“A STUDY ON

MARKETING STRATEGY
OF MCDONALD’S”

By – Pournima Raut
Name: Pournima Raut​
Class: Mcom Sem 3
​Subject: Advanced Cost Accounting
Project: “ A Study on Marketing Strategy
of McDonald’s
​Guide: Prof. Sebastian Rebello
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INTRODUCTION
McDonald’s Corporation is the world’s
largest chain of fast-food restaurants.
McDonald’s is a American fast food organization
that was started in 1940 by Richard and Maurice
McDonald in California.
The McDonald’s Golden Arches logo was
introduced in 1953. It was created by Jim
Schindler to resemble new arch shaped signs on
the sides of the restaurants. He merged the two
golden arches together to form the famous ‘M’
now recognized throughout the world. The
McDonald’s name was added to the logo in 1968.

Two golden arches merged

together to form the famous ‘M’
 INTRODUCTION
4

Marketing strategy is a long-term plan for promoting

and selling a company’s products or services. It involves a deep understanding of
the target market, competition, and overall business goals.

The ultimate goal of a marketing strategy is to create demand for the company’s product or
services, increase customer engagement, and drive growth and profitability. The development of a
marketing strategy is an ongoing process that requires ongoing research, analysis, and evaluation.
Marketing strategy is very important for developing any of the business.

Without it, the effort of the business to attract customer is random and inefficient.
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STRATEGY AS PER INDIAN MARKETS

CUSTOMIZED COMMUNITY LOCALLY DIGITALLY SUSTAINABLE

MENU ENGAGEMENT USED TRANSFORMED BUSINESS
INGREDIENTS PRACTICES
Indian menu due Charity events, Online ordering To reduce its
To reduce costs
to religious and Job training and delivery environmental
and ensure the
cultural reasons. programs, and services, as well impact on waste
freshness of its
(vegetarian support for Local as mobile ordering management and
food.
options) Entrepreneurs. and payment. many more things
RESEARCH METHODOLOGY 6
DATA ANALYSIS AND INTERPRETATION 7

Q1. What are the problems that you face at McDonald’s?

INTERPRETATION:
PROBLEMS PEOPLE (%)
The question asked was what are the problems that
WRONG ORDER 3.1
you face at McDonald’s. As per analysis 3.1%
LONG QUEUES 25
people face wrong order, 25% face long queues, 34.4%
NOT ENOUGH SPACE 34.4
face not enough space, no one has faced any
HYGIENIC PROBLEM -
hygienic problem till now and 37.5% people have
NONE OF THE ABOVE 37.5
didn’t face any problem mention above.
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Q2. Which area do you think needs the improvement

INTERPRETATION:

IMPROVEMENT AREA PEOPLE

The question asked was which area do you think
(%) needs the most improvement. As per analysis

DELIVERY TIME 6.3

6.3% people wants improvement in Delivery time,
34.4% wants in Product variety, 43.8% in Prices
PRODUCT VARIETY 34.4
and 15.6% in Offers and Discounts. Therefore, most of
PRICES 43.8
the people are expecting improvement in area
of Prices.
OFFERS AND DISCOUNTS 15.6
 Q3. Which type of McDonald’s promotional advertising catch your eye? 9

ADVERTISING PEOPLE INTERPRETATION:

(%)
The question asked was which type of McDonald’s
INTERNET 43.8 promotional advertising catch your eye. As per
NEWSPAPERS 9.4 analysis 43.8% is from Internet, 9.4% Newspaper, 25%
Billboards, 6.3% Magazines and 15.6% from
BILLBOARDS 25
Television. Therefore, Internet is the best platform to
MAGAZINES 6.3 advertised McDonald’s product as it may attract
TELEVISION 15.6 many customer.
 LAST 5 YEAR FINANCIAL 10

HIGHLIGHTS OF MCDONALD’S INDIA

 CONCLUSION
In conclusion, McDonald's India has developed a marketing
strategy that is well-suited to the
unique characteristics of the Indian market. The company's
emphasis on localization, affordability, and
digital marketing has helped it to establish a strong brand
presence and attract a wide range of consumers.
As the Indian market continues to grow, McDonald's India is
well-positioned to continue to expand its
market share and maintain its position as a leading fast-food
chain in the country.
THANK YOU