MARKETING RESEARCH

Presented by: Dushyant shrivas

Presented to: Sunaina Tomar mam
 TABLE OF CONTENTS
• Introduction

• History

• Business model

• McDonald's in India

• SWOT analysis
• Research methodology

TABLE OF CONTENTS (cnt)

• Conclusion

• Recommendation
 INTRODUCTION
• McDonald's is the worlds#1 fast food company by sales

• About 32000 restaurants serving burgers and fries to 52 million

people in about 120 countries

• Popular chain is well known for its Big Macs, quarter pounders
and chicken McNuggets

• Nearly 80% of the restaurants are run by franchisees or affiliates

 McDonald’s HISTORY
• McDonald’s originally started as a small hamburger stand in
Bernardino, California, owned by Richard and Maurice McDonald in
1945.

• Re-opened in December 1948 as a self-service drive-in restaurant.

• In 1950s Ray Kroc, a Multimixer Salesman, signs a franchise

agreement with Richard and Maurice McDonald in the name of
McDonald Corporation at Illinois in 1955.
• After few years in 1961, Ray purchased the ownership from McDonald
brothers.
 BUSINESS MODEL
• FRANCHISE MODEL: Only 15% of restaurants are owned by company.
The remaining 85% is operate by franchises

• PRODUCT CONSISTENCY: By developing a sophisticated supplier

network 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: McDonald’s focuses
not only on delivering sales for the immediate present , but also
protecting its long term brand reputation

McDonald’s IN INDIA
• McDonald’s opened its doors in India in October 1996.

• McDonald’s family restaurants in Mumbai, Delhi, Pune,

Ahmedabad, Jaipur have proceeded to demonstrate, much to the
delight of all the customers, what the McDonald’s experience is all
about.
• The first restaurant opened on 15th April 1955 in Des Plaines,
illinois,U.S.A.

McDonald’s IN INDIA(cnt)
LOCALLY OWNED:

• McDonald’s in India is 50-50 joint venture partnership between McDonald’s

Corporation [USA] and two Indian businessmen.

• Amit Jatia’s company hard castle Restaurants Pvt.Ltd. Owns and operates
McDonald’s restaurants in Western India.
• Connaught Plaza Restaurants Pvt.Ltd. Headed by Vikram Bakshi owns
and operates the Norther operations.

McDonald’s IN INDIA(cnt)
• Amit Jatia and Vikram Bakshi are like-minded visionaries who share
McDonald’s complete commitment to Quality, service, Cleanliness and
Value.

• Having signed their joint venture agreements with McDonald’s in April

1995.
• They trained extensively, along with their Indian management
team, in McDonald’s restaurants in Indonesia and the USA before opening
the first McDonald’s restaurant in India.

McDonald’s IN INDIA(cnt)
RESPECT FOR LOCAL CULTURE:

• McDonald’s India has developed a special menu with Vegetarian selections to

suit indian tastes and preferences.

• McDonald’s does not offer any beef or pork items in India.

• They have re-formulated some of the products using spices favored by
Indians.

• Among these are McVeggie burger, McAloo Tikki burger, Veg.Pizza McPuff
and
Chicken Mc
SWOT ANALYSIS
 RESEARCH
METHODOLOGY
RESEARCH INTRODUCTION
• The activities of market research include defining marketing opportunities
and problems, generating and evaluating marketing ideas, monitoring
performance, and understanding the marketing process.
• The methodology of the study include selection of sample, survey of
library references, collation and compilation of the primary and
secondary data and information obtained through structured
questionnaires, open ended interview.
 DATA SOURCES
PRIMARY DATA
a) Personal interview
• Advantages - permits detailed in-depth questions & responses.
• Disadvantages – costly.

b) Telephone Interview
• Advantages - suitable, relatively inexpensive, saves time.
• Disadvantage - non-coverage, limited length in deepness of
questions and responses

DATA SOURCES(cnt)
c) Self-administered Questionnaire

• Advantages - cost effective for large areas, promotes accurate

answers, minimizes interviewer bias,
• Disadvantages - low response rates, unanswered questions,
incorrect answers.

DATA SOURCES(cnt)
SECONDARY DATA:
Secondary data includes:

• Newspapers

• Magazines
• Books of Management

• Text boo
 CONCLUSION
• McDonald's is one of the largest fast food companies in the world.

• They continue their path for success by keeping their consumers in

mind regarding their product selection as well as their prices.

• They encourage their employees to do a good job, usually

promotes from within, and offers several scholarships to encourage
education.
• McDonald's is a centralized, "wait and see" company they
find ways to use technological products that will increase their
productivity, service, and sales,

RECOMMENDATION
• Most of the customers are student and working professionals, so
company should pay more attention on this group of the society

• They should also focus on enhancement of enjoyment and maintain

the quality of food they provide
• Most of the customers are looking for quality, price and variety
in same restaurant so if Mc Donald’s want to maintain as well as retain
its customer then it should try to maintain all the three things