Presented by:

Muhammad Adil Bhatti

Student Code: 71344
 McDonald’s History
• McDonald's originally started as a small hamburger stand in
Bernardino, California, owned by Richard and Maurice McDonald
in 1945.

• Re-opened in December 1948 as a self-service drive-in restaurant.

• In 1950s Ray Kroc, a Multimixer Salesman, signs a franchise

agreement with Richard and Maurice McDonald in the name of
McDonald Corporation at Illinois in 1955.

After few years in 1961, Ray purchased the ownership from

McDonald brothers.

Today 34,000 McDonald's restaurants serving 70 million

customers each day in over 119 countries.
 McDonald’s Pakistan History

• McDonald’s Pakistan is part of the Lakson Group of Companies, a leading

business house in Pakistan.

• McDonald’s first restaurant opened its door to the people of

Pakistan in September 1998 in Lahore and a week later in Karachi .

• Today we have 28 restaurants in 8 major cities of Pakistan.

• 11 in Karachi
• 10 in Lahore
• 1 in Hyderabad, Faisalabad, Gujranwala , Sialkot, Islamabad &
Rawalpindi & Kala Shah Kaku).
 McDonald’s
Statement
Vision Statement Mission Statement
• To be the best and leading fast food McDonald's mission is to be our
provider around the globe. customers' favorite place and way
to eat with inspired people who
delight each customer with
unmatched

Goals
• Quality
• Service
• Cleanliness
• Value
Product Line:

McDonald’s is known for its burgers

Hamburgers and Sandwiches
Snacks and Sides
Chicken and Fish
All day meals
McCafe
coffee
 Don Thompson
Chairman and COO
McDonald’s
Alan D. Feidman
Jim Skinner President and COO
President and COO The Americans

McDonald Executive vice Executive vice Executive vice

in Greece president president president
Zone
McDonald Zone managers Zone managers
managers
in Asia
Regional Regional
McDonald Regional
in Pacific managers managers
managers
Market Operational Regional Human
manager Manager Resources Manager

Franchisees Supervisors

Store managers

McDonald’s First Assistant

Organization Structure Shift Managers

Crow Persons
 McDonald’s Target
• Market
McDonald’s wants to attract as many customers as it can. But the main
targets of the efforts by McDonald’s are following groups:

• Parent visit McDonald’s to give the children a treat.

• Children want to visit McDonald’s as it is a fun place to eat.

• A business customer visits McDonald’s during the day as service is quick,

the food tastes great and can be eaten in the car without affecting a busy
work schedule.

• Teenagers are attracted by the Saver Menu which is affordable, and the
internet access.
 McDonald’s Operations / Standards

• Cooking procedure and recipe is documented so that the products

become standardized and customers get the similar taste, quantity and
quality to whichever restaurant they go.

• It is the policy of McDonald's to throw away any burger if they remain

on heated grill for 15 minutes.

• All the utensils and equipment used in cooking are washed at the closing
of restaurant every night, with anti-microbial fluid. Kitchen, floor,
washrooms and all other restaurant areas are cleaned after every half an
hour.
 McDonald’s
Distribution
McDonalds Distribution systems McDonald uses three types of distribution
strategy;

• Franchising

• Licensing

• Joint ventures
 Price:

USA Pakistan :

Meals Meals

Cheeseburger 3 Euro Mac Chicken 600 Rs

Big Mac 6.50 Euro Big Mac 550 Rs
Big Tastey 10 Euro Big Tasty 650 Rs
Mac Chicken 6.50 Euro Mac Wrap 500 Rs
Mac Wrap 6.50 Euro CheeseBurger 400 Rs
 McDonald’s E-
Procurement
Global
Franchises

Place Orders Supply Received

E-MAC Digital

Suppliers Logistics
 MARKETING MIX

6th position on ―
McDonald‘s aim is
Best Global
Tier 2 suppliers – to create a
Brands 2011
Hamburgers primary food vibrant working
Dollar menu-
Chicken nuggets producers environment for
low cost food The
Cheese burgers Tier 1 suppliers staff and
and drinks iconic Golden
French fries are processors managers.
Arches
Breakfast items 30 – 35 SKU at the Employees
are
Soft drinks supply side , undergo rigorous
used in
Milkshakes creating a on-the-job
promotions
Desserts streamlined training in
globally.
operation2 customer service,
The I'm lovin‘
food handling and
it campaign
preparation..
launched in 2003
Boston Consulting Group (BCG)of
McDonald's products

• 1: McCafé

• 2: Big Mac

• 3: The Premium McWrap

• 4: McLean Deluxe
CPM Matrix
McDonald's Burger King Yum Brands Wendy's
Critical Competitive Weig Rating Score Rating Score Rating Score Rating Score •McDonald’s
Factors ht
score high 3.78
Product Quality 0.15 4 0.6 3 0.45 4 0.6 2 0.3
Financial 0.15 4 0.6 1 0.15 3 0.45 2 0.3
Safety 0.12 3 0.36 3 0.36 3 0.36 2 0.24 •Highest market
Consumer Loyalty 0.08 4 0.32 4 0.32 3 0.24 2 0.16
Value based 0.12 4 0.48 3 0.36 3 0.36 3 0.36 share 50%
on
Pricing.

•Has strong
Innovation and 0.1 3 0.3 3 0.3 2 0.2 2 0.2
Process Technologies

Global Expansion 0.1 4 0.4 2 0.2 3 0.3 1 0.1

position in the
Market Share 0.1 4 0.4 3 0.3 3 0.3 2 0.2 fast-food industry
Promotions 0.08 4 0.32 4 0.32 3 0.24 3 0.24
Total 1 3.78 2.76 3.05 2.1
Pakistan Market US Market
 Pakistan USA

Burger
King
5%
3.2 3
Mr. Other 4.6
Burger 15% McDonald's 7.8
10% 30%
8.5
50.9

Subway Other
15% KFC McDonald's
22
25% Dunkin
Donuts C-
Stores
Starbucks
Burger King
IHOP
Financial
Analysis
Asset utilization, or turnover, ratios:
2019 2018

Net Income 1607.9 1516.9

Total Revenue 5430.6 5341.3

Gross Profit 2903.4 2829.5

Operating Income 2409.3 2273.9

Total Liabilities 54404.2 39069.6

Total Assets 45805 32811.2

Pakistan Competitors USA
Import Export
Policy  Imports Policy 

McDonald’s use their unique sources

• Beef Supplier, Lopez Foods
• Meat & Fish Supplier, Keystone Foods
• Fish Supplier, Kenny Longaker
• Potato Supplier, Jenn Bunger , 100 Circle Farms , Frank Martinez
• Apple Supplier, Mike Dietrich
• Lettuce Supplier, Dirk Giannini
• Coffee Supplier, Gaviña Gourmet Coffee
 Export Policy 
McDonald’s don’t export anything , just a free home delivery near outlet
 McDonald’s SWOT
Analysis
• Brand Name. • Lack of innovative advertisement.
• Research and Development. • High setup cost.
• Loyal Customers. • Offers processed and inorganic food line.
• Diversified Culture. • Extensive and costly training program.

Strength Weakness

Opportunities Threats
• Innovative advertisements. • Political instability.
• Offer organic food line. • Economical instability.
• Expand menu to cater all individuals. • Health conscious customers.
• Gain attention by sponsoring adult or
children programs.
• Introduce outlets to different locations.
Conclusion
:

Good performance in fast-food industry

Long reputation for strong marketing campaigns.

Must change to adapt new environment

Have more innovation and creative strategy

THANK YOU
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