presented by:

gina ann mathews

jyoti choudhary
 CONTENTS
•Overview of McDonald’s
• Marketing Mix
• BCG Matrix
• SWOT Analysis
• STP Process
• Competitor’s Analysis
• Survey on Customer
satisfaction level
• Recommendations
 FOOD INDUSTRY IN UAE
• Population is 6m – 75% are expatriates
• UAE is heavily dependent on food imports -
estimated to account for over 75 per cent of
the food supply
• Large number of five star hotels and
restaurants
• Most of the major fast food chains are present
leading to a very competitive environment
 McDonald’s
• Leading global foodservice retailer with more
than 31,000 local restaurants serving more than
58 million people in 118 countries each day.
• Favorites- World Famous Fries, Big Mac,
Quarter Pounder, Chicken McNuggets and Egg
McMuffin.
• Brand mission: “Be our customers' favorite
place and way to eat.”
 McDonald’s in UAE
• Emirati-owned and operated by the Emirates
Fast Food Corporation, with Mr. Rafic Fakih as
the Managing Director. 
• 66 food outlets in the UAE located at malls,
petrol stations, drive thru.
• Has clean up campaigns, complimentary meals
to children.
COMMUNITY INVOLVEMENT

Active in the community, supporting many projects and events at schools

and with environmental groups

Invites children with special needs to new restaurant openings offering

complimentary meals and giving these children the opportunity for a fun
Outing
`
Volunteers to assist with clean up campaigns on beaches and in the sea

Helps with school events by decorating schools with balloons and offering
juices and gifts to help in fundraising events.
Marketing
mix
 Product

 Fast service meal

 Emphasis on developing a menu which
customer’s want- market research
 Happy meal- kid’s favorite
 Enjoys economies of scale
 Product life cycle
• Care is taken not to adversely affect the sales
of one choice by introducing a new choice,
which will cannibalize sales from the existing
one (trade off)
• Most of its products are in growth stage
• Big Mac is in a maturity stage
• Overall, McDonalds is in a growth stage
Video on Big Mac
 Price
 Customer’s perception of value determines
the price charged
 Value priced(combination of good quality and
good service at a fair price)
 Market penetration
 Place
 Relates to the distribution of the product
 Outlets are evenly located- readily accessible
 Fun place for children through tools such as
Ronald McDonald
PROMOTION
Advertising

Relates happy meal

toys with movie
characters

Direct marketing
through birthday clubs,
etc
 BCG Matrix
• A method of evaluating businesses relative to
the growth rate of their market and the
organization’s share of the market.
• Dogs have small market shares and no growth
prospects.
• Cash cows have large shares of mature markets.
• Question marks have small market shares in quickly
growing markets.
• Stars have large shares of rapidly growing markets.
BCG MATRIX
Strengths

Global appeal

High profit margin

Unique product line

Well trained employee base

Wide reach
 WEAKNESS

Perceived unhealthy image

Unable to attract local staff

 OPPORTUNITIES

Room for growth Flexible economic

and expansion policies

Growing Growth oriented

population industry
 THREATS
High competition from similar outlets

Growing health consciousness

Technological changes
 Segmentation
Activities Interest Opinions Demographics
1 Fast food Student, working, Sports, Influenced by Age:16-24
adventurous, entertainment, peer pressure, Single, heavy
Energetic fashion, music energetic, users
impulse
buying
2 Ambience Student, Entertainment, Ambitious, Age: 20-35
working/self made recreation, future Single, light to
businessmen fashion, business and medium users
socialization social issues,
politics
3 Status symbol Student, working, Sports, Energetic, Age: 16-25
hanging out, entertainment, impulse Single, light to
adventurous music, fashion, buying, medium users
recreation influenced by
peer pressure

