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MIR AAY
FoR STP 2o18-2
BATCH
A STUDY ON THE MARKETING STRATEGIES ADOPTED BY Me DONALD'S

Submitted In Partial Fulfilment of MBA

Vth Semester MBA BATCH 2018-2020
As a part of the Curriculum of
MASTER OF BUSINESS ADMINISTRATION
From

BPIBS B1 PARMAIAJD

BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES

Affiliated to-GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

SUBMITTED BY SUBMITTED TO
NAME-PAWAN SARATHI THIYAGARAJAN
ROLL NO-01411403918 PROJECT GUIDE
MBA IVth SEMESTER DEPARTMENT OF MBA

enl
GOVERNMENT OF NCT OF DELHI
BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES
Opposite Madhuban Colony,Near Vikas Marg Shakarpur,Delhi-I10092
 TABLE OF CONTENTS

SERIAL NUMBER TOPIC

(1 TITLE OF THE REPORT

(2) EXECUTTVE SUMMARY
(3) OBJECTTVE OF THE STUDY
(4) ABOUT THE COMPANY
(5) LITERATURE REVIEW
(6) RESEARCH METHODOLOGY
(7) LIMITATIONS OF THE STUDY
(8) BIBLIOGRAPHY
TITLE

A STUDY ON THE MARKETING STRATEGIES ADOPTED BY Mc DONALDS'S

EXECUTIVESUMMARY

McDonald's Corporation is an American fast food company, founded in 1940 as a

restaurant operated by Richard and Maurice McDonald, in San Bernardino,
California, United States. They rechristened their business as a hamburger stand,
and later turned the company into a franchise, with the Golden Arches logo being
introduced in 1953 at a location in Phoenix, Arizona. In 1955, Ray Kroc, a
businessman, joined the company as a franchise agent and proceeded to purchase
the chain from the McDonald brothers. McDonald's had its original headquarters
in Oak Brook, Illinois, but moved its global headquarters to Chicago in early 2018.
McDonald's is the world's largest restaurant chain by revenue, serving over 69
million customers daily in over 100 countries across 37,855 outlets as of
2018. Although McDonald's is best known for its
hamburgers, cheeseburgers and french fries, they also feature chicken
products, breakfast items, soft drinks, milkshakes, wraps, and desserts. In response
to changing consumer tastes and a negative backlash because of the unhealthiness
of their food, the company has added to its menu salads, fish, smoothies, and fruit.
The McDonald's Corporation revenues come from the rent, royalties, and fees paid
by the franchisees, as well as sales in company-operated restaurants. According to
two reports published in 2018, McDonald'sis the world's second-largest private
employer with 1.7 million employees (behind Walmart with 2.3 million
employees).
Market research study has been conducted in order to bring out the picture of
customer satisfaction and service quality that exists in the industryy The
differences in customer satisfaction and service quality adopted by mcdonalds.
The project is the analysis of the Marketing strategies in fast food and Service
quality level provided by the fast food joint Medonalds, Subway, Pizza Hut,
Burger King.
OBJECTIVES OF THE STUDY

T o find out the Marketing Strategies in Fast Food Service Industry

prevailing in McDonalds.

To find out the Customer Satisfaction of McDonalds in various areas and

finding out the deficiencies.

.To find out the Customer Satisfaction in Fast Food Service Industry of other
players vis-a-vis McDonalds.

T o compare the Service Quality of McDonalds along with that of Burger

King, Pizza Hut and Subway.

T o find out the ways and means by which McDonald's can improve upon its
customer satisfaction in Fast Food Service Industry and bring more
satisfaction to customers and thus adds value to its bottom line.
ABOUT THE COMPANY

McDonald's restaurants are found in 120 countries and territories around the world
and serve 68 million customers each
day. McDonald's operates 37,855 restaurants
worldwide, employing more than 210,000 people as of the end of 2018. There are
currently a total of 2,770 company-owned locations and 35,085 franchised
locations, which includes 21,685 locations franchised to conventional franchisees,
7,225 locations licensed to developmental licensees, and 6,175 locations licensed
to foreign affiliates.
Focusing on its core brand, McDonald's began divesting itself of other chains it
had acquired during the 1990s. The
company owned a majority stake in Chipotle
Mexican Grill until October 2006, when McDonald's
fully divested from Chipotle
through a stock exchange. Until December 2003, it also owned Donatos Pizza, a
it owned a small share of
Aroma Café from 1999 to 2001. On August 27, 2007,
McDonald's sold Boston Market to Sun Capital Partners.
Notably, McDonald's has increased shareholder dividends for 25 consecutive
years, making it one of the S&P 500 Dividend Aristocrats. The company is ranked
131st on the Fortune 500 of the largest United States
corporations by revenue. In
October 2012, its monthly sales fell for the first time in nine
years. In 2014, its
quarterly sales fell for the first time in seventeen years, when its sales dropped for
the entirety of 1997.
In the UnitedStates, it is reported that drive-throughs account for 70 percent of
sales. McDonald's closed down 184 restaurants in the United States in
2015, which
was 59 more than what
they planned to open. This move was also the first time
McDonald's had a net decrease in the number of locations in the United States
since 1970.
The McDonalds on-demand delivery concept, which began in 2017 with a
partnership with Uber Eats and added DoorDash in 2019, now accounts for up to
3% ofall business as of 2019.
LITERATURE REVIEW

