ENTREPRENEURSHIP

PROJECT
PROJECT REPORT AND
MARKET SURVEY OF
MCDONALD’S

Name of the school : DALY COLLEGE

NAME OF THE STUDENT : YASH SHARMA
CLASS : XII-A
CBSE ROLL NO. :
ACADEMIC YEAR : 2021-2022
TEACHER IN CHARGE : MR. K. S. BISWAS
 INDEX
SL. TITLE SOURCE OF THE PAGE SIGN OF
NO. PROJECT NO. THE
TEACHER

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1 ACKNOWLEDGEMENT

2 FAST FOOD www.wikipedia.org

RESTAURANT
AN INTRODUCTION

3 MCDONALD’S www.wikipedia.org
AN INTRODUCTION

4 HISTORY OF www.wikipedia.org
MCDONALD’S www.macdonalds.co
m
5 LIST OF PRODUCTS www.wikipedia.org

6 CORPORATE OVERVIEW www.wikipedia.org

7 MARKETING MIX www.marketing91.co

m

8 SWOT ANALYSIS www.scribd.com

talkfinanceonline.co
m
9 CONSOLIDATED www.aboutmacdonal
BALANCE SHEET OF ds.com
MCDONALD’S

-
10 QUESTIONNAIRE
 -
11 SURVEY RESULT
ANALYSIS

-
12 THE TOP FIVE REASONS
WHY MCDONALD’S IS
SO POPULAR

-
13 CONCLUSION

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14 BIBLIOGRAPHY
 ACKNOWLEDGEMENT
I have taken efforts in this project. However, it would not have been possible
without the kind support and help of many individuals. I would like to extend
my sincere thanks to all of them.

I am highly indebted to the Teacher in Charge Mr. K. S. Biswas for his

guidance and constant supervision.

I would like to express my gratitude towards my parents for their kind co-
operation and encouragement which helped me in the completion of this project.

YASH SHARMA
V-12619
12 A

FAST FOOD RESTAURANT

An INTRODUCTION
A fast food restaurant , also known as a quick
service restaurant (QSR)  within the industry
itself, is a specific type of characterized both
by its fast food cuisine and by minimal table
service.
Fast food restaurants are usually part of a  restaurant chain or
franchise operation, which
provisions standardized ingredients
and partially prepared foods and
supplies to each restaurant
through controlled supply channels.
first fast food restaurants originated
in the United
States with A&W in 1916 and White
Castle in 1921. Today, American-
founded fast food chains such as
McDonald's and KFC are  multinationa
l
corporations with outlets across the globe.
To make quick service possible and to ensure
accuracy and security, many fast food
restaurants have incorporated  hospitality
point of sale systems . This makes it possible
for kitchen crew people to view orders
placed at the front counter or drive through
in real time.

The aim of this project is to conduct a market study on a

thriving fast food restaurant,
then to analyse the reason that make it so popular.

In this project we will be conducting a market study on the global

fast food giant McDonald’s.
 A
map showing every continent with at least one McDonald's restaurant

MCDONALD’S AN
INTRODUCTION
McDonald's Corporation is the world's largest chain
of hamburger fast food restaurants , serving around 68 million
customers daily in 119 countries.

Headquartered in the United States, the company began in 1940 as a

barbecue restaurant operated by  Richard and Maurice McDonald .

Businessman Ray Kroc joined the company as a franchise agent in

1955. Ray Kroc subsequently purchased the chain from the
McDonald brothers and oversaw its worldwide growth.

McDonald's primarily sells  hamburgers, cheese burgers,

chicken, French fries, breakfast items, soft drinks, milkshakes
and desserts. In response to changing consumer tastes, the company
has expanded its menu to include  salads, wraps, smoothies and
fruits.
In July 2011, McDonald's announced that their largest restaurant in
the world will be built on the  2012 London Olympics site. The
restaurant will contain over 1,500 seats and is half the length of an
American Football field. Over 470 staff will be employed serving
on average (during the 2012 Olympics) 100,000 portions of fries,
50,000 Big Macs and 30,000 Milkshakes. This restaurant will
overshadow the current largest McDonald's in the world in Moscow,
Russia. In January 2012, the company announced revenue for 2011
reached an all-time high of $27 billion, and that 2400 restaurants
would be updated and 1300
new ones opened worldwide.

