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PROJECT ON
MAREKETING STRATEGIES OF MCDONALDS
IN PARTIAL FULFILLMENT OF THE DEGREE
BACHELOR OF MANAGEMENT STUDES
UNDER THE UNIVERSITY OF MUMBAI
SUBMITTED BY
ZAID QURESHI.
TYBMS
(ROLLNO. 19)
PROJECT GUIDE
PROF.MR DIPAK BORICHA
BACHELOR OF MANAGEMENT STUDIES
SEMESTER V
SANT GADGE MAHARAJ COLLEGE OF COMMERCE
AND ECONOMICS
MUMBAI 400 004
PROJECT ON
MAREKETING STRATEGIES OF MCDONALDS
IN PARTIAL FULFILLMENT OF THE DEGREE
BACHELOR OF MANAGEMENT STUDES
UNDER THE UNIVERSITY OF MUMBAI
SUBMITTED BY
ZAID QURESHI.
TYBMS
(SEATNO. 19)
PROJECT GUIDE
PROF.MR DIPAK BHORICHA
BACHELOR OF MANAGEMENT STUDIES
SEMESTER V
SANT GADGE MAHARAJ COLLEGE OF COMMERCE
AND ECONOMICS
MUMBAI 400 004
CERTIFICATE
This is to certify that Mr. ZAID QURESHI of T.Y.BMS has successfully
completed the project on “McDONALD’S” under the guidance of
PROF.MRS DIPAK BOHRICH
The information submitted is true and original to the best of my knowledge
Project Guide Principal
Prof.DipakBoricha Dr. K.Y shinde
Course Co-ordinator
DR Deepak salve
External Examiner
McDonald’s ACKNOWLEDGEMENT It gives me great pleasure to submit this project to the University of Mumbai as a part of curriculum of my BMS course. I take this opportunity with great pleasure to present before you this project on “McDonald’s” which is a result of co-operation, hard work and good wishes of many people. No words can adequately express my sincere thanks to all those who have help me in making this project a success. Also I acknowledge my deep sense of gratitude towards my guide Professor Mr. Dipakboricha I am grateful to Mr. K.Y. shinde Principal of sant gadge Maharaj College of Commerce & and Prof Mr. Dipak boricha BMS Co-ordinator (Bachelor of Management Studies) My debt to those who have helped me in one way or the other is heavy indeed. I would like to appreciate contribution of my family and friends who have extended their complete support in completion of this project. Last but not the least; I am thankful to the Almighty for giving me strength, courage and patience to complete this project.
(ZAID QURESHI
McDonald’s INDEX TITLE PAGE NO. 1 I. DECLARATION II. CERTIFICATE III. ACKNOWLEDGEMENT IV. EXECUTIVE SUMMARY CHAPTER I:-INTRODUCTION 01-
- INTRODUCTION 01-
- HISTORY 03-
- FRANCHISEES 05 CHAPTER II: - MCDONALDS IN INDIA 06-
- THE INDIAN BEGINNING 06-
- OUR VISION 09
- CHALLENGES IN ENTERING INDIAN MARKET 10
- SEGEMENTATION ,TARGETING AND POSITIONING 11- CHAPTER III: - MCDONALDIZING THE SUPPLIERS
- SUPPLY CHAIN 14- CHAPTER IV: - MARKETING MIX
- PRODUCT 23-
- PLACE 23-
- PRICE 25
- PROMOTION 25-
- PEOPLE 26- 28- CHAPTER V: - MC EMPLOYEE
- EMPLOYEE BENEFITS 27-
- FACILITIES^ 30-
- EMPLOYEE RECOGNITION 32
- RETIREMENT BENEFITS (^33) 34-
McDonald’s TITLE PAGE NO. CHAPTER VI:-MCDONALDS IN SERVICE INDUSTRY
- MCDONALDS EXPERIENCE 31-
- MOMENT OF TRUTH 35-
- IMPORTANCE OF PRODUCT LIFE CYCLE 36-
- A PERFECT EXAMPLE OF REVITALIZINGA PRODUCT IN 37 DECLINE STAGE 37 CHAPTER VII:- ANALYSIS
- COMPETITORS ANALYSIS 39-
- SWOT ANALYSIS 39- 42 CHAPTER VIII: - EXHIBITS
- INDIAN MENU 43-
- SURVEY QUESTIONNAIRE 43 43- CHAPTER IX: - NEED FOR MCDELIVERY AND KIOSK 49-
- MCDELIVERY
- KIOSK 48- 53- CONCLUSION 57 BIBLOGRAPHY 58
McDonald’s
INTRODUCTION
McDonald's Corporation is the world's largest chain of fast-food restaurants. The McDonald’s Corporation is one of the most successful global restaurant chains around the world. They have used effective management and global expansion strategies to enter new markets and gain a share of the foreign fast food market. McDonald’s has achieved this enormous success, its best practices in the global food industry, international growth trends and challenges, and various lessons that have been learned from their expansion in foreign countries. This shows how McDonald’s creates both customer and brand loyalty for their products and services. In 1937 Brothers Dick and Mac McDonald open a hot dog stand called the Airdrome at the airport in Monrovia, California & in 1940 the brothers move the Airdrome building to San Bernardino, California, where they open the first McDonald's restaurant. Although McDonald's did not invent the hamburger or fast food, its name has become nearly synonymous with both. The McDonald's Golden Arches logo was introduced in 1962. 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. Schindler's work was a development of the stylized 'v' logo sketched by Fred Turner, which was conceived as a more stylish corporate symbol than the Speedee chef character that had previously been used. The McDonald's name was added to the logo in 1968. McDonald's has its familiar golden arches logo; McDonald's has 31,886 restaurants worldwide serving Big Macs, Chicken McNuggets, salads and French fries. Most restaurants offer drive-thru service and some suburban locations offer outdoor playgrounds for children. Approximately 70% of McDonald's restaurants are operated by independent franchisors. The number of restaurants in the U.S. has reached saturation and most new McDonald's are now being opened in Europe, Middle East and Asia. 1
