines or tour operators, the
intermediaries are not required in this case.

21. • Macro environmental analysis
• Macro analysis is also known as PESTEL analysis which stands for-
• Political factors
• Economical factors
• Social factors
• Technological factors
• Environmental factors
• Political factors
• McDonald's business is also under the control of government's rules and
regulations.
• Economical factors
• Due to international business operation, McDonald's faces different scale of
tax and revenue measurement in different country.

22. • Social Factors
• The life style of people is being changed and the demand of this change
affects McDonald's.
• Technological factors
• . Modern and speedy distribution channels, easy and quick payment facility,
customer entertaining equipment in store, wireless internet facility in all
stores etc. can help McDonald's to keep on its success.
• Environmental Factors
• McDonald's is criticized for using some harmful elements for example,
non-biodegradable substances for its drinks glasses.

23. • SWOT ANALYSIS
• Internal Strengths
• Experience
• Brand Recognition
• Good communication and friendly environment
• Partnership
• Attractive places
•
• Internal Weaknesses
• Product Variety
• Profit fluctuation
• Employee turnover

24. • External Opportunities
• Reasonable Prices
• Opportunity to be Innovative
• Sponsorships
• External Threats
• More health conscious customers
• Foreign as well as local competitors
• Changing customer styles

25. • Conclusion
• McDonald’s has become market leaders and is continuing to grow.
• McDonald’s is consistent with meeting its customers satisfaction.
• In 2006 McDonald’s had 9 UK restaurants that opened 24 hours a
day. Now the number is 567 as demand has increased for breakfast
and late meals.
• As you can see McDonald’s performance is growing greater by the
years, this reflects why they are market leaders.