PRESTIGE INSTITUTE OF MANAGEMENT & RESEARCH ,INDORE

PRESENTATION ON MINOR RESEARCH PROJECT

GUIDENCE BY :PROF. DEEPAK JAROLIYA PRESENTED BY :SUYASH CHATURVEDI LEELADHAR HARPHODE AVINASH ASTYA ROHIT CHOUDHARY MAHIMA BHORA SIDDHARTH ARYA

Contents
      
Conceptual Framework Literature Review Research Methodology Rationale SWOT Analysis Conclusion & Recommendations References & Bibliography

Conceptual Framework
The brands McDonald s is the world's most well-known and valuable brands and holds a leading share in the quick service restaurant segment of the informal eating-out market in virtually every country. While measuring customer satisfaction, we have to gather critical feedback about questions similar to the following: How satisfied are people with the service they received? How likely are people to buy from the company again? How likely are people to recommend the company to others How satisfy are people with purchase they made?

Conceptual Framework(cont.)
 About fast food industry
 There are millions of fast food chains around globe  Convenience is major factor affecting fast food chains customer orders  Basic food offered in these restaurants are burgers, fried chicken, chicken etc. normally not found in normal restaurants  Changes are made to attract customers like limited types of meals etc.

Conceptual Framework(cont.)
 About fast food industry
For convenience of customer food chains create many jobs for purpose to kill waiting time, jobs consists of managers, team leaders and supervisors, crew members, cleaners, head office workers such as administration, human resources, finance, sales, marketing and advertising and many more. The fast food industry is a major employer of students and in providing work for them, the flexibility of the shifts available and the opening hours reaching to the late evenings have given

Conceptual Framework(cont.)
 McDonald s Corporation in India
 McDonald's was launched in India 1996 since then average frequency of people eating out has become five times  It is estimated that by 2011 Indian quick service market will be worth Rs. 30,000 crore  Many old players from that time has come out of Indian market but McDonald s are still in business by evolving its marketing strategy through several phases.  McDonald's India was set up as a 50:50 joint-venture between McDonald's at a global level and regional Indian partners such as Hard castle Restaurants Private Limited in western India, and Connaught Plaza Restaurants Private Limited in northern India since then McDonald's have restaurants in Mumbai, Bangalore, Baroda, Pune, Indore, Nasik, Chennai, Hyderabad, Surat and Ahmedabad

Conceptual Framework(cont.)
 Phases McDonald s been through
 Phase I Launching the brand
It Indianized its products, introduced products like McAloo Tikki burger, Veg Pizza McPuff and Chicken McGrill burger. Included Indian spices in its products. Faced some criticism over including beef flavor in veg french fries Immediately corrected it by customer education technique of it i.e. familiarizing them with its product build platforms were they prepare veg and non veg products separately. The brand wanted to communicate that, operationally, it was committed to maintaining a quality service, cleanliness and offering value for money.

Conceptual Framework(cont.)
 Phases McDonald s been through(cont.)
 Phase II Brand advertising
Supported its campaign by promotions through advertising. Children were included in its advertisements. Its one minute service guarantee was very popular amongst mothers and children. In 2004 launched Happy price menu to tap youth market who were price sensitive and considered McDonald s only for children.

Conceptual Framework(cont.)
 Phases McDonald s been through(cont.)
Phase III: Appealing to both ends of the age spectrum
 Featuring father and son duos in advertisement conveyed message that prices have not changed.  Also connected with IPL tournaments where it offered food in a event  Wants its customers to be connected through its value offering

LITERATURE REVIEW
 McDonald's Success Strategy And Global Expansion Through Customer Satisfaction
Bahaudin G. Mujtaba, Bina Patel, Nova Southeastern University, Journal of Business Case Studies Third Quarter 2007

 Customer-Satisfaction Rating Of All The Major Retail Sectors In India

The University of Michigan business school, 2004, Vol. 38 Issue 10, p6-77, 2p

 Service Quality and Customer Satisfaction in Manufacturing-oriented Services

Usha Lenka Is Assistant Professor (Management Group), Bits, Pilani, 2005

LITERATURE REVIEW(cont.)
 Analyzing the effects of service with respect to customer relationship management
E.w.t. Ngai, (2005) "customer relationship management research (1992-2002): an academic literature review and classification", marketing intelligence & planning, vol. 23 iss: 6, pp.582 605

 The purpose of this paper is to explore the relationship between corporate social responsibility (CSR) and customer outcomes
Lynette M. McDonald, Sharyn Rundle-Thiele, (2008) "Corporate social responsibility and bank customer satisfaction: A research agenda", International Journal of Bank Marketing, Vol. 26 Iss: 3, pp.170 182

 The impacts of brand trust, customer satisfaction, and brand loyalty on word-of-mouth
Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference

Research Methodology
 Objectives of study
To identify and analyze the various components of the service experience rendered by McDonald s to its customer. To analyze the impact of service experience on customers at McDonald s. To study the challenges in maintaining and improving the service experience rendered by McDonalds.

Research Methodology
 Sources of data collection
Primary data:- Closed ended questionnaires

Secondary data:- We have collected the secondary data through Journals from EBSCO Host.

