International Case on Macdonald’s

Presented by:

Krishna Prasad Gaihre

Introduction:

• International Food Chain of hamburger fast food restaurants.

• serving around 68 million customers daily in 119 countries across 35,000 outlets.

• The majority of the restaurants are owned through franchises.

• Their primary competitors are other

fast food chains such as Burger King

and Wendy’s.

Opportunities:

• American fast food test style

growing rapidly.

• Newer products

• More franchises - less risk

• High Growth in China and Russia

Threats:• Competition - global, national, regional, and local Commodity

• Growing health conscious population

• Food safety – bacteria.

Strategies:• McDonald’s “QSC & V” (quality, service, cleanliness and value).

• Its products, handling and cooking procedures and kitchen layouts are standardized and strictly controlled.

• Regional cultural attachment in it’s international flavor.

• Family oriented, children oriented service.

• standardly trained employees.

• Seasonal products.

• Goal changing from getting bigger, to getting better.

• Advertise on the internet more. Get more people to visit their website.

• Of course build brand awareness and loyal customers

• Secondary advertising

Conclusion:

• Different from competitors in test, quality and service.

• McDonalds is doing best: Marketing

• They are trying to control the secondary advertising, and utilize it for something that’s profitable for the stockholders.

• They are building brand awareness through this marketing.

Thank you!