WELCOME TO THE WORLD OF McDonald’s

Presented by :Amit Gupta Ashwani AgarwalPriya GuptaShefali Bhagat

"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 we make every customer in every restaurant smile."

McDonald's Mission Statement

Two brothers, Richard and Maurice McDonald came to make a career in Hollywood and sadly ended up as owners of a drive-in restaurant in San Bernardino of Los Angeles.

McDonald's now has a network of over 235

restaurants across the country. Currently Mc Donald operates in 118 countries each day

with more than 33,000 locations serving approximately 64 million customers.

More than 80% of McDonald's restaurants

worldwide are owned and operated by independent

local men and women.

McDonald’s history……..

Chak De

INDIA

McDonald's is the world's leading global foodservice retailer

Entered in India-1996 McDonald's India is a 50 - 50 Joint Venture between

MCDONALD CORPORATION and two Indian businessman Amit Jatia and Vikram Bakshi.

Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd. owns and spearheads McDonald's operations in West & South India.

Vikram Bakshi, MD and Joint Venture Partner, Connaught Plaza Restaurants Private Limited, owns and operates McDonald's in North and East India.

Actively Involver in many social activities like CHILD EDUCATION, PULSE POLIO etc.

McDonald’s History INDIA

McDonald’s INDIA

Local Sourcing Is Key for Truly Indian Products

Respect for Indian Customs and Culture

An Employer of Opportunity

Quality, Service, Cleanliness & Value

We place the customer experience at the core of all we do Our customers are the reason for our existence. We demonstrate

our appreciation by providing them with high quality food and superior service, in a clean, welcoming environment, at a great value. Our goal is QSC&V for each hand every customer, each and every time.

We are committed to our people We provide opportunity, nurture talent, develop leaders and

reward achievement. We believe that a team of well-trained individuals with diverse backgrounds and experience, work is essential to our continued success.

We believe in the McDonald's System McDonald's business model, depicted by the "three-legged

stool" of owner/operators, suppliers, and company employees, is our foundation, and the balance of interests among the three groups is key.

Values

We operate our business ethically

Sound ethics is good business. At McDonald's, we hold ourselves and conduct our business to high standards of fairness, honesty, and integrity. We are individually accountable and collectively responsible.

We give back to our communities

We take seriously the responsibilities thet come with being a leader. We help our customer build better communities, support Ronald McDonald's House Charities, and leverage our size, scope and resources to help make the world a better place.

We grow our business profitably

McDonald's is a publicly traded company. As such, we woek to provide sustained profitable growth for our shareholders. This requires a continuing focus on our customer and the health of our system.

We strive continually to improve

We are lurning organisation that aims to anticipate and respoand to changing customer, employee and system needs through constand evloution and innovation.

Values

Key Milestones Launch of First Restaurant - October 1996 Introduction of Happy Meals - 1997 Introduction of Drive thru - Kalamboli outlet - 2001 Launch of Delivery - Bandra Outlet in 2004 Introduction of Happy Price Menu - 2004 Introduction of Global Menu - McNuggets - March 2009 Introduction of Breakfast Menu - October 2010 HRPL awarded Development Licensee - 2010 Introduction of Global Menu - McSpicy April 2011 Introduction of Global Menu - McFlurry October 2011

Year Wise Mile Stones for McDonald's India

Hi, friends I am Ronald’s

We are here to tell you about 7p’s of our restaurant…..MCDONALD

7p’s ………

Product

Physical evidence

Promotion

Price

Place

People

Process

Veg Menus

Non- Veg Menus Frozen Dessertss

Beverages

1P- Product

• Cares for customer ‘s Sentiments towards religion and culture.

• It has separate cooking area and equipments.

• Takes dietary concern-Burger king Healthier kids club.

1P-Product

•Policy which caters to Indian customers.

•Quite affordable products.

•Heavily marketed “Happy Price Menu”.

•Importance to Brand and its integrity.

2P-Price

McDonald's opened its doors in India in October 1996. Ever since then, our family restaurants in Mumbai, Delhi, Pune, Ahmedabad, Vadodara, Ludhiana, Jaipur, Noida Faridabad, Doraha, Manesar and Gurgaon have proceeded to demonstrate.

3P-Place

• Located at prime locations.

• Every spread in NCR.

• Almost in all big cities.

• At residential areas , malls.

3P-Place

•Target customer- Children.

•Awareness about products among people by using different Media like TVs, Hoarding, and Bus Shelters.

•Description of product on paper nuts placed in the trays.

•The placing of the pamphlets and banners in all around the outlets.

•Lucky promotion strategies .

4p-promotion

Children- Happy Meal

• Stars as per their performance.• Gives employees larger role in decisions.• Philosophy of quality, Service, Cleanliness

and value is the guiding force behind its service.

• Fast friendly service.• Provides clean, comfortable environment

specially suited for families.

5P-People

• Each outlet is headed by a Restaurant Manager . He is responsible for the daily operation and customer interaction.

