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Executive Summary

The birth of McDonald's began with Raymond Albert Kroc. Ray Kroc was the exclusive distributor of a milk shake maker called the Multimixer. Meanwhile, two brothers, Richard and Maurice McDonald owned and ran a hamburger restaurant in San Bernadino, California, in the 1950s. Ray Kroc heard how well the McDonald brothers were doing using his Multimixers to serve their customers. He met up with them and acquired the franchising right from them to run McDonald's restaurants. A great success story was in the making. In 1955, Ray Kroc founded the McDonald's Corporation and opened the first restaurant in Des Plaines, Illinois. In 1961, he bought out the McDonald brothers. And the rest, as they say, is history. McDonald's grew into the largest restaurant organisation in the world. Today, there are more than 30,000 McDonald's restaurants serving 47 million customers each day in over 100 countries. Ray Kroc died in 1984 but his legacy is very much alive. McDonald’s Malaysia is fully owned by McDonald’s Corporation. Around 90% of its restaurants in Malaysia are company owned while the remaining are owned and operated by local franchisees.In December 1980, Golden Arches Restaurants Sdn. Bhd. (GARSB) won the licence to operate McDonald’s in Malaysia. The first McDonald’s restaurant subsequently opened its doors at Jalan Bukit Bintang on 29 April 1982. The global business is managed by McDonald’s Corporation as distinct geographic segments: United States; Europe; Asia Pacific, Middle East and Africa (APMEA); Latin America; and Canada. McDonald’s Malaysia operates under the umbrella arm of the APMEA group. As of December 2009, McDonald’s Malaysia has 194 restaurants located nationwide, serving 10 million customers a month and expanding at a rate of 15-20 restaurants annually. McDonald’s Malaysia is fully owned by McDonald’s Corporation, and the restaurants throughout Malaysia are either operated by GARSB or franchisees.McDonald’s Malaysia and our franchisees employ more than 8,000 locals with 150 support staff at the headquarters managing the day-to-day operations of the business.

McDonald’s is convenient and modern making life fun and easy for customers. Their weaknesses domestically are the lack of growth opportunities in the well saturated market. They also offer a range of tastes. An analysis of the internal and external environment indicates McDonald’s secret of success is its willingness to innovate.2. • a line of southern-style sandwiches and drinks • a line of gourmet coffee drinks • a line of healthy menu options . crew. and increase gross sales by 20 percent over the next year. even while striving to achieve consistency in the operation of its many outlets and fast service to customers. A major concern is the emphasis on healthier eating. and prices that deliver value to customers.0 Situation Analysis McDonald’s Corporation offers greater variety and quality choices and delight customers with the food and beverage products they desire from a fast-food restaurant. and mangers. MarketingObjectives The McDonald’s Corporation marketing objectives are to penetrate the market through product diversification by introducing promotional product lines. sizes.

Expenses are tracked in major marketing categories of advertisement. . marketing campaign.3.1 Financial Plan Marketing Expense Forecast Marketing expense forecast will be used as tool to keep the marketing department on target and provide indicators when corrections are needed for the proper implementation of the marketing plan. Golden Arches Restaurants Sdn Bhd. direct marketing and other.0 3. is increasing its advertising and promotion budget by over 10% this year compared with last year’s RM35mil budget to strengthen its position and woo more customers. the operator of McDonald’s in Malaysia.

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