An exterior view of the world's largest

McDonald's restaurant built on 2012
London Olympics site

HISTORY OF MCDONALD’S
The McDonald's restaurant concept was introduced in  San
Bernardino, California by Dick and Mac McDonald  of Manchester,
New Hampshire. It was modified and expanded by their business
partner, Ray Kroc, of Oak Park, Illinois, who later bought out the
business interests of the McDonald brothers in the concept and went
on to found McDonald's Corporation.

Kroc's first McDonald's restaurant opened in  Des Plaines, Illinois,

near Chicago, on April 15, 1955, the same day that Kroc
incorporated his company as McDonald's Systems, Inc. (which he
would later rename McDonald's Corporation).
By 1958, there were 34 restaurants. In 1959, however, Kroc opened
68 new restaurants, bringing the total to 102 locations.

McDonald's entered India for the first time in 1996, where it

offered a Big Mac made with lamb called the Maharaja Mac.
A seemingly weakened McDonald's was the object of a Burger King
offensive when the rival fast-food maker launched the  Big
King sandwich, a Big Mac clone. Meanwhile, internal taste tests
revealed that customers preferred the fare at Wendy's and Burger
King.
In response to these difficulties, McDonald's drastically cut back on
its U.S. expansion. Plans to open hundreds of smaller restaurants
in Wal-Mart and gasoline stations were abandoned because test sites
did not meet targeted goals.

Failed turnaround: late 1990s

Following the difficulties of the early and mid-1990s, several moves
in 1998 seemed to indicate a reinvigorated McDonald's.
Announcements were made that McDonald's would improve the
taste of several sandwiches and introduce several new menu items.  

Refurbishing and creating a healthier image: Early 2000s

McDonald's was sued in 2001 after it was revealed that for flavoring
purposes a small amount of beef extract was being added to the
vegetable oil used to cook the french fries.

LIST OF PRODUCTS
Burgers
Big Mac : .

Big N' Tasty :

Quarter
Pounder :

Hamburger   a
nd   cheeseburger :

Double Cheeseburger:

McDouble:

Daily Double:

The   Big N' Tasty :

McFeast:

Chicken, Fish, Pork

McChicken :

Premium chicken sandwiches :

Southern Style Chicken Sandwich :

Snack Wrap :

Chicken Fajita :

Chicken McNuggets :

Chicken Selects :

Filet-O-Fish :

McRib :

McArabia :

Chicken McBites :

Fish McBites:
Salads and side orders
McDonald's first introduced salads to its menu in 1985. McDonald's
sells French fries as its primary side order. They also sell potato
wedges, a type of French fry that is thick cut and wedge shaped,
fried onion pieces and onion rings.

CORPORATE OVERVIEW
Facts and figures
McDonald's restaurants are found in 119 countries  and territories
around the world and serve 58 million customers each day.
McDonald’s operates over 31,000 restaurants worldwide.
Employing more than 1.5 million people.
The companies also operate other restaurant  brands, such as Piles
Café.

Types of restaurants
In some countries, "McDrive" locations near  highways offer no
counter service or seating. In contrast, locations in high-density city
neighbourhoods often omit  drive-through service. There are also a
few locations, located mostly in downtown districts that offer Walk-
Thru service in place of Drive-Thru.
To accommodate the current trend for high quality coffee and the
popularity of coffee shops in general, McDonald's
introduced McCafé,

Global operations
McDonald's has become emblematic of globalization, sometimes
referred to as the "McDonaldization" of society. 
Some observers have suggested that the company should be given
credit for increasing the standard of service in markets that it
enters.
When it opened in Hong Kong in 1975, McDonald's was the first
restaurant to consistently offer clean restrooms, driving customers
to demand the same of other restaurants and institutions.
The company stated it will open vegetarian-only restaurants in India
by mid-2013.
Redesign
In 2006, McDonald's introduced its "Forever Young" brand by
redesigning all of its restaurants, the first major redesign since the
1970s. McDonald's has invested $1 billion to redesign nearly all of
the 14,000 restaurants by 2015.
The goal of the redesign is to be more like a coffee shop, similar to
Starbucks.
Many restaurants now feature free  Wi-Fi and flat screen TVs.

