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CHAPTER I
INTRODUCTION

INTRODUCTION:

McDonalds is the largest and best known global food service retailer with more than 30,000
restaurants in 121 countries, and best known global food service.
McDonalds serves less than one percent of the worlds population.
The first McDonald's restaurant was opened in 1954.
It was operated by two brothers Dick and Mac McDonald.
McDonalds outstanding brand recognition, experienced management, high quality food,
advanced operational systems and unique global infrastructure ensure a position that enables
them to capitalize on global opportunities.
McDonald Company has an intention to provide the best service in the fast food restaurant
because service is one of the tools to incompetent the rivals and there is nothing which is
comparable with outstanding service.
Vision
The worlds best quick service restaurant experience.
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.
2.1 About McDonald's
McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food
restaurants, serving around 68 million customers daily in 119 countries. Headquartered in the
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United States, the company 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. He subsequently purchased the chain from the McDonald brothers and oversaw its
worldwide growth. A McDonald's restaurant is operated by a franchisee, an affiliate, or the
corporation itself. The corporation's revenues come from the rent, royalties and fees paid by
the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew
27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in
operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers,
chicken, french fries, breakfast items, soft drinks, milkshakes and desserts. In response to
changing consumer tastes, the company has expanded its menu to include salads, fish, wraps,
smoothies and fruit
Mission & Values
McDonald's brand mission is to be our customers' favorite place and way to eat. 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.
2.2 History of McDonalds
1940- McDonald's BBQ opens in San Bernadino, California
1948- McDonald's opens as a "self-service drive in" with only 9 menu items
1949- They replace potato chips with the fries
1953- Golden Arches designed by Stanley Meston
1955- First franchise opened in Des Plaines, Illinois
1958- The 100 millionth burger was sold
1959- The 100th franchise was opened in Wisconsin
1962- First indoor seating implemented in Denver, Colorado
1965- The first public stock was sold at $22.50 a share
1966- Ronald McDonald made his television advertising debut
1967- The first international franchises were opened in Canada
1968- Introduced Big Mac
1973- The Quarter pounder was added to the menu
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1974- The first Ronald McDonald House opened Big Mac jingle is launched
1975- The first drive through and breakfast were implemented this year
1978- 5000th franchise opened in Japan
1979- Happy meals made their debut
1987- Fresh Salads were added to appeal to the health conscious
1988- McDonald's hamburgers were named in the top 100 America Makes
1996- The corporate website was launched
2008- The packaging was given a complete overhaul
2009- McDonald's awarded for being Green
2011- McDonald's now operate restaurants in 119 countries
Other Requirements to Open a McDonald's
1. Significant business experience - Individuals who have demonstrated successful
ownership or management of multiple business units or have managed multiple
departments.
2. Rapid growth - Individuals who possess the capability to grow rapidly with
McDonald's.
3. Business plan - The ability to develop and execute a business plan.
4. Manage finances well - Ability to manage finances including a thorough
understanding of business financial statements.
5. Good management skills - Commitment to personally manage the day-to-day
operations of the restaurant business.
6. Training - Willingness to complete a comprehensive world class training program
and become proficient in all aspects of operating a McDonald's restaurant business.
7. Exceptional customer experience - The capability to effectively manage an
organization that recruits, trains, and motivates restaurant employees who deliver an
exceptional customer experience.
8. Good credit history - An acceptable credit history
Ongoing Fees to McDonald's
During the term of the franchise, you pay McDonalds the following fees:
1. Service fee - A monthly fee based upon the restaurants sales performance (currently
a service fee of 4.0% of monthly sales).
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2. Rent - A monthly base rent or percentage rent that is a percentage of monthly sales.
McDonald's usually owns the property and also acts as the landlord.
Background and Benefits
The business model works, and with national and international advertising,
McDonalds Corporation manages to serve 27 million Americans everyday. But while
owning a McDonald's restaurant is a tremendous opportunity, the company is seeking
individuals with significant business experience who have successfully owned or
managed multiple business units and have significant financial resources.
McDonald's Corporation claims they are about growing business, making money, and
having fun, and only the serious entrepreneur need apply.
2.3 Strategic Positioning of McDonalds
Strategic Positioning is defined as doing different activities than the other competitors or
doing the same activities differently. This is the way a company becomes a superior
performer in the industry. Many people describe their positioning based on their customer
base. For example, Burger King focuses on young adult males as their target customer.
There strategy and positioning is directed to satisfy this sector of the market. Wendy's on the
other hand has a different positioning.
They base their positioning to satisfy the older health conscious individuals. They both differ
from our strategy. When one simplifies things down it turns out there are only two basic
types of positioning; low cost or differentiation. The company needs to select one or the other
in both categories or they will achieve below average results and be mediocre. McDonalds
has made itself to be the family friendly low cost restaurant in the fast food business. It has a
narrow scope for a customer base and a low cost strategy.
In recent years it is tending to broaden the scope to appeal to more customers. In recent years
due to lost sales we have started to make the menu a more healthy option.
It still tries to keep the target market narrowed down to families, but others deserve attention
as well. McDonalds are focusing on cutting delivery time and cutting the cost of food and to
have the most modern and technologically advanced equipment in our restaurants to make
job easier. The computer operated machinery allows keeping cost low by only needing a few
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employees to do the work of several. It also allows employees to do it quicker. Strategy is
conveyed throughout all of the business operations.
Many McDonald's have dual drive-through to decrease wait time and to increase volume of
customers served. It has stuck to the core market throughout the years even through the
changing times. McDonalds have included playgrounds in many of the restaurants and the
marketing schemes feature family friendly ads and slogans.
The term happy meal is said and begged for by children worldwide and has become a house
hold name. McDonald's does things differently than its competitors by marketing to the
family market where as its competitors market to a broader base in some cases or to different
generations such as Burger King marketing to young adults.
McDonald's has positioned itself on the forefront of fast-food technology and sets the
standards for the rest of the industry.

