A

Project
On
STUDY OF THE BRAND MCDONALD'S

SUBMITTED BY
TUSHAR KOTIAN
Roll No. 102

T.Y.B.M.S SEMESTER – VI

PROJECT GUIDE

MS. PRADNYA KUDAV

UNIVERSITY OF MUMBAI

M.V.M. EDUCATIONAL CAMPUS

M V Mandali’s College of Commerce & Science

Affiliated to University of Mumbai

Off Veera Desai Road, Andheri (West)

Mumbai – 400 058.

A.Y. 2021-2022

M.V.M. EDUCATIONAL CAMPUS

M V Mandali’s Colleges of Commerce & Science

Page | 1
 CERTIFICATE

This is to certify that Mr. TUSHAR KOTIAN, Roll no: 102 of Third Year B.M.S. (Marketing), Semester VI,
has completed the project on “A Study of the brand McDonald's" under the guidance of Ms.Pradnya
Kudav in the Academic Year 2021 – 2022.

I further certify that the learner has done the entire work under my guidance. No part has been submitted
previously for any other Degree or Diploma of any University.

It is his work and facts reported by his findings and investigations.

Internal Guide: Ms. Pradnya Kudav External Examiner

Date: Date:

Ms. Anita Chaudhary Dr. Gopal Kalkoti

BMS Coordinator Principal

Page | 2
 COLLEGE SEAL

DECLARATION

I, Tushar Kotian, student of M V Mandali’s Colleges of Commerce & Science, T.Y.B.M.S. SEMESTER –
VI, hereby declares that I have completed my project on “A Study of the brand McDonald's" in the
Academic Year 2021 – 2022.

This information is true and original to the best of my knowledge.

Wherever there is a reference to someone else's previous work, it is noted and listed in the bibliography.

I hereby further declare that the information of this document has been obtained and presented following
academic rules and ethical conduct.

Date: Signature of Student

Page | 3
 ACKNOWLEDGEMENT

It's tough to name everyone who has aided me because there are so many, and the scope is vast.

As idealistic channels and new aspects in creating this project, I'd want to acknowledge the following.

I want to take this moment to convey my appreciation to the University of Mumbai for allowing me to work
on this project to complete this project

I want to thank my Principal, Dr. Gopal Kalkoti, for providing the required facilities to complete this project.

I'd like to use this opportunity to express my gratitude to our Coordinator Ms. Anita Chaudhary for her
moral support and advice.

I'd also want to thank Ms. Pradnya Kudav, my project guide, for her assistance and attention, which helped
the project succeed.

Finally, I'd like to thank everyone who assisted me in completing the project, whether directly or indirectly,
particularly my parents and peers, for their unwavering support.

Page | 4
 Table of Content

Sr. No Topic Page no.

Executive Summary 6

1. Chapter 1 : Introduction
1.1: Background of McDonald’s & Company History 8
1.2: Organisational Structure 10
1.3: CSR Activities 11
1.4: Brand story 12
1.5: Brand Name & Logo 14
1.6: Jingles and Taglines 16
1.7: SWOT Analysis 19
1.8: Marketing Mix 21
1.9: STP Analysis 23
1.10: 5 C’s Analysis 26
1.11: Market Penetration Strategies 28
1.12: Vision 29
1.13: Values 30

2. Chapter 2: Research Methodology

2.1: Research Methodology 32
2.2: Objective of the study 33
2.3: Scope of the study 34
2.4: Limitations of the study 35
2.5: Sample Design 35
2.6: Sample Size 35
2.7: Source of Data 36

3. Chapter 3: Review of Literature 37

4. Chapter 4: Data Analysis & Interpretation 42

5. Chapter 5
5.1: Findings 53
5.2: Suggestions 55
5.3: Conclusion 56

6. Chapter 6: Bibliography 57

7. Chapter 7: Annexure (Questionnaire) 58

Page | 5
 EXECUTIVE SUMMARY

 McDonald’s stands for McDonald’s Corporation and, in short, is known as McD.

 It is a famous American fast-food chain that is famous for its hamburgers.

 The first restaurant of McDonald’s was opened in 1940.

 It was founded by brothers Maurice (Mac) and Richard McDonald from San Bernardino, California.

 In 1961, Kroc bought out the McDonald brothers.

 In 9 of McDonald's main markets, the company's 2020 CSR & Sustainability Framework aspirational
goals include: - fat dairy or whole grains.

 McDonald's began as a hamburger stand and evolved into a fast-food corporation.

 Now it's worth $106.4 Billion and is the world's 9th most valuable brand.

 The brand mascot strategy was first implemented by McDonald’s in 1963, and this mascot has

become an integral part of the company’s legacy.

 I'm Lovin' It…. Para Pap Pap Paa: "I'm Lovin' It… Para Pap Pap Paa" is a well-known McDonald's

jingle that has been connected with McDonald's for a long time.

 McDonald's has long prided itself on providing quick service, a big value-add.

 McDonald's has always taken the idea of providing food at a fair price.

 McDonald's is one of the largest quick-service restaurant (QSR) chains globally, with over 38,000
locations in more than 100 countries.

 Like any other firm, McDonald's supports different promotional programs to promote its brand.

Page | 6
 McDonald's uses different segmentation types to break a bigger market into small customer groups.

 McDonald's tailors their menu and food offerings to regional tastes and preferences based on its
geographic segmentation.

