Mini Case Analysis of McDonalds

1. The Story of the Power of a Brand
MINI CASE ANALYSIS

2. HISTORY:
THE BIRTH OF THE IDEA

3. In 1955, Ray Kroc franchised a
hamburger restaurant from the
McDonald Brothers.

4. By offering simple food items, such as, the
famous 15-cent hamburger, it grew
domestically and internationally in the 1960’s
and 1970’s.

5. •World’s largest hamburger fast food chain.
•Serves 70 million people in a day.
•More than 34000 restaurants in 119 countries.
AT PRESENT

6. How did
McDonald’s
do this?

7. CORE VALUES

8. Advertising was ramped up
to target its core audience
i.e. children and families.
Characters like Ronald
McDonald, Hamburgler, etc.
were introduced.

9. THE DOWNFALL
Lost focus and direction
Added 2000 new
restaurants a year
Staff was not trained well
enough.
Poor customer service and
dirty restaurants.

10. “THE PLAN TO WIN”
THE PLAN TO WIN

11. High quality
customer
experience.
Offering varied
products across
different regions

12. Improving the 5 P’s

13. Certain Changes
•More chicken than beef
•Premium salads and apple slices
instead of French fries.
•$1 Menu
•Improved Drive –Thru service and
outlook of restaurants.

14. RESULTS
2003-2006: Revenues increased by 33%
& Share price soared to 170 percent.
2012: Record revenue of $27 billion.

19. Changing
Lifestyles

20. •INTRODUCTION
•HISTORY
•ADVERTISING
•DOWNFALL
•PLAN TO WIN
•RESULTS
•FUTURE RISKS
Mini Case
Analysis
History Staying Relevant
How did
McDonald’s do
this?
Downfall Future Risks

21. DISCLAIMER
Created by Kamini Singla, IPCW,DU,
during marketing internship by Prf.
Sameer Mathur, IIM Lucknow.