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Mc Donalds live case

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Raymond Kroc The founder

Speedee Service System31,000 local restaurants serving more than 58 millionpeople in 118 countries each day

Criticism over healthiness

Changed the food processing industry

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The Mc Donalds Promise: QSC&VTheFoundation of McDonald's success

F ranchise Model

Product Consistency

Act like a retailer and think like a brand

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McDonald's India entered into two Joint VenturesVikram Bakshi, Connaught Plaza Restaurants Pvt. Ltd. inthe Northern & Eastern region

Amit Jatia, Hard Castle Restaurants Pvt. Ltd. in theWestern & Southern region.

Local Sourcing, the Key to Truly Indian ProductsRegio-centricism: Re-engineering the menu

Culturally Sensitive and Respect for IndianCustomsAn Employer of OpportunityIndia-specific Novel Introductions

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Demographic Segmentation StrategyMain targets Children, Youth, Young UrbanfamilyPlay Place, Wifi Areas

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Initially targeted upper urban class

Evolved as an economical place with nocompromises

Mc Donalds me hai kuch baat

F eed your inner child

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Ambient, Hygienic, brand respecting values .Target Segment What is

McDonalds forme

A F amily withchildren

A treat to children,fun place

A customer on themove

Great taste, quickservice, withoutinterrupting the

work scheduleTeenager Hangout with

friends, keeping itaffordable

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Producta. Large optionsb. Customers Preferences

c. Product Life Cycle

Pricea. Economyb.

Skimmingc. Penetrationd. Premium

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Promotiona. Right Messageb. Right Audience

c. Right Media

Placementa. Right Placeb.

Right Timec. Right Quality

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Peoplea. Employees Valueb. Customers Value

Processa. Transparentb. Standardized

Physical Evidencea. Clean and Hygienic Interiorsb. Proper Decorum

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Moments Of Truth Th e Service Encounter

T ransparency

Quality and t h e consistency of t h e service

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Dynamix Dairy Industries - Supplier of C h eeseT rikaya Agriculture - Supplier of Iceberg LettuceVista Processed Foods Pvt. Ltd. - Supplier of Ch icken and VegetableRad h akris h na Foodland - Distribution Centres for

Delh

i and Mumbai

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Economic conditions c h anges

Competitors launc h new products

Product passes t h roug h new stage of buyer interestand requirements

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Product h ave a limited life

Profits rise and fall at different stages of t h e ProductLife Cycle

Product sales pass t h roug h distinct stages, eac h

posing different c h allenges,opportunity and problemto seller

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More people are becoming health consciousGeneral perception has been formed that fastfoods are considered as unhealthy, junk food.

Subway provide us withHealthy Choices

Very CustomizableCalorie Chart in all countries

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McDonalds:F ounded in1955F

ounder: RayKroc13,000restaurants

(domestic)

Burger King:F ounded in1954F ounder:McLamore &Edgerton7 ,800restaurants

(domestic)

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S tre t e ess

Opportu ity T re t

Mc Do lds

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Think Global Act LocalStrong Brand RecognitionSupplier IntegrationLocality of Outlets Visibility, traffic Volumeand Ease of Access.Innovative Ideas F irst to provide nutrition

values, Kids play zone, Break fast menu

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Advertisements targets mainly childrensegmentHigh Employee turnover More money ontrainingNo trend of health conscious food perceivedas unhealthy

Price Competition with competitorsUnable to cater diversified needs F ailure ofpizza

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Expansion into Tier 2 and Tier 3 citiesUsage of technologies to influence revenuestrategyProvide optional allergen free food items gluten free and peanut freeEnvironment friendly Go green

More emphasis on breakfast items

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Highly vulnerable to global economic recessionF oreign Currency fluctuationsIncreased competition Burger king, Starbucks, local fast food outletsHealth issues regarding fast junk foodsIncrease in complaints filed

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First Thing About McDonald's ThatStrikes Customer's mind

30%

26%

18%

4%

22%

Burger

Golden Arches

Service

Value for Money

Fun

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