 McDonald’s caters to this younger demographic with various treats, toys, and happy meals, among
other things.

 5C Analysis of McDonald’s aims to evaluate how five-strong forces such as company, collaborator,
customer, competitor and climate hold the business activities and strategies of McDonald’s.

 The main competitors of McDonald's are Burger King, KFC, Pizza Hut, Domino's, and Starbucks.

 McDonald’s applies several techniques to offer its current products to its existing markets.

 The effectiveness of the market penetration strategy is evident because McDonald's made around
$7.84 billion in revenue in the USA alone in 2019 (Lock, 2021).

 McDonald’s, more than any fast-food franchise, changed the way we eat, changed the way we
spend our food dollars, and revolutionized the restaurant business – not because they figured out
how to make a better hamburger, but because they created a better business system.

Page | 7
CHAPTER 1.1: BACKGROUND OF MCDONALD’S & COMPANY HISTORY

 McDonald’s stands for McDonald’s Corporation and, in short, is known as McD.

 It is a famous American fast-food chain that is famous for its hamburgers.

 Its headquarters is in Chicago.

 The first restaurant of McDonald’s was opened in 1940.

 It was founded by brothers Maurice (Mac) and Richard McDonald from San Bernardino, California.

 It was a drive-in restaurant where they offered a wide selection of items.

 In 1948, they decided to revamp their business.

 They built a small restaurant designed to produce large quantities and low prices.

 They limited the menu to hamburgers, potato chips, drinks, and pie.

 They developed a Speedee Service System, which included a self-service counter that eliminated the

need for waiters and waitresses.

 The customers were happy because they received their food very quickly.

 After all, it was cooked ahead of time, wrapped, and warmed under heat lamps.

Page | 8
 Because of this, they were allowed to charge 15 cents for a basic hamburger which is about half the

price of their competitors.

 McDonald’s then became a huge success, and with this success, they began a franchise program.

 The appliances they purchased were from a salesman named Ray Kroc, who was fascinated by their

need for eight malts and shake mixers.

 In 1954, he visited their restaurant to see how such a small restaurant could sell so many milkshakes.

 Realizing their innovation, Kroc became their franchise agent.

 In April 1955, Kroc launched McDonald’s Systems, Inc., later named McDonald’s Corporation in

Des Plaines, Illinois.

 They also opened their first franchise on the east of the Mississippi River.

 In 1961, Kroc bought out the McDonald brothers.

Page | 9
CHAPTER 1.2: ORGANISATIONAL STRUCTURE

Page | 10
 CHAPTER 1.3: CSR ACTIVITIES

 In 9 of McDonald's main markets, the company's 2020 CSR & Sustainability Framework aspirational
goals include: - fat dairy or whole grains.

 In 9 of its major countries, the company increases in-restaurant recycling to 50% and reduces waste.

 Seven of its biggest markets increase energy efficiency in company-owned restaurants by 20%.

 "In our new framework, we're concentrating on the areas that are vital to our company, and that can
make a substantial difference," J.C. Gonzalez-Mendez, senior vice president of McDonald's Global
Corporate Social Responsibility, Sustainability, and Philanthropy, stated.

 "McDonald's has the potential to help reshape the global food marketplace and lead its industry
toward sustainability," said Suzanne Apple, World Wildlife Fund's SVP of Private Sector
Engagement.

 Bob Langert, McDonald's VP of Corporate Social Responsibility and Sustainability, said, "We're on
our way to integrating sustainability into the mainstream. Only when the consumer is engaged and
connected can sustainability be achieved."

 In addition to gaining traction on important social and environmental concerns, McDonald's can
make a difference by bringing sustainability to the people, making it a part of our daily business lives
and our customers' lives.

Page | 11
 CHAPTER 1.4: BRAND STORY

 McDonald's began as a hamburger stand and evolved into a fast-food corporation.

 In early 1940 in San Bernardino, California, it was founded by American entrepreneurs Richard and

Maurice McDonald.

 Later on, they introduced the Golden Arches logo in 1953 at Phoenix, Arizona.

 Ray Kroc became the franchise agent for the firm and eventually bought it out.

 McDonald's had its headquarters in Oak Brook, Illinois, but relocated its worldwide headquarters to

Chicago in early 2018.

 McDonald's serves roughly 69 million people per day in over 37,855 locations in over 100 countries,

making it the world's largest restaurant corporation.

 Rent, royalties, and fees paid by franchisees, as well as sales in company-operated restaurants, are the

primary sources of revenue for The McDonald's Corporation.

 According to the report, McDonald's is the world's second-largest private employer with 1.7 million

employees.

Page | 12
Page | 13
 CHAPTER 1.5: BRAND NAME AND LOGO

 McDonald's is a well-known brand, and its logo is prominent.

 Now it's worth $106.4 Billion and is the world's 9th most valuable brand.

 In 1940, the restaurant chain was founded, starting as a simple hamburger stand.

 But once Ray Kroc got involved, the entire brand got refurbished.

 Like the restaurant and its food, the McDonald's emblem is well-known.

 The architectural arches that formed the earliest McDonald's restaurants were the inspiration
for the distinctive golden arches in the shape of a "m."

 The arches in the emblem were neglected until Ray Kroc bought the company outright in
1961.

 The arches stood firm and sturdy from this point forward, much like the chain itself.

 Since its humble beginnings, McDonald’s has come a long way.

