International Marketing Plan of Mc Donalds Submitted to: Naveed Rehman Submitted by: BBA Taha Hussain Amir Riaz

Suleman Bashir

Table of Contents

Introduction About Mc Donalds History 1 !" to 1 !! 1 !# to 1 #$ 1 #" to 1 %$ 1 %" to 1 $ 1 " to Today Mission Statement &ounders 'ision Mar(etin) Mi* +om,etitors S-.T Analysis +onclusion

Introduction -e are the students o/ BBA0 -e have ,re,ared the International mar(etin) 1lan o/ Mc Donalds0 It has been desi)ned to /ind out ho2 they com,ete 2ith their com,etitors and desi)n strate)ies to ma(e their mar(et stable and in com,etition0

About McDonald's... McDonald's...Is the leadin) )lobal /oodservice retailer 2ith more than $34333 local restaurants servin) !5 million ,eo,le in more than 133 countries each day0 More than %36 o/ McDonald7s restaurants 2orld2ide are o2ned and o,erated by inde,endent local men and 2omen0 Is one o/ the 2orld7s most 2ell8(no2n and valuable brands and holds a leadin) share in the )lobally branded 9uic( service restaurant se)ment o/ the in/ormal eatin)8out mar(et in virtually every country in 2hich 2e do business0 Serves the 2orld some o/ its /avorite /oods 8 -orld &amous &rench &ries4 Bi) Mac4 :uarter 1ounder4 +hic(en McNu))ets and ;)) McMu//in0 .ur rich history be)an 2ith our /ounder4 Ray <roc0 The stron) /oundation that he built continues today 2ith McDonald7s vision and the commitment o/ our talented e*ecutives to (ee, the shine on McDonald7s arches /or years to come0

Mc Donalds History The McDonald7s History 8 1 !" to 1 !! Raymond Albert Kroc 1902 19!"# A $alesman Ray <roc mort)a)ed his home and invested his entire li/e savin)s to become the e*clusive distributor o/ a /ive8 s,indled mil( sha(e ma(er called the Multimi*er0 Hearin) about the McDonald7s hambur)er stand in +ali/ornia runnin) ei)ht Multimi*ers at a time4 he ,ac(ed u, his car and headed -est0 It 2as 1 !"0 He 2as !5 years old0 Dic% and Mac McDonald's Restaurant# $an Bernardino# &ali'ornia Ray <roc had never seen so many ,eo,le served so 9uic(ly 2hen he ,ulled u, to ta(e a loo(0 Seizin) the day4 he ,itched the idea o/ o,enin) u, several restaurants to the brothers Dic( and Mac McDonald4 convinced that he could sell ei)ht o/ his Multimi*ers to each and every one0 =-ho could 2e )et to o,en them /or us>= Dic( McDonald said0 =-ell4= <roc ans2ered4 =2hat about me>= ()ere it all be*an# Des +laines# Illinois Ray <roc o,ened the Des 1laines restaurant in 1 !!0 &irst day7s revenues8?$##015@ No lon)er a /unctionin) restaurant4 the Des 1laines buildin) is no2 a museum containin) McDonald7s memorabilia and arti/acts4 includin) the Multimi*er@ The McDonald7s History 8 1 !# to 1 #$ Ray Kroc At (or% =I/ you7ve )ot time to lean4 you7ve )ot time to clean4= Ray <roc ,reached to his troo,s0 Heedin) his o2n 2ords4 here the +hairman o/ the Board cleans the ,ar(in) lot o/ the /irst McDonald7s /ranchise in Des 1laines4 Illinois0 Ronald McDonald# In Any ,an*ua*e He Means -.un/- =The smile (no2n around the 2orld4= In his /irst T' a,,earance in 1 #$ the ha,,y clo2n 2as ,ortrayed by none other than -illard Scott0

.red 0urner And Ray Kroc# Arc)itects 1' A Dream Here Ray <roc Ari)htB and &red Turner study the desi)n 2hich 2ould re,lace the red and 2hite tile buildin)s that had become landmar(s throu)hout the C0S0 +alled <roc7s /irst =)rill man e*traordinaire4= Turner is today Senior +hairman o/ the Board0

The McDonald7s History 8 1 #" to 1 %$ McDonald's &omes 0o (all $treet In 1 #! McDonald7s 2ent ,ublic 2ith the com,any7s /irst o//erin) on the stoc( e*chan)e0 A hundred shares o/ stoc( costin) ?545!3 dollars that day 2ould have multi,lied into %"4$#3 shares today4 2orth a,,ro*imately ?$0$ million on December $14 533#0 In 1 E! McDonald7s 2as added to the $38com,any Do2 Fones Industrial Avera)e0 A Bi* Idea &alled -Bi* Mac- =Introduced system2ide in 1 #E4 the Bi) Mac 2as the brainchild o/ Fim Delli)atti4 one o/ Ray <roc7s earliest /ranchisees4 2ho by the late 1 #3s o,erated a dozen stores in 1ittsbur)h0= 0)e 2** McMu''in Introduced in 1 %$4 the ;)) McMu//in 2as develo,ed by o2ner o,erator Herb 1eterson0 The McDonald7s History 8 1 %" to 1 $