The fast food industry is highly competitive and dominated by large companies.
Smaller businesses must be savvy in developing marketing strategies that drive
consumer traffic. This entails staying in constant touch with customers. One of the
best ways for smaller fast food companies to stay in touch with their companies is
through marketing research.
Collectibles for Children
Fast food companies can drive traffic through collectibles, particularly those that
kids enjoy. Select a movie or popular animated film. Find companies who sell
dolls, glasses or other mementos that are related to the movie. Offer four or six
characters or glasses. Provide one free item for the purchase of a kid's meal.
There are also long-followed, tried-and-true strategies that restaurants have drawn
on to become successful. If a fast-food restaurant has the capacity to cater events,
then it needs to feature this ability in its promotional materials. Catering can
become a major source of revenue to supplement normal day-to-day sales, so fast-
food restaurants need to highlight their catering services.
The imagery that are used in marketing materials also needs to be of high-quality.
It pays to invest in a high-quality photographer to develop content for both
traditional and digital marketing materials. Fast-food restaurants that can deliver
highly polished imagery are more attractive to consumers than low-quality content
that seems like it was rushed.
If your images help attract people to a social media landing page or a website, you
can start building an email list through which you can market directly to an already
interested customer base.
The email marketing list is important to a larger part of a restaurant's marketing
strategy: the creation of a loyal consumer base. The email marketing list can help a
restaurant get in contact with its customers more frequently, feature events they're
hosting and advertise new sales that are happening.
These email efforts should be supplemented with other strategies that increase
loyalty, such as a customer-loyalty program that rewards people for coming back
frequently. Restaurants should also be responsive to the needs of their customers
and highlight their ability to quickly react to their needs and concerms.
RESEARCH METHODOLOGY

The research process is carried out according to a designated series of steps ,which
are required to be taken in a chronological order.

Fundamental to the success of any research process is sound research design. It is

the framework or plan for a study that guides the collection and analysis of data.

The research design used for this project is exploratory in nature. The major
emphasis is on the discovery of ideas. The exploratory study is also used to
increase the analyst familiarity with the problem under investigation.

Sample Design

Target Population
Those who have Visited in the Fast food restaurant i.e. Customers.

Sampling Unit

Delhi is treated as Sampling Unit.

Sample Size -150

Data collection

Primary data

Primary data has been collected through surveyed to the customer.

Secondary Data

been collected through Companies Website ,Brochures and

Secondary Data has
Internet.
LIMITATIONS

-100% response rate was not found from the respondents. Some extent of biasness
was found because ofbrand loyalty while answering the questions

-Lack of interest of the students was one of the major factors.

The Geographic extent of this study was limited to the delhi market only.
The time duration of the project acted as another impediment and so the size of
the respondent was limited to 150 respondents only.
BIBLIOGRAPHY

htps://vourlbusiness.azcentral.com/fast-food-marketing-strategies-2489.html
https://en.wikipedia.org/wiki/McDonald%27s
https://www.slideshare.net/MeghaSachdeva4/mcdonald-mba-project
https://www.google.com/search?q=mcdonladfs&rlz=1C1CHBFenIN853IN853&0
gmcdonladfst&aqs=chrome.69i57.1730j0j8&sourceid=chrome&ie=UTF-8
https://www.mcdonalds.com/us/en-us.htm
https://www.mcdelivery.co.in/
https://www.zomato.com/ncr/mcdonalds-shahdara-new-delhi
https://www.google.com/search?q=mcdonladfs&rlz=1CICHBF_enIN853IN853&0
gmcdonladfs+&aqs=chrome.69iS7.1730j0j8&sourceid=chrome&ie=UTF-8
https://yourbusiness.azcentral.com/fast-food-marketing-strategies-2489.html
https://en wikipedia.org/wiki/McDonald%27s
https://www.slideshare.net/MeghaSachdeva4/mcdonald-mba-project
https://www.google.com/search?q=mcdonladfs&rlz=1C1CHBF_enIN853IN853&0
gmcdonladís+&aqs=chrome.69i57.1730j0j8&sourceid=chrome&ie=UTF-8
https://www.mcdonalds.com/us/en-us.html
https://www.mcdelivery.co.in/
https://www.zomato.com/ncr/mcdonalds-shahdara-new-delhi
https://www.google.com/search?q=medonladfs&rlz=1CICHBF_enIN853IN853&0
g=mcdonladfst&aqs=chrome.69i57.1730j0j8&sourceid=chrome&ie=UTE-8