 McDonald’s can now be found in practically every country on the planet.

 Of course, this is partly due to McDonald's reputation for inexpensive meals and quick
service, but the gleaming golden symbol is what makes the brand so memorable.

Page | 14
 Brand Mascot of McDonald’s

 McDonald’s can successfully market a funny clown character to both children and
adults.

 The brand mascot strategy was first implemented by McDonald’s in 1963, and this
mascot has become an integral part of the company’s legacy.

Page | 15
 CHAPTER 1.6: JINGLES AND TAGLINE

 McDonald’s is in every part of the world due to the great advertising campaigns over the years.

 I'm Lovin' It…. Para Pap Pap Paa: "I'm Lovin' It… Para Pap Pap Paa" is a well-known McDonald's

jingle that has been connected with McDonald's for a long time.

 This jingle highlights the positive experience while dining at McDonald's.

 The jingle is memorable because it speaks about how happy people are during their meals there, and

how helpful and friendly the employees are.

 Here's a look back at how the Golden Arches has advertised itself since 1961:

 1961 – Look for the Golden Arches

 1967 – McDonald's is your kind of place

 1971 – You deserve a break today

 1975 – We do it all for you

 1975 – Two all-beef patties special sauce lettuce, cheese pickles, onions on a sesame seed bun –

This was never an official company slogan

 1976 – You, you're the one

 1977 – You'll enjoy the difference – In the UK

 1979 – Nobody can do it like McDonald's can

 1980 – You deserve a break today

 The early 1980s – At McDonald's, we've got time for you – the United Kingdom.

 1981 – Nobody makes your day like McDonald's can

Page | 16
 1983 – McDonald's and you

 1984 – It's a good time for the great taste of McDonald's

 1985 – It's Mac Tonight

 1988 – Good time, great taste (that's why this is our place)

 The late 1980s – There's nothing quite like a McDonald's

 1990 – Food, folks, and fun

 1991 – McDonald's today – The entire jingle was "What you want is what you get at

McDonald's today."

 1992 – It's Mac time – Australia only

 1992 – What you want is what you get

 1993 – There's nothing quite like a McDonald's – the United Kingdom

 1993 – Do you believe in magic?

 1994 – Make every day a McDonald's day – South Africa only

 1994 – Rock On – Australia only? Featured David Essex's song "Rock On."

 1995 – Have you had your break today?

 1997 – My McDonald's

 1997 – Did somebody say McDonald's?

 1997 – Enjoy more – the United Kingdom

 1998 – Only McDonald's – Australia only

Page | 17
 The 1990s – A visit to McDonald's makes your day – United Kingdom

 The 1990s – McDonald's – It can happen – United States

 The 1990s – Eddie the Echo – How ya doin'? How ya doin'? – the United States

 2000 – We love to see/make you smile

 2000 – Put a smile on

 2001 – There's a little McDonald's in everyone – Canada only

 2001 – Things that make you go 'mmm' – Australia, UK, and New Zealand

 2002 – Every time a good time

 2002 – We love to see you smile

 2003 – me encanta – The Justin Timberlake slogan song

 2003 – I'm lovin' it – The Justin Timberlake slogan song

 2005 – Feed your inner child – An advertisement shown in Australia showed various adults in

suspended animation and having child versions coming out of them

 2007 – Things that make you go 'mmm' – Breakfast us

 2015 – The Simpler, the Better (attempted to trademark it in 2016)

 2016 – Lovin' Beats Hatin' (was not well received)

 2017 – I'm Lovin' It

Page | 18
 CHAPTER 1.7: SWOT ANALYSIS

 Strengths
1. Highest Brand Value

2. Technology innovation

3. Delicious and Variety of Food items

4. Leading quick-service restaurant

 Weaknesses
1. High employee turnover

2. The Franchise business model

3. Supply chain

Page | 19
 Opportunities

1. Growth of the fast-food industry

2. Low Cost

3. Rebuilding the Brand Image

4. Home delivery

 Threats
1. High Competitions

2. More Health-Conscious Consumers

3. Cultural Preferences

Page | 20
 CHAPTER 1.8: MARKETING MIX

 Product

 It mostly provides burgers, French fries, breakfast dishes, soft drinks, milkshakes, and
desserts as a fast-food restaurant.

 McDonald's meals are well-known worldwide, yet regional variances accommodate

customers' preferences and tastes.

 The organization is constantly improving its products and services in response to evolving
consumer demands and preferences.

 McDonald's has long prided itself on providing quick service, a big value-add.

 Nowhere else can you get such a range of items at even lower prices with efficiency,
convenience, and customer service.

 Price

 McDonald's has always taken the idea of providing food at a fair price.

 This is the reason for the restaurant's long-term success.

Page | 21
  McDonald's has been able to establish itself as one of the world's major fast-food enterprises due
to this.

 With the cost of living rising, McDonald's has started providing combinations and specials to
draw consumers and generate profits through economies of scale.

 Place

 McDonald's is one of the largest quick-service restaurant (QSR) chains globally, with over
38,000 locations in more than 100 countries.

 It recently launched approximately 1,000 new restaurants worldwide and renovated another
900 in the United States.

 It has launched a variety of restaurant styles and drive-ins and offers online ordering and
partnering with meal delivery services.

 This has allowed the customers to get the desired food at a certain time and location, which
improves their entire experience.

 The businesses themselves are clean, in contrast to others, because they always maintain their
outside dining spaces clean while still providing interior seating places for an attractive
environment.

