MARKETING RESEARCH

Presented by: Nabeel shahid Sania khan

Hassan Raza

Presented to: Sir Naeem

TABLE OF CONTENTS• Introduction

• History

• Business model

• McDonald's in India

• SWOT analysis

• Research methodology

TABLE OF CONTENTS (cnt)

• McDonald vs KFC

• Conclusion

• Recommendation

INTRODUCTION

• McDonald's is the worlds#1 fast food company by sales

• About 32000 restaurants serving burgers and fries to 52 million people in

about 120 countries

• Popular chain is well known for its Big Macs, quarter pounders and chicken

McNuggets

• Nearly 80% of the restaurants are run by franchisees or affiliates

McDonald’s HISTORY• McDonald’s originally started as a small hamburger stand in Bernardino,

California, owned by Richard and Maurice McDonald in 1945.

• Re-opened in December 1948 as a self-service drive-in restaurant.

• In 1950s Ray Kroc, a Multimixer Salesman, signs a franchise agreement with Richard and Maurice McDonald in the name of McDonald Corporation at Illinois in 1955.

• After few years in 1961, Ray purchased the ownership from McDonald brothers.

BUSINESS MODEL• FRANCHISE MODEL: Only 15% of restaurants are owned

by company. The remaining 85% is operate by franchises

• PRODUCT CONSISTENCY: By developing a sophisticated supplier network 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 opened its doors in India in October 1996.

• McDonald’s family restaurants in Mumbai, Delhi, Pune, Ahmedabad,

Jaipur have proceeded to demonstrate, much to the delight of all

the customers, what the McDonald’s experience is all about.

• The first restaurant opened on 15th April 1955 in Des Plaines,

illinois,U.S.A.

McDonald’s IN INDIA(cnt)LOCALLY OWNED:

• McDonald’s in India is 50-50 joint venture partnership between McDonald’s

Corporation [USA] and two Indian businessmen.

• Amit Jatia’s company hard castle Restaurants Pvt.Ltd. Owns and operates McDonald’s

restaurants in Western India.

• Connaught Plaza Restaurants Pvt.Ltd. Headed by Vikram Bakshi owns and operates

the Norther operations.

McDonald’s IN INDIA(cnt)

• Amit Jatia and Vikram Bakshi are like-minded visionaries who share

McDonald’s complete commitment to Quality, service, Cleanliness and Value.

• Having signed their joint venture agreements with McDonald’s in April 1995.

• They trained extensively, along with their Indian management team, in

McDonald’s restaurants in Indonesia and the USA before opening the first

McDonald’s restaurant in India.

McDonald’s IN INDIA(cnt)

RESPECT FOR LOCAL CULTURE:

• McDonald’s India has developed a special menu with Vegetarian selections to suit indian tastes and preferences.

• McDonald’s does not offer any beef or pork items in India.

• They have re-formulated some of the products using spices favored by Indians.

• Among these are McVeggie burger, McAloo Tikki burger, Veg.Pizza McPuff and Chicken Mc

SWOT ANALYSIS

RESEARCH METHODOLOGY

RESEARCH INTRODUCTION

• The activities of market research include defining marketing opportunities and

problems, generating and evaluating marketing ideas, monitoring performance,

and understanding the marketing process.

• The methodology of the study include selection of sample, survey of library

references, collation and compilation of the primary and secondary data and

information obtained through structured questionnaires, open ended interview.

DATA SOURCES

PRIMARY DATA

a) Personal interview• Advantages - permits detailed in-depth questions & responses.• Disadvantages – costly.

b) Telephone Interview• Advantages - suitable, relatively inexpensive, saves time.• Disadvantage - non-coverage, limited length in deepness of questions and

responses

DATA SOURCES(cnt)

c) Self-administered Questionnaire

• Advantages - cost effective for large areas, promotes accurate

answers, minimizes interviewer bias,

• Disadvantages - low response rates, unanswered questions,

incorrect answers.

DATA SOURCES(cnt)

SECONDARY DATA:

Secondary data includes:

• Newspapers

• Magazines

• Books of Management

• Text books

SURVEY ANALYSIS

• Question 1.Which age group do you belong to?

SURVEY ANALYSIS(cnt)

• Question 2.Are you a vegetarian/non-vegetarian?

SURVEY ANALYSIS(cnt)

• Question 3.What is your saying on the pricing of the joint?

SURVEY ANALYSIS(cnt)

• Question 4.How much do spend on an average per visit?

SURVEY ANALYSIS(cnt)

• Question 5.Do you get drawn in by the television commercials of the food items?

CONCLUSION• McDonald's is one of the largest fast food companies in the world.

• They continue their path for success by keeping their consumers in mind regarding their product selection as well as their prices.

• They encourage their employees to do a good job, usually promotes from within, and offers several scholarships to encourage education.

• McDonald's is a centralized, "wait and see" company they find ways to use technological products that will increase their productivity, service, and sales,

RECOMMENDATION

• Most of the customers are student and working professionals, so

company should pay more attention on this group of the society

• They should also focus on enhancement of enjoyment and maintain

the quality of food they provide

• Most of the customers are looking for quality, price and variety in same

restaurant so if Mc Donald’s want to maintain as well as retain its

customer then it should try to maintain all the three things