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RETAIL MANAGEMENTPROJECT ONMCDONALDS
 ICFAI Business School 
CONTENTS
 
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The McDonalds Genesis……………………………….
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Overview…………………………………………………….
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Supply chain……………………………………………….
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Challenges entering the Indian market………….
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Segmentation,Targeting,Positioning…………….
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McDonalds Marketing mix…………………………..
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Competitor analysis…………………………………….
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Recommendations……………………………………….
 The McDonald’s Story – Genesis
The story of McDonald’s started in 1954, when its founder Raymond Kroc saw ahamburger stand in San Bernardino, California and envisioned a nationwide fastfood chain. Kroc proved himself as a pioneer who revolutionized the Americanrestaurant industry. Today McDonald’s is the world’s largest fast food chainserving 47 million customers daily. McDonald’s is now one of the most valuablebrands globally, worth more than $25 billion. The Golden Arches and its mascotRonald McDonald have gained universal recognition. Though the company has rootsin the US, McDonald’s today has become an
accepted citizen of the world
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