 Promotion
 McDonald's uses many promotional techniques as promotional activities that help build brand
loyalty and interest.

 It provides those who may not otherwise visit McDonald's a cause to do so.

 Like any other firm, McDonald's supports different promotional programs to promote its
brand.

 Promotions help create a sense of community and association between the company and its
customers.

Page | 22
 CHAPTER 1.9: STP ANALYSIS
 Segmentation
 McDonald's uses different segmentation types to break a bigger market into small customer groups.

1. Geographic Segmentation
 Geographic segmentation divides markets according to their geographic area.

 McDonald’s divides its business into different geographical regions, such as

 America

 Europe

 Asia/Pacific

 Middle East

 Africa

 Other Countries ( like Canada, Latin America)

 McDonald's tailors their menu and food offerings to regional tastes and preferences based
on its geographic segmentation.

 In India, McAloo Tikki and McVeggie are accessible, while in the United States, the Bacon
Smokehouse Burger and Quarter Pounder Burger are offered.

2. Demographic Segmentation
 McDonald’s divides the market into the following demographics:
a. Children
 McDonald’s caters to this younger demographic with various treats, toys, and
happy meals, among other things.

Page | 23
 b. Young Adults (Age group between 18-29)
 This section is, without a doubt, McDonald's primary source of revenue.

 This market category may have less disposable income than the norm, but their
consumption behaviors are significantly more extravagant than those of the other
market segments.

c. Adults
 The third section is adults; to appeal to this group, McDonald's changed its menu
and made its offerings healthier and lower in calories.

 Targeting

 Following segmentation, the organization must choose a Targeting approach.

 Companies need to select the market segments they want to focus on and their future business
strategy.

 The marketer must make several decisions:

1. What standards should be used to assess markets?

2. How many markets should you go into (one, two, or more)?

3. What are the most valuable market segments?

 Three important elements to consider while considering a possible market segment are listed below.
1. Size and expansion of segments

2. The attractiveness of segment structure

3. The company's goals and resources

 The above mentioned are a few of the prospective market groups that McDonald's focuses on to drive
its business strategy, sales, and marketing efforts.

Page | 24
 Positioning
 Segmentation → Targeting → Positioning is the final element in the S-T-P planning approach; it
is a basic foundation for establishing marketing plans and setting targets.

 After deciding which market segments the organization wants to target, the marketer's next step
is to create a marketing mix that will resonate with the market.

 Before devising the marketing strategy or programs, in-depth knowledge of the key market
segments, like their buying behavior, likes, spending patterns, purchase drivers, media habits,
etc.

 Developing customer personas is one step that marketers follow while creating customer profiles
in their target market segments.

 Using these insights, McDonald's creates a positioning profile for every product.

 Then the creative team uses these profiles to create ads targeted to relevant segments and the
general population.

Page | 25
 CHAPTER 1.10: 5 C’S ANALYSIS

 5C Analysis of McDonald’s aims to evaluate how five-strong forces such as company, collaborator,
customer, competitor and climate hold the business activities and strategies of McDonald’s.

1. Company
 McDonald’s is a company based in the United States.

 It began as a modest drive-in restaurant and has grown to over 34,000 locations in 118
countries and territories worldwide.

 It serves over 3.8 million people (McDonald's, 2021).

 McDonald's had a net income of roughly $6.03 billion in 2019; however, it was much lower in
2020, at $4.73 billion (Lock, 2021)

2. Collaborators
 McDonald’s works with many suppliers because it needs a lot of food and non-food items to
run its daily operations.

Page | 26
  It focuses on long-term and trusted relationship with them as any disruption in the supply chain
may cause significant harm.

 This long-term strategy benefits suppliers, allowing them to expand their operations.

3. Customers
 Every day, McDonald's serves about 3.8 million customers.

 It caters to customers from various demographics.

 However, the main target group is families with children as it helps to increase the revenue;
however, it also requires it to work in different ways to make everyone happy.

4. Competitors
 On the world stage, various players are striving for market dominance.

 The main competitors of McDonald's are Burger King, KFC, Pizza Hut, Domino's, and
Starbucks.

5. Climate
 Climate is also called context.

 There is no doubt that the restaurant is influenced by a number of macro influences, including
rules and regulations, societal issues, and the economies of the countries and territories where it
operates.

 For example, it provides a variety of food to meet local demands in other nations.

Page | 27
 CHAPTER 1.11: MARKET PENETRATION STRATEGIES

 McDonald’s applies several techniques to offer its current products to its existing markets.

 It has different products such as fries, burgers, beverages, and desserts.

 There are meals for both adults and children.

 McDonald's frequently runs sales campaigns, such as coupons.

 In certain of its establishments, guests can use the drive-thru.

 In other nations, as well, home delivery is offered.

 These marketing methods have shown to be quite efficient in attracting new clients and better serving
existing ones.

 The effectiveness of the market penetration strategy is evident because McDonald's made around
$7.84 billion in revenue in the USA alone in 2019 (Lock, 2021).

Page | 28
 CHAPTER 1.12: VISION

 McDonald's envisions a supply chain that produces high-quality, safe products profitably and without
interruption while utilizing its leading position to deliver a net benefit through enhancing ethical,
environmental, and economic outcomes.
1. Ethical
 McDonald's aims to work with companies that care about their employees' health and safety
and the welfare and proper treatment of animals in their supply chain.

