1

IIPM



Marketing Research Report
On
McDonald

Submitted To:
Prof. Durgesh Batra

Submitted By:
Swati Gupta


etter of Acceptance

1oť
MrŦ uuraesh 8aLra
LecLurer llÞMţ
!alpur



5ub[ectť ÞkLÞAkA1ICN CI kLÞCk1


l am herebv presenLlna Lhe reporL on Companv Mcuonald and assure
vou submlsslon of our reporL ln compllance wlLh Lhe lnsLrucLlon
envlsaaedŦ
name of Loplc ls repeaLed for readv reference pleaseŦ

"Market|ng kesearch report on McDona|d"


?ours slncerelvţ


SwaLl CupLa



uaLeť november 03ţ 009




3


Acknowledgement


1he successful accompllshmenL of anv Lask ls lncompleLe wlLhouL
acknowledalna Lhe conLrlbuLlna personallLles who asslsLed and lnsplred
and lead us Lo wav of successŦ

AL Lhe ouLseL l would llke Lo express mv deep sense of araLlLude and
slncere Lhanks Lo MrŦ Manlsh 1lwarlţ ueanţ lndlan lnsLlLuLe of Þlannlna
and ManaaemenLţ !alpur for provldlna an opporLunlLv Lo dlscover Lhe
corporaLe world from a close perspecLlveŦ

l also Lhank ÞrofŦ uuraesh 8aLraţ mv markeLlna research aulde for Lhls
pro[ecL reporL Lo whom l am deeplv araLeful for hls consLanL reporL
and auldance wlLhouL whlch lL would noL have been posslble for me Lo
compleLe Lhls pro[ecLŦ

l convev mv araLlLude Lo all Lhe sLaff of ºMcuonald" for Lhelr klnd
cooperaLlon LhrouahouL mv pro[ecLŦ l would also llke Lo Lhank evervone
who conLrlbuLed ln anv manner Lo Lhls pro[ecLŦ

llnallv l Lhank mv dearesL ÞarenLs Ǝ lrlends for Lhelr conLlnued
supporLŦ



SwaLl CupLa





TAB OF CONTNT

Sr. No. Particulars Page No.
1. ecutive Summary
2. Introduction of McDonald`s
- History
- Business Model
- McDonald`s in India
3. SWOT Analysis
4. Methodology
- Introduction
- Research Obiective
- Research Plan
- Research limitations
5. Analysis & Interpretation
6. Conclusion & Recommendations
7. Anneure
- Bibliography














CUTIV SUMMARY


uurlna Lhe pasL four decades Mcuonald has bullL a repuLaLlon for
excellence LhaL has earned Lhe respecL of consumers and lndusLrv
experLs allkeŦ 8ulldlna a leadlna companv llke Mcuonald has requlred
relenLless lnnovaLlonţ commlLmenL Lo quallLv and dedlcaLlon Lo
cusLomer servlce and valueŦ 1he quallLles of enLrepreneurshlpţ arowLh
and leadershlp have characLerlzed Mcuonald's buslness Lhrouah more
Lhan four decades of successŦ 1hrouah Lhe sLrenaLh of lLs herlLaaeţ lLs
culLure and lLs people and franchlseesţ Mcuonald looks forward Lo
more success ln fuLureŦ