0)e .irst Ronald McDonald House in +)iladel3)ia# +A In 1 %" &red Hill o/ the 1hiladel,hia ;a)les teamed u, 2ith McDonald7s to create Ronald McDonald House0 Here the /amilies o/ critically ill children have a ,lace to call home 2hile they7re a2ay /rom home as the youn) ,atients under)o treatment /or their conditions0 0)e Ha33y Meal Since 1 % the Ha,,y Meal has been ma(in) (ids visits that much more s,ecial0 +lubs the 2orld over collect Ha,,y Meals toys and bo*es0 0)e .uture Be*ins 4o5 McDonald7s ;*,ress /or a 2orld that can7t slo2 do2n@0 McDonald7s is ,o,,in) u, in more non8traditional locations li(e Amoco and +hevron stations4 2ith /ull menu o//erin)s and dinin) room seatin)4 Gust li(e you7ll /ind in a traditional McDonald7s0 The McDonald7s History 8 1 " to Today

Ku5ait &ity# Ku5ait <u2ait +ity is ,retty /ar /rom Des 1laines4 Illinois4 but that didn7t sto, 1!4333 customers /rom linin) u, here on o,enin) day in 1 "0 The line at the drive thru 2as seven miles lon)0 1rovin) once a)ain that =Hood Times4 Hreat Taste= is understandable in any lan)ua)e0 McDonald's 1n 0)e (orld5ide (eb/ &orty three years a/ter o,enin) our /irst restaurant in Des 1laines4 Illinois4 2e are ,roud to come to you on the -orld -ide -eb0 Did you (no2 that McDonalds0com receives millions and millions o/ hits every 2ee(>

60t) Anni7ersary McDonald7s +or,oration celebrated its !3th Anniversary 2ith the o,enin) o/ a /la)shi, restaurant in +hica)o0

I-e aim to be a leader in su,,ortin) 2ell8bein) /or children and /amilies00 every 2here 2e do business0J

Brand leadershi, :uality Sa/ety +or,orate res,onsibility

Mission $tatement

McDonald7s brand mission is to =be our customers7 /avorite ,lace and 2ay to eat0= .ur 2orld2ide o,erations have been ali)ned around a )lobal strate)y called the 8+lan to (in9 centerin) on the /ive basics o/ an e*ce,tional customer e*,erience 88 1eo,le4 1roducts4 1lace4 1rice and 1romotion0 -e are committed to im,rovin) our o,erations and enhancin) our customers7 e*,erience0

.ounders :ision D The basis for our entire business is that we are ethical, truthful and de endable! It takes time to build a re utation! "e are not romoters! "e are business eo le with a solid, ermanent, constructi#e ethical rogram that will be in style years from now e#en more than it is today!$ Ray Kroc, 1958 Mar%etin* mi; Tar)etin) the mar(etK Mc Donalds have tar)eted the 2hole 2orld as its mar(et0 It has its /ood chain su,,ly all over the 2orld0