Headquarters
The McDonald's headquarters complex, McDonald's Plaza, is located in Oak Brook, Illinois.
It sits on the site of the former headquarters and stabling area of Paul Butler, the founder of
Oak Brook. McDonald's moved into the Oak Brook facility from an office within the Chicago
Loop in 1971.

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Advertising
McDonald's has for decades maintained an extensive advertising campaign. In addition to the
usual media (television, radio, and newspaper), the company makes significant use of
billboards and signage, sponsors sporting events ranging from Little League to the Olympic
Games, and makes coolers of orange drink with its logo available for local events of all kinds.
Nonetheless, television has always played a central role in the company's advertising
strategy.
















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RESEARCH METHODOLOGY OF MCDONALDS:-
METHODOLOGY OF DATA:
This research will be conducted using both primary and secondary data.
Primary Data collection
Primary Research: It is information that does not exist until you carry out your own
investigation. The mixed methods approach will be used combining primary and secondary
data. One of the benefits of this is that it can overcome one of the main drawbacks of
secondary data, which is that it is often not of direct relevance to your research objective. By
using appropriate primary data to plug the gaps you should be able to obtain the complete
picture. This might be the case where you are researching an issue within an organisation
Questionnaires
These are seen as a logical and easy way of collecting information from people. The
research will design a series of questions related to the research topic and using a survey
hand out the questionnaires to the potential subjects.
Secondary data
Is the data have already been collected by elsewhere for someone else for some other
purpose, but which can be used or adapted for the survey being conducted Information will
be collected from websites, journal, newspapers etc in relation to McDonalds
OBJECTIVE OF THE SUDY
The objective is to study the promotional aspect of the marketing mix which covers all types
of marketing communication. One of the methods employed is advertising, sometimes known
asabove the line activity. Advertising is conducted on TV, radio, in cinemas, online and
using poster sites. What distinguishes advertising from other marketing communications is
that media owners are paid before the advertiser can take space in the medium. Other
promotional methodsinclude sales promotion, point of sale display, merchandising, direct
mail, telemarketing,exhibitions, seminars, loyality schemes, door drops, demonstrations, etc.
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The skill in marketingcommunication is to develop a campaign which uses several of these
methods in a way thatprovides the most effective results. For example, TV advertising makes
people aware of a fooditem and press advertising provides more detail. This may be
supported by in-store promotionsto get people to try the product and a collectable
promotional device to encourage them to keepon buying the item. It is imperative that the
messages communicated support each other and donot confuse customers. A thorough
understanding of what the brand represents is the key to aconsistent message
HYPOTHESIS OF THE STUDY:-
The following are the hypotheses that have been developed to determine the reasons why
MCD has become market leader in India:
Hypothesis 1: Increased customization of products and services is positively related to
attracting new customers.
Hypothesis 2: Increased offerings across distribution channels are positively related to
attraction.
Hypothesis 3: Improved customer service efficiency and effectiveness are positively related
to customer loyalty
Hypothesis 4: food quality and value for money are important factors for customer retenti
LIMITATIONS :
Even though McDonalds has a huge extent in the world, has a strong strategy, well
known brand and feels comfortable in a market, however, as all business it faces some
difficulties or some threats and as all business has some internal weaknesses, which actually
cannot be always visual for individual eyes, but can be identified only by professional
economists. The summary of McDonalds weaknesses might be:
Looming market saturation
16
, which can lead to difficulties in advertising new
products.
Fast growing and competitive market. That makes company to face income problems.
Income problems and huge competition do not let the range of production rise into
value ones but makes to diversify a range of cheap and quickly made ones.
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McDonalds is also a low innovative company.
In more simple view the McDonalds might have limitations because of huge competition in
fast food industry. Nevertheless, fast food industry is not a respected industry in most of
nowadays point of view because of rising number of various diseases caused by fast,
unhealthy food. Moreover, McDonalds food might seem more unhealthy and fatty food,
rather then delicious. And there the price seemed as low doesnt help in case of quality of
food.

