mcd strategy final
TRANSCRIPT
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McDonalds : Behind The Golden Arches
9 Niraj
17 Sayali
26 Sushree
33 Mihir
34 Amita
37 Ronak
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The McDonalds story
The story of McDonalds started in 1954, when its founder
Raymond Kroc saw a hamburger stand in San Bernardino,California and envisioned a nationwide fast food chain. Krocproved himself pioneer who revolutionized the Americanrestaurant industry. Today McDonalds is the worlds largestfast food chain serving 47million customers daily. McDonalds
is now one of the most valuable brands globally, worth morethan $25bn. The Golden Arches and its mascot RonaldMcDonald have gained universal recognition.
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McDonalds entered India in 1996. McDonalds India has a jointventure with Connaught Plaza Restaurants and Hard Castle
Restaurants. Connaught Plaza Restaurants manages operations inNorth India whereas Hard Castle Restaurants operates restaurantsin Western India. Apart from opening outlets in the major metros,
the company is now expanding to Tier2 cities like Pune and Jaipur
McDonalds in India
Challenges entering Indian Market:
Regiocentricism: Re-engineering the menu
The vegetarian customer
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Segmentation, Targeting and Positioning
Biscuits 70%
Burgers
& Pizzas
59%
FruitJuices
52%
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Customer Perception and CustomerExpectation
Target Segments What is McDonalds for me?
A Family withchildren
A treat to children, a fun place to be for thechildren.
Urban customer on
the move
Great taste, quick service without affecting
the work schedule
Teenager Hangout with friends, but keep it affordable.
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McDonalds Marketing Mix (5 Ps)
Product
Place
Price
Promotion
People
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Importance of PLC in McDonalds
Revitalizing a Product in Decline stage:
French Fries to Shake Shake Fries
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Competitors Analysis
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SWOT Analysis
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Road ahead
Entry to Tier 2 and Tier 3 cities
Rolling out McBreakfast across all outlets
McDonalds Going Green
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6%
18%
12%
34%
12%
8%
10%
Maharaj Mac
McChikenBurger
McVeggieBurger
French Fries
McCurry Pan
Filet- -Fish
Others
Favourite Product
24%
4%
16%
16%
40%
Long Queues
Rude Behavior
o EmployeesCongestion
Other
No Pro lem
Pro lems Faced inMcDonalds
10%
6%
30%
24%
20%
10%
Delivery Time
Capaciousness
Product Variety
Price
Offers andDiscount
Others
ImprovedRequirements
30%
26%
18%
4%
22%Burger
Golden Arches
Service
Value for Money
Fun
First Thing About McDonald'sThat Strikes Customer's mind
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