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GROUP MEMBER :
JYOTSNA MAJIBUL GOVIND AMIT MOHIT VIJAY
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HISTORY:
BEGAN IN SAN BERNARDINO ON MAY 15,1940 DICK AND MAC ARE THE OWNER OF MCDONALD. IN 1954, THE FIRST FRANCHISE TAKE PLACE. IN 1955, FIRST RESTAURANT OPENED. IN 1963, INTRODUCED RONALD. 1996, OPENS THE DOOR IN INDIA. TODAY,MCDONALD IS THE LEADING FOODSERVICE
BUSINESS MODEL:
FRANCHISE MODEL: ONLY 15% OF THE TOTAL NUMBER
OF RESTAURANTS ARE OWNED BY THE COMPANY. THE REMAINING 85% IS OPERATED BY FRANCHISES.
PRODUCT COSISTENCY: BY DEVELOPING A
SOPHISTICATED SUPPLIER NETWORKED OPERATION AND DISTRIBUTION SYSTEM, THE COMPANY HAS BEEN ABLE TO ACHIEVE CONSISTENT PRODUCT TASTE AND QUALITY ACROSS GEOGRAPHIES.
Products:
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MCDONALD IN INDIA:
OPENED ITS DOORS IN INDIA IN OCTOBER 1996. MCDONALD IN INDIA IS A 50:50 JOINT VENTURE
CHALLENGES FACED:
RESPECT FOR INDIAN CULTURE: MCDONALDS
INDIA HAS DEVELOPED A SPECIAL MENU WITH VEGETARIAN SELECTIONS TO SUIT INDIAN TASTES AND PREFERENCES. MCDONALDS DOES NOT OFFER ANY BEEF OR PORK ITEMS IN INDIA.
POPULATION OF VEGETARIANS. TO CATER TO THIS CUSTOMER SEGMENT, THE COMPANY CAME UP WITH A COMPLETELY NEW LINE OF VEGETARIAN ITEMS LIKE MCVEGGIE BURGER AND MCALOO TIKKI. THE SEPARATION OF VEGETARIAN AND NON-VEGETARIAN SECTIONS IS MAINTAINED THROUGHOUT THE VARIOUS 4/28/12
EXIBITS:
McDonald's INDIAN MENU
Vegetarian McVeggie McAlooTikki Paneer Salsa Wrap Crispy Chinese McCurry Pan Pizza McPuff Non Vegetarian Chicken Maharaja Mac McChicken Burger Shahi Chicken McCurry Fillet-O-Fish Wrap Chicken Mexican
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OVERVIEW:
A SUPPLY CHAIN IS A NETWORK OF FACILITIES
INCLUDING- MATERIAL FLOW FROM SUPPLIERS AND THEIR UPSTREAM SUPPLIERS AT ALL LEVELS, TRANSFORMATION OF MATERIALS INTO SEMI-FINISHED AND FINISHEED PRODUCTS, AND DISTRIBUTION OF PRODUCTS TO CUSTOMERS AND THEIR DOWN STREAM CUSTOMERS AT ALL LEVELS.
MANUFACTURER- DISTRIBUTOR-RETAILERCONSUMER
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COLD CHAIN:
THE COLD CHAIN DESCRIBES THE NETWORK FOR THE
PROCUREMENT, WAREHOUSING AND TRANSPORTATION AND RETAILING OF FOOD PRODUCTS UNDER CONTROLLED TEMPERATURES.
LOCAL SOURCING:
MCDONALDS HAS ALWAYS BEEN COMMITTED TO
SOURCING ITS REQUIREMENTS FROM LOCAL SUPPLIERS AND FARMERS.
MCDONALD HAVE CAREFULLY IDENTIFIED LOCAL INDIAN
BUSINESSES THAT TAKE PRIDE IN SATISFYING CUSTOMERS BY PRESENTING THEM WITH THE HIGHEST QUALITY PRODUCTS.
MCDONALD INDIA TODAY PURCHASES MORE THAN 96% OF ITS PRODUCTS AND SUPPLIES FROM INDIAN SUPPLIERS.EVEN THEIR RESTAURANTS ARE CONSTRUCTED USING LOCAL ARCHITECTS, CONTRACTORS, LABOUR AND MAXIMUM LOCAL CONTENT IN MATERIALS.
THE RELATIONSHIP BETWEEN MCDONALD AND ITS
INDIAN SUPPLIERS IS MUTUALLY BENEFICIAL. AS MCDONALD EXPANDS IN INDIA, THE SUPPLIER GETS THE OPPORTUNITY TO EXPAND HIS BUSINESS,HAVE ACCESS TO THE LATEST IN FOOD TECHNOLOGY, GET EXPOSURE TO EXPAND HIS BUSINESS, HAVE ACCESS TO THE LATEST IN FOOD TECHNOLOGY.
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SUPPLIERS:
TRIKAYA AGRICULTURE SUPPLIER OF ICEBERG LETTUCE.
VISTA PROCESSED FOODS PVT. LTD. SUPPLIER OF
MCDONALD EXPERIENCE:
SUCCESSFULLY INTEGRATE THE CUSTOMERS PERSPECTIVE IN ITS PRODUCTS AND OPERATIONS IN A COMPREHENSIVE MANNER.
MCDONALDS EMPHASIS ON ITS SUPPLIERS AS ITS 4/28/12 CUSTOMERS AS WELL AS ITS TREATMENT OF ITS
TARGET SEGMENT:
McDonalds uses demographic segmentation strategy
with age as the parameter. The main target segments are children, youth and the young urban family.
TARGET SEGMET A FAMILY WITH CHILDREN URBAN CUSTOMER ON THE MOVE TEENAGER
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WHAT IS MCDONALDS FOR ME? A TREAT TO CHILDREN,A FUN PLACE TO BE FOR THE CHILDREN. GREAT TASTE,QUICK SERVICE WITHOUT AFFECTING THE WORK SCHEDULE. HANGOUT WITH FRIENDS, BUT KEEP IT AFFORDABLE.
SWOT ANALYSIS:
STRENGHT: WEAKNESS: 1. STRONG BRAND 1. LOW DEPTH AND 2. CUSTOMER INTIMACY WIDTH OF PRODUCT. 3. PRODUCT INNOVATION 4. SUPPLIER INTEGRATION OPPORTUNITY: THREAT: 1. EXPAND INTO TIER 2 1. CHANGING CUTOMER AND TIER 3 CITIES. LIFESTYLE AND 2. ENTRY INTO TASTE. 4/28/12 BREAKFAST 2. INCREASED
ROAD AHEAD:
ENTRY TO TIER 2 AND TIER 3 CITIES THE MAIN
TARGET CUSTOMER FOR MCDONALDS IS THE NEW URBAN INDIAN FAMILY. WITH THE CUSTOMER DEMOGRAPHICS CONSTANTLY CHANGING AND TECTONIC SOCIAL AND CULTURAL SHIFTS BEING OBSERVED IN TIER 2 AND TIER 3 CITIES DUE TO GLOBALIZATION, THE COMPANY IS NOW EXPANDING TO TIER 2 CITIES LIKE PUNE AND JAIPUR.
OUTLETS IN INDIA, THE COMPANY HAS RECENTLY LAUNCHED ITS ENTRY INTO THR BREAKFAST FOOD 4/28/12 CATEGORY. THIS IS NOW LAUNCHED ON A PILOT BASIS
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