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Mcdonalds 4 P's of Marketing

Mcdonalds 4 P's of Marketing



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Published by AJAY KULKARNI

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Published by: AJAY KULKARNI on May 15, 2009
Copyright:Attribution Non-commercial


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Can you guess the name of the company which:
Is the ninth most valuable brand in the world?
Has replaced the US army as the Nations largest job training organization?
Controls the market share of more than 3 food chains taken together inAmerica?It’s none other than McDonald’s Corporation USA. Looking at the above statistics makesone wonder that what is the driving force behind all these achievements? How is it thatthe chicken burger available in San Francisco is same as the one available in Delhi?Many of these questions have been answered in the book “McDonald’s: Behind theGolden Arches” written by John Love. But are these standards being carried out in Indiaas well?The golden arches of McDonald’s are slowly becoming an integral part of the Indianlandscapes. Everyone knows McDonald’s is big, but very few know just how significantits impact on Indian business really is.
The inside of McDonald’s remains a mystery.
McDonald's India is a joint venture of McDonald’s Corporation with Amit Jatia andVikram Bakshi. Amit Jatia handles the operations in western region whereas VikramBakshi in the northern region.McDonald's India is an employer of opportunity, providing quality employment and long-term careers to the Indian people. The average McDonald's restaurant employs more than100 people in 25 different positions – from cashier to restaurant manager. McDonald'sworld class-training inputs to its employees can be seen in the present close to 2000employees currently in Mumbai and Delhi.2
But the most overlooked fact of McDonald’s India is its contribution to the food processing industry.
Six years prior to the opening of the first McDonald's restaurantin India, McDonald's and its international supplier partners worked together withlocal Indian Companies to develop products that meet McDonald's rigorous qualitystandards.
Part of this development involves the transfer of state-of-the-art food processing technology, which has enabled Indian businesses to grow by improving their ability to compete in today’s international markets. McDonald’s dedication to itssuppliers has lead to their growth, beyond the boundaries of the India.These aspects of McDonald’s do not get covered and highlighted by the news hungry press. But when the false news of using beef tallow in the French fries hit the market, the press did not leave a chance to exaggerate it. Despite the fact that right form the beginning; no beef ingredients have been used in any of the products in India.The marketing agency of McDonald’s, Mudra comes to its rescue in such times. Theadvertisements created by Mudra are a rage all over the nation, especially amongst thechildren. Who can forget the little kid who gets nervous in the school competition, but becomes happy again when his father takes him to McDonald’s?McDonald’s India has tried not to leave any stone un-turned in its objective to satisfy theIndian customer. But in Amit Jatia’s words,
“Customers are generally not forgiving.”
According to the survey conducted, customers demand low prices, more seating space,more variety, home delivery, and the list is endless.The fundamental secret to McDonald’s success is the way it achieves uniformity andallegiance to an operating regimen. McDonald’s India has to adhere to many rules andregulations laid down by the parent company, and it still has to cater to the Indiancustomer and his needs.
McDonald’s India is a case study on how to mix conformitywith creativity.

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