Name of the organization

Group Members
Hasan Bin Ijaz (10012)
Hamid Nazir (10114)
M.Zohaib Azhar (01042)
Zaigham (01039)
Introduction
 McDonald's is the leading global foodservice
retailer

 McDonald’s have more than 30,000 local

restaurants

 McDonald’s serving nearly 50 million people in

more than 121 countries each day
Introduction

 McDonald’s started its operation in Pakistan in 1998

 All the franchises of McDonalds in Pakistan are

owned by Lakson Group of Companies.
McDonald's Mission Statement

"McDonald's Mission is to be the world's best quick

service restaurant experience. Being the best means
providing outstanding quality, service, cleanliness
and value, so that they make every customer in
every restaurant smile.”
McDonald’s Vision Statement

McDonald’s vision is to make every customer in

every store smile. This is a vision which may be easy
to acquire through other ways but to do it
professionally is a totally different thing.
Objectives

 Corporate Objectives

 Long Term Objectives

Corporate Objectives

 To serve good food in a friendly and fun

environment

 To provide good returns to its shareholders

 To provide its customers with food of a high

standard, quick service and value for money
Marketing objectives

 A marketing plan must be created to meet clear

objectives.

 Results can be analyzed regularly to see whether

objectives are being met.

 Once marketing objectives are set the next stage is

to define how they will be achieved
Long Term Objectives
 McDonald’s vision is to be the
world’s best quick service
restaurants experience.

 McDonalds is committed to
maintaining and developing
the best food products in the
quick service restaurant
market.

 In order to deliver this, the

company has made a number
of commitments to food safety
and nutrition.
Summary Of Situation Analysis

 Internal Strengths
 Internal Weaknesses
 External Opportunities
 External Threats
Internal Strengths
 Products

 Brand Recognition

 Good communication and friendly environment

 Partnership with Coca Cola & telecom companies

Internal Weaknesses
 Product Variety

 More Advertising

 Drive Through
External Opportunities

 Reasonable Prices

 Opportunity to be Innovative

 Breakfast and Special Noon Meals

External Threats
 More health conscious customers

 Foreign as well as local competitors

 Changing customer styles

Macro Environment

 Political environment
 Economical environment
 Socio-cultural environment
 Technological environment
Political Environment

 Government policies

 Paying of different taxes

 McDonald’s enjoys an added advantage in

countries where consumer protection laws are not
very strong
Economical Environment

 Most of the people in Pakistan fall in the category

of middle class

 People consider McDonald's as a luxury to go and

eat there
Socio-cultural Environment

 When McDonalds entered the Pakistani market

people were not very much into fast food

 The rapid change of way of life which is very quick

now as everyday people are running out of time.
Technological Environment
 McDonalds’s introduced new food production
techniques in Pakistan

 Food made with the help of machines is considered

more hygienic

 McDonalds to be updated regularly

Market Analysis

 Market definition
 Market size
 Market segmentation
 Countries with McDonalds
 Competition & Market share
Market Definition
 Serving billions of various types of burgers has put
a shine on this company

 McDonald's is the world's #1 fast-food company by

sales, with about 32,000 restaurants serving
burgers and fries in about 121 countries
Market Size
 In local market McDonalds is operating in these
cities:
 Karachi
 Hyderabad
 Faisalabad
 Lahore
 Rawalpindi
 Islamabad
Market Segmentation

 McDonald’s uses demographic segmentation

strategy with age as the parameter. The main
target segments are children, youth and the young
urban family.
Countries With McDonald’s
Competition

 The major competition in local market faced by

McDonalds is from Kentucky Fried Chicken (KFC)
Factors That Contribute Towards a
Competition Are
 Price

 Quality of Food

 Flavour

 Outlets
Market share

Sales
Subway
6% Others
12%
McDonalds

$
30%
Pizza Hut
17%

KFC
35%
Current Situation – Internal
Company resources

 Financial

 People

 Time

 Skills
Financial
 Fiscal Year End: December
 Revenue (2008): 23522.40 M
 Revenue Growth (1 yr): 3.20%
 Employees (2008): 400,000
 Employee Growth (1 yr): 2.60%
People

 McDonald’s understands the value of both its

employees and its customers

 It understands the fact that a happy employee can

serve well and result in a happy customer
The level of importance has changed
to be in the following order
 Customers

 Front line employees

 Middle level managers

 Front line managers

Time

 Customer waiting at the queues to place order

 Customer waiting time

 Customer waiting time at the drive through

 Customer waiting for home delivery

Skills

 At McDonalds educated young individuals are

trained at operational as well as international level

 Bench marks are set for individuals to meet on a

periodic basis

 Team work which is the key to success in this business

Marketing Strategies

 Product
 Price
 Place
 Promotion
Product

 Wide variety of menu items

 Local flavors

 Regularly renewing the menu

BCG Analysis
Pricing Strategies

 Product Line Pricing

 Promotional Pricing
 Penetration Pricing
 Value Pricing
Product Line Pricing

 Their Value Meals fall into the category of Product

Line Pricing
Promotional Pricing

 McDonalds always offer some sort of promotional

pricing.
Penetration Pricing

 Marketing campaign in order to gain some market

share in the industry
Value Pricing

 “This approach is used where external factors such

as recession or increased competition force
companies to provide 'value' products and services
to retain sales.”
Place

 There are total 24 fast food outlets of McDonald’s

in Pakistan, and they all are located in famous
areas. So far McDonald’s is only in Karachi,
Hyderabad, Lahore, Faisalabad, Rawalpindi and
Islamabad In future, very soon planning to expand
in many cities in Pakistan.
Promotion
 I’m lovin’ it campaign to attract family

 Feature artists to target teenagers

 The right message has to be communicated to the

right audience through the right media.
 Advertising

Sales Promotion
Marketing Public Relations
Communication Mix

Direct Marketing
Financial Summary

 Balance Sheet
 Income statement
Scenarios

 Economic Slowdown
 Health Conscious attitude of People
 Increased Competition
Any Questions
THANK YOU