'TECHNICAL ANALYSIS'
McDonalds makes a demand for their own products. The key tool of the company for
marketing is by means of TV advertisings. There are some requirements that McDonalds is
inclined to interest the younger population more. Existence of game stains also toys in the
meal offered by the company shows this validity. Other demonstration of such marketing
strategy is obvious in advertising they use.
They use recovered descriptions of the characters as Grimace and Hamburglar. Other
advertising operations employ popular celebrities to promote their products. Similar became
endorsees for McDonalds all over the world loving it campaign. Besides, operations of
McDonalds have considerably been infused with new technology. Elements as the system of
stock and management of the value chain of companys creation consider easy payments for
the suppliers and other sellers with which the person supplies in the corresponding agreement
on the markets.
Technology integration into operations of McDonalds tends to increase cost of their
products. Basically it is shown in improvements on its chain of creation of value.
Improvement of stock system just as its systems of deliveries allows the company to work in
the international context.
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REVIEW OF LITRATURE:-
When people think about the franchising concept, McDonalds usually comes up first as a
prime example. McDonald's is the best of the best when evaluating the franchise industry.
Success of McDonalds franchisee thrives on adapting to consumer demands.
McDonalds is growing at a fast pace having more than 34,000 restaurants across 120
countries serving 50 million customers daily. Today McDonalds has become the largest fast
food chain in all over the world.
Cost of McDonald's Franchisee
It takes a lot of potatoes to make these fries so come prepared. You will need a minimum of
$300,000 in non-borrowed, personal resources to be considered for a franchise. Most
Owner/Operators enter the System by purchasing an existing restaurant directly from
McDonalds or from a McDonald's Owner/Operator. A small number of new operators
choose to purchase a new facility, but that requires an initial down payment of 40% as
opposed to 25% for an existing restaurant. Intensive training addresses all aspects of
operating a McDonald's restaurant. While McDonalds does not offer financing, McDonalds
Owner/Operators have access to the companys established lender relationships with some of
the lowest lending rates in the industry.
McDonalds provides hands on training and the materials needed to become a success. With
world-class training, world-class service, world-class support, and unsurpassed name
recognition, McDonalds is a sure winner for franchisees seeking a serious all-in
franchising opportunity with guaranteed community presence and predictable profits. All this
and they still serve a shake so thick you need a spoon.
Pros
1. Special Incentive Programs -Minority Fran Participant
2. Recession Proof Market - McDonald's serves more than 27 million individuals daily
according to 2007 statistics.
3. World Class Training - McDonald's is recognized as a premier franchising company
around the world. Training is required prior to becoming an owner/operator.
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Cons
1. Cost - McDonald's does not provide financing or assistance other than the special
incentives for minorities.
2. No Absenteeism - McDonald's franchises are open only to individuals who are
involved with the day-to-day operations of the restaurants-no absenteeism allowed.
Michael Porter (1998) argues that there are five forces that affect competition. He states
that the five-force framework provides the structure for analyzing effect, while activities
and the value chain provide the structure for examining the competitive advantage
effect.
Porters five forces are useful, because it helps to understand both the strength of your
current competitive position, and the strength of a position you're looking to move into.
1) Bargaining power of suppliers: in this case it is for suppliers to drive up prices. It is
driven by the number of suppliers of each key input, the uniqueness of their product or
