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Published by Rehan Yousaf
Marketing strategy of McDonald for entering eastern Europe(Estonia)
A project by Quaidians (QAU-DAS)
Marketing strategy of McDonald for entering eastern Europe(Estonia)
A project by Quaidians (QAU-DAS)

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Published by: Rehan Yousaf on Jan 11, 2009


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Project onInternational Marketing Strategy of aCompany
Company Selected:McDonald Strategy for Entering:Eastern Europe (Estonia)
Submitted by
Rehan Yousaf 
Department of Administrative SciencesQuaid-i-Azam University, Islamabad
MC Donald’s entry in Eastern Europe(Estonia)
Company Background
ay Kroc, at 52 years old, invested his entire life savings to become the exclusivedistributor of a milk shake maker called the Multimixer. Hearing about the McDonald'shamburger stand in California owned by Dick & Mac McDonald running eight Multimixers at atime, he packed up his car and headed West. It was 1954. Ray Kroc had never seen so manypeople served so quickly. He pitched the idea of opening up several restaurants to theMcDonald brothers, convinced that he could sell eight of his Multimixers to each and every one."Who could we get to open them for us?" Dick McDonald said. Well," Kroc answered, "whatabout me?"Ray Kroc opened the Des Plaines, Illinois restaurant in 1955 and never looked back. In1965 McDonald's went public with the company's first offering on the stock exchange. In 1967,the first McDonald's restaurant outside the United States opened in Richmond, BritishColumbia. In 1968, the Big Mac® sandwich was introduced, followed by the Egg McMuffin®breakfast sandwich in 1973. Milestones and accomplishments have followed ever since.Today, there are tens of thousands of McDonald's restaurants serving millions of peopledaily around the world. The incredible growth and success of McDonald's can be summed upwith the first thought that went through Ray Kroc's mind when he first saw McDonald's: "This willgo anyplace."
McDonalds celebrated its 53rd anniversary in April 15, 2008 and remained true to thestatement "As far as I can tell, the only place you can't get a Big Mac is in outer space." Thecompany operates as a global business through franchising. In 2004, the company reported tohave established 30,000 local restaurants located in 115 countries across five continents. It isthe biggest fast food retailer conquering markets worldwide. In almost every country, there is aMcDonalds restaurant and in a single state or region, there are several branches. The companyhas spread so widely that the term “mcdonaldization”, was coined to describe the organizationand culture of the company. The term has evolved to refer to the general business strategy of expansion.
McDonald’s vision is to be Estonia's "best" quick service restaurant, experiencesupported by a set of core values and guiding principles.
Values and Principles of McDonald’s
The core values McDonald live by
Dedication to provide customers unparalleled levels of Quality, Service, Cleanliness andValue.
Commitment with the people, because it knows that a diverse team of well-trainedindividuals, working together, is the key to its continued success.
To approach all aspects of business with honesty and integrity.
It backs to the system that provides success.
Celebrating the achievements, yet we always strive to achieve new heights.The principles that guide McDonald
Commitment to exceed the customers' expectations in every restaurant every time.
McDonald believes its success is dependent upon our three-legged stool - Corporate,Franchisee Partners, and Supplier Partners.
McDonald is committed to franchising, maintaining a highly collaborative relationshipwith its franchisees and making franchising decisions based on what's best for itscustomers.

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Syeda Bint E Zahra added this note
marketing info was totally general in nature!! we want to know abt marketin strategies in Estonia!
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