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 NMIMS UNIVERSITY
McDonald’s : Behind The Golden Arches
Customer Acquisition and Retention
GroupRITABRATA GHOSH (316)M.S. DEEPAK BALAJI (339)JIGAR SHAH (350) NIKET SHERLEKAR (354)DISHANT SIDANA (357)
The McDonald’s Story - Genesis ..........................................................................2
 
McDonald’: Behind The Golden Arches
Business Model .....................................................................................................3McDonald’s in India .............................................................................................4
Challenges in Entering Indian Markets ............................................................4
Segmentation, Targeting and Positioning .............................................................4Customer Perception and Customer Expectation ................................................6
 
McDonalds Marketing Mix (5 P’s) .......................................................................6The McDonald’s Experience ..............................................................................10McDonaldizing the Suppliers .............................................................................12Importance of PLC in McDonalds ......................................................................13Competitors Analysis ..........................................................................................14
 Two Dimensional Perceptual Mapping ...............................................................15
SWOT Analysis ..................................................................................................15The Road Ahead .................................................................................................16Exhibits ...............................................................................................................17
1. McDonald’s Indian Menu ............................................................................17Survey Questionnaire ....................................................................................17
References ...........................................................................................................23
The McDonald’s Story - Genesis
The story of McDonald’s started in 1954, when its founder Raymond Kroc saw a hamburger stand in San Bernardino, California and envisioned a nationwide fast food chain. Kroc provedhimself as a pioneer who revolutionized the American restaurant industry. Today McDonald’sis the world’s largest fast food chain serving 47 million customers daily. McDonald’s is nowone of the most valuable brands globally, worth more than $25 billion. The Golden Archesand its mascot Ronald McDonald have gained universal recognition. Though the companyhas roots in the US, McDonald’s today has become an
accepted citizen of the world
.
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McDonald’: Behind The Golden Arches
YearEvents1955
Ray Kroc opens his first restaurant. McDonald’s Corporation is created
1957
Quality, Service, Cleanliness and Value (QSC & V) becomes companymotto
1963
Ronald McDonald makes debut
1965
The company goes public
1968
Big Mac is introduced`
1974
Happy Meal is launched
1996
McDonald’s opens in India, the 95
th
country
Business Model
Franchise Model
 – Only 15% of the total number of restaurants are owned by theCompany. The remaining 85% is operated by franchises. The company follows acomprehensive framework of training and monitoring of its franchises to ensure thatthey adhere to the
Quality, Service, Cleanliness and Value propositions
offered bythe company to its customers.
Product Consistency – 
By developing a sophisticated supplier networked operationand distribution system, the company has been able to achieve consistent product tasteand quality across geographies.
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