History of McDonald's

Headquartered in the United

States, began in 1940 as a
barbecue restaurant operated by
Richard and Maurice McDonald

in 1948 they reorganized their

business as a hamburger stand
using production line principles.

Businessman Ray Kroc joined the

company as a franchise agent in
1955.

purchased the chain from the

McDonald brothers and oversaw its
worldwide growth.

History of McDonald's
INDIA

Entered in India 1996

McDonald's India is a 50 50 JV
partnership between MCDONALDS
CORPORATION (U.S.A) and two
Indian businessman Amit Jatia and
Vikram Bakshi

The entire menu was changed

90% of McDonald's business is owned

and run by independent franchisees in
India

Actively Involver in many social

activities like CHILD EDUCATION,
PULSE POLIO etc.

PRODUCT

Hamburgers, Cheese
French fries,
soft drinks,
breakfast
desserts.
salads and vegetarian, wraps .
On a seasonal basis, McDonald's offers the McRib sandwich.

Product adaptation-the Indian

challenge
40% vegetarians selections to suit Indian tastes.
Respect for local culture-no beef or pork served.
Soft serves and mc shakes are eggless
Re-formulated own products using spices favored
by Indians.
Only vegetable oil used as cooking medium.
2/26/15

consumer behavior

Product history
1949-World famous French fries replace potato
chips on the Mc Donalds Menu. Triple thick
milkshakes also make their debut.
1968 Big Mac introduced
1975 The Egg Mcmuffin
1979 happy meals are introduced to the national
menu featuring a circus wagon theme.
2000 Fruit n Yogart Parfait introduced.
2001 Big N Tasty introduced.
2006 Snack Wrap IntroducedGrilled & crispy
Snack Wraps are introduced in the U.S.

Promotion history
1966-first television commercial-Ronald Mc
Donald appears in his first national television
commercial.
1995 the new advertising theme have you
had your break today?
1996 Mc Donalds.com launched.
1997 Did Somebody say Mc Donalds?New advertising theme.
2003 Mc Donalds plan to win is launched
2008-global packaging redesign

PROMOTION
usual medias such as television, radio, and
newspaper
also makes significant use of billboards and
signage, sponsors sporting events ranging from
Little League to the Olympic Games
, makes coolers of orange drink with its logo
available for local events of all kinds.
To date, McDonald's has used 23 different
slogans in United States advertising[citation needed],
as well as a few other slogans for select
countries and regions.

PLACE

serving around 68 million customers daily in 119

countries

There are 132 family restaurants in India employing about

5,000 people
79 restaurants in north and east India with
33 in Delhi itself
53 restaurants in south and west India

BUSINESS MODEL
McDonald's Corporation earns revenue as an investor in
properties, a franchiser of restaurants, and an operator
of restaurants
. Approximately 15% of McDonald's restaurants are
owned and operated by McDonald's Corporation directly.
The remainder is by franchisee
.
In addition to ordinary franchise fees and marketing
fees, which are calculated as a percentage of sales,
McDonald's may also collect rent, calculated on the
basis of sales.

SUPPLIERS
Trikaya Agriculture
Supplier of Iceberg Lettuce
Vista Processed Foods Pvt. Ltd.
Supplier of Chicken and Vegetable range of products (including Fruit Pies)
Dynamix Diary
Supplier of Cheese
Amrit Food
Supplier of long life UHT Milk and Milk Products for Frozen Desserts

STRENGTHS

Global brand
Quality foods
Strong supply chain
Locations

WEAKNESSES
Their test marketing for pizza failed.
more money being spent on
training.
trend towards organic foods.
McDonald's have problems with
fluctuations in operating and net
profits which ultimately impact
investor relations.

OPPORTUNITIES
In today's health conscious societies the
introduction of a healthy hamburger is a
great opportunity.
have industrial, Formica restaurant
settings;
Provide optional allergen free food items,
such as gluten free and peanut free.
business directed efforts at the breakfast,
chicken, beverage and convenience
categories.

THREATS
Any contamination of the food
supply, especially e-coli.
Major competitors, like Burger King,
Starbucks, Taco Bell, Wendy's, KFC
and any mid-range sit-down
restaurants.

BCG MATRIX

FUTURE PLANS
To open 1,325 new outlets,
will increase its investment by 50%
in the country this year.
If you cant to McDonald then
mcdonald will come to your home.

Achievements

Ranked
Ranked
Ranked
Ranked

as the 8th best employer

the best fast food chain of restaurants
the 8th healthiest fast food eateries
2nd for customer satisfaction