McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving nearly 47 million customers daily. At one time, the largest global restaurant chain, it has since been surpassed by Yum!, operator of KFC and other chains, and Subway. In addition to its signature restaurant chain, McDonald’s Corporation held a minority interest in Pret A Manger until 2008, and owned the Chipotle Mexican Grill until 2006 and the restaurant chain Boston Market until 2007. The company has also expanded the McDonald's menu in recent decades to include alternative meal options, such as salads and snack wraps, in order to capitalize on growing consumer interest in health and wellness. Each McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporations' revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to

The business began in 1940. the Netherlands. Canada. The original mascot of McDonald's was a man with a chef's hat on top of a hamburger shaped head whose name was "Speedee. Germany. and 9% growth in operating income to $3. Their introduction of the "Speedee Service System" in 1948 established the principles of the modern fast-food restaurant. with a restaurant opened by brothers Dick and Mac McDonald in San Bernardino. El Salvador and Sweden in order of openings. ." Speedee was eventually replaced with Ronald McDonald in 1963. France. Australia. FIRST McDONALDS: The first McDonald's restaurants opened in the United States.8 billion. California. Japan.9 billion.$22. Costa Rica.

various types of chicken sandwiches and products. and one which is employed either to abide by regional food taboos (such as the religious prohibition of beef consumption in India) or to make available foods with which the regional market is more familiar (such as the sale of McRice in Indonesia). This local deviation from the standard menu is a characteristic for which the chain is particularly known.FOOD McDonald's predominantly sells hamburgers. McDonald's offers salads and vegetarian items. and desserts. French fries. . wraps and other localized fare. breakfast items. soft drinks. In most markets. Portugal is the only country with McDonald's restaurants serving soup.

On October 25 they introduced the American Trio Collection of Beanie Babies that celebrate the American Political Process. They have always focused promotion around good food. McDonald’s signed a ten-year contract with Disney combining promotions for food items with Disney movies. In addition to these promotions.PROMOTION Promotion has also been a strength for McDonald’s. The increase of outlets per year . friendly folks. In addition to promotion. They have also spent a considerable amount of money on promotional programs such as Monopoly. They also continue the successful Beanie Baby promotion that is credited as the company’s most successful promotion ever. McDonald’s has also been successful at placing restaurants in every available position. Happy Meals. and the Big Mac. and fun.

stores. even while striving to achieve consistency in the operation of its many outlets. and more. salads. Plus McDonald’s is tucking restaurants into schools.has remained at 5% for the last two decades despite a falling increase in sales. not only through how fast it serves customers. its breakfast menu. Freestanding restaurants are positioned so that you are never more than a few minutes away by foot in the city or by car in the suburbs. . For example. but also in the location of its outlets. and the McLean Deluxe sandwich were all examples of how the company tried to appeal to a wider range of consumers. Chicken McNuggets. The company has also made convenience its watchword. STRENGHTS The secret of McDonald’s success is its willingness to innovate.

Growing customer wants and needs along with increased competition has forced them to alter and improve their menu to better fit the environment. Throughout the past three decades they have simply been a hamburger and fries Restaurant. Today McDonald’s offers a wide variety of products that consist of 26 items.The strength of McDonald has been their product strategy. McDonald's is helping low-income individuals save money. Factors such as growing competition and consumers becoming more health conscious have forced them to make these changes. McDonalds add up to a meal that's largely devoid of the vital nutrients .

and it would difficult to achieve double-digit growth.WEAKNESS The key threats to McDonald’s domestically are the lack of growth opportunities. heart disease. Other concerns are a newfound emphasis on healthier eating. And as Baby Boomers age and become more affluent. McDonald’s are everywhere. it is likely that . Most of McDonald’s most popular fare probably in some small way contributes to the increasing incidence of cancer. and diabetes among the population. The market is well saturated. the movie “Super Size Me” did not do well for McDonald’s public image. For example. the dining experience is never special. Their food doesn’t have a good public image. Their biggest weakness is the negative image of their food.

if only to step up to moderately priced restaurants like Olive Garden. while popular with consumers. and Pizzeria Uno. These chains have the added advantage of serving higher-margin alcoholic drinks. Bennigans. Even alliances with toy manufacturers. Creation and implementation of new products costs millions of dollars . McDonald’s. do little for the bottom line because the cost to run these promotions can be quite expensive. which leads to an erosion of margins for everyone.they will leave behind their fast-food ways. has to continually battle Burger King and Wendy’s. meanwhile.