Questionnaires
Q1- HOW MANY TIMES IN A MONTH DO YOU VISIT MCDONALD S ON AN AVERAGE? (A) 1-2 (B) 3-5 (C) 6-10 (D) MORE THAN 10 Q2- SINCE WHEN YOU ARE VISITUNG MCDONALD S? (A)< or = TO 1 YEAR (B) 2-4 YEARS (C) 4-6 YEARS (D) MORE THAN 6 YEARS Q3- THINKING ABOUT YOUR MOST RECENT VISIT TO MCDONALD'S, TO WHAT LEVEL OF SATISFACTION DO YOU RANK THAT VISIT? (A) VERY POOR (B) AVERAGE (C) SUPERIOR (D) GOOD Q4-ON AN AVERAGE, HOW MUCH TIME DO YOU SPEND DURING A MCDONALD'S VISIT? (A)LESS THAN 10 MIN (B) 10-20MIN (C) 20-40MIN (D) MORE THAN 40 MIN

Questionnaires

Q5- WHAT IS THE MAIN PROBLEM YOU FACED AT MCDONALD S? (A)LONG QUEUES (C)CONGESTION (B) RUDE BEHAVIOR OF EMPLOYESS (D) NO PROBLEM

Q6- WHAT AREA DO YOU THINK NEEDS THE MOST IMPROVEMENT? (A)DELIVERY TIME (B) CAPACIOUSNESS (C) PRICES (D)OFFERS & DISCOUNTS

Q7- WHAT IS THE FIRST THING THAT STRIKES YOUR MIND ABOUT MCDONALD S? (A)BURGER (B) SERVICE (C) FOOD QUALITY (D) VALUE FOR MONEY

Q8-DEPARTMENT RESPONDS PROMPTLY TO CLIENT REQUESTS, DESPITE A BUSY WORKLOAD? (A)STRONGLY AGREE (B) SOMEWHAT AGREE (C) NEUTRAL (D) SOMEWHAT DISAGREE Q9- WHAT ARE USP OF MCDONALD S? (A) HYGIENE (C) QUICK SERVICE

(B) AMBIENCE (D) FOOD QUALITY

Rationale
The purpose of this project to know service quality and customer satisfaction and how they impacts on organization. For this purpose we selected McDonalds to obtain necessary data and its analysis. Goals of initiative: Improve the responsiveness and effectiveness of service providers in target areas Help to identify effective approaches used by market-driven organizations to monitor and improve customer satisfaction. Examining the critical role of frontline staff and strategies for ensuring that employees have the capacity to put customer service first, including training, employee empowerment, and recognition and rewards for performance.

SWOT Analysis
 STRENGTHS World wide brand equity- the biggest strength which this corporation is having is that it is having world wide brand equity where people are having belief towards the company that it strive for the betterment of customers. Consistency of food products- it has consistently strive to provise food with good quality and also the quality check measres are continuously are taken care of. Overseas market- it has very much growth opportunities as it is having worldwide presence, it is not only in US but it operates in 121 countries. Successful items- the menu of their product is very successful in terms of food variety and their specialty product give them the competitive edge to strive for success and thus is considered as the path breaker for there development.

SWOT Analysis
 WEAKNESSES
One order at a time- here in this the one single customer can only place a order at one point of time, till that time others have to wait in queues. Business focus- the corporation strive to have focus on business rather than on customer. Therefore element of human touch is missing. Formal communication- here in McDonald s there is no sort of informal or casual communication between customer and agents. Inflexible products

SWOT Analysis
OPPORTUNITIES
Serving only one percent- as we know McDonald s is having huge network but then also it serves only 1% of total population that means it has huge growth opportunity. International exposure- as it is present in many nations so it has wide scope of getting exposure of different cultures where it operates. Growing dining out market

SWOT Analysis
 THREATS
Competition- with the opening of newer fast food chains competition is increasing day by day. So for which it has to continuously strive to achieve competitive advantage. Health conscious customer.

CONCLUSION & RECOMMENDATIONS

After reviewing the data and analyzing the findings we can finally conclude that McDonald s has always strive to provide fast and friendly service to their customers. At McDonald people usually get their order usually within 10 min on an average. The philosophy of McDonald's is to provide fast and friendly service. This only the big advantage which they are having over other restaurants chains. The USP of McDonald is its service which it has always strives to maintain that. As we all know some faults are their but if we compare it with others the service which it has strive to provide to its customer is not been provided by any other restaurant chain Finally we can conclude that McDonalds have maintained quality of products well, McDonald India is biggest fast food chain which has become the image of India in providing fast food to the customers with large variety of foods as per the taste of people living in a particular area by keeping in mind the fast delivery and best quality food as per industry norms.

CONCLUSION & RECOMMENDATIONS

 SUGGESTIONS
There are number of factors which the McDonald s needs to take care and should design the performance accordingly McDonald s don t only need to motivate individuals. They should provide them with an environment to be self motivated. McDonalds should revise its product prices. The company can even strive to open new outlets as there is still a lot of opportunities for McDonalds to increase number of outlets. There should be something like membership participation of the consumer so that interact in an informal manner. Seeing the growth of health conscious it should start salad concept in their menu There should be space between the counters as there is no any clear cut division which it looks like more crowdy

REFERENCE & BIBLIOGRAPHY

Book references:
Kothari C.R. (2003) Research Methodology: Methods and Techniques, New Age International, New Delhi Chisnell, Peter. M (1997) Marketing Research, Fifth edition, McGraw Hill.Dick, A.S. and K. Basu (1994), Customer Loyalty: toward an integrated conceptual framework, Journal of the Academy of Marketing Science, vol. 22, no. 2, pp 99-113. Ahuja, Ram (2001) Research Method, Rawat Publication Jaipur and New Delhi.

REFERENCE & BIBLIOGRAPHY

Web references http://www.businessworldindia.com/nov0804/food_services.asp http://www.mcdonaldsindia.com/aboutus/presskit/05%20Value.pd f http://www.mcdonalds.com/ http://www.marketingstudies.net/blogs/diary/archive/000244.html Discounts do not generate consumer loyalty http://www.qmconf.com/Docs/0077.pdf http://www.measure-x.com/publication/12.html http://www.clickz.com/experts http://www.reports.mintel.co

Thank You .