Presented by :

Sushma. C. S
Namitha. K. B

Date: 6-4-2010
 About McDonald’s
• Dick and Mac McDonald – founded McDonalds.
• Opened its first restaurant in 1948 in California.
• In the year 1955 Ray Kroc a salesman from Chicago
made McDonalds a success.
• McDonald’s is the world’s leading food service retailer
with more than 31,000 restaurants in 119 countries.
• Introduced in India in 1996, and now having a network
of 160 restaurants all over the country.
• In India, McDonalds is a joint venture company with
Hardcastle Restaurants Pvt. Ltd. (West and South
India) and Connaught Plazza Restaurants Pvt. Ltd.
(North and East India)
 Philosophy of McDonald's

QSCV
• Quality
• Service
• Cleanliness
• Value
 Competitor analysis
• McDonald’s has been a leading fast-foods outlet in India. But
the outlet understudy has other competitors eating away into
its market share. In addition to KFC, Dominos, Pizza Hut—the
firm encounters new challenges. KFC has become potent
competitor in the quick service field, taking away customers
from McDonald’s. Perhaps in the new environment, fast,
convenient service is no longer enough to distinguish the firm.
At this time, a new critical success factor may be emerging: the
need to create a rich, satisfying experience for consumers.
 Service and experience based competition which McDonald’s
use to be competitive:
• Brand name
• Concentrating upon all age group of customers ( children, youth
and families)
• Better understanding the demographic changes
• Cultural values
 Features of MCDonalds
• Local Sourcing
• Seating, Drive-Thru & home
delivery
• Happy Price Menu
• Transparency
• Fast (within 1 minute
service)
• Target segment - children
 Marketing strategies

Segment : Demographic
Geographic
Targeting : Children, youth &
families
Positioning : Low-price, High
quality and with
shortest possible
serving time
4Ps
 SWOT ANALYSIS
Strengths
• Strong Brand Name
• Customer Intimacy
• Frequent offers
Weakness
• Limited Products
• No consideration of Rural Areas
Opportunities
•Joint Ventures with Retailers ( e.g., Big Bazaar)
•Introducing McCafe Wi-Fi internet access
•Increase the number of restaurants

Threats
•Increased Competition
•Changing customer taste and preferences.
 Team View
Competition also reduces product
lifecycle; inducing firms to revise
their products
• The new McBreakfast would be
introduced Between 6 to 11 am .
This would open up a whole new
revenue stream for McDonald’s by
tapping into the student and
working population by providing a
healthy and wholesome breakfast.
• Promotions during festive seasons
• Sponsoring different events
• Building Party halls
THANK