Marketing Strategies of Mcdonalds

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NMIMS UNIVERSITY

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

Group RITABRATA GHOSH (316) M.S. DEEPAK BALAJI (339) JIGAR SHAH (350) NIKET SHERLEKAR (354) DISHANT SIDANA (357)

The McDonald’s Story - Genesis..........................................................................2

McDonald’: Behind The Golden Arches

Business Model.....................................................................................................3 McDonald’s in India.............................................................................................4 Challenges in Entering Indian Markets............................................................4

Segmentation, Targeting and Positioning.............................................................4 Customer Perception and Customer Expectation ................................................6 McDonalds Marketing Mix (5 P’s).......................................................................6 The McDonald’s Experience..............................................................................10 McDonaldizing the Suppliers.............................................................................12 Importance of PLC in McDonalds......................................................................13 Competitors Analysis..........................................................................................14 Two Dimensional Perceptual Mapping...............................................................15

SWOT Analysis..................................................................................................15 The Road Ahead.................................................................................................16 Exhibits...............................................................................................................17 1. McDonald’s Indian Menu............................................................................17 Survey Questionnaire....................................................................................17

References...........................................................................................................23

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.

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McDonald’: Behind The Golden Arches Year 1955 1957 Events Ray Kroc opens his first restaurant. McDonald’s Corporation is created Quality, Service, Cleanliness and Value (QSC & V) becomes company motto 1963 1965 1968 1974 1996 Ronald McDonald makes debut The company goes public Big Mac is introduced` Happy Meal is launched McDonald’s opens in India, the 95th country

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.

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McDonald’: Behind The Golden Arches
 Act like a retailer and think like a brand – McDonald’s focuses not only on

delivering sales for the...
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