1hls reporL presenLs an lnŴdepLh buslnessţ sLraLealc and markeLlna
analvsls of Mcuonaldƌs CorporaLlonŦ 1he reporL provldes a
comprehenslve lnslahL lnLo Lhe companvţ lncludlna buslness sLrucLure
and operaLlonsţ ma[or sLraLeales and kev compeLlLorsŦ 1he hallmark of
Lhe reporL ls Lhe deLalled markeLlna research and analvsls on Lhe
companvŦ 1he research ls done wlLh predeflned ob[ecLlves and almsţ
wlLh a proper deslaned procedure ln order Lo carrv ouL Lhe research
work efflclenLlv and effecLlvelvŦ 1he reporL also enllahLens Lhe SWC1
(SLrenaLhţ Weaknessţ CpporLunlLles and 1hreaLs) Analvsls of Lhe
companv so as Lo examlne Lhe companv's kev buslness sLrucLure and
operaLlonsţ hlsLorv and producLsţ and provldes summarv analvsls of lLs
kev revenue llnes and sLraLeavŦ 1he research reporL also lncludes
resulLanL ple charLs based on Lhe survev conducLed for Lhe popularlLv
and success of Mcuonald'sŦ All Lhe llmlLaLlons whlle preparlna Lhe
research reporL ls menLloned and Lhe flnal analvsls and lnLerpreLaLlon ls
revealedŦ




Introduction of McDonald


Mcuonaldƌs ls Lhe worldƌs #1 fasLŴfood companv bv salesţ wlLh
abouL 3ţ000 resLauranLs servlna buraers and frles Lo mllllon people
ln abouL 10 counLrlesŦ (1here are nearlv 1ţ000 Colden Arches
locaLlons ln Lhe uSŦ) 1he popular chaln ls wellŴknown for lLs 8la Macsţ
CuarLer Þoundersţ and Chlcken McnuaaeLsŦ MosL of lLs ouLleLs are freeŴ
sLandlna unlLsţ buL Mcuonaldƌs also has manv unlLs locaLed ln alrporLs
and reLall areasŦ Lach eaLerv aeLs lLs food and packaalna from approved
suppllers Lo ensure LhaL a 8la Mac purchased ln ÞlLLsburah LasLes Lhe
same as one bouahL ln 8el[lnaŦ nearlv 80Ʒ of Lhe resLauranLs are run bv
franchlsees or afflllaLesŦ More Lhan 70Ʒ
of
Mcuonaldƌs resLauranLs
worldwlde are owned and operaLed bv lndependenL local men and
womenŦ

Mc Donald`s Mission Statement
ƍMcuonaldƌs vlslon ls Lo be Lhe worldƌs besL qulck servlce resLauranL
experlenceŦ 8elna Lhe besL means provldlna ouLsLandlna quallLvţ
servlceţ cleanllnessţ and valueţ so LhaL we make everv cusLomer ln
everv resLauranL smlleŦƍ

Principles of the Organization
Þrlnclples LhaL aulde Lhe oraanlzaLlonŴť
7

CuallLvţ Servlceţ Cleanllness Ǝ value Ŵ lL ls an unfllnchlna Mcuonaldƌs
ldeoloav LhaL Lhe cusLomers musL alwavs aeL quallLv producLsţ served
qulcklv and wlLh a smlleţ ln a clean and pleasanL envlronmenLŤ and all aL
a falr prlceŦ
O 1hev are commlLLed Lo exceedlna our cusLomersƌ expecLaLlons ln
everv resLauranL everv LlmeŦ
O 1hev have a passlon and a responslblllLv for enhanclna and
proLecLlna Lhe Mcuonaldƌs brandŦ
O 8elleve ln a collaboraLlve manaaemenL approachţ emplovlna a
muLuallv respecLful buslness phllosophvţ
O Wlll selze everv opporLunlLv Lo lnnovaLe and lead Lhe lndusLrv on
behalf of Lhe cusLomersŦ


Business Model

O Franchise Model÷ Only 15° oI the total number oI restaurants
are owned by the Company. The remaining 85° is operated by
Iranchisees. The company Iollows a comprehensive Iramework oI
training and monitoring oI its Iranchises to ensure that they adhere
to the "uality. Service. Cleanliness and Value propositions
oIIered by the company to its customers.


O Product ConsistencyBy developing a sophisticated supplier
networked operation and distribution system, the company has
been able to achieve consistent product taste and quality across
geographies.

8

O Act like a retailer and think like a brand - McDonald`s Iocuses
not only on delivering sales Ior the immediate present, but also
protecting its long term brand reputation.