service, their strength and control. Not to be under suppliers control McDonalds are
producing their own products for example potato and might think of sourcing different
suppliers because of the increasing prices of food and petrol.
2) Bargaining power of customers: in this case prices are driven by the number of
buyers, the importance of each individual buyer to McDonalds. Due to the credit crunch
buyers are choosing McDonalds as an eating out option since it will cost them more
switching from McDonalds products to those of someone else. McDonalds is attracting
buyers through quantity, pricing and promotions.
3) Threat from substitute products: this is affected by the ability of your customers to
find a different way of doing what McDonalds does its true that McDonalds prices are
affordable but there is a large number of competitors for example ready meals,
sandwiches , Burger king this means they are not supplying a unique product so buyers
have the choice to choose other places, and due to the credit crunch people may substitute
by eating at home and not paying extra money on their meal which might weakens
McDonalds power.
4) Threat of New Entry: Power is also affected by the ability of others to enter
McDonalds market; it will cost them time and money to compete effectively. Although
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fast food industry is growing and showing an increase in sales at the mean time because
of their affordable prices with the credit crunch, it makes it attractive to new business, but
McDonalds have a strong and durable barrier to entry by dominating the market with
established products and brand equity, so they can make it unattractive to new comers and
preserve a favorable position and take fair advantage of it.
5) Industry for rivalry among existing competitors: the number and capability of
McDonalds competitors are very important for example Burger King and KFC, and they
offer equally attractive products and services, If buyers dont get a good deal from
McDonalds, theyll go elsewhere so they need to be continually innovative new products
at regular intervals to attract and retain customers, focus on below the line promotion
strategies for example buy one get one free.
New Product Development
According to Johnson and Scholes, strategy development is a dynamic process which should
be carried out on a regular basis, in order that strategies and plans can be adjusted can be
adapted to changes within the organization itself and within the wider business environment.
(Johnson & Scholes, 2002).
Strategy development is important in that is will help McDonalds to identify their:-
Strengths and weaknesses as well as the opportunities and threats facing the
organizations. These give McDonalds an idea of where potential opportunities for
expansion existing as well as it the company have the necessary resources in place to
meet the changing organizations needs
Organizational capabilities- McDonalds will be able to address issues as the
availability of resources needed for any new product development.
Environmental forces- by conducting a PESTLE analysis McDonalds will be able to
identify the environmental forces influencing the company and they can therefore
develop and implement strategies to meet these needs.
Lancaster and Massingham (1988) identified the stages of New Product Development as
follows:
Idea generation- develop new idea for product through customer survey and
brainstorming sessions
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Screening new ideas- this stage allows further analysis of the ideas addressing areas
such as target market, size of growth forecasts, competitive pressure and feasibility of
developing the product.
Business analysis- concerns the financial viability of the product. Forecasting
techniques are used to determine the selling prices as well profitability and breakeven
point based competition and customer feedback.
Product development this stage is concerned with the actual development of the
product and includes prototype development.
Test Marketing- involves testing the product using focus groups. Any necessary
changes are made at this stage.

