PowerPoint Presentation
MAYUR MITTALFOUNDED 1940, Illinois, United States
Timeline
Men behind the Success
Steve EasterbrookCEO
Richard McDonaldJuly 14, 1998 (aged 89)
Ray Kroc - Founder5 October 1902 - 14 January 1984
Maurice McDonaldDecember 11, 1971(Aged 69)
Where it all began
Original Picture at the McDonalds Famous Hamburgers
McDonalds famous Hamburgers (First Restaurant)
Evolution of Logo
Ansoff Matrix - McDonalds
Diversification : Failure McDonald's made its foray into the
hospitality industry in 2001, opening two hotels in Switzerland, at
Zurich and Lully. The "Golden Arch Hotels" were positioned as
four-star facilities with the latest in-room technology and very
original, modern interior design. Reactions and reviews of guests
following their stay there were mixed. Most seemed to agree, that
the hotel's four-star rating didn't seem to correspond with
McDonald's image. The Golden Arch in Zurich is McDonald's first
hotel. Unfortunately, this venture was not successful as it went to
market in the early 21st century6
Market Penetration McDonalds uses market penetration as its
primary intensive strategy for growth. In applying this intensive
strategy, McDonalds grows by reaching more customers in markets
where it already has operations. For example, McDonalds opens new
restaurants in North America and Europe by franchising, joint
ventures or corporate ownership. A strategic objective connected to
this intensive growth strategy is global expansion through new
locations. McDonalds generic strategy supports this intensive
growth strategy because low costs and low prices empower the firm
to easily penetrate markets.
SponsorshipMcDonalds became an official sponsor of the Olympic
Games in 1976 and has longstanding commitment to the Olympic
movement.
TV Commercials McDonalds claims it is showing a brand evolution
as it launches new Happy Meal ad. McDonalds has launched a new
campaign in a bid to show off its brand evolution and change brand
perceptions by convincing parents that the Happy Meal is healthier
than ever, having reduced the average salt content by 47.4% since
2003.
Market DevelopmentIn its early years, McDonalds used market
development as its primary intensive strategy for growth. However,
market development is now a secondary intensive growth strategy
because McDonalds already has restaurants in most regions around
the world, except Mongolia, some parts of the Middle East and west
Asia, and the majority of African countries. A strategic objective
for this intensive growth strategy is to establish new locations in
new markets, such as new McDonalds restaurants in African or Middle
Eastern countries where the company currently has no operations.
Based on its generic strategy of cost leadership, McDonalds
supports this intensive growth strategy by using low prices to
compete in new markets.
Product DevelopmentMcDonalds uses product development as its
supporting intensive strategy for growth. In applying this
intensive growth strategy, McDonalds develops new products over
time, such as new McCaf products. These new products may be
variations of existing products, or entirely new products. The
strategic objective for this intensive growth strategy is to
capture more consumers by attracting them to new products. This
intensive growth strategy agrees with McDonalds broad
differentiation generic strategy in terms of new products that make
the company distinct.
Brand Extension McCafesIntroduced in 2014Successfully opened 62
cafes so farExpected to go up to 140 by this December
About to invest 750 crores to open in indiaAvailable in
mcdonalds also and has different retail outlets.12
Line Extension 8 different kind of
categoriesBreakfastBurgersChicken & SandwichesSaladsSnacks
& SidesDesserts & ShakesDrinksMcCafe In addition, McDonalds
hasHappy MealThe Mac TrioExtra Value MealAll day breakfast
Co-brandingCoca Cola
How McDonalds Implements IMC Sing the Same Song in the market TV
Advertising Out of Home (OOH) Billboards Free Coupons Public
Relationships Weekly newsletters for internal communication team
Training and Education opportunities
New Mc Strategies
Product Development: Focus on core businessQuality and taste
issuesFood delivery methodsMBX (McDonalds Big Extra)Family Value
MealJoint Venture (Franchisee):Change methods of dealing with
franchisees To better motivate owners and foster team spiritEnhance
owners participation in process improvementsMarket Penetration and
Development Continue International expansion
Product Life Cycle @McDonaldsThe French Fries have been an
important part of the McDonalds menu worldwide. But now it was in
the stage of decline and was actually not generating proper return.
In an attempt to refresh it, a new variant was introduced namely
Shake Shake Fries. This is being served with chatpata spice mix
which has resulted in increase in the sales of French Fries and has
elevated it from to the decline stage. This is used to delay the
decline of a well established product which has the potential of
generating further revenue.Recently launched Gilroy Garlic
Fries
Who is the Burger King?
Establishment 1953 / 1940Total Revenue (FNY 2015) US$ 4.05 / US$
25.413 billionNet Income (FNY 2015) US$ 1.912 / US$ 4.529 billion
Total Assets (FNY 2015) US$ 18.41 / US$ 37.939 billionTotal Outlets
15,243 / 36,615No. of Employees 34,248 / 420,000 WorldwideMcDonalds
Burger King
cDonalds is the real
Did you know? About 15 percent of all McDonald's restaurants are
owned by the actual company. The remaining 85 percent are operated
under franchises McDonalds is the leading global food service
retailer with more than 36,615 local restaurant serving McDonalds
opens a new restaurant every 14.5 hours McDonalds restaurants feed
68 million people every day. That is more than the entire
population of U.K
Continues. McDonalds is the worlds largest distributor of toys
McDonalds makes about US$75 million per day McDonalds used to sell
pizza in the 70s. A person who lives in the U.S., never more than
115miles away from a McDonalds Bill Gate has a McDonalds Gold card
for unlimited free fast food The Queen of England owns a retail
park in London, which has a drive-thru McDonald's
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