McDonald`s in India

Mcuonaldƌs opened lLs doors ln lndla ln CcLober 199Ŧ Lver slnce Lhenţ
Mc uonald's famllv resLauranLs ln Mumbalţ uelhlţ Þuneţ Ahmedabadţ
vadodaraţ Ludhlanaţ !alpurţ nolda larldabadţ uorahaţ Manesar and
Curaaon have proceeded Lo demonsLraLeţ much Lo Lhe dellahL of all Lhe
cusLomersţ whaL Lhe Mcuonaldƌs experlence ls all abouLŦ 1he flrsL
resLauranL opened on 1Lh Aprll 19 ln ues Þlalnesţ llllnolsţ uŦSŦAŦ
AlmosL 0 vears down Lhe llneţ lLs are Lhe worldƌs laraesL food servlce
svsLem wlLh more Lhan 30ţ000 resLauranLs ln 100 counLrlesţ servlna
more Lhan mllllon cusLomers everv davŦ


Features:

O OCAY OWND
Mcuonald's ln lndla ls a 0Ŵ0 [olnL venLure parLnershlp beLween
Mcuonald's CorporaLlon żuSAŽ and Lwo lndlan buslnessmenŦ AmlL
!aLla's companv hard casLle 8esLauranLs ÞvLŦ LLdŦ owns and operaLes
Mcuonaldƌs resLauranLs ln WesLern lndlaŦ Whlle ConnauahL Þlaza
8esLauranLs ÞvLŦ LLd headed bv vlkram 8akshl owns and operaLes Lhe
norLhern operaLlonsŦ
9

AmlL !aLla and vlkram 8akshl are llkeŴmlnded vlslonarles who share
Mcuonaldƌs compleLe commlLmenL Lo CuallLvţ Servlceţ Cleanllness and
value (CSCƎv)Ŧ Pavlna slaned Lhelr [olnLŴvenLure aareemenLs wlLh
Mcuonaldƌs ln Aprll 199ţ Lhev Lralned exLenslvelvţ alona wlLh Lhelr
lndlan manaaemenL Leamţ ln Mcuonaldƌs resLauranLs ln lndonesla and
Lhe uŦSŦAŦ before openlna Lhe flrsL Mcuonald's resLauranL ln lndlaŦ

O RSPCT FOR OCA CUTUR
Mcuonaldƌs lndla has developed a speclal menu wlLh veaeLarlan
selecLlons Lo sulL lndlan LasLes and preferencesŦ Mcuonaldƌs does noL
offer anv beef or pork lLems ln lndlaŦ Cnlv Lhe freshesL chlckenţ flsh and
veaeLable producLs flnd Lhelr wav lnLo Lhe lndlan resLauranLsŦ ln
addlLlonţ Lhev have reŴformulaLed some of Lhe producLs uslna splces
favored bv lndlansŦ Amona Lhese are Mcveaale buraerţ McAloo 1lkkl
buraerţ veaŦ Þlzza McÞuff and Chlcken McCrlll buraerŦ









10

SWOT ANAYSIS

Strengths

SuccessIul Advertisement (I`m lovin it)
Great Partnership (Coco Cola)
Clean environment and playground Ior kids
ProIessional training Ior employees (Hamburger University)

Weaknesses

Product Development
Price
Management Ior Iranchisees/ioint ventures

Opportunities

Internationalization
Growing dining out market (Especially young generation and middle age
group)

Threats

More health conscious customers
Threats Irom local competitors in diIIerent countries
The economic downturn
Playing in a mature and saturated industry




