Mr Mcd Final

8/2/2019 Mr Mcd Final

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One world, One Burger- McDonalds


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VISION

To be the best and leading

fast food provider aroundthe globe


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MISSION

"McDonald's vision is to be the

world's best quick servicerestaurant experience. Being thebest means providing

outstanding quality, service,cleanliness, and value, so that wemake every customer in every

restaurant smile."


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NUMBER OF STORES

McDonald's Corporation is the world's largest

chain of fast food restaurants, serving nearly 47

million customers daily through more than

31,000 restaurants in 119 countries worldwide.

Of the 31377 McDonalds restaurants around the

world, 20505 (65%) are operated by franchisees,

3966 (13%) are operated by affiliates, and 6906(22%) are company-operated.


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NUMBER OF EMPLOYEES

1.5 million worldwide

(398,000 company staff,1.1

million franchisee staff)


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COMPETITIVE ADVANTAGE

McDonalds success lies in its utilization oftechnology, routinization of work, andgeneral deskilling of labor

McDonalds bases its worker control andefficiency on one principle: workerstupidity.

McDonalds implements the FrederickTaylor method of installing managers anda system of predetermined activities called

task management.


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McDonalds goal is to maximize its

profits including all devious means

McDonald's maintains its competitive

advantage by constantly creating new

items to add onto its menu

McDonald's also realized the changing

world we live in and the need for

healthier food


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7ps

Product

Physical

evidence

Promotion

Price

Place

People

Process


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Veg Menus

Non- VegMenus Frozen Dessertss

Beverages

1P- Product


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Cares for customer s Sentiments towards

religion and culture.

It has separate cooking area and

equipments.

Takes dietary concern-Burger kingHealthier kids club.

1P-Product


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Policy which caters to Indian customers.

Quite affordable products.

Heavily marketed HappyPrice Menu.

Importance to Brand and its integrity.

2P-Price


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McDonald's opened its doors in India in October 1996. Eversince then, our family restaurants in Mumbai, Delhi, Pune,

Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad,

Doraha, Manesar and Gurgaon have proceeded to demonstrate.

3P-Place


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Located at prime locations.

Every spread in NCR.

Almost in all big cities.

At residential areas , malls.

3P-Place


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Target customer- Children.

Awareness about products among

people by using different Media like

TVs, Hoarding, and Bus Shelters.

Description of product on paper nuts

placed in the trays.

The placing of the pamphlets and

banners in all around the outlets.

Lucky promotion strategies .

4p-promotion


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Children- Happy Meal


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Stars as per their performance.

Gives employees larger role in decisions.

Philosophy of quality, Service, Cleanliness

and value is the guiding force behind its

service.

Fast friendly service.

Provides clean, comfortable environmentspecially suited for families.

5P-People


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Each outlet is headed by a

RestaurantManager . He is

responsible for the daily

operation and customer

interaction.

Delivery Crew Member carries

basic operation of a

restaurant. Ensures customer

satisfaction at the restaurants.

In order to motivate there

employees they give them stars

as per their performance.

5P-People


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The physical evidence appearance affects not only

the impression outsiders have of a business but all

the way that business functions.

Staff members.

Location & appearance.

Buildings Maintence.

6P-Physical evidence


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Cleanness

speed Quality

transparency

6P-Physical evidence


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Food manufacturing transparent to

customers.

Training to the licensees.

Invented the most efficient cookingequipment.

New methods of food packaging and

distribution.

McDonalds in India followed the same

tradition.

Spent Rs. 50 crores on market research.

7P-Process


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SWOT ANALYSIS


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Strong brand name, image and

reputation.

Large market share.

Strong global presence.

Specialized training for managers known

as the Hamburger University.

McDonalds Plan to Win focuses onpeople, products, place, price and

promotion.

Strong financial performance and poition

Introduction of new products. Customer focus (centric).

Strong performance in the global

marketplace.


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Unhealthy food image.

High Staff Turnover including Topmanagement.

Customer losses due to fiercecompetition.

Legal actions related to health issues;use of trans fat & beef oil.

Uses HCFC-22 to make polystyrene

that is contributing to ozonedepletion.

Ignoring breakfast from the menu.


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Growing health trends among

consumers.Globalization, expansion in other

countries (especially in China & India).

Diversification and acquisition of other

quick service restaurants.

Growth of the fast-food industry.

Worldwide deregulation.

Low cost menu that will attract the

customers.

Freebies and discounts.


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Health professionals and consumer activists

accuse McDonald's of contributing to the

countrys health issue of high cholesterol,heart attacks, diabetes, and obesity.

The relationship between corporate level

McDonald's and its franchise dealers.

McDonalds competitors threatened market

share of the company both internationally

and domestically.


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PEST ANALYSIS


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In general terms the government

policies do not affect the company

much nor do the

changes in the government

influence the organization of the

company.

McDonalds enjoys an addedadvantage in countries

where consumer protection laws are

not very strong

The international operations ofMcDonalds are highly influenced by

the individual state policies

enforced by each government


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Market leader.

Very high target market.Low cost and more incomes.

The rate at which the economy of

that particular state growsdetermines the purchasing power

of the consumers in that country.


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As McDonalds offer Hilal food majorly sothere are no religious, ethical or culturalissues associated with the operations

For the rising importance of corporate social

responsibility recently McDonald's hasannounced that it is giving further backing toRainforest Alliance certification by offering acup of tea with a conscience in all of its 1,200restaurants in the UK.


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Food made with the help of machines isconsidered more hygienic.

However, the continuous developments inthe technology sector needs McDonalds tobe updated regularly.

It is natural that technology has helpedMcDonald and especially its employees asthey have to serve quick services.

Computers and smart cashiers are used by

the employees so they would not getconfused and they are provided withcustomized database management system.


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STAR QUESTION MARK

CASHCOW DOG

GROWTH RATE

MARKET SHARE

HIGH

LOW

HIGH LOW


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In India Mc Donald's segments itsmarket according to its customers.

The way customers are segmentedare as follows :-

1) on basis of age

2) on basis of income

3) on basis of working class

Mc Donalds Segmentation


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argeting

Mc donalds targets nations all over theworld. It expands itself by targeting specificnumber of franchises that it will open in aparticular nation & then may even openmore if required based on demand. Today,

McDonald's values transcend borders andcultures. Each and every day, 47 millionconsumers worldwide visit McDonald'sbecause they know and love the GoldenArches, Ronald McDonald and Big Macsandwiches.

From one restaurant in 1955, to more than31,000 locations in 119 countries,McDonald's has become not only the leadingglobal foodservice company, but also one ofthe strongest and most recognized brandnames in the world.


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McDonald's has placed considerable emphasis on enhancingits brand positioning through sponsorship of events andsports.

It was one of eight corporate sponsors of the Millennium DomeExperience, investing 8 million in the Dome's communityprogramme and learning experience.

It has been a major sponsor of international football, includingthe World Cup since 1994 and the Champions League from1996to 2000.

It has sponsored British athletics since 1993, notably the

McDonald's Young Athletes'League, training 11 to 17 yearolds.

It has sponsored Child Safety Week since 1994.

By combining fundamentally sound operational practices withinnovative marketing strategies, RayKroc laid the foundation

for McDonald's global success.

Brand Positioning


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Porters GenericStrategies

AnalysisCOST LEADERSHIP

DIFFERENTIATION

FOCUS


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The Five Forces Model

Threat of NewEntrants

BargainingPower ofCustomers

BargainingPower ofSuppliers

Rivalry AmongExisting Firms

Threat ofSubstitutes


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BYE BYE SEE U AT McDonaldS

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Mr Mcd Final

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