mcdoanalds-marketing case study
TRANSCRIPT
![Page 1: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/1.jpg)
BUT WHY ?
![Page 2: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/2.jpg)
![Page 3: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/3.jpg)
RICHARD AND MAURICE McDONALD BUILT HAMBURGER STANDS WITH GOLDEN ARCS IN CALIFORNIA.
RAY CROC a MILKSHAKE MACHINE SALESMAN PARTNERED WITH THE BROS AND TURNED THEIR SMALL IDEA INTO A BIG FRANCHISE.
IN 1961 CROC PURCHASED THE COMPANY FROM THE BROTHERS FOR 2.7 MILLION DOLLARS.
YES YOU HEARD IT RIGHT, JUST 2.7 MILLION DOLLARS.
![Page 4: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/4.jpg)
ABOUT MCDONALDS.A LARGE CORPORATION IN FAST FOOD INDUSTRY..MAJORITY OF RESTAURANTS OWNED THROUGH FRANCHISES..THEY EMPLOY ABOUT 447000 PEOPLE..HENCE ONE OF THE MOST WELL KNOWN BRANDS OF THE WORLD
![Page 5: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/5.jpg)
COMPETITION
& MANY MORE………
![Page 6: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/6.jpg)
![Page 7: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/7.jpg)
GOING INTERNATIONAL
![Page 8: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/8.jpg)
1971-MCDOANALDS GOES INTERNATIONAL ASIA-TOKYO,JAPAN EUROPE-GERMANY,NETHERLANDS1967-CANADA1971-AMSTERDAM,SYDNEY1979-RIO,BRAZIL1990-RUSSIA,CHINA1996-INDIA( 2 GREAT THING HAPPENED IN THIS YEAR FOR INDIA, ONE WAS McD AND THE OTHER WAS ME……)
![Page 9: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/9.jpg)
The First McDonalds Drive-Thru opened in 1975 in Arizona
Happy Meals added to McDonalds menu in 1979
McDonalds launched the new worldwide Balanced Active lifestyles publicity campaign in 2005
![Page 10: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/10.jpg)
What is the secret?
A billion dollar question
![Page 11: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/11.jpg)
CONSISTENCY: Same Quality everywhere (Not a Myth But a Miracle)
Innovativeness : Introduction of new products and services
![Page 12: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/12.jpg)
BUILDING A STONG BRAND EQUITYA WIDE ARRAY OF MARKETING CAMPAIGNS
GOING BEYOND BURGERS TO INTRODUCE A NEW PRODUCTLINE THROUGH BRAND EXTENSION
![Page 13: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/13.jpg)
AFFORDABILITY-THE KEY FOR LURING THE MASSES
CLEANLINESS-ALL MCDONALDS STORES ARE VERY NEATLY MAINTAINED
![Page 14: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/14.jpg)
SWOT ANALYSISSTRENGTHS:
LARGEST FAST FOOD MARKET SHARE
CHILDREN TARGETTING
LOCALLY ADAPTED FOOD MENUS
![Page 15: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/15.jpg)
WEAKNESSUNHEALTHY FAST FOOD
NEGATIVE PUBLICITY
NEW PRODUCTS
![Page 16: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/16.jpg)
THREATSTRENDS TOWARDS HEALTHY EATING.
LOCAL FAST FOOD CHAINS.CONTROLLED EXPANSION.
![Page 17: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/17.jpg)
What are McDonald's core brand values? Have these changed over the years?
.CLEAN ENVIRONMENT
.FAST FOOD
.HIGH QUALITY SERVICE
.AVAILABLE TO EVERYONE
YES ,THEY HAD A CRISIS IN THE MIDDLE,BUT THEY CAME BACK STRONG AND STUCK TO THEIR CORE BRAND VALUES.
![Page 18: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/18.jpg)
How has McDonald's grown its brand equity over the years? Has McDonald's changed in different economic times or in different parts of the world? Explain.
THROUGH:GREAT MARKETING CAMPAINS NEW PRODUCTLINES
NO,MCDONALDS WAS ONE OF THE FEW RESTAURANTS THAT DID GOOD EVEN DURING RECESSION,HENCE SHOULD STICK TO ITS STRATEGY OF PROVIDING AFFORDABLE QUALITY FOOD
![Page 19: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/19.jpg)
What risks do you feel McDonald's will face going forward?
.HEALTHY DIET
.INCREASING COMPETITION(PIZZA HUT, SUBWAY).COMMODITY COST INFLATION
![Page 20: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/20.jpg)
SUMMARY.HISTORY-STARTED IN 1955(FRANCHISE)..ALWAYS HAS BEEN THE WINNER AMONG THE COMPETITORS..HAS ITS PRESENCE WORLDWIDE HENCE A VERY SRONG BRAND..AMAZING MARKETING ,AFFORDABILITY LEADING TO A SALES HIKE..HAS A HEAVY COMPETITION ..NEEDS TO TAKE CARE OF FOOD SAFETY AND INTRODUCE HEALTHIER ITEMS IN THE FUTURE.
![Page 21: MCDOANALDS-MARKETING CASE STUDY](https://reader036.vdocument.in/reader036/viewer/2022062823/5879d7aa1a28ab842c8b6581/html5/thumbnails/21.jpg)
DISCLAIMERCREATED BY A THEJ THANAY, NIT TRICHY, DURING A MARKETING INTERNSHIP UNDER Prof SAMEER MATHUR,IIM LUCKNOW.