Commercialization- this is the final stage of the development cycle. At this stage the product
is launched, the full marketing mix is engaged e.g. promotion and distributio













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CHAPTER II
ANALYSIS I
DATA ANALYSIS AND INTERPRETATIONS:-

Q.1 Do you think fast food is good for our health?

DATA INTERPRETITION:
From the table it is inferred that out of 40 respondents the company expect to create good
word of mouth 70% have yes and 30% have No





40%
60%
Fast food
yes No
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Q.2 Do you like fast food?



DATA INTERPRETITION:
From the table it is inferred that out of 40 respondents,60% customers have strongly like the
fast food ,10% have rarely ,20% have only on get together ,10% have dont like the fast
food.







60%
10%
20%
10%
Very much Rarely Only on Get-together Dont Like
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Q.3 .How frequently do you visit Mcdonalds?



DATA INTERPRETITION:
From the diagram above, there are 30 respondents always go to McDonald's in weekly
because the foods of McDonald's are delicious and they would like to visit McDonald's in a
short time. Another that, we also can know that 50 respondents go to McDonald's to buy
their products in monthly. At the last, there are only 20 respondents go to McDonald's in a
time of half a year or quarterly with one time.





0
5
10
15
20
25
30
35
40
45
50
Weekly Monthly Quarterly
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Q 4.Which of the following restaurant do you visit the most frequently?



DATA INTERPRETITION:
From the table it is inferred that out of 40 respondents,50% customers frequenly visits
mcdonalds restaurant ,20% have visits in burger king ,20% have visits in kfc,30% have visits
in pizza hut.







0
10
20
30
40
50
60
Mc donalds Burger king KFc Pizza hut
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Q 5.Which among the following is your favourite product a Mcdonalds?



DATA INTERPRETITION:
From the histogram above, there are 60 respondents most favourite product is Big warm
berger in McDonald's ,50 respondents favourite product is Desserts , 40% respondents likes
Big mac chicken berger,McDonald's . At the last, there are only 20 respondents like Mac
flietofish in McDonald's
.





0
10
20
30
40
50
60
70
Bg warm
berger
Desserts Big mac
chicken berger
Mac fleoto fish
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Q.6 How much do you spend on average per visit?



DATA INTERPRETITION:
From the above representation we can view that out of 40 respondents 70% visitors spends
200+ amount on their preferences.20% spends money between 100-200rs and 10% pay
between 50-100rs.






50-100
10%
100-200
20%
200+
70%
spends
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Q 7.What are the unique selling prepositions of Mcdonalds?



DATA INTERPRETITION:
From the above representation it is inferred that out of 40 respondents,26% customers feels
that the product variety is unique. 24% feels that the products are supplied under a hygine
environment. 19% say that the atmosphere is pleasant. 17% say that they provide quick
service and 6% customer feels MacD is located at good place. 8% go with others.



product variety
26%
Hygiene
24%
Ambience
19%
Quick service
17%
Location
6%
Others
8%
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CHAPTER III
ANALYSIS III
DATA ANALYSIS AND INTERPRETATIONS:-

Q 8.When you want to have a meal in a fast food restaurants, does MCD come to your
mind?



DATA INTERPRETITION:
From the diagram it is interferred that out of 40 respondents the company expect to create
good word of mouth 98% have yes and 2% have No

YES
70%
NO
30%
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Q 9.Which type of MCD promotion advertising catch your eye?



DATA INTERPRETITION:
MacdD promote their type of food thorugh internet,newpaper,magazines and tv.
As internet plays a vital role in todays market MacD also choose internet to promote their
services. Their second highly used option is TV to grasp the eyes of childrens ,house wives,
and elder peoples.The other options are magazines and newpaper.