11

Methodology


Research Introduction

1he acLlvlLles of markeL research lnclude deflnlna markeLlna
opporLunlLles and problemsţ aeneraLlna and evaluaLlna markeLlna
ldeasţ monlLorlna performanceţ and undersLandlna Lhe markeLlna
processŦ 1he meLhodoloav of Lhe sLudv lncluded selecLlon of sampleţ
sLudv/survev of llbrarv referencesţ collaLlon and compllaLlon of Lhe
prlmarv and secondarv daLa and lnformaLlon obLalned Lhrouah
sLrucLured quesLlonnalresţ open ended lnLervlewŦ 1he meLhod of
research was deducLlve as concluslon would be drawn afLer Lhe analvsls
and lnLerpreLaLlon of daLa collecLedŦ

Research Objective
O 1o ldenLlfv and analvze Lhe varlous componenLs of Lhe servlce
experlence rendered bv Mcuonald's Lo lLs cusLomerŦ
O 1o analvze Lhe lmpacL of servlce experlence on cusLomers aL
Mcuonald'sŦ
O 1o sLudv Lhe challenaes ln malnLalnlna and lmprovlna Lhe servlce
experlence rendered bv Mcuonald'sŦ

Research Plan
8esearch plan ls developed lnLo varlous componenLsŴ
O uaLa sources
1

O 8esearch lnsLrumenL
O Sampllna meLhods
Data Sources
Primary data:-
Þrlmarv daLa ls collecLed from Lhe locallLv of Lhe coveraae areaŦ We
have Laken ln Lo conslderaLlon Lhe vlews of manaaerţ sales manaaerţ
markeLlna manaaerţ audlLorţ emploveesţ eLcŦ Ǝ our professors abouL
Lhe relevanL sub[ecL Ǝ also pav aLLenLlon Lowards Lhelr suaaesLlonsŦ
1helr suaaesLlons are lncorporaLed ln Lhe reporLŦ 8eslde of all Lhlsţ
some daLa ls also collecLed bv ourselvesŦ
Secondary data:-
Same as above some daLa ls collecLed from Lhe medla alsoŦ
O newspapers
O Maaazlnes
O 8ooks on ManaaemenL
O 1exL books

Research Instruments
1o collecL Lhe prlmarv daLa for Lhe ManaaemenL 1heslsţ we have
selecLed some quesLlons ln concern wlLh Lhe oraanlzaLlonŦ We used
Lhese quesLlons as a research lnsLrumenLs for knowlna Lhe facLsŦ
1hese quesLlons are as followsťŴ
O CuesLlons relaLed Lo Lhelr markeLlna manaaemenLŦ
13

O CuesLlons relaLed Lo Lhelr caplLal
O CuesLlons relaLed Lo Lhelr lnvesLmenLŦ
O CuesLlons relaLed Lo Lhelr Lurn overŦ
O CuesLlons relaLed Lo Lhelr adverLlse expendlLureŦ
O CuesLlons relaLed Lo Lhelr lnLerpersonal relaLlons wlLh CusLomers
O CuesLlons relaLed Lo Lhelr compeLlLorsŦ
O CuesLlons relaLed Lo Lhelr oraanlzaLlonal sLrucLureŦ
O CuesLlons relaLed Lo Lralnlna Ǝ developmenL of emplovers
O CuesLlons relaLed Lo moLlvaLlonŦ

Sampling Methods
1he polnLs consldered ln Lhe sampllna plan are as followlnaťŴ
Sampling Unit:-
1he sLaff of Lhe oraanlzaLlon lncludlna Lhe manaaers of dlfferenL
deparLmenLs and Lhe emplovees was LaraeLed for Lhe MarkeLlna
research reporLŦ
Sampling "uantity:-
1he sampllna quanLlLv was Ǝ all are relaLed wlLh Mcuonald'sŦ AparL
from Lhls we also consldered some cusLomers of Mcuonald'sŦ
Coverage:-
1he coveraae of Lhe survev was whole oraanlzaLlon lŦeŦ Mcuonald'sŦ

