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Alves JoanaHan YingGhebosu Cezara

IBMS

McDonalds : Behind The

Golden Arches


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Is there anything more universalthan McDonalds?


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McFacts about McDonalds

McDonald's Corporation is the world'slargest chain of fast food restaurants.

Serving around 68 million customers daily in119 countries .

Headquartered in the United States

McDonald's operates over 31,000 restaurantsworldwide.


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History 1940-a restaurant opened by brothers Richard

and Maurice McDonald in San Bernardino,California.

The restaurant gradually became famous and

the McDonald brothers begin franchising theirrestaurant in the year 1953.

In 1957 -Quality, Service, Cleanliness andValue becomes company motto.

In 1958, the restaurant chain sold its 100

millionth hamburger.


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In 1967, the first restaurant outside US was openedin British Columbia.

Happy Meal was introduced in US in 1979.

In 2003, the company launched the Im lovin it

campaign.

In 2005, McDonalds started its McDelivery service .

In 2008 , global packaging redesign.

In 2009 , McCafe goes national.


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Business Model

Franchise Model Only 15% of the total number of restaurantsare owned by the Company. The remaining 85% is operatedby franchises.

The UK and Ireland business model is different than the U.S, inthat fewer than 30% of restaurants are franchised, with the

majority under the ownership of the company.

McDonald's trains its franchisees and others at HamburgerUniversity in Oak Brook, Illinois.

In other countries, McDonald's restaurants are operated byjoint ventures of McDonald's Corporation and other, localentities or governments.


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Vision and mission

McDonalds vision : to be the world's bestquick service restaurant experience.

McDonald's Missions :

-Deliver operational excellence to customersin each restaurants.

- to be customers' favourite place and way toeat

BRAND PROMISETo provide Simple EasyEnjoyment to every customer at every visit.


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Products

Our clear strategy is to bring thecustomers in initially and provide a rangeof entry-level products so that they can

try

new items and graduate to the higherrungs. ---Vikram Bakshi,

Managing Director,Northern Region, India


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Burgers & Sandwiches

Chicken

Breakfast

Salads

Snacks & Sides

McCafe

Beverages


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In order to satisfy customers or conform to religiousbeliefs worldwide, McDonald's offers a regionalizedversion of its menu.

This results in products that are specific to particularregions and which are not seen in other countries thecompany operates in.


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Strenghtshuge brand equitystrong global presencebranded menu items

the worlds mostrecognized logosadapts to the culturaldifferences

good innovation andproduct development.Active Children's Charityefficient food preparationstyle

Weaknessesadvertising targets childrenhigh employee turn-over.core product line

public perceptionit has yet to accomplishgoing on the trend of organicfood.

price competition with thecompetitors resulting in lowrevenue

Opportunitiesintroduction of a healthyhamburgermore upscale restaurantsettingsprovide optional allergenfree food items

can adapt to the needs of

Threatsmajor competitorsforeign currency fluctuatio

nshealth issues heavy investments onpromotional campaigns

which decrease the gainingof market share.


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Marketing mix-4Ps

Product

Price

Promotion

Place


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Product

kept its product depth and product width limited.

continuously innovates its products according tothe changing preferences and tastes of its customers.

bring with it a globally reputed brand, worldclass food quality and excellent customerspecific product features.

introduced new products and phased out old ones.


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Price varied prices and affordable for all customers.

certain value pricing and bundlingstrategies such as happy meal, combomeal, family meal.

the customers perception of value is animportant determinant of the price charged.

adanger of using low price is that the customermay feel that quality is being compromised.


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Promotionmain objectives of advertising for McDonalds

are:-make people aware of an item,

-feel positive about it

-remember it.

right message has to be communicated to theright audience through the right media.

promotion through television, hoardings andbus shelters, use print ads and the television

programmes are also an important marketingmedium for romotion.


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Some of the most famous marketing campaignsof McDonalds are:You Deserve a break today, so get up and get

away- To McDonalds Aap ke zamane mein ,baap ke zamane kedaam.Food, Folks, and Fun

Im loving it.


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Place

McDonalds are spread throughout the citiesand train stations, highway, airports

product is available to the customer at theright place, at the right time and in the right

quantity.

McDonalds offers hygienic environment,good ambience and great service.

dedicated areas for children.Drive in and drive through options make

McDonalds products further convenient to theconsumers


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McCaf

McCaf is a coffee-house-style food anddrink chain, owned by McDonald's.


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Documents

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