2. Environmental
 McDonald's wants to influence the sourcing of their resources and ensure that the design of
their goods, manufacture, distribution and use have the least amount of environmental impact
throughout their lifecycle.

3. Economic
 McDonald's wants to provide inexpensive food, engage in fair trade practices, prevent the
spread of agricultural illnesses, and positively impact the areas where its suppliers do
business.

 McDonald's takes a holistic approach to its vision and its obligations.

 When they make sourcing decisions, they assess their criteria for food safety, quality, cost, and
ethical, environmental, and economic obligations.

Page | 29
 CHAPTER 1.13: VALUES

1) McDonald's prioritizes customer service.

 The reason for the company's existence is because of its customers.

 They show their gratitude by offering high-quality meals and excellent service in a clean,
friendly environment at a reasonable price.

 Every time, their mission is Quality, Service, Cleanliness, and value for every customer.

2) McDonald's is dedicated to its customers.

 They provide opportunities, foster talent, develop leaders, and recognize and reward success.

 They think that their future success depends on a team of well-trained employees with various
backgrounds and experiences working together in a culture that fosters respect and
encourages high levels of involvement.

3) McDonald's is a firm believer in its system.

 The core of McDonald's business model is the "three-legged stool" of owner/operators,
suppliers, and company employees, as symbolized by the "three-legged stool" of
owner/operators, suppliers, and company employees.

4) McDonald's follows a strict code of ethics in its operations.

 It's good for a business to have a high level of ethics.

 McDonald's is committed to high standards of fairness, honesty, and integrity in all aspects
of its operations.

 They are individually accountable and collectively responsible.

5) McDonald's contributes to the communities in which it operates.

 They are conscious of their responsibilities.

Page | 30
  They support Ronald McDonald House Charities and use their size, scope, and resources to
help make the world a better place by assisting their customers in building better
communities.

6) McDonald's has a profitable business model.

 McDonald's is a publicly held corporation.

 As a result, they strive to give stockholders long-term profitable growth.

 This necessitates constant attention on our clients and their systems' health.

7) McDonald's is constantly striving to improve.

 Being a learning organization that uses ongoing evolution and innovation to anticipate and
respond to changing customer, employee, and system needs.

Page | 31
 CHAPTER 2.1: RESEARCH METHODOLOGY

 The systematic approach is essential in good research.

 The approach used in this report was based on data out of both primary and secondary sources.

 The major emphasis is on analyzing facts and figures about McDonald's.

 The method of data collection I used is:

1. Primary data:
 I used questionnaire method for collection of primary data.

2. Secondary data:
 I collected the data from sources like the Internet.

 The study is based on a qualitative and quantitative survey and understands McDonald's consumer
perception.

Page | 32
 CHAPTER 2.2: OBJECTIVE OF STUDY

 To study the marketing strategies used overtime by McDonald’s to become a worldwide franchise.

 To study the growth of the franchise over time according to its actions.

 To study the medium through which consumers came to know about McDonald's.

 To study consumer satisfaction level about McDonald’s.

 To study the consumption pattern of consumers.

Page | 33
 CHAPTER 2.3: SCOPE OF THE STUDY

 In the study, the following areas have been covered:

1. Foundation of the franchise

2. Corporation History

3. Actions taken at earlier stages

4. Strategies used to expand the franchise

5. The business model of McDonalds

6. Global Operations of McDonalds

7. Promotion Strategy

8. Public Relation

9. Analyzation of competition of franchises related to McDonalds

Page | 34
 CHAPTER 2.4: LIMITATIONS OF THE STUDY

 Despite the fact that every effort has been made to ensure that this report is factual and useful, it does
have constraints.

 The limitations of my study are as follows:

1. Due to restriction of time, the data is not accurate

2. The sample size is restricted to 51 respondents.

3. The area of the sample size is restricted to Mumbai suburban.

CHAPTER 2.5: SAMPLE DESIGN

 According to my survey, I had surveyed 51 people.

 These respondents are normal consumers who purchase or eat at McDonald’s frequently.

 I have surveyed these 51 people from Mumbai.

 These responses are then plotted into Bar Graph and Pie chart to conclude whether McDonald's is
still ruling the markets or not and the views of different individuals towards its products.

 The goal is to collect samples that accurately represent the population.

 The sample design plays an important role in my research project because it lets us know what
number of respondents to survey and which area they are in.

CHAPTER 2.6: SAMPLE SIZE

 The number of respondents is 51.

 The survey location was Mumbai.

Page | 35
 CHAPTER 2.7: SOURCE OF DATA

 There are two sources of data that is Primary Data and Secondary Data.
1) Primary Data
 I have made use of primary data by collecting the data from questionnaires that are coming
out to a conclusion.

 The fact that researchers are collecting information for the specific aims of their study is an
advantage of using primary data.

 The primary data and secondary data have been collected simultaneously to meet the
established objectives to provide the solution for the problems identified in this study.

2) Secondary Data
 For secondary data, I have collected data from the internet.

 As a researcher, I have scanned a lot of sources to get access to secondary data, which have
formed a reference base to compare the research findings.

 Secondary data in this study has provided insight and formed an outline for the core
objectives established.

Page | 36
 CHAPTER 3: REVIEW OF LITERATURE

1. Kshitij Sharma, A Case Study on McDonald’s Supply-Chain In India

 McDonald's is the global leader in quick-service restaurants.

