McDonals's
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McDonald's, founded in 1955, is the largest fast-food company with over 35,000 locations in 121 countries and reported revenues of $28.1 billion in 2013. In Pakistan, it operates 21 restaurants across major cities and plans to expand to 100 by 2020, focusing on community involvement and innovative marketing strategies. Its mission is to be the favorite eating place for customers by enhancing their experience through quality service and continuous improvement.
McDonals's
- 1. Presented By Hamza Iqbal Ibrahim Zubair Afzal Adil Riaz
- 2. Introduction • Background: Founded: 1955, Franchising since: 1955 Largest fast-food company Operating in over 121 countries, over 35000 locations with 1.5 million employees Revenues $28.1 billion in 2013.
- 3. McDonald’s Pakistan • There are now 21 restaurants in four major cities of Pakistan ( 9 in Karachi, 1 in Hyderabad, 8 in Lahore ,1 in Faisalabad,1 in Islamabad and 1 in rawl). • McDonald’s is firmly committed to give back to the community where it operates. • They are happy to become involved because they recognize that organizations have a role to play in helping communities to work successfully.
- 4. Franchise Model • Only 15% of the total number of restaurants are owned by the Company. • The remaining 85% is operated by franchises. • The company follows a comprehensive framework of training and monitoring of its franchises to ensure that they adhere to the Quality, Service, Cleanliness and Value propositions offered by the company to its customers. and quality across geographies.
- 5. Vision "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, & value, so that we make every customer in every restaurant smile."
- 6. Mission McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion. We are committed to continuously improving our operations and enhancing our customers' experience.
- 7. History • 1940 First McDonald’s • 1952 Attempts at franchising • 1954 Milk Shake Machine • 1956 14 McDonald’s • 1961 McDonald brothers sell rights • 1965 McDonald’s go public • 1968 Introduction of Big Mac and shift to Network Television
- 8. History (cont) • 1970 1600 restaurants • 1980 6000 McDonald’s Restaurants • 1990 record sales • 1994 Kuwait City, Kuwait • 2002 Forty seven years after 30,000 locations 2000 new restaurants World Wide Web McDonald’s a recognized Brand Name
- 9. Products • Beverage: Cold-Coffee, ice tea, hot serves, McShakes
- 10. Services • Having more than 15,000 Wi-Fi enabled restaurants.
- 11. Services
- 12. McDonald’s Organization Structure • Having tight control of the firm • Easily operate the company • Improving employees’ performance • Atmosphere of cooperation and teamwork • The following chart is the organizational structure of McDonald
- 14. Marketing Mix Marketers have four tools to use to develop an offering to meet the needs of their targeted customers. Collectively they are called the marketing mix. • Product • Price • Promotion • Place
- 15. The marketing mix principles are controllable variables, which have to be carefully managed and must meet the needs of the defined target group
- 16. The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.
- 17. Competitors
- 18. Boston Consulting Group (BCG)of McDonald's products • 1: Big Mac • 2: McNuggets • 3: McArabia • 4: Apple Pie
- 19. Future in Pakistan • Aim to open 100 restaurants till 2020 • Committed to maintaining and developing the best food products in the quick service restaurant market. • McDonald’s have an objective to continual enhance and improve their menu. • Increasing sales through promotions will enable them to continue their program of expansion.
- 20. Target Market • Demographic Study Age as a Parameter Children, Youth and Young Urban families Happy Meal Price Sensitivity Fun Place, Quality Time • Social Class Teenagers
- 21. Strategies By McDonald’s • Intensive Strategies Market Penetration Product Development • Diversification Strategies Concentric Diversification Horizontal Diversification • Defensive Strategies Retrenchment
- 22. Conclusion • Good performance in fast-food industry • Long reputation for strong marketing campaigns. • Must change to adapt new environment • Have more innovation and creative strategy
- 23. The End Thank you for your attention.