0
5
10
15
20
25
30
35
40
Internet Newspaper Mgazines TV
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Q.10 Does the Mcdonalds advertising Influence you?



DATA INTERPRETITION:
From the table it is interferred that out of 100 respondents the company expect to create good
word of mouth 70% have yes and 30% have No





Yes
70%
No
30%
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Q.11 If you choose Mcdonalds which aspects attracts you?


DATA INTERPRETITION:
From the representation it is inferred that out of 40 respondents, environment attracts 41%
customers as the environment is pleasant.Advertising attracts only 27% peoples and the taste
or the food attract only 32% customers.





Advertising
27%
Environment
41%
Food
32%
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Q 12..Are you satisfied with the service provided by them?



DATA INTERPRETITION:
From the table it is interferred that out of 40 respondents the company expect to create good
word of mouth 80% have yes and 20% have No





80%
20%
yes No
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Q 13.What time of the day do you prefer to eat at MCD?



DATA INTERPRETITION:
From the above representation it is inferred that out of 40 respondents,45% customers
prefer s to visit MacD in the evening while 25% like to go in the afternoon. 20% peoples go
in the morning and 10% visit any time they wish.





0 10 20 30 40 50
Morning
Noon
Evening
At any time
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Q 14.. What is the main problem you faced at McDonalds?



DATA INTERPRETITION:
From the graph it is inferred that out of 40 respondents,40% customers dont have any
problem while 30% customer face problem of long queues. 25% visitors have other problems
like bad music,tasteless food,etc and 5% customers face problem of wrong order.


0
5
10
15
20
25
30
35
40
Long queues Wrong orders Others problem No problem
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CHAPTER IV
SUMMARY, COCLUSIONS & RECOMMANDATION
SUMMARY
The international market is flooded with various sectors and industries that involve products
of daily as well as occasional use for the consumers. The use of the products can vary from
industrial purpose to private consumption. One such thriving industry in the modern world is
the food and beverage industry. Food and beverage industry combined with the hospitality
sector makes up one of the most attractive target sectors for multi-national corporations. The
concept evolved from the very first diners in the late 18th century, when the world realized
the concept of paid dining experience. Now, the world cannot live without the taste of a
McAloo Tikki or the zing of a Zinger.
The bottom line being that the order-to-eat MNCs have taken over the market like ants on a
corpse, gobbling up every ounce of it.This sector has slowly covered all income groups of
consumers and has targeted to achieve a market share of the highest percentage and the ever
increasing competition is resulting in more profitable options for the consumers. The
consumers are being served with a range of food and beverages to relish on catering every
style of taste and preferences. With growing competition the food giants have take their
services to a higher level with better decreased serving time, value for money prices and
changing specialties in their products.
The following report is a comparative analysis of the operational parameters of McDonalds
andKentucky Fried Chicken (KFC) and projects an overview of various factors that
differentiate the services of the two food giants. It covers factors like the product variety,
customer reach, pricing strategies, hospitality management, customer relationship
management, supply chain management and employee satisfaction programmes.




