1. • 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.

2. • Entered in India 1996
• McDonald's India is a 50– 50 JV
partnership between MCDONALD’S
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.

3. Vision
• To be the best & leading fast food
providers around the globe
Mission
• To be the world's best quick service restaurant
experience. Being the best means providing
outstanding quality, service, cleanliness, and
value, so that we make every customer in every
restaurant smile."
Values
• Our values summarized in “Q.S.C & V”. Provide
good quality, services to customer . Have
cleanliness environment when customer enjoys
their meal .The value of food product makes
every customer is smiling.

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

5. 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.
12/3/2012 consumer behavior 5

6. Product history
• 1949-World famous French fries replace potato chips
on the Mc Donald’s 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 Introduced—Grilled & crispy Snack
Wraps are introduced in the U.S.

7. 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 Donald’s?”- New
advertising theme.
• 2003 Mc Donald’s plan to win is launched
• 2008-global packaging redesign

8. 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.

9. 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

10. 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.

11. 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

12. STRENGTHS
• Global brand
• Quality foods
• Strong supply chain
• Locations

13. 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.

14. 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.

15. 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.

16. BCG MATRIX

17. FUTURE PLANS
• To open 1,325 new outlets,
• will increase its investment by 50% in the
country this year.
• If you can’t to McDonald then mcdonald will
come to your home.

18. Achievements
• Ranked as the 8th best employer
• Ranked the best fast food chain of restaurants
• Ranked the 8th healthiest fast food eateries
• Ranked 2nd for customer satisfaction