1

Research imitations
Some llmlLlna facLors were faced whlle conducLlna Lhe research and
preparlna Lhe reporLŦ 1hese could be summarlzed as followsť
O no secondarv lnformaLlon was foundţ such asţ anv reporL or
research papers on Lhls parLlcular lssueŦ
O lor flndlna ouL reasons behlnd aap beLween Lheorv and pracLlceţ
enouah number of pro[ecLs could noL be sLudled due Lo shorLaae
of Llme and scopeŦ
O Cnlv lnLernal speclallsLs were lnLervlewedŦ








1

Analysis & Interpretations
1he resulL of Lhe survev ls as followsŴ
C1Ŧ how frequenLlv do vou vlslL Mcuonald's?
Daily
10%
Weekly
50%
Monthly
10%
Occasionally
30%




Interpretation
Ma[orlv were weeklv vlslLors Lo Lhe ouLleLŦ 1he aae aroup 0Ŵ ma[orlv conslsL
of Lhe weeklv vlslLors and Lhe occaslonallv were Lhe adulL aae aroup of 3 and
aboveŦ 1he dallv belna a mlnorlLv also conslsLed of Lhe colleae aoersŦ 1he klds
wlLh aae aroup 10Ŵ18 were ln Lhe weeklv aroupŦ

1

C whlch ls vour favorlLe producL aL Mcuonald?

Mc
Veggie
Burger
18%
French
Fries
34%
Mc Puff
10%
Mc Aloo
Tikki
Burger
22%
Other
16%


Interpretation
CusLomers were asked abouL Lhelr favorlLe producL aL McuonaldŦ Ma[orlLv of aae
0Ŵ were for lrench frles and Mc Aloo 1lkkl 8uraerŦ
17

C3Ŧ ls Lhe producL llne ln Mcuonald adequaLe?
es
28%
No
34%
Average
38%


Interpretation





18

C ls Lhe prlce of Lhe producLs aL Mcuonald's reasonable?

Very
costly
8%
Costly
23%
Resonabl
e
37%
Cheap
32%

Interpretation
1he prlce of Lhe producL accordlna Lo Lhe ma[orlLv sample was reasonableŦ 3Ʒ of
Lhe sample sald LhaL Lhe prlces were cheap and Lhev were mosLlv from Lhe 0Ŵ
aae aroupŦ 8uL Lhe reasonable caLeaorv conslsLed of Lhe 3Ŵ above and 0Ŵ aae
aroup and Lhe resL were ln Lhe cosLlv and verv cosLlv brackeLŦ

19

C Pow does vou llke Lhe lnfrasLrucLure aL Mcuonald?

Poor
10%
Average
22%
Good
45%
Very
Good
23%

Interpretation
1he lnfrasLrucLure was raLed on Lhe basls of poorţ averaaeţ aood and verv aoodŦ
MosLlv of Lhe aae aroup of 1Ŵ wenL for aoodŦ Þoor and averaae were
comparaLlvelv lessŦ
0

C Pow does vou llke Lhe servlce dellverv process of
Mcuonald?

Poor
8%
Average
12%
Quick
55%
Ìmpressiv
e
25%

Interpretation
1he cusLomers were asked abouL Lhe servlce dellverv processŦ MosL of Lhem
found lL Lo be qulckŦ Aae aroup of 30Ŵ3 voLed for averaae and Lhe raLlo of poor
was verv lessŦ
1

C7 whaL abouL Lhe cleanllness aL Mcuonald?

Not
Clean
5%
Average
23%
Clean
52%
Very
Clean
20%


Interpretation
1he cleanllness of Lhe ouLleL was raLed bv Lhe sampleŦ 1he ma[orlLv raLed lL as
cleanţ buL some parL of Lhe sample found lL averaaeŦ 1he cleanllness perLalned Lo
boLh Lhe dlnnlna as well as Lhe processlna areaŦ 1he washroom was noL Laken parL
of lL because Lhe washroom ls noL a parL of Lhe ouLleL buL of Lhe plazaŦ


C8 Pow ls Lhe deslan of Lhe ouLleL?