• Delivery Crew Member carries basic operation of a restaurant. Ensures customer satisfaction at the restaurants.

• In order to motivate there employees they give them stars as per their performance.

5P-People

• The physical evidence appearance affects not only the impression outsiders have of a business but all the way that business functions.

• Staff members.

• Location & appearance.

• Buildings Maintence.

6P-Physical evidence

Cleanness

speed Quality

transparency

6P-Physical evidence

• Food manufacturing transparent to customers.

• Training to the licensees.• Invented the most efficient cooking

equipment.• New methods of food packaging and

distribution.• McDonald’s in India followed the same

tradition.• Spent Rs. 50 crores on market research.

7P-Process

It has a strong global presence and is considered as a market leader in both the domestic as well as the international markets. It uses economies of scale for reducing the cost, as its huge expansion diversifies the overall risk involved with the economic performance.It takes steps in adjusting the Ingredients and product offerings in order to comply with the upgraded health standards deemed necessaryIt adapts to the cultural differences regarding the region where the restaurant is set upIt was the first to provide the customers about nutrition facts

It can upscale some of its restaurant settings at luxurious locations to attract more customers. It can adapt to the needs of the societies and undergo an innovative product line.

Foreign currency fluctuations are regarded to be a major problem as it uses standard pricing for its food items

McDonald’s SWOT Analysis

It uses advertising that mostly targets children. High employee turn-over.

In India Mc Donald's segments its market according to its customers.

The way customers are segmented are as follows :-

1) on basis of age

2) on basis of income

3) on basis of working class

Mc Donald’s Segmentation

Targeting

Mc donalds targets nations all over the world. It expands itself by targeting specific number of franchises that it will open in a particular nation & then may even open more if required based on demand. Today, McDonald's values transcend borders and cultures. Each and every day, 47 million consumers worldwide visit McDonald's because they know and love the Golden Arches, Ronald McDonald and Big Mac sandwiches.

From one restaurant in 1955, to more than 31,000 locations in 119 countries, McDonald's has become not only the leading global foodservice company, but also one of the strongest and most recognized brand names in the world.

McDonald's has placed considerable emphasis on enhancing its brand positioning through sponsorship of events and sports.

It was one of eight corporate sponsors of the Millennium Dome Experience, investing £8 million in the Dome's community programme and learning experience.

It has been a major sponsor of international football, including the World Cup since 1994 and the Champions League from 1996 to 2000.

It has sponsored British athletics since 1993, notably the McDonald's Young Athletes' League, training 11 to 17 year olds.

It has sponsored Child Safety Week since 1994.

By combining fundamentally sound operational practices with innovative marketing strategies, Ray Kroc laid the foundation for McDonald's global success.

Brand Positioning

Macro Environment factors

The international operations of McDonald’s are highly influenced by the individual state policies enforced by each government. For instance, there are certain groups in Europe and the United States that clamour for state actions pertaining to the health implications of eating fast food. They have indicated that harmful elements like cholesterol and adverse effects like obesity are attributable to consuming fast food products.

Political factors

Fast food chains like McDonald’s has the tendency to experience hardship in instances where the economy of the respective states is hit by inflation and changes in the exchange rates. The customers consequently are faced with a stalemate of going over their individual budgets whether or not they should use up more on these foreign fast food chains. Hence, Food chains like McDonald’s tend to import much of their raw materials into a specific territory if there is a dearth of supply.

Exchange rate fluctuations will also play a significant role in the operations of the company.

Economic factors

McDonald’s indulge a particular variety of consumers with definite types of personalities. It has also been noted that the company have given the markets such as the United Kingdom, an option with regards to their dining needs. pointed out that McDonald’s has launched a sensibly valued set of food that tenders a reliable level of quality for the respective market where it operates.

In the case of McDonald’s they establish a good system in determining the needs of the market. The company uses concepts of consumer behavior product personality and purchasing decisions to its advantage.

Social factors

Mc Donald’s ordering system – • Average service delivery 35 seconds per

item if food is prepared.• Average 4 minutes per item if food is not

prepared. McDonald’s have significantly been infused

with new technology. Elements like the inventory system and the management of the value chain of the company allows for easy payments for their suppliers and other vendors which the individual stores in respective markets deal with.

Technological factors

By diverting waste to Energy from Waste (EFW) facilities in the Sheffield and South London areas, They had achieved a 50% carbon saving compared with landfill.

For the safety of health and hygienic conditions Mc Donald’s will fallow this rule strictly.

Few times to serve the customers fastly they will prepare the food prior, But they will store that food only for 20 minutes later they will through the food in trash.

Environment factors

The company has provided their customers the relevant data that they need with reference to the nutritional substances of their products. This is to attend to the arguments of obesity charged against the products of the company. In the same way, the consumers provided freedom in choosing whether or not they want to purchase their meals.

Legal factors

BYE BYE SEE U AT McDonald’S