PowerPoint Presentation

A Case Study on Mc Donalds

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HistoryAbout Mc Donald

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Mc Donalds Founded in 1940 by two brothers , Richard McDonald and Maurice McDonaldKroc named it McDonalds and offered simple food such as 15 cent HamburgerIt introduced Ronald McDonald during a 60 second commercial in 1965In 1974 Mc Donalds opened the Ronald McDonald House

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About McDonaldsNow, McDonalds have about 1.9 million employees worldwide.McDonalds is the world leading Hamburger fast food chain with more than 34000 restraunts in 119 countriesMcDonalds also have opened many types of restaurants such as McCafe , Drive thru restaurant ,Solid Gold restaurant ,McExpress etc.McDonalds revenue generated by 2012 was recorded to be 27 billion dollars

Mc Donalds around the world

Downfall Criticism and FailiureIn early 1900s and 2000s company lost its focus as it added many restraunts .New employees werent trained fast enough which led to poor and unhygenic services.Due to new competitors and change in Consumer tastes the brand started to fail miserabely despite of innovation

CONTINUEDCriticism of McDonalds and obesity in teenager (Ex Super size me Documentary)Beef consumption started to decline Another significant scandal had to do with McDonald's french fries

PLAN TO WIN

CORE BRAND VALUESQualityService CleanlinessValue

COMPETITORSThe major competitor of Mcdonalds are starbucks,subway,KFC,Wendy.Papa john ,Pizza hut etc

Where does McDonalds stand in competition?It is way ahead of its competitors in terms of turnover as well in its own field its the number one brand

What are McDonalds core brand values ?Have these changed over years

The core values of the company are Quality,Service,Cleanliness and value.

These are reflected in their products and services.They focus on high quality food and service while maintaining hygenic food conditions.

The company lost their focus due to their extensive expansion during the 1990s and 2000s.This led to poorly trained employees and poor service

The companys plan to win strategy helped in improvement of service.And thus maintaining their brand image.

What risks do you think McDonalds will face in the future ?

The main problem for McDonalds Is to tackle the health conscious people and organisations.Major competitors may get benefitted as people may switch to healthier options.

The growing competition in the fast food sector.They should also be conscious of the local restaurants as the area the local restaurants serve is low.Company should also take care of the cases where people use the companys brand symbol as it may diminish the brand value and hinder their upgoing trend.

How has McDonalds grown its brand equity over the years?Has McDonalds changed in different economic times or in different parts of the world ? Explain

It was during 1990s ,due to extensive expansion,the companys brand image was diminished due to poor service and poor training of employees.

The company then used plan to win strategy to refocus on improving their values.

During 1990s and 2000s , their brand extension strategy also failed as their new items included in their menu was not so effective.

The plan to win strategy was successful.It is evident from the fact that their share price increased and sales topped during 2008 recession.Mcdonalds maintained its brand equity.

SUMMARYHistoryAbout McDonaldDownfall criticism and failiureMarketing CampaignPlan to WinI m lovin itCore brand valueCompetitorsCase study questions

THANK YOU

These slides have been prepared by Animesh Mishra,IIT Kanpur, under the guidance of Professor Sameer Mathur ,IIM Lucknow,during an internship of marketing management