Introducing New Product at Macdonalds

Topics: Fast food, Fast food restaurant, McDonald's Pages: 16 (4582 words) Published: July 2, 2012
Executive summary1
1. Introduction2
1.1 Company History2
1.2 McDonalds in Pakistan2
1.3 Target market3
1.4 Positioning3
1.5 Marketing Mix5
2. Analysis7
2.1 Introduction to industry8
2.2 Environmental Analysis of Fast food Industry8
2.2.1 PEST Analysis9
2.3 Competitor Analysis10
2.3.1. KFC10
2.3.2 Pizza Hut11
2.3.3 SUBWAY:11
2.4 SWOT Analysis12
2.5 Porters Five Forces Model17
2.6 Product Lifecycle19
2.7 Perceptual Map19
2.8 BCG Matrix20


Figure 1: SWOT analysis12
Figure 2: Porter Five Forces17
Figure 3: PLC19
Figure 4: Perceptual Map19
Figure 5: BCG Matrix20

Executive summary

This project had been assigned by Mrs. Maria Qadri, lecturer of Marketing Theories and Practice. This is the 2nd phase of the project report in which the objective was to do introduce a new product or service to any business or starting the new project and then the whole analysis including four P’s was done on that new product and service. And moreover we were supposed to tell also what will be the effect of introducing that product/service in any particular industry. So this report is also called “Will-Be report”. We decided to go for fast food industry and chose McDonalds as our company in which we will come up with the idea of product extension. In this report we present a very brief introduction of the firm in which we are going to introduce our product. Starting with our product mission and positioning statement, we discussed four P’s on our product. We applied Levitt Construct Tool to know about what our actual product is and what other things it is offering with it. And then we talked about ANSOFF grid and Four brand alternative Matrix is applied to get the clear picture of the product with respect to Industry in which we are going to be in. SWOT analysis of our new product is also discussed. SIVA model is also applied on our product. We made the budgeting as well in which we told that when we will achieve Break even and then we made budgeted income statement of coming one year

1. -------------------------------------------------
Vision Statement
"McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile -------------------------------------------------

McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience. -------------------------------------------------

1.1 Company History
McDonald's is the leading global foodservice retailer with more than 32,000 restaurants serving nearly 64 million people in 117 countries each day. More than 75% of McDonald's restaurants worldwide are owned and operated by franchisees. The business began in 1940, with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino, California. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee." Speedee was eventually replaced with Ronald McDonald in 1963. The company is famous for its high quality and standards worldwide. 1.2 McDonalds in Pakistan

Aiming to be the world's best quick service restaurant, McDonald's Pakistan opened its doors in September 1998 at Lahore. It is a part of Lakson group of companies and presently operating in seven major cities with a network of more than 25...
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