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CONCLUSION
McDonalds will review its sales at the end of 6 months to see if there have been increases in
the number of healthy foods sold as well as overall sales. Volume of new menu sales will
indicate that the new products have been successful and management can then decide if to
continue with the products.
Customer feedback: McDonalds will conduct a post-implementation questionnaire and focus
group to determine what customers think about the healthier menu. This will give the
company and indicate as to whether people like the healthier option. Also it will tell them if
they have attracted new customers and have therefore grown as a result of the new products.
The development and introduction of a new menu will require financial investments.
McDonalds will either have to source money from existing funds or from external investors.
This following marketing mix will be used for McDonalds new Healthier Menu.
Product
McDonalds, will be offering a wider variety of salads and fruit options. This will be offered
on two scales Salads for adult and fruits and fruit juice in kids meals instead of chips and
sodas.
Distribution
McDonalds will sell these products throughout it franchised stores.
Price
Due to the unique quality of unique of the products McDonalds will use a premium pricing
strategy with salads and healthy sandwiches. However, they will maintain their value pricing
strategy with regards to the kids meals as fruits and fruits will be replaces existing foods in
the meal package and are not additionally options.
Promotion
McDonalds will market its Healthier menu using a range of techniques for including
advertising, publicity, partnership and sale promotion. TV, Newspaper and posters will be
used to promote the product. They will also attempt to reform its strategic alliance with
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Disney to help promote the new kids meal by offering Disney character as part of the meal
package.
RECOMMENDATIONS
.Consumers likes, dislikes tastes and preferences, health etc. have to be taken into
consideration.
Company has to adapts itself to the local culture.
Low fat food should be launched.
Cheese French fries can be a good option.
They should come up with more variety of puff and rolls.
In the malls McDonalds outlet should be enriched with high class restaurant and
soothing music.
Outlets should be there in colleges too.
Company should promote games on every table.
1. Market penetration strategies
This is the most frequently used strategy and focuses on increase market shares. This
can be done by attracting new customers or increasing sales to existing customers. For
example, the introduction of the adult burger and redecorating the restaurant to make
it more attractive to adults.
2. Market development strategies
This entails marketing existing products to new customer groups and regions. This
strategy requires the full implementation of the marketing and focuses on finding new
markets, distribution channel and promotion strategies as well as products
specialisation. For example, open in new market example Singapore and Hong Kong
and adapting products to suit culture needs.
3. Diversification Strategies.
This concerns the development of new products for new markets. This is the most
risky options, especially when the entry strategy is not based on core competences of
the business. McDonalds has used vertical integration by purchasing the own potato
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farm as well as the factory for production of the own chips. rather than mass
production.
4. Raw Material and supplier:
The new menu will require different raw material than those already used so
McDonalds will need to source more vegetables, salads and lower fat oils. They may
need to look for new supplier or work together with existing supplier to ensure that
the product required are available.
5. Product Development
McDonalds innovate its products offer some deals that will attract more customers
and make new product for boosting their sales and enhancing the level of profit and
use the latest technology.













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WEBLIOGRAPHY
www.mcdonaldsindia.com
www.mcdonalds.com
www.franchising.com
www.entrepreneur.com
www. sli deshare. net
www.marketing91.com
www.infobarrel.com
www.aboutmacdonalds.com
talkfinanceonline. com















SALES MANAGER
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QUESTIONNAIRE

QUESTIONNAIRE
Name: ____________________ age: ________
Gender: _________ occupation: _______________
Q 1..Do you think fast food is good for our health?
Yes No
Q 2..Do you like fast food?
Very much Rarely Only on get together Dont like
Q 3..How frequently do you visit Mcdonalds?
Weekly Monthly Quarterly
Q 4.Which of the following restaurant do you visit the most frequently?
Mcdonalds Burger king KFC Pizza hut
Q 5.Which among the following is your favourite product a Mcdonalds?
Big Mac Burger Desserts
Big mac chicken burger Mac flieto fish
Q 6..How much do you spend on average per visit?
50-100 100-200 200+
Q 7.What are the unique selling prepositions of Mcdonalds?
Product variety Hygiene Ambience
Quick service Location Others


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Q 8.When you want to have a meal in a fast food restaurants,will MCD come to your mind?
Yes No
Q 9.Which type of MCD promotion advertising catch your eye?
Internet Magazines
Newspaper Tv
Q 10..Does the Mcdonalds advertising Influence you?
Yes No
Q 11..If you choose Mcdonalds which aspects attracts you?
Advertising Taste Environment
Food
Q 12..Are you satisfied with the service provided by them?
Yes No
Q 13..What time of the day do you prefer to eat at MCD?
At any time Morning
Noon Evening
Q 14.. What is the main problem you faced at McDonalds?
Long queus Wrong orders
Others problem No problem