Bad
12%
Average
30%
Good
38%
Perfect
20%

Interpretation
1he deslan of Lhe ouLleL ls noL sLandardlzedŦ lL varles from place Lo place buL Lhe
lnner decoraLlon or Lhe lavouL ls almosL or 70Ʒ Lhe sameŦ 1hev expressed Lhelr
vlews bv savlna lL as 'sLvlo' ouLleL and buL lL dld noL flnd lL convenlenL Lo Lhe
sLorev concepL as Lhe order had Lo be Laken from Lhe downsLalrs and Lhen carrled
lL Lo Lhe Lop floorŦ

3

C9 whaL ls Lhe maln problem vou faced aL Mcuonald's?

Long
Queues
24%
Congesti
on
16%
Other
20%
No
Problem
40%
Interpretation
1he cusLomers were asked lf anv problem was faced bv LhemŦ 1hev sald
O AvallablllLv of space especlallv aL Lhe weekendsŦ
O non compllance wlLh Lhe 3ŴmlnuLe reprocesslna of Lhe orderŦ
O 8epeLlLlon of Lhe order more Lhan Lwlce on some occaslonsŦ
O Crowded
O Colna downsLalrs aaaln for placlna anv more order



C10 whaL area do vou Lhlnk needs Lhe mosL lmprovemenL?

Delivery
time
10%
Capaciou
sness
20%
Product
Variety
28%
Price
31%
Others
11%

Interpretation
1he cusLomers were ln Lhe end asked lf Lhev wanL anv lmprovemenL ln anv areaŦ
1he overall raLlnas were alven and varlous resulLs came as Lhev need reducLlon ln
prlces and wanL a more capaclous areaŦ ÞroducL varleLv should also be lncreasedŦ


Conclusions and Recommendations

Conclusions
lasL food resLauranL ls LhaL parL of servlce lndusLrv whlch ls 'balanced' lŦeŦ Lhe
domlnance of Lanalbles and lnLanalbles ls equallv dlvldedŦ ln Lhls lndusLrv lL ls
more of people processlna lŦeŦ lL ls dlrecLed aL Lhe people and Lhe naLure ls LhaL of
a Lanalble acLŦ Mc uonald's emplovs a cold chaln svsLemŦ
1he above analvsls clearlv lav ouL ln deLall Lhe componenLs of Lhe servlce
experlence offered bv Lhe MC uonald's Lo Lhe consumers and Lhe lmpacL of Lhe
same on Lhe consumersŦ Servlce experlence ls noL onlv whaL vou aeL when vou
arrlve aL Lhe place buL also whaL happens when vou Lhlnk abouL lL and whaL vour
LhouahLs are when vou leave for Lhe ouLleLŦ 1he ouLleLs followlna Lhe franchlse
wav alves Lhe servlce experlence ln Lhe sLandardlzed wav buL as Lhe lnherenL
quallLv of varlablllLv surrounds everv servlce rendered hence Lhe vlews and Lhe
experlence also dlffersŦ Penceţ Lhe overall raLlnas deflne clearlv Lhe sameŦ 1he
ServucLlon model ls anoLher Lool Lo undersLand Lhe lmpacL of Lhe cusLomers of
Lhe varlous facLors lŦeŦ servlce experlence rendered bv Lhe MC uonald'sŦ Lhe
model has helped deplcL whaL are Lhe varlous lnfluenclna facLors and Lhe daLa
LabulaLlon reveals Lhe lmpacL of Lhe sameŦ 1he servlce oraanlzaLlon has been
successful ln poslLlonlna lLself as Lhe affluenLţ wesLernlzed Leenaaerţ modernţ
upscale famllvţ posslblv drlven bv chlldren who en[ov Lhe feellna of eaLlna aL Lhe
Mc uonald'sŦ Penceţ Lhe Mc uonald's can ensure LhaL lLs consumers are savlna Ŷ
ºl' m lovln' lL"Ŧ