Business model
McDonald's Corporation earns revenue as an investor in properties,
a franchiser of restaurants, and an operator of restaurants.
Approximately 15% of McDonald's restaurants are owned and
operated by McDonald's Corporation directly. The remainder are
operated by others through a variety of franchise agreements and
joint ventures.
The McDonald's Corporation's  business model is slightly different
from that of most other fast-food chains. In addition to
ordinary franchise fees and marketing fees, which are calculated as
a percentage of sales, McDonald's may also collect  rent, which may
also be calculated on the basis of sales.
In other countries, McDonald's restaurants are operated by joint
ventures of McDonald's Corporation and other, local entities or
governments.

MARKETING MIX
The marketing mix of McDonald’s is as follows:-

Product: -customers’
requirements change over
time. In order to meet
these changes, McDonald’s
has introduced new
products and phased out
old ones, and will continue
to do so. Care is taken not
to adversely affect the
sales of one choice by
introducing a new choice.
The happy meal for the
children is a great seller
among others.

Price: - The customer’s perception of value is an important

determinant of the price charged. The danger of using low price as a
marketing tool is that the customer may feel that quality is being
compromised.
In India McDonalds classifies its products into 2 categories namely
the branded affordability (BA) and branded core value products
(BCV). The BCV products cost Rs 50-60  and the BA products ost
Rs20-30.

Promotion: - Advertising is conducted on TV, radio, in cinema,

online, using poster sites and in the press for example in newspapers
and magazines. Other promotional methods include sales promotions,
point of sale display, merchandising, direct mail, loyalty schemes,
door drops, etc.
At McDonalds the prime focus is on targeting children. In happy
meals too which are targeted at children small toys are given along
with the meal.

Place: - McDonald’s outlets are very evenly spread throughout the

cities making them very accessible. Drive in and drive through options
make McDonald’s products further convenient to the consumers.
Other than the main four elements mentioned above there are a
few other elements too in the marketing mix, which are as
follows:-

People

Process

Physical evidence

SWOT ANALYSIS
Strengths
 McDonald’s holds a very
strong brand name
worldwide.
 McDonald’s is one of the
most reputed firms who are
socially responsible.
 Loyal employees &
management & customer
are their biggest strength.
 McDonald’s makes sure
that cultural & regional
barriers are kept in mind
while providing food to
different countries.

Weakness
 The weakness that hits the list of employee turnover rate. Every
year many of their employees are fired out of the restaurant.

 McDonalds mostly advertises products and food items that targets

children.

 Health conscious people often complain that they do not provide

us with the organic and healthy food.
 They also face quality issue at times. This affects the business as
they are running the outlet worldwide,

Opportunities

 Discounts given on every food item may help them gain more
customers.

 They can go for a joint venture with the retailers they work with.

 They can introduce healthy hamburgers and healthy drinks for the
people who are health conscious.

 In order to be environment friendly, they can use packing

material which can be recycled later or material that does not
create pollution.

Threats
 Emerging competition of similar outlets is becoming a problem
for McDonalds.

 Health issue also becomes a problem when it comes to food.

 People facing heart problems and obesity accuse McDonalds for

not providing them with the healthy food.

 They have a threat of local food outlets in different countries.

McDonalds is operating in a fully fledged economy where

competition is increasing day by day therefore they should work
effectively to overcome their drawbacks.
THE TOP FIVE REASONS WHY MCDONALD’S IS
SO POPULAR
1. The System
 

2. Convenience
3. Similarity, Likability and Familiarity

4. The Menu
5. Consistency
 CONCLUSION
What started as a simple food stand on Huntington drive, California
in 1937, through the ages have become a billion Dollar corporation
and the world’s second largest fast-food chain. When analysed, one
would understand that McDonald’s had a stable growth in the past
years.

Today McDonald’s has a net worth of $15.15 billion.

Through the marketing mix, we saw how they make use of their
product, price, place, promotion mixes.

SWOT analysis showed us the strengths and weakness of

McDonald’s as well as the opportunities and threats they have got.
 BIBLIOGRAPHY

 www.google.com

 www.wikipedia.org

 www.macdonalds.com

 www.slideshare.net

 www.scribd.com

 www.marketing91.com

 www.infobarrel.com

 www.aboutmacdonalds.com
 answers.yahoo.com

 talkfinanceonline.com