You are on page 1of 21

INDIANISATION OF

Click to edit Master subtitle style

4/28/12

GROUP MEMBER :
JYOTSNA MAJIBUL GOVIND AMIT MOHIT VIJAY
4/28/12

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

RETAILER WITH MORE THAN 30,000 LOCATIONS IN OVER 119 COUNTRIES.


4/28/12 SERVING MORE THEN 46 MILLION CUSTOMERS

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.

ACT LIKE A RETAILER AND THINK LIKE A BRAND.


4/28/12

Products:

4/28/12

MCDONALD IN INDIA:
OPENED ITS DOORS IN INDIA IN OCTOBER 1996. MCDONALD IN INDIA IS A 50:50 JOINT VENTURE

PATNERSHIP BETWEEN MCDONALD, CORPORATION AND TWO INDIAN BUSINESSMEN:


AMIT JATIA- OPERATES WESTERN INDIA. VIKRAM BAKSHI- OPERATES NORTHERN INDIA. THEY SIGNED THEIR JOINT-VENTURE AGREEMENTS
4/28/12 WITH MCDONALD IN APRIL 1995.

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.

THE VEGETARIAN CUSTOMER: INDIA HAS A HUGE

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

4/28/12

SURVEY Q. Which QUESTIONNAIRE is you favorite product in McDonald?


Favourite Product

4/28/12

Q. Is the product line in McDonalds adequate?


Is the product line is adeqate?

4/28/12

4/28/12

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.

SO,ROW MATERIAL FLOWS AS FOLLOWS: SUPPLIER-

MANUFACTURER- DISTRIBUTOR-RETAILERCONSUMER
4/28/12

COLD CHAIN:
THE COLD CHAIN DESCRIBES THE NETWORK FOR THE

PROCUREMENT, WAREHOUSING AND TRANSPORTATION AND RETAILING OF FOOD PRODUCTS UNDER CONTROLLED TEMPERATURES.

MCDONALDS RESTAURANT STORE PRODUCTS TO BE

USED ON A DAILY BASIS, WITHIN A TEMPERATURE RANGE OF -18C TO 4C.


ABOUT 52% OF OUR FOOD PRODUCTS NEED TO BE

STORED UNDER THESE CONDITIONS BEFORE THEY ARE 4/28/12 USED.

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.

ADHERENCE TO INDIAN GOVERNMENT REGULATIONS


4/28/12

ON FOOD, HEALTH AND HYGIENE WERE A TOP PRIORITY.

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.
4/28/12

SUPPLIERS:
TRIKAYA AGRICULTURE SUPPLIER OF ICEBERG LETTUCE.
VISTA PROCESSED FOODS PVT. LTD. SUPPLIER OF

CHICKEN AND VEGETABLE RANGE OF PRODUCTS.


DYNAMIX DIARY SUPPLIERS OF CHEESE.

AMRIT FOOD SUPPLIER OF LONG LIFE UHT MILK AND

MILK PRODUCTS FOR FROZEN DESSERTS.


4/28/12

MCDONALDS HAS EXCELLED DUE TO ITS ABILITY TO

MCDONALD EXPERIENCE:

SUCCESSFULLY INTEGRATE THE CUSTOMERS PERSPECTIVE IN ITS PRODUCTS AND OPERATIONS IN A COMPREHENSIVE MANNER.

NEW MENU IN INDIA IS AN EXAMPLE OF MCDONALDS

STRATEGY OF INTEGRATING THE CUSTOMERS PERSPECTIVE IN ITS PRODUCTS.


THE OPERATIONAL INTEGRATION IS EVIDENT FROM

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
4/28/12

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.

ROLLING OUT McBREAKFAST ACROSS ALL

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

4/28/12

H T

N A

U O Y

You might also like