+roduct .ur menus o//er a variety o/ sa/e4 hi)h89uality /ood ,roducts that can /it into balanced4 active li/estyles0 .ur restaurants ty,ically serve several ty,es o/ hambur)ers4 )rilled and /ried chic(en ,roducts4 /ish and4 in many cases4 salads4 /ruits4 and additional sand2ich o,tions0 Many o/ our local business units are addin) ne2 salad4 /ruit4 and ve)etable o//erin)s0 &or e*am,leK McDoanld7s Australia o//ers a Tic( Menu 2ith choices that )et the National Heart &oundation =tic(= o/ a,,roval4 includin) the +hic(en Tandoori sand2ich4 +hic(en and +randberry sand2ich and Herb &usion +hic(en Salad0 Many 2uro3ean countries have launched Salads 1lus menus4 includin) meal8size salad choices4 a side salad4 /resh /ruit ba)4 and other o,tions0 McDonalds &anada o//ers Toasted Deli Sand2iches0 McDonald7s <.$.A. o//ers a ran)e o/ salads and a &ruit and Lo)urt 1ar/ait0 McDonalds Australia o//ers a :uic(Start brea(/ast menu4 includin) a choice o/ cereals4 Guices4 reduced /at or non/at mil(4 and yo)urt0 McDonald7s 0ai5an serves a Toasted Rice Bur)er0 A,,les are served 2hole or 2ith other /oods in more than 53 countries around the 2orld0 Mocal business units are also e*,andin) Ha,,y Meal choices to include ne2 sand2ich4 side4 and bevera)e alternatives0 These re/lect a System82ide )oal o/ ensurin) that Ha,,y Meals remain a choice moms /eel )ood about and children enGoy0 As 2ith other menu choices4 ne2 Ha,,y Meal o,tions re/lect the tastes and customs o/ our local mar(ets0 McDonalds <K has broadened Ha,,y Meal choices to include semi8s(immed or)anic mil(4 non8carbonated no8added8su)ar /ruit drin(s4 and /ruit ba)s0 In Ireland4 Ha,,y Meal choice includes /ish /in)ers0 McDonald7s Australia no2s o//ers a,,le slices and Si,ahh stra2s to /lavor mil(0 Many 2uro3ean countries are no2 o//erin) cherry tomatoes and oran)e Guice as Ha,,y Meal choice o,tions0 McDonalds Bra=il o//ers carrot stic(s and coconut 2ater0 The nutritional content o/ our Brazilian Ha,,y Meals has earned the seal o/ the Sao 1aulo State 1ediatric Society0 In .rance and $3ain a /ish sand2ich is Gust one o/ the main meal choices in the Ha,,y Meal0 In :ene=uela4 customers may substitute /ruit Guices /or so/t drin(s in Ha,,y Meals0 Ha,,y Meal bevera)e choices in >a3an include t2o 1336 /ruit Guices and a /ruit8 ve)etable Guice blend4 as 2ell as mil(4 carbonated bevera)es4 and oolon) tea0 McDonald7s .rance o//ers ,otato 2ed)es and +ro97o Me)umes4 /ried ve)etable balls0

Ha,,y Meal choices in the <.$. and &anada no2 include 1336 lo28/at re)ular and chocolate Mil( Fu)s4 1336 ,ure a,,le Guice4 and A,,le Di,,ers0

These are only e*am,les o/ a vast and )ro2in) variety in our menus around the 2orld0

+rice 1rices are adGusted by the mutual discussions by the o2ners or /ranchisers4 2here is it located0 The ,rice is al2ays set by (ee,in) in mind the economic /actor and the ,urchasin) ,o2er o/ the customer and )eo)ra,hically0 +romotion The ,romotion o/ the ,roduct is done by advertisement4 hoardin)s4 Ne2s,a,ers 4 electronic media0 .bGectivesK +reate ma*imum a2areness o/ our ,roduct0 To ,osition the tar)et mar(et in better 2ay0 To increase the level o/ sales o/ our ,roduct0 Distribution Mc Donalds have ,lant thousands o/ /ranchises all over the 2orld0 It has a vast /ast )ro2in) net2or(0 The o2ners o/ the Mc Donalds /ranchises are the inde,endent man and 2omen4 the common ,eo,le0 &om3etitors IMc Donalds does not con/er success on anyone0 It ta(es )uts and stayin) ,o2er to ma(e it 2ith one o/ our restaurants0 A total commitment o/ ,ersonal time and ener)y is the most im,ortant thin)0 Lou must be 2illin) to 2or( hard and concentrate e*clusively on the challen)e o/ o,eratin) that restaurant0J Ray <roc 8 &ounder

As 2e (no2 bein) a /ast /ood chain4 no2 2e have /e2 com,etitors li(e K <entuc(y &ried +hic(en A<&+B A&+ Al Ma((ah

$(10 analysis A S-.T analysis is an inte)ral ,art o/ a mar(etin) ,lan and can also be ,art o/ a business ,lan0 There are t2o /actors under 2hich ,roduct e*ist0 Internal /actors 10 Stren)th 50 -ea(ness ;*ternal /actors 10 .,,ortunities 50 Threat

$tren*t)? Stron) )rou, bac(in) Best trainin) and s(ill develo,ment ,ro)rams /or the mana)ement 1o,ular brand mar(et leader ;asily available in nominal ,rices Most attraction /or (ids (ea%ness? Mo2 mar(et ,enetration in rural areas0 133ortunities? Increase o/ advertisement ma(es ne2 customer in the mar(et0 <ids attraction -orld2ide inde,endent o2nershi,

0)reats? +hallen)esK A cou,le o/ the bi))est challen)es are maintainin) a ,ositive and ,roactive a,,roach and connectin) to the evolvin) consumer Ne2ly o,en /ast /ood chains are )ivin) a )ood com,etition As bein) inde,endent /ranchisers di//icult to maintain its brand name ,osition0

&onclusion A/ter studyin) about Mc Donalds4 2e have concluded that it is 2orld2ide com,any 2ith only /ast /ood chain su,,ly0 It has o,en and inde,endent investors and /ranchise o2ners0 They 2or( really hard on their mana)ement and sta// /aculty0 They have a vast net2or(0 They satis/y their customers all over the 2orld 2ith res,ect to their cultural4 economical /actors0