 With 33,000 stores in 118 countries, McDonald's has established its place as a global leader and
fast-food giant.

 This vast network is difficult to maintain, especially when guests want clean, hygienic, excellent,
and fast food at all times.

 This successful availability can be attributed to the unique supply chain management and control
over this wide network.

 McDonald's has 250 restaurants in over 40 locations in India, with more being added regularly.

 This massive supply network is completely outsourced, with no legal ties.

 Lean management, multi-layered supply chain, cold chain, Hub, and Spoke System are some of
the distinctive elements of this supply chain management.
Training their staff takes all its measures through intensive programs like Supplier Quality
Management Systems (S.Q.M.S.) and the Distributor Quality Maintenance Problem (D.Q.M.P.).

 The described model will assist in comprehending the supply chain's flow.

Page | 37
2. Mohammad Assad Siddiqi. McDonald’s Corporation Analysis Of Financial Statements.
 This research compares McDonald's financial results to its competitor Burger King over five
years.

 They are the representatives of two well-known food companies.

 They are inextricably linked to one another.

 They serve food that is comparable to each other.

 This research will be carried out primarily through detailed ratio analysis of the financial data
available for the last five years.

3. Hilly, Nimiya Raju, Shikha Singh and Monica Tariyal, Service Quality of McDonald’s
 Services, particularly those provided by the fast-food business, have become an important part of
our lives.

 The growth of the fast-food industry in India has been manifold.

 With the convenience of doing business and the fast-paced lives of young professionals, the
demand for fast-food restaurants has been on the rise.

 As a result, the quality of the services given to customers becomes a research topic.

 The level of service provided by these restaurant franchises should be great, allowing consumers
to be delighted.

 As a result, this article investigates the service quality of McDonald's, a well-known fast-food
restaurant company.

 In the study, the SERVQUAL instrument has been used to identify the gaps between the
customers' expectations and perceptions regarding McDonald's.

Page | 38
4. Gerhardt, Steve, Dudley, Dan, Hazen, Samuel, Franchising and the impact of McDonald’s
 One of the most important considerations that entrepreneurs must make when beginning or
developing a small business is whether or not to purchase a franchise.

 In the last 30 years, a rising number of small firms have used some type of franchising.

 One of the most compelling reasons for small business owners to become franchisees is the
ability to act as if they were much larger corporations.

 When looking at franchises and franchise fees, it appears that all franchised firms have a similar
set of fees and monthly expenses.

 However, it appears that a large majority of people are confused over what fees are required and
what the various costs entail.

 It also appears that the McDonald's Corporation pricing structure is used for many franchise
fees and monthly expenses.

5. Tianbai Deng, McDonald’s New Communication Strategy on changing attitudes and lifestyle
 Given the current food environment, achieving and maintaining wide-scale positive dietary and
lifestyle changes is a complex and formidable endeavor.

 Furthermore, nutrition lessons must be delivered scientifically, practically, and inspiring for good
change to occur.

 McDonald's makes every effort to adjust its communication techniques to changing

circumstances.

 Discussions in the article about McDonald's communication initiatives and the best techniques
for taking, delivering, and evaluating the impact of nutrition messaging highlighted the obstacles
and opportunities the company faces.

Page | 39
6. Sameer, Sharanbir Kaur, Strategy And Repositioning the Brand McDonald’s In India
 Despite the global slowdown, the Indian economy is resurgent and offers fresh opportunities and
challenges to international players.

 McDonald's still views India as a youthful market, although what they have accomplished in 15
years here would normally take them 25 to 30 years in another.

 McDonald's Q.S.C. & V (Quality, Service, Cleanliness, and Value) concept is the driving reason
behind its outstanding customer service.

 In family restaurants, quick-service restaurants, and breakfast cafes, however, there is still a lot of
untapped potential in the Indian food sector.

 Their rebranding campaign will necessitate far more than a simple logo or signpost update
following these events.

 A thorough examination of the correct marketing mix is required.

 The article focuses on assessing the marketing efforts in India in terms of the positioning of
McDonald's.

Page | 40
7. Bhawna Mishra and Subodh Dwivedi, Success Story of Mc. D in India: Story of its Struggle in
Indian Market
 McDonald's Corporation, established in 1948, carries one of the world's most well-known and
valuable brands and dominates the global market in the quick-service restaurant segment.

 The company has more than 30,000 restaurants in 119 countries, serving 68 million customers
daily (McDonald's, 2012).

 Each country poses a new challenge for McDonald's in maintaining or improving its position.

 This paper aims to do a SWOT analysis and examine the entry and establishment of McDonald's
in the emerging market of India.

 The most difficult task is to maintain the company's worldwide strategy while traveling to several
foreign countries.

 When McDonald's first opened its doors in India, they faced the same difficulties.

 They faced a severe public relations crisis, and it was very difficult to come up with a solution in
such a country.

 Some of the key variables in this relation were the suppliers, customers, government, and then the
company's Global Brand image.

Page | 41
 CHAPTER 4: DATA ANALYSIS & INTERPRETATION

1. Occupation

 Interpretation:
 From the above pie-chart, it can be observed that the majority of the respondents are college
students (70.6 %).

 After that comes Employed (17.6 %), followed by School Student (5.9 %) and those who
didn’t prefer to answer (5.9 %).

Page | 42
 2. Which type of McDonald's advertisement catches your eyes?

