MC DONALDS

By-
Himanshi Tiwari
Nazia Haider
Abhiskek Shukla
Pankaj Duggal
Pankaj Singh
Vaibhav Agarwal
 HISTORY
The McDonald's concept was introduced in San Bernardino,
California by Dick and Mac McDonald of
Manchester, New Hampshire. It was modified and expanded by their
business partner, Ray Kroc, of Oak Park, Illinois, who later bought
out the business interests of the McDonald's brothers in the concept
and went on to found McDonald's Corporation.

1940 First McDonald’s

1952 Attempts at franchising
1954 Milk Shake Machine
1956 14 McDonald’s
1968 Introduction of Big Mac
1970 1600 restaurants
1980 6000 McDonald’s Restaurants
1990 record sales
 ABOUT Mc. DONALDS

• McDonald’s is a large corporation in the fast food industry.

•More than 32,478 restaurants in more than 119 countries
• Their primary competitors are other fast food chains such as
Burger King and Wendy’s.
• Selling a well established, high quality product
•They employ 385,000 people
• Excellent training
• The majority of the McDonald’s franchises are owned by
individual franchises
 FRANCHISEE
• McDonald's operates its own restaurants and franchises its brand to local
businesspeople (about 81% of the world's McDonald's restaurants are
franchised)

McDonald’s Franchises versus Company-Owned Restaurants

Metric 2004 2005 2006 2007 2008 2009

Total Restaurants 30,496 30,766 31,046 31,377 31,967 32,478

Franchised Restaurants 22,317 22,593 22,880 24,471 25,465 26,216

Company-Owned Stores 8,179 8,173 8,166 6,906 6,502 6,262

% Company-Owned Stores 26.8% 26.6% 26.3% 22.0% 20.3% 19.3%

 FINANCIAL REPORT
Revenues Net Restaurant Franchised
Company Net Margin
(M) Income (M) s %
McDonald's
$22,745 $4,551 20.0% 32,478 81%
(MCD)
Yum!
Brands $10,836 $1,083 10.0% 37,000 86%
(YUM)
Wendy's
Internation $3,581 $4 0.1% 6,451 80%
al (WEN)
Burger King
Holdings $2,537 $200 7.9% 11,925 88%
(BKC)
Domino's
$1,404 $80 5.7% 9,339 91%
Pizza (DPZ)
 SWOT ANALYSIS
STRENGHTS OPPORTUNITIES
•Strong brand
PLEASE recognition
ADD UR POINTS •Expand into Tier1 and Tier 2
•Professional Training For cities
Employees (Hamburger University) •Entry into breakfast category
•Product innovation •Acquisition of other restaurants
•Supply Chain
•Not providing the junk food
•Great Partnership (Coke Cola)

WEAKNESS
•Low depth and width of product
•High overall costs than rivals
•Management Of Franchisees/Joint
Venture
THREATS
•Changing customer lifestyle
•Increase in competition
•The Economic Downturn
Mc. Donalds in India
 In India

• 13 Oct1996 - First restaurant opens in India, at Basant

Lok,Vasant Vihar, New Delhi.
• McDonald's in India is a Joint-Venture (JV) partnership run by
Indians. One with Connaught Plaza Restaurants Pvt. Ltd.
managed by Mr. Vikram Bakshi in the Northern & Eastern region
and another with Hard Castle Restaurants Pvt. Ltd. managed by
Mr. Amit Jatia in the Western & Southern Region..
• The McDonald's philosophy of QSC&V is the guiding force behind
its service to the customers
• Nearly half a million customers visit McDonald's  family
restaurants spread across India every day.
• They are providing 32rupees per person per hour except
managerial staff.
Mc. Donald TODAY
CHALLENGES IN ENTERING
INDIAN MARKETS
• Regiocentricism (Re-engineering the
menu)

• The vegetarian customer 

 MARKETING STRATEGY
• Freshness, nutrition & value.
• Segment-The Young family(<30 years).
• Target- The young family who eats out.
• Focus- Attracting children, so family follows.
• Positioning-”Mc. Donalds mein hai kuch baat”-a place for the
entire family to enjoy. “To Aaj Mc. Donald Ho Jaye”.
• Special promotions during festivels.
• Start Giving Internet Facilities.
Competitors of Mc. Donalds in India

• Pizza Hut

• KFC

• Subway

• Domino’s
Mc. Donalds in Germany
 In Germany

• In 1971 the first Mc. Donalds was opened in West

Germany with the motto “ich liebe es” means “I love
it”
• Now total number of restaurant in Germany has
reached to 1361
• In the year 2005, the net sales in Germany amount to
€ 2.42 billions.
 MARKETING STRATEGY

• Delivery speed,customer care and cleaniness

• McDonald's product value is also its greatest strengths. Customers
know what to expect when they walk into a McDonalds store.
• Its target audiences are Kids specially the young generation.
• It’s the first to started serving beers in Mc. Doanlds store ,because
majority Germans love beer.
• McDonald's is swapping out the red in its logo for "a deep hunter
green" to tout its environmental credentials in Europe and
practices, including environmentally friendly refrigeration and
converting used oil into biodiesel fuel.
Competitors of Mc. Donalds in Germany

• Burger King

• Subway

• Yum!

• KFC
 EMPLOYEE OPPORTUNITIES

INDIA GERMANY
• More than 4000 • More than 9000
employees gets the employees gets the
opportunity to work in opportunity to work in
Mc. Donalds . Mc. Donalds.
• Both Internal and • Same
External training
provided.
 MENU

INDIA GERMANY
• 75% localised menu • 25% localised menu.
• Provide customer • Provide Customer
feedback Feedback
• Inclusion of Vegeterian • It’s bottoms up in
meals. Germany, where
• No Big Macs instead they McDonald’s serves – Beer!
have Maharaja Mac.
 McDonald’s the Future..!!

McDonald’s has built his strength in strong brand Customer

intimacy Product innovation & Supplier integration

Coming up with new schemes that suits to every pocket

Mc-delivery has been started so everyone can be at home and

enjoy McDonald's food

Planning to introduce more McCafé units across the world.

More Employement Oppurtunities.

BYE BYE SEE YOU AT
McDonald's