Name: - Shinja Shetty

Roll no: - M.19.158

TY BMS

MARKETING STRATEGY OF MCDONALD’S

Summary:
McDonald’s is globally successful fast-food restaurant. From the time of its birth it has
gain enormous success and its growing at the international level. The powerful entry
through franchise system the standardization and adaptation strategy play an
important role in gaining the huge success of McDonald’s and brand image of
McDonald’s.

McDonald’s strategy of standardizing their products on its preparation, techniques of

presentation along with the adaptation strategy has created a difference in McDonald’s
as compared to that of its competitors.

Marketing being my subject interest knowing the strategy of one of the most successful
company will really help me out. Thus I have chosen McDonald’s as my study of
subject for my 100 marks project in TY BMS.

Studying McDonald’s and its marketing strategy has helped me a lot in understanding
the marketing subject in a better manner, marketing techniques and practically
understand the McDonald’s strategy of standardization and adaption.

Scope of the study:

In the project focus has been made on in McDonald’s franchise in India. The challenges
faced, their target market, segmentation strategies and marketing strategies adopted by
McDonald’s to suit Indian customers. The 5 p’s of McDonald’s and the various other
strategies specifically used by McDonald’s like co-branding, advertising etc.
McDonald’s as a service industry its life cycle is studied. The present strength and
weakness of the company and the future opportunities and its future threats are also
study for better analysis of McDonald’s marketing in India.
Objective of the Study:
1. To analyze various aspect of Marketing by McDonald’s.
2. To study in brief about the nature and types of customers of McDonald’s.
3. To estimate the future trends of McDonald’s in the Market.
4. To know various trends in Marketing.
5. To get the customer feedback on McDonald’s.

Research Methodology:
The Quality & Reliability of research study is dependent on the information that is
collected in a scientific and methodological manner. Scientific planning of designing of
research method is a blue print for any research study. Therefore proper time and
attention should be given in designing the plan of research. Efficient designs are that
which ensures that the relevant data are collected accurately.

The researcher has to think about what procedure and techniques should be adopted in
the study. He should arrive at the final choice by seeing that methodology chosen for
the project is the best one, when compared with others.

Data Collection
 Primary Data
In primary Data collection, you collect the data yourself using qualitative and
quantitative methods. The key is the data you collected is unique to you and
your research.
Collection of primary data includes Questionnaires, observations, surveys etc.

 Secondary Data
Secondary Data is one type of quantitative data that has already been
collected by someone else for a different purpose to yours.
Includes data supplied by a marketing organization, or any other source
You can simply report this data in its original format as to support or
evidence for your argument.
You can also use this data for data analysis or re-interpret it for a different
purpose.
Source of Data:
The data and information used in this project are taken from different books
like college textbooks, marketing textbooks, and sources like Google scholar
and other informative websites.

Questionnaire:
A. Personal Information

1. Name
2. Gender
 Male
 Female
3. Age
 15-20 years
 21-25 years
 26-30 years
 31 years and above

4. Fast food chains visited the most

 KFC
 McDonald’s
 Burger king
 Domino’s pizza
 Starbucks
 Others
5. Reasons for preferring McDonald’s (if you do)
 Food quality
 Pricing
 Atmosphere
 Advertisement
 Others
6. Does McDonald’s operate ethically in India?
 Yes
 No
7. How often do you visit McDonald’s?
 5 or more times a week
 3-4 times a week
 Once a week
 Never
8. McDonald’s service in general
 Excellent
 Good
 Average
 Okay
 Poor
9. How is the aura inside McDonald’s ?
 Excellent
 Good
 Average
 Okay
 Poor
10. What do you think about the price of the food in McDonald’s?
 Extremely cheap
 Cheap
 Neutral
 Expensive
 Extremely expensive
11. Do you enjoy the decoration and the interior of McDonald’s branches
in general?
 Excellent
 Good
 Average
 Okay
 Poor
12. Do you think the hygiene environment of McDonald’s is maintained?
 Excellent
 Good
 Average
 Okay
 Poor
 Yes

13. Do you think McDonald’s provides variety in food?

  Excellent
 Good
 Average
 Okay
 Poor
14. Do you think the logo of McDonald’s is eye catchy enough for you to
recognize the location of the branch?
 Excellent
 Good
 Average
 Okay
 Poor
15. Do you regularly try new products launched by McDonald’s?
 Yes
 No
16. Overall how satisfied are you with McDonald’s?
 1
 2
 3
 4
 5