 Interpretation:
 From the above pie-chart, it can be observed that advertisement in social media catches their eye
(52.9 %).

 It is followed by TV Advertisements (19.6 %), Hoardings (11.8 %), Mouth publicity (11.8 %) and
lastly Paper Media (3.9 %).

Page | 43
 3. Would you say McDonald's is healthy?

 Interpretation:
 From the above pie-chart, it can be observed that the majority of the audience feels that
McDonald’s isn’t healthy. (52.9 %).

 Whereas 39.2 % respondents are not sure, and 7.8 % respondents feel McDonald’s is healthy.

Page | 44
 4. Which food do you like to have at McDonald's?

 Interpretation:
 From the above pie-chart, it can be observed that the majority of the audience likes to have
burgers at McDonald’s (72.5 %).

 Whereas 23.5 % respondents like to have fries and 3.9 % respondents want to have dessert.

Page | 45
 5. What time of the day would you prefer to eat at McDonald's?

 Interpretation:
 From the above pie-chart, it can be observed that 29.4 % of the respondents prefer to eat during
dinner and lunch.

 Whereas 23.5 % respondents prefer eating for supper, 15.7 % for breakfast and 2 % for snacks.

Page | 46
 6. What would you like McDonald's to introduce to their menu?

 Interpretation:
 From the above pie-chart, it can be observed that 35.3 % respondents would like McDonald’s to
introduce Sandwiches to their menu.

 23.5 % respondents would like to introduce Frankies to the menu.

 21.6 % respondents would like to add Pizzas to the menu.

 15.7 % respondents would like to add salads, and 3.9 % enjoy pizzas.

Page | 47
 7. What would you prefer more?

 Interpretation:
 From the above pie-chart, it can be observed that 62.7 % of respondents prefer Dine-in.

 Whereas 23.5 % respondents prefer McDelivery and 13.7 % respondents prefer take-away.

Page | 48
 8. Which aspect of McDonald's attracts you?

 Interpretation:
 From the above pie-chart, it can be observed that 49 % of respondents are attracted by food.

 Whereas the ambiance attracts 23.5 % of respondents, 15.7 % of respondents are attracted by
customer service.

 Hospitality attracts only 11.8 % of respondents.

Page | 49
 9. As a child, what motivates you to go to McDonald's?

 Interpretation:
 From the above pie-chart, it can be observed that as a child, 60.8 % respondents were motivated
by Happy meals to go to McDonald’s.

 19.6 % respondents were motivated by cold drinks and desserts.

 15.7 % respondents were motivated by McDonald’s Clown and 3.9 % just said yes, they were
motivated by McDonald’s as a whole restaurant.

Page | 50
 10. Which area do you think needs the most improvement?

 Interpretation:
 From the above pie-chart, it can be observed that 68.6 % of respondents feel McDonald’s offers
and discounts need the most improvement.

 15.7 % respondents feel that they should improve their productivity and delivery time.

Page | 51
 11. Rate Mcdonald's from the scale 1 to 10.

 Interpretation:
 From the above pie-chart, it can be observed that 21.6 % of respondents rated 10 and 8.

 Whereas 9.8 % respondents rated 9, 19.6 % respondents rated 7, 13.7 % respondents rated 6, 3.9
% respondents rated 5 and 1, 2 % respondents rated 4,3 and 2.

Page | 52
 CHAPTER 5.1: FINDINGS

1) The majority of the responses are college students, as shown (70.6 percent ).

2) After that comes Employed (17.6 %), followed by School Student (5.9 %) and those who didn’t
prefer to answer (5.9 %).

3) It can be observed that advertisement in social media catches their eye (52.9 %).

4) It is followed by TV Advertisements (19.6 %), Hoardings (11.8 %), Mouth publicity (11.8 %) and
lastly Paper Media (3.9 %).

5) The majority of the audience believes that McDonald's isn't healthy (52.9 %).

6) Whereas 39.2 % of respondents are not sure, and 7.8 % respondents feel McDonald’s is healthy.

7) The majority believe the audience likes to have burgers at McDonald's (72.5 %).

8) Whereas 23.5 % of respondents like to have fries and 3.9 % respondents like to have dessert.

9) It can be observed that 29.4 % of the respondents prefer to eat during dinner and lunch.

10) Whereas 23.5 % of respondents prefer eating for supper, 15.7 % for breakfast, and 2 % for snacks.

11) It can be observed that 35.3 % of respondents would like McDonald’s to introduce Sandwiches to
their menu.

12) 23.5 % of respondents would like to introduce Frankies.

13) 21.6 % of respondents would like to add Pizzas to the menu.

14) 15.7 % of respondents would like to add salads and 3.9 % would enjoy pizzas.

15) It can be observed that 62.7 % respondents prefer Dine-in.

16) Whereas 23.5 % respondents prefer McDelivery and 13.7 % respondents prefer take-away.

Page | 53
17) It can be observed that 49 % of respondents are attracted by food.

18) Whereas the ambiance attracts 23.5 % of respondents, 15.7 % of respondents are attracted by
customer service.

19) Hospitality attracts only 11.8 % of respondents.

20) It can be observed that as a child, 60.8 % of respondents were motivated by Happy meals to go to
McDonald’s.

21) 19.6 % of respondents were motivated by cold drinks and desserts.

