INDEX

CHAPTER

CONTENT

INTRODUCTION

PAGE
NO.
1-3
1-3

1.1

INTRODUCTION TO THE PROJECT

3

1.2

OBJECTIVE OF THE STUDY

4

1.3

METHODOLOGY
4

1.4

EMERGENCE OF FRANCHISING
4-5

1.5

HISTORICAL PRECEDENCE OF FRANCHISING

5-6

1.6

MCDONALDS ROLE IN THE INDIAN ECONOMIC

GROWTH
6-8

1.7

MCDONALDS COLD CHAIN IN INDIA

9-14

1.8

BACKGROUND

1.9

BENEFIT FROM NATIONAL MARKETING

CARRIED OUT

15-21

BY MCDONALD'S

LITERATURE REVIEW
2.1

MCDONALD'S TAKES THE ENVIRONMENTAL

CHALLENGE AS AN OPPORTUNITY TO BUILD
UP A COMPETITIVE ENVIRONMENTAL

22--23

POSITION.
23
2.2

MCDONALDS INTERNATIONAL COMPETITIVE

STRATEGY
23

2.3

NECESSARY CHANGES IN THE STRATEGY

23-24

2.4

PORTER'S FIVE FORCES MODEL

CONCEPTUAL FRAMEWORK

25-26
3.1

WHAT IS FRANCHISING?
27-29

3.2

MODES OF FRANCHISING

30
3.3

MARKETING ORGANIZATION
31

3.4

BRANCHISING
31-33

3.5

CONCEPTS OF FRANCHISING

3.6

33
WHAT IS FRANCHISE FEE?
PRODUCT AND BUSINESS FORMAT

3.7

34-35

FRANCHISING
35-36

3.8

TYPES OF FRANCHISING

36-38
3.9

ADVANTAGES

AND

DISADVANTAGES

OF

FRANCHISING
39
3.10

FRANCHISING AGREEMENT
39-40

3.11

SOURCES OF REVENUE
40

3.12

FRANCHISING PACKAGE
40-41

3.13

FINANCING AND PLANNING

41-42

3.14

EXPANSION ARRANGEMENT
42

3.15

MYTHS
42-43

3.16

PROBLEMS
43

3.17
4

FRANCHISEE ADVISOR COUNCIL

ECONOMIC GROWTH IN INDIA
44-45

4.1

FRANCHISING IN INDIA
45-46

4.2

FRANCHISING: A TOOL FOR ECONOMIC

GROWTH
IN INDIA
46-47

4.3

THE KEY ATTRACTIONS OF FRANCHISING IN

INDIA ARE AS FOLLOWS
47-48

4.4

BASIC NORMS TO BE FOLLOWED WHILE

FRANCHISING IN

INDIA

48-49
FRANCHISING OF FOOD AND RESTAURANTS
4.5

SECTOR IN INDIA

49-50
STUDY
4.6

OF

THE

FOOD

&

RESTAURANTS

SECTOR
50-51
DOMINOS

4.7
51
4.8

AMERICAN TRICON RESTAURANTS AND YUM

RESTAURANTS INTERNATIONAL

MCDONALDS FRANCHISING
52-53
5.1

INTRODUCTION
53-54

5.2

MCDONALD'S COMMITMENT TO THEIR

EMPLOYEES
54

5.3

MCDONALD'S COMMITMENT TO QUALITY AND

SAFETY
54-55

5.4

FOOD QUALITIES AND SAFETY

55

5.5

SAFE FUN FOR CHILDREN

55-56

5.6

MCDONALDS
ENVIRONMENT

COMMITMENT

TOWARDS

56-57
5.7

MAC IN INDIA
57

5.8

SUPPLY

AND

MATERIALS

TO

DISTRIBUTION
THE

VARIOUS

OF

RAW

OUTLETS

SUPPLY
57-59
5.9

VITAL LINKS IN THE MCDONALDS COLD

CHAIN
59

5.10

BUSINESS QUALIFICATIONS MCDONALDS

SEEK IN ITS POTENTIAL FRANCHISEES:

CONCLUSION AND RECOMMENDATION

60
6.1

CONCLUSION
60-65

6.2

RECOMMENDATION

BIBLIOGRAPHY