The following list of suppliers. absolutely fresh and at great value. immensely benefiting the farmers at one end and enabling customers at retail counters get the highest quality food products. who build up the major supply chain of McDonalds. This system brought about a veritable revolution. on which it had spent more than six years to get the system into place. (Supplier of Chicken and Vegetable range of products including Fruit Pies) . reveal how this ‘Cold Chain’ works and contributes towards the efficiency of McDonalds.McDONALDS IN INDIA SUPPLIERS Cold Chain was one of the unique concepts of McDonalds supply chain in India. Dynamix Dairy Industries (Supplier of Cheese) Trikaya Agriculture (Supplier of Iceberg Lettuce) Vista Processed Foods Pvt. Ltd.

der is so much separation in veg n non-veg items that even items like mayonesse n soft serve are 100%veg.Radhakrishna Foodland (Distribution Centres for Delhi and Mumbai) Amrit Food (Supplier of long life UHT Milk and Milk Products for Frozen Desserts) RESPECT FOR INDIAN CULTURE:McD is well known around the world its high degree of respect to the local has selectrd menu especially for the Indian people with vegetable items . Hardcastle Restaurants Private Limited owns and manages McDonald's restaurants in the west of India.Only vegetable oil is uEd as a cooking medium. FRANCHISES McDonalds in India is classified as partnership operated by Indians. while the northern territory restaurants are owned and managed by Vikram .

These innovative initiatives could include launching higher-end restaurants under new brands that wouldn’t be saddled with McDonald’s fast-food image. expand internationally. The company could also look into expanding more aggressively abroad where the prospects for significant growth are greater.Bakshi’s Limited. As long as they continue to build awareness for their other brands. McDonald’s has done well with establishing a plan for future growth and expansion. while important. they will continue to be number one. which are what the company is all about. The company’s environment efforts. Key to its future success will be maintaining its core strengths—an unwavering focus on quality and consistency—while carefully experimenting with new options. should not overshadow its marketing initiatives. and better manage product introduction in existing McDonald’s restaurants. Connaught Plaza Restaurants Private CONCLUSION McDonald’s faces some difficult challenges. .


even though they are quite diversified.THREATS  The recession negatively impacts the holding position of the firm regarding its revenue streams.  Some parents criticize the firm’s ‘cradle to grave’ marketing strategy that focuses on kids. Heavy investments on promotional campaigns which decrease the gaining of market share.   Health issues regarding the fast food chain.  Foreign currency fluctuations are regarded to be a major problem as it uses standard pricing for its food items  More restaurants that are increasing their food offering and declining the price. . who later on take it as a trend to their adulthood.

 The expansion has made the firm vulnerable to the slow economies of the other countries. . KFC. usually with addictive additives. Wendy’s. Sued various times for unhealthy food. Starbucks.  Emergence of major fast food competitors: Burger King. Taco Bell.

 It can research ways to use ‘green’ energy and packaging which will work as a part of . use mobile text messaging to offer services that appeal to consumers.  It can upscale some of its restaurant settings at luxurious locations to attract more customers.  It can research ways to use ‘green’ energy and packaging which will work as a part of their promotional effort as well as fulfill their social responsibility.  It can create new product offerings.  It can adapt to the needs of the societies and undergo an innovative product line.OPPORTUNITIES  It can adapt to the needs of the societies and undergo an innovative product line.

their promotional effort as well as fulfill their social responsibility. use mobile text messaging to offer services that appeal to consumers.  It can create new product offerings.  It can upscale some of its restaurant settings at luxurious locations to attract more customers. .

California 1961: The golden arches introduced as company logo 1963: Ronald McDonald makes his first TV appearance 1965: McDonald's becomes a public company 1968: The Big Mac goes on sale 1973: The Egg McMuffin is introduced 1975: The first drive-through restaurant opens in Sierra Vista.ESSENTIAL FACTS 1948: McDonald's first restaurant opens in San Bernardino. Arizona 1990: McDonald's opens in Russia .


   .

  .

Sign up to vote on this title
UsefulNot useful