22) 15.7 % of respondents were motivated by McDonald’s Clown, and 3.9 % just said yes, they were
motivated by McDonald’s as a whole restaurant.

23) It can be observed that 68.6 % of respondents feel McDonald’s offers and discounts need the most
improvement.

24) 15.7 % of respondents feel that they should improve their productivity and delivery time.

25) It can be observed that 21.6 % of respondents rated McDonald’s 10 and 8.

26) Whereas 9.8 % respondents rated 9, 19.6 % respondents rated 7, 13.7 % respondents rated 6, 3.9 %
respondents rated 5 and 1, 2 % respondents rated 4,3 and 2.

27) McDonald’s launched various recipes to attract the customers.

28) McDonald’s is famous in the world and has a good global image.

29) The majority of the people are satisfied with the price of McDonald’s.

30) It represents that McDonald’s has positioned itself as not so expensive among the customers.

Page | 54
 CHAPTER 5.2: SUGGESTION

 Any McDonald’s dine-in experience will be dining with an endless series of beeps, alarms, and noise.

 No fast food restaurant (including Mcdonald's) has learned that the constant alarms from all the
automated kitchen gear are horrible.

 This alone makes eating at McDonalds a horrid experience most of the time, atmosphere is important.

 Most of McDonald’s customers appear to be drive-through and they have done a lot to increase the
efficiency of this experience (double drive-through, pay and pick-up windows, and wait parking for
longer orders so as not to back up the line).

 What have they not done? Many people that order through the drive through will also eat the food in
their car.

 So packaging this food for that purpose will also enhance the experience.

 McDonald’s is probably never associated with healthy living - but they have expanded food choices
and continue to expanding and experimenting.

 They don't have to provide a whole menu of healthy options, but having a few on hand for people who
seek quick convenience is always a plus.

 McDonald’s has come a long way here.

 I do not understand why the beverage industry has two settings; tons of sugar and no sugar.

 Lightly sweetened beverages are a great alternative.

Page | 55
 CHAPTER 5.3: CONCLUSION

 You can't have fun in business if there isn't any competition.

 No company can afford to overlook its competitors.

 McDonald’s beats its competitors through the revising marketing strategy at every movement but
the main competitors of McDonald’s are Burger King and KFC.

 McDonald’s successfully identified which market segmentation is driven globally and which could
be managed locally.

 McDonald’s established a bridge to communicate with consumers to improve public relations.

 McDonald’s, more than any fast-food franchise, changed the way we eat, changed the way we
spend our food dollars, and revolutionized the restaurant business – not because they figured out
how to make a better hamburger, but because they created a better business system.

 According to the market and analysis, McDonald’s has its worth to do its objectives on its own.

 It can launch and offer new products plus services to the public.

Page | 56
 CHAPTER 6: BIBLIOGRAPHY

1. https://www.britannica.com/topic/McDonalds

2. https://www.nextbigbrand.in/mcdonalds-the-story-of-lovin-it/

3. https://listafterlist.com/mcdonalds-slogans-over-time/

4. https://iide.co/case-studies/mcdonalds-marketing-strategy/

5. https://www.google.com/amp/s/heartofcodes.com/positioning-of-mcdonalds/amp/

6. https://howandwhat.net/5c-analysis-mcdonalds/

7. Kshitij Sharma, A Case Study on McDonald’s Supply-Chain In India, Asia Pacific Journal of
Marketing & Management Review ISSN 23192836

8. Mohammad Assad Siddiqi. , McDonald’s Corporation Analysis of Financial Statements.

9. Hilly, Nimiya Raju, Shikha Singh and Monica Tariyal, Service Quality of McDonald’s

10. Gerhardt, Steve, Dudley, Dan, Hazen, Samuel, Franchising and the Impact of McDonald’s

11. Tianbai Deng, McDonald’s New Communication Strategy on Changing Attitudes and
Lifestyle

12. Sameer, Sharanbir Kaur, Strategy and Repositioning The Brand McDonald’s In India

13. Bhawna Mishra and Subodh Dwivedi, Success Story of Mc. D In India: Story of Its Struggle
In Indian Market

Page | 57
 CHAPTER 7: ANNEXURE (QUESTIONNAIRE)

1. Occupation
 School Student
 College Student
 Employed
 Homemaker
 Retired
 I prefer not to answer

2. Which type of McDonald's advertisement catches your eyes?

 Paper Media (Newspaper, Magazines)
 Mouth publicity
 Hoardings
 TV
 Social Media

3. Would you say McDonald's is healthy?

 Yes
 No
 Maybe

4. Which food do you like to have at McDonald's?

 Burgers
 Desserts
 Beverages
 Fries

Page | 58
5. What time of the day would you prefer to eat at McDonald's?
 Breakfast
 Lunch
 Dinner
 Supper
 Snacks

6. What would you like McDonald's to introduce to their menu?

 Sandwiches
 Frankies
 Pizzas
 Salads
 Pizza’s

7. What would you prefer more?

 Dine in
 McDelivery
 Take away

14. Which aspect of McDonald's attracts you?

 Customer Service
 Hospitality
 Ambience (environment)
 Food

15. As a child, what motivates you to go to McDonald's?

 Happy meals
 Cold drinks and Desserts
 McDonald’s Clown
 Yes

Page | 59
16. Which area do you think needs the most improvement?
 Delivery time
 Productivity
 Offers and discounts

17. Rate Mcdonald's from the scale 1 to 10

Page | 60