Recommendations
O Membersh|p part|c|pat|on of the consumersŴ Lhe Mc uonald's follows
formal relaLlonshlp buL doesn'L lnvolve lLs cusLomers for furLher
assoclaLlonŦ 1he membershlp clubs or helplna Lhe Mc uonald's
members (Lhrouah some enrolmenL process) on some lssues or
Loplcs eŦaŦ Ŵ 8ackpacklna or 1rekklna eLcŦ
O 1e|ev|s|on sets to be p|aced appropr|ate|yŴ Lhe Lelevlslon seLs are
placed aL Lhe ouLleL ln an lnapproprlaLe mannerŦ 1he upsLalrs
Lelevlslon seLs are noL placed ln a manner ln whlch all consumers
can have a aood look aL lL from dlfferenL placesŦ
O Jater Ava||ab|||tyŴ 1he waLer avallablllLv aL Lhe sLore should be
madeŦ 8lahL now Lhev provlde wlLh a small alass of waLer and LhaL
also afLer asklna for Lhe same LwlceŦ 1hls mav be due Lo Lhe facL
LhaL beveraaes should be sold and lf waLer ls provlded for free lL
mav lead Lo nonŴ purchase of Lhe beveraaesŦ
O 5pace between the CountersŴ Lhere lsn'L anv clear cuL dlvlslon
beLween Lhe Lhree counLers hence when Lhe order Lakers ask Lhe
cusLomer Lo sLep Lo Lhelr lefL afLer placlna Lhe orderţ Lhelr no
acLual space Lo shlfL Lo Lhe lefL aL Lhe flrsL Lwo counLersŦ Pence
Lhe counLers should be placed ln a wav LhaL Lhev are equallv
spaced and have enouah aaps amonasL LhemselvesŦ
7

O 5torey storyŴ Lhe sLore concepL has reallv leaded Lo Lhe dampenlna
of Lhe raLlna of Lhe deslan of Lhe ouLleLŦ As Lhe plaza opens upţ
Lhe ouLleL should adequaLelv cover up for Lhls dampenerŦ
O Menu Þr|cesŴ 1he prlce dlsplaved should be revlewed accordlnalv
and Lhe revlsed prlces should be sLaLed aL Lhe dlsplavŦ
O 5a|adsŴ Mc uonald's has lnLroduced Lhe salads concepL ln varlous
oLher counLrles buL noL veL ln lndlaŦ Seelna Lhe arowLh of healLh
consclous aeneraLlon salads should be lnLroduced ln Lhe menu
card of lndla LooŦ









8

Anneure
Bibliography
BOOKS
O HoIIman k. Douglas, Bateson John E.G., Marketing of Services. 2006, Cengage learning
products, New Delhi 2008.
O Raiendra Nargundkar, Service Marketing- Text and Cases. 2
nd
edn, McGraw Hill
Companies, New Delhi 2008.
O Cooper, Robert G. and Scott J. Edgett (1999), !roduct Development for the Service
Sector.Lessons for Market Leaders. Cambridge, MA: Perseus Books.
O urtz, David L. and enneth E. Clow (1998), Services Marketing. New York: John
Wiley & Sons.

WBSITS
O http://www.slideshare.net/kriskate/extended-marketing-mix
O http://www.oppapers.com/essays/Macdonald-The-Marketing-Mix/212438
O http://www.scribd.com/doc/13212962/extendedmarketingmix12344285948016601?autod
own÷ppt
O http://www.oppapers.com/essays/Service-Marketing-Pizza-Hut/160111
O http://www.slideshare.net/kriskate/extended-marketing-mix
O http://www.oppapers.com/essays/Macdonald-The-Marketing-Mix/212438
O http://www.oppapers.com/essays/Service-Marketing-Pizza-Hut/160111
O http://www.rocw.raiIoundation.org/management/mba/brand-manag/lecture-notes/lecture-
21.pdI
O www.wikipedia.com
O www.economictimes.indiatimes.com
O www.mcdonaldsindia.com
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