Presented by:

Praveen
PraveenSS (09mba013)
(09mba013)
Team 11
 History
 15 April 1955 first
McDonald’s Restaurant 1994 total number of
opened in Des of restaurants over
Plaines,Illinois and the 15,000 in 79 countries
McDonald’s Corporation on 6 continents.
is created.
 McDonald’s opens in
India – the 95th country
 Raymond Albert Korc the
in October 1996.
founder of McDonald’s.
 McDonald’s in India

 McDonald’s India is a Joint venture with two Indian companies.

 Hard-Castle Restaurants Pvt . ltd headed by Mr. Amit Jatia

operates McDonald’s Restaurants in Western India.

 Connaught Plaza Restaurants Pvt. Ltd headed by Vikram Bakshi

operates in Northern India

 McDonald’s

 McDonald is the leading global Fast

Food service retailer with more than
30,000 restaurants serving millions of
people in more than 100+ countries.
 3 World wide strategies

 Best employer
 Operational Excellence
 Continue to grow and be profitable
 Features..

 Similar Serving counter, Cash

counter, Serving trays and even
similar behavior by serving boy and
girls.
 Respect for local culture
 International Standards
 Cont…..
 McDonalds Corp is planning to increase
the number of outlets in India to 150 from
122 presently by the end of 2007,

 By the end of 2009, the company plans to

have 200-220 outlets across the country.

 The company will invest 5 bln rupees

Source:- www.mcdonaldsindia.com
 Marketing Analysis
4 P’s Analysis

$
Product
•Wide variety of menu items
- veg and non-veg product
- health-conscious items

•Local flavors

•Variety of product offering

 Marketing Analysis
4 P’s Analysis

$
Promotion
•I’m lovin’ it campaign to attract family

•Feature artists to target teenagers

•Advertising through media

•Promotion through signage, billboard

 Marketing Analysis
4 P’s Analysis

$
Place
•30,000 stores worldwide

•About 110 outlets in

India

•Mainly focuses in north

and West India

•Distribution channel

•Operations

-Company-owned
-Franchise
 Marketing Analysis
4 P’s Analysis

$
Price
•Traditionally - value-pricing as competitive weapon
•Now, offer products at range of price points
-attract both price-sensitive and health-conscious consumers
Benefits from Franchisee Involvement

•For McDonald’s:
-Understand where its franchise management is lacking
-Get Ideas for Future Initiatives
-Enhance Future Franchise Management

•For McDonald’s Franchisee:

-Attain ability to carry out franchisor’s initiatives
-Improve commitment levels

Can Thrive even under high pressure/competitive environment

 Issues at Hand
Problems
ONE How can McDonald’s continue to have
product innovations that meet customers’ needs?

TWO

THREE

FOUR

FIVE
 Issues at Hand
Problems
ONE

McDonald’s has received lowest customer

Service ranking among fast-food chains, how
TWO can the company improve its customer
Service level in order to stay number one
in the fast-food industry?

THREE

FOUR

FIVE
 Issues at Hand
Problems
ONE

TWO

How will McDonald’s continue to perform when

THREE this batch of management who has extensive
experience with McDonald’s is no longer with
the company?

FOUR

FIVE
 Issues at Hand
Problems
ONE

TWO

THREE

How can McDonald’s improve its employee

FOUR turnover rate?

FIVE
 Issues at Hand
Problems
ONE

TWO

THREE

FOUR

How can McDonald’s improve its deteriorating

franchise management to sustain its
FIVE reputation as a well-known franchise system?
 Planned Growth Strategy

Execute planned growth strategy to capitalize opportunities

without foregoing a Healthy Franchisor-Franchisee Relationship

STRATEGY

•US Market Saturation – Slow Expansion

International
•Focus on Same Store-Sales Growth and Improving
Markets Delivery Outlets

•High Growth
Domestic •Aggressive ‘Planned’ Expansion – to avoid conflict
Markets with current franchisee and future franchisees
 Conclusion

Corporate Policies and Initiatives McDonald’s Focus Marketing.

Product Innovations, and
Franchise Management Policies

Enhanced Relationship
Mutual Understanding and
Raised Commitment Levels

F F F Turning Initiatives into

Successes
Franchise able and willing to
Success of Implementation
Deliver Initiatives in
Depends on Franchisees
consistent manners
Thank You