McDonalds

Presented by:
Praephan Ratana-amornpin
Trevor Munro
Margaret Hill-Skinner

Introduction
Largest fast food chain in the world
Our focus:
McDonalds America
McDonalds Thailand

Mission Statement
QSC&V
Quality
Service
Cleanliness
Value

Company Profile
Founded in 1940 in San Bernardino, CA
by Dick and Mac McDonald
Began franchising in 1955 with
implementation of speedee service
system
Currently found in 120 countries and
serve 54 million people daily
Over 30,000 stores worldwide

Company Profile
Is the largest fast-food chain in the
world
Typically owns the property its
restaurants are on, and collects rent
from franchisees
Reported worldwide revenue of $20.46
billion in 2005
Constantly altering menu or adding new
items

Target Market
Low to Mid income
Busy people
anyone on the go!
Families (Happy
Meal)
Teenagers
College students

Franchising
Franchises require a down payment of 40%
(of total cost) for new restaurants, and 25%
for existing
This must be non-borrowed money, and is a
minimum of $200,000
Must pay a service fee of ~4% of sales per
month, and monthly rental for the land
Required to attend Hamburger University in
Oak Brook, Illinois

Location Store Based

Central Business Districts

Downtown Portland, other city-centers

Secondary Business Districts

Bridgeport Village

Shopping centers

Valley River Center and Salem Center

Free-Standing

9th Street in Corvallis

Inside many Wal-Marts

SWOT Analysis
Strengths
Very strong brand name
Recognizable characters
Large target group
New stores almost 100% guaranteed to
succeed
Ability to adapt when faced with criticism
Play Area for children

SWOT Analysis
Weaknesses
Many other similar competitors
Until recently, had very few options for
eating healthy
Negative image due to Fast Food
Nation and other media sources

SWOT Analysis
Opportunities
Going green energy management,
improving packaging efficiency,
environmentally friendly refrigerants,
and partnering with Greenpeace for
rainforest protection
New store looks/styles McCafe coffee
shop, and forever young redesign

SWOT Analysis
Opportunities (cont.)
Charity The Ronald McDonald House
provides a cheap or free place to stay
for parents of sick children. Over 250
worldwide in 48 countries. Funded
primarily by donations and Joan Kroc
(founder Ray Krocs wife)

SWOT Analysis
Threats
Many competitors for
same costumer
Subway
Burger King
Yo Quiero
KFC
Taco Bell
Etc..

SWOT Analysis
Threats (cont.)
Criticism
contribute to
obesity, and other
health problems

McDonalds Thailand

McDonalds In Many Countries

McDonalds Thailand Profile

McThai President had an opportunity to study aboard at USA
and thought that that McDonalds has cool ideas.
Over a decade later, in 1981, during one of his visits to the
USA, he happened to pass by an impressive-looking building in
Oak Brook, Illinois and it was the McDonald's Worldwide
Headquarters
Mr.Bulsuk and his friend wrote to McDonald's Headquarters
to see if they would be interested in expanding into Thailand.

McDonalds Thailand Profile

The site at Amarin Plaza was chosen for the first
McDonald's restaurant in Thailand which make
Thailand is the 35th country.
Opened on March 16, 1985 with 50 million bath of
investment
The amarin plaza restaurant has space for over 200
seats, including a special McParty Room for family &
group gethering

Foods and Deserts

Burgers

Claypot
Rice & Chicken
Mc Nuggets Seaweed
shake shake
Double Teriyaki Pork
Burger Gai Hit

Pies

Pineapple pie
Corn pie
Taro pie

Similarity and Differences

Have almost the
same product line as
USA and also adapt
to Thai tastes
Examples:
Claypot
Chicken & Rice
McNugget Seaweed
Shake Shake
Chicken menu

McDonalds in
Thailand have
different foods and
desserts
Doesnt have Snack
Wrap
But have pineapple
pie, taro pie, and corn
pie

Target Market
Thailand Overview
Minimum wage is 50
cents an hour
Start monthly income
of 200 dollars
Regular meal cost
about 50 75 cents

McDonalds Target
Teenagers and young
kids
Medium to High
Income
Average monthly
income of 250-300
dollars
Each meal cost at
least one dollar

Site Selection
Central Business District
Downtown Bangkok which is capital of
Thailand

Shopping center
Free-Standing

SWOT Analysis
Strengths
Varieties of Product line
Burgers
Chicken, Fish, Beef, Pork, and Rice Burgers

Salad
Fruits salad and vegetables salad

Deserts
Pies and ice-cream

Drinks
Soda, milkshake, coffee, and tea

SWOT Analysis
Weaknesses
Prices
Minimum wage is 50 cents an hour..
Average cost of food is 50-75 cents..
..But it cost at lest a dollar to eat there with a
promotion menu like dollar menu. Regular menu
cost at least 2 dollars including drink

SWOT Analysis
Opportunities

Happy Meal with all sort of toys

Delivery
Play house
Party Room for kids to have party such as
birthday

SWOT Analysis
Opportunities
Happy Meal

SWOT Analysis
Threats
Examples:

Fast Food Thai food in general

Subway
Burger King
KFC
Etc..

Sources

www.Wikipedia.org
McThailand.co.th
www.mcdonalds.com
www.rmhc.org/rmhc/index.html