McDonald’s In order to be a franchisee, an individual must have at least $175,000. There is about 2,400 owner/operators system wide. McDonald's is looking to boost sales by opening restaurants 24 hours a day. An estimated 30% of store revenue comes from breakfast sales. The company has instituted a dollar menu which includes a double cheeseburger in a bid to boost sales from value-oriented customers. 2
McDonald’s
FRANCHISEES
McDonald’s
FRANCHISEES
Franchising refers to the methods of practicing and using another person's philosophy Of business. The franchisor grants the independent operator the right to distribute its products, techniques, and trademarks for a percentage of gross monthly sales and a royalty fee. Various tangibles and intangibles such as national or international advertising, training and other support services are commonly made available by the franchisor. Agreements typically last five to twenty years, with premature cancellations or terminations of most contracts bearing serious consequences for franchisees. McDonald’s does business in more than 30,000 restaurants in 119 countries around the world serving 47 million customers each day. In many countries around the world it does not have a presence and its current strategy is to focus on the markets where it does not do business. No firm date has been established for the opening of new markets. In certain markets McDonald’s have a presence but it is not seeking franchisees and it has included instructions regarding those markets. McDonald’s sincerely appreciate the customers expressed interest in McDonald’s and their continued patronage of our restaurants.
MCDONALD’S INDIA
The Indian beginning
McDonald’s A 50-50 joint venture partnership between McDonald’s Corporation [USA] and two Indian businesses, McDonald’s began its journey in India in October 1996. Connaught Plaza Restaurants Pvt. Ltd headed by Vikram Bakshi owns and operates the northern and eastern operation which includes restaurants in New Delhi, Uttar Pradesh, Rajasthan, Punjab, Haryana, West Bengal etc. Amit Jatia’s company Hardcastle Pvt. Ltd. Owns and operates McDonald’s restaurants in West and South India. HRPL has restaurants in Maharashtra, Madhya Pradesh, Karnataka and Andhra Pradesh, Chennai and its growing rapidly. The head office for Hardcastle Restaurants Pvt. Is spread across two building in Mumbai, one at Bhulbhai Desai Road and the other at Santa Cruz. The head office houses all the support departments required to run the restaurants in the western and southern region. These includes:-
Construction
It is involves in all construction and design related work for the stores as per McDonald’s standards. It prepares project plans for new stores to be put to the management and implements the same after approval.
Country Purchase
All the purchases of raw material for restaurants products are done by the country purchase department team for both the Delhi and Mumbai markets. It works as a national supply chain. The main aim is to purchase the best quality material from the authorized supplier and at lowest possible cost. Once the material is ordered by a country Purchase it first goes to the distribution centre and then to the restaurants according to their requirement. 6
McDonald’s
Country Quality Assurance & Product Development
This department works closely with the country purchase department. It looks after the quality of both raw material and of finished product. It develops new product for the menu based on customer preference.
Finance & Information Technology
It looks after all the day to day financing accounting transaction and taxation related activities of the application of Information Technology to the company processes.
Corporate Affairs
It associates with brand building and protection of the brands. It works closely with real estate in doing feasibility studies for sites from a legal angle. It looks after license and liaison activities of the company with outside agencies, i.e. regarding media And government authority.
Legal & company Secretarial.
It helps the company sign legal deals for the new restaurants sites. It safeguards the interest of the company and act as guardians of the company as regards to its legal functions. It provides advisory support to the other departments as regards legal issues and ensures compliance with applicable laws.
People Resources / Human Resources.
It conducts activities related to recruitment, selection, remuneration, retention, and matter related to employee satisfaction. 7
McDonald’s
Vision
Our vision is to be the world’s best quick service restaurant experience. That means that our restaurant will be the best place for our customers to enjoy fast, friendly services …… fresh food favorites…… a clean welcoming environment…… and a fun experience at a fair price.
OUR VALUES
Our vision is supported by a set of core values: · We are dedicated to providing customers unparalleled levels of quality, service, cleanliness, and value. It is what RAY KROC taught us. · We are committed to our people because we know that a diverse team of well-trained individuals working together is the key to our continued success. · We approach all aspects of our business with honesty and integrity. · We always give back to the communities in which we do business. We celebrate our achievements, yet we are never satisfied with our results.
“ To be our customer –favorite place and way to eat.”
