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McDonalds : Behind The Golden Arches

9 Niraj

17 Sayali

26 Sushree

33 Mihir

34 Amita

37 Ronak

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The McDonalds story

The story of McDonalds started in 1954, when its founder

Raymond Kroc saw a hamburger stand in San Bernardino,California and envisioned a nationwide fast food chain. Krocproved himself pioneer who revolutionized the Americanrestaurant industry. Today McDonalds is the worlds largestfast food chain serving 47million customers daily. McDonalds

is now one of the most valuable brands globally, worth morethan $25bn. The Golden Arches and its mascot RonaldMcDonald have gained universal recognition.

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McDonalds entered India in 1996. McDonalds India has a jointventure with Connaught Plaza Restaurants and Hard Castle

Restaurants. Connaught Plaza Restaurants manages operations inNorth India whereas Hard Castle Restaurants operates restaurantsin Western India. Apart from opening outlets in the major metros,

the company is now expanding to Tier2 cities like Pune and Jaipur

McDonalds in India

Challenges entering Indian Market:

Regiocentricism: Re-engineering the menu

The vegetarian customer

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Segmentation, Targeting and Positioning

Biscuits 70%

Burgers

& Pizzas

59%

FruitJuices

52%

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Customer Perception and CustomerExpectation

Target Segments What is McDonalds for me?

A Family withchildren

A treat to children, a fun place to be for thechildren.

Urban customer on

the move

Great taste, quick service without affecting

the work schedule

Teenager Hangout with friends, but keep it affordable.

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McDonalds Marketing Mix (5 Ps)

Product

Place

Price

Promotion

People

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Importance of PLC in McDonalds

Revitalizing a Product in Decline stage:

French Fries to Shake Shake Fries

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Competitors Analysis

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SWOT Analysis

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Road ahead

Entry to Tier 2 and Tier 3 cities

Rolling out McBreakfast across all outlets

McDonalds Going Green

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6%

18%

12%

34%

12%

8%

10%

Maharaj Mac

McChikenBurger

McVeggieBurger

French Fries

McCurry Pan

Filet- -Fish

Others

Favourite Product

24%

4%

16%

16%

40%

Long Queues

Rude Behavior

o EmployeesCongestion

Other

No Pro lem

Pro lems Faced inMcDonalds

10%

6%

30%

24%

20%

10%

Delivery Time

Capaciousness

Product Variety

Price

Offers andDiscount

Others

ImprovedRequirements

30%

26%

18%

4%

22%Burger

Golden Arches

Service

Value for Money

Fun

First Thing About McDonald'sThat Strikes Customer's mind

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