Marketing Project on Dominos

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IBS MUMBAI

McDonald’s : Behind The Golden Arches|
Customer Acquisition and Retention|

SUBMITTED TO:SUBMITTED BY:
MR.Ajit Patil MR.DARSH MEHTA
12BSP0321(DIV-G)

Contents
The McDonald’s Story - Genesis3
Total Market Size and Market Potential.............................................................4 Business Mode5
McDonald’s in India5
Challenges in Entering Indian Markets5
Segmentation, Targeting and Positioning6
Customer Perception and Customer Expectation7
McDonalds Marketing Mix (5 P’s)8
The McDonald’s Experience12
McDonaldizing the Suppliers14
Importance of PLC in McDonalds15
A perfect example of revitalising a product in decline phase15 Competitors Analysis16
SWOT Analysis.18
Pest Analysis....................................................................................................18 The Road Ahead23
Exhibits23
1. McDonald’s Indian Menu23
2.Survey Questionnaire25
References........................................................................................................32
The McDonald’s Story – Genesis
The story of McDonald’s started in 1954, when its founder Raymond Kroc saw a hamburger stand in San Bernardino, California and envisioned a nationwide fast food chain. Kroc proved himself as a pioneer who revolutionized the American restaurant industry. Today McDonald’s is the world’s largest fast food chain serving 47 million customers daily. McDonald’s is now one of the most valuable brands globally, worth more than $25 billion. The Golden Arches and its mascot Ronald McDonald have gained universal recognition. Though the company has roots in the US, McDonald’s today has become an accepted citizen of the world. Year| Events|

1955| Ray Kroc opens his first restaurant. McDonald’s Corporation is created| 1957| Quality, Service, Cleanliness and Value (QSC & V) becomes company motto| 1963| Ronald McDonald makes debut|

1965| The company goes public|
1968| Big Mac is introduced`|
1974| Happy Meal is launched|
1996| McDonald’s opens in India, the 95th country|

Revenue|  US$ 27.006 billion (2011)|
Operating income|  US$ 8.529 billion (2011|
Net income|  US$ 5.503 billion (2011)|
Total assets|  US$ 32.989 billion (2011)|
Total equity|  US$ 14.390 billion (2011|
Employees| 420,000 (2011)|

TOTAL MARKET SIZE AND TOTAL MARKET POTENTIAL

Business Model
* Franchise Model – Only 15% of the total number of restaurants are owned by the Company. The remaining 85% is operated by franchises. The company follows a comprehensive framework of training and monitoring of its franchises to ensure that they adhere to the Quality, Service, Cleanliness and Value propositions offered by the company to its customers.

* Product Consistency – By developing a sophisticated supplier networked operation and distribution system, the company has been able to achieve consistent product taste and quality across geographies.

* Act like a retailer and think like a brand – McDonald’s focuses not only on delivering sales for the immediate present, but also protecting its long term brand reputation.

McDonald’s in India
McDonald’s entered India in 1996. McDonald’s India has a joint venture with Connaught Plaza Restaurants and Hard Castle Restaurants. Connaught Plaza Restaurants manages operations in North India whereas Hard Castle Restaurants operates restaurants in Western India. Apart from opening outlets in the major metros, the company is now expanding to Tier 2 cities like Pune and Jaipur. Challenges in Entering Indian Markets

* Regiocentricism: Re-engineering the menu - McDonald’s has continually adapted to the customer’s tastes, value systems, lifestyle, language and perception. Globally McDonald’s was known for its hamburgers,...
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