ASSIGNMENT ON CUSTOMER RELATIONSHIP MANAGEMENT TOPIC- CRM OF Mc Donalds

SUBMITTED BY: Prajnya Jyoti Neog Roll No 11 PGP II

McDonald

Company Overview McDonald's is the world's leading food service retailer with more than 33,000 restaurants in 118 countries serving more than 67 million customers each day. McDonald's was first opened in India in 1996 In India, McDonald's has two Indian entrepreneurs: Northern India-: Vikram Bakshi's company -Connaught Plaza Restaurants Western India- Amit Jatia that is Hardcastle Restaurants

McDonald's India is a leader in the food retail space, with a presence of more than 250 restaurants serving more than 6.5 lakh customers daily in India.

Specially developed a customised veg menu for Indian customers along with its universal non veg menu

Established a benchmark in the sector of quick service restaurant Awarded many awards like the "Most Respected Company" for four successive years

Vision To be the worlds best quick service restaurant experience. To achieve their vision they are focused on three world wide strategies:

World Wide Strategies 1. Be the best employer for people in each community around the world. 2. Deliver optional excellence to customers in each restaurant. 3. Achieve enduring profitable growth by expanding the brand and leveraging the strengths of McDonalds system through innovation and technology.

CRM

Feedback and suggestion forms available at each outlet

Online feedback form for techno-saavy individuals Information about upcoming products provided in website Order through website Storage of all details like address, phone no, etc

McDonald's provide free service such as Wi-Fi; today in many restaurants for the customers. This allows customers to enjoy their meal while working. Company officials hope free Wi-Fi will help draw customer to visit a restaurant during less crowded times, and will purchase McCafe coffee drinks or regular mealsvalue in our food, value in our services .McDonald's has successfully used a differentiated market segmentation strategy by targeting the family unit and particularly children with their Happy Meal and price.

Ronald McDonald

The major business initiatives that are being used is A customer relationship management (CRM) system. * The software that is being use is the CRM System Infrastructure...which gathers data and sends all the information to McDonald's database for instance, a lot of people are more health conscious these days in that they want to eat more healthy food. In lieu, of that McDonald's has added salads and other lighter options into their menu. If a mother comes in, she will not only buy the happy meal for her children, she will also be likely to buy herself a meal too .the lighter options also encourage existing customers to come back more often, because there is a greater variety availablefor them. .

* this process will bring back the customers who loves the taste of McDonald's but who also is concern about their health...in addition, it will bring new customers to McDonald's base on who wants to eat healthy. This as a result will increase the revenue.

CRM Strategy of McDonalds McDonald's CRM objectives and strategy General strategy Interaction with the customer Fast-feeding with services

McDonalds CRM objectivesand strategy

General strategy McDonalds have developed a price-slashing and low volumes policy. Prices have to be affordable in order to deliver a variety of meals everyday. They want to attract the customer as regularly as possible, and thus, the prices of the meals cannot be too expensive. The prices are not the same in every country and they can vary in a country depending on the city or the restaurant. Moreover, about 70 % of the sales at McDonalds are conducted within four hours. Hence, they decided to try and change the dietary behaviour in order to attract more customers during the off-hours. For example, if you buy a meal at lunch, you have a discount on a second meal which is bought before six in the evening. Mc Donalds also takes into account the specificities of each country. For example, in China, TV has not had the same impact on customers as in France, and they focus more on newspapers in these. Of course, they regularly adjust to the new trends and interests of their customers, but their basis is still the same. The feels-like-home concept One of the new concepts they had developed in the past years . Diversification of the services: It is not only about food in a McDonalds as there are many other services that are added to this. In some restaurants in the US, you can now also rent DVDs, for instance. Interaction with the customer , another important point of the strategy of McDonalds revolves around its interaction e with the customer. The objective of the company is not to know about the customer, but to study about the market they are in.

Conclusion McDonalds offering their best service to their customer, like built McCafe, McDelivery, McDonald 24 hour and else. The employee also gives customers the best services, they talk and treat customer friendly. This is one thing that especially teenager like to spend their time in McDonald because they feeling like at home.