4 Hygiene Working men, Home, Planned Age: 25-45

women, housewives recreation, purchasing, Newly married,
shopping, strong views, full nest. Light
fashion politics, future users
 Targeting
• Mc Donald's target market is every segment of the
demography!
The segments of the demography are; family life-
cycles, gender, age, Nationality, Income, Generation,
Race etc.
• Main target customers are children: Happy meal toys
• Adults: focuses on the cheap and quick nature of the
food
• Business customer base: convenient to have a quick
lunch in a busy schedule
Video on Happy Meal
for kids
 Positioning
• Emphasis on enhancing its brand positioning through
sponsorship of events and sports
 It was one of eight corporate sponsors of the Millennium Dome
Experience, investing £8 million in the Dome's community
programme and learning experience.
 It has been a major sponsor of international football, including
the World Cup since 1994 and the Champions League from
1996 to 2000.
 It has sponsored British athletics since 1993, notably the
McDonald's Young Athletes' League, training 11 to 17 year olds.
 It has sponsored Child Safety Week since 1994
 BURGER KING
• Global chain of hamburger fast food
restaurant headquartered in Florida, USA
• 19 food outlets located in UAE
• Favorites- whopper, chicken, specialty value
meals
• Friendly employees, clean surroundings, new
and exciting products
 McDonald’s
• Goal-100% customer satisfaction
• Single counter to take the order and serve.
• Involved in lot of community development work.
• Service-fast and friendly
• Emphasis on quality
• Food is made in mass production.
• McDonald’s customer service policy is laid out in
the McDonald’s Guarantee
 McDonald’s
• McDonald’s Guarantee states:”Your food will
be hot, drive-thru orders would be double
checked right and if customers are not
satisfied, next meal would be on us”.
• At Mc Donald’s on global terms-differentiation
strategy-courteous employees.
 Burger King
• Goal-”Working for you”
• Two separate counters to order and pick the
food.
• The burger is being prepared in the kitchen as
and when orders are placed thereby promising a
fresher meal.
• Lack of menu consistency.
• Community development did not seem to be
there
 Burger King
• Individualizing customer’s orders was a major
motive accompanied with quick service.
• Managers took involvement by taking orders
and training employees thereby ensuring a
systematic employee behavior.
• Also, here pamphlets on their policies and
terms needs to be provided.
CUSTOMER
SATISFACTION
SURVEY
 OUR
ANALYSI
S
Thinking about your most recent visit to McDonald's to what level of satisfaction do you
rank this visit?

Very poor

Poor

Average

Above average

Superior
What factors do you consider important when visiting McDonald?

PRICE

Not important

Somewhat important

Neutral

Important

Very important
Food quality

Not important

Somewhat
important

Neutral

Important

Very important
Promotion/Discount

Not important

Somewhat
important

Neutral

Important

Very important
Service

Not important

Somewhat
important

Neutral

Important

Very important
Hygiene

Not important

Somewhat
important

Neutral

Important

Very important
Convenience

Not important

Somewhat
important

Neutral

Important

Very important
Product

Not important

Somewhat
important

Neutral

Important

Very important
Will visit McDonald's in the near future

Agree

Disagree
Believes McDonald's deserves customer's loyalty

Agree

Disagree
Loyalty over the past years has grown stronger

Agree

Disagree
Promotional activities attract more customers

Agree

Disagree
McDonald's provides value for money

Agree

Disagree
I would recommend McDonald's to others

Yes

No
How much money do you spend on McDonald's on an average?(per person)

Less than 15

15-30

30-50

More than 50
How did you get to know about McDonald's?

TV

Radio

Newspaper/Magazine

Family/friends
 Recommendations
• Diversify its product line to a wider range of
products.
• Include salads and vegetables also in the meals
to attract customers to perceive the product as
healthy.
• Structure the order process in a more efficient
way.
• Work on attracting employees of different
nationalities into its employee base.
 Recommendations
• Safety committee: There should be a checklist
everyday they go through and verify all things are in
order
• McDonald’s needs to take following steps to help
customers rank their visit as superior:
 Good ambience
 Different counters
• From the survey, it can be inferred that majority of the
customers rank their visit as above average which has
to be improved to a superior level.
 Video
McDonald’s first love
BYE BYE…

SEE YOU AT
MC DONALDS

THANK YOU!