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McDonald's, or simply McD, is an American hamburger and fast food restaurant chain. It was founded in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald.McDonald’s Head quarter is in Oak Brook, Illinois,US . Today, McDonald's is the world's largest restaurant chain, serving approximately 68 million customers daily in 120 countries (as on Sept’2016). Mcd primarily offers hamburgers, cheeseburgers, chicken products, french fries, wraps, breakfast items, soft drinks, milkshakes, and desserts.
As the previous group has already explained the types of Orientation-I will come straight to McDonalds's Geocentric Orientation. McDonalds is a global company which follows Geocentric approach because it perceives world as a single market and tries to offer low cost products and services everyone. If It is not explained then read out the following lines- Ethnocentric approach-High quality products for discerning domestic customers. Its a form of Export market which is an extension of the local market. Polycentric approach-Conduct th eir own business research, product adaptation, positioning, promotion to suit local needs.Done by International companies Regiocentric Approach-Segmenting the market on regional similarities(Economic, political and even geographic ),Regional office co-ordinates all local activities .Mostly done by MNC. Geocentric Approach-World is perceived as a single market and Extend the benefits of similar but low cost products and services everywhere.
The upcoming slides will help you understand How is McDonalds following Geocentric Approach
To achieve the Profitability and Public acceptance McDonald’s offers its core products burger(with various flavor of burger),French fries,soft drinks and dessert in all countries where it operates. They introduced RONALD,a well know clown whose purpose is to attract and entertain customers. Going forward they introduced Happy Meal menu with attractive toy of Barbie and hot wheel in it.
Global product with Local variation- McDonalds global offerring of Burger,beverages in Happy meal is revised as per the local customerer’s tastes and preferences. McDonalds has removed pork,beef and mutton burger from Indian Menu.Even the sauces and cheese used is 100% veg.It has introduced Chicken Maharaja Mac and Chicked Mcnuggets in Indian platter.
In terms of services Self-service concept where the customers make order in front the counter to dine in or take away by themselves. In terms of place the same decoration is followed be it in interior or exterior for all Mcdonalds’s outlets.
McDonalds is a QSR-Quick Service Restaurant
Global standardization (Mcdonalds started with product orientation strategies ie. To focus on offering variety but now its marketing strategy is changed and it is attempting to become customer oriented company-main target being children who are attracted to toys in Happy meal, birthday party celebrations,etc)
McDonald’s management considers restaurant managers / franchisee’s opinion while taking strategic decision area of operations management i.e to establish locations for maximum market reach. McDonald’s marketing mix includes restaurants, kiosks, and the company’s website and mobile app as venues. Through these locations/venues, McDonald’s reaches customers in traditional and online ways.
-All decisions are done with Mutually negotiation at all level of organization
McD follows Global culture. McDonalds wants to Dominate the global food service therefore they introduced wine in France, super big Hamburgers in USA,Rice in China,Burger (100% Vegetatrian) without beef in India,Beer in Germany
McDonalds follows in its 18 hours of operations follows standard operating procedures of flexible manufacturing to increase product quality and reliability.
McD tires to hire the Best people anywhere in the world who are developed for key managerial positions everywhere in the world Focuses on employing the best available person with the help of ads in local media, company’s website, internship programs and walk ins, regardless of nationality. Different types of training- on the job, classroom training and computer based Employee motivation with Best employee of the month
McDonald’s vision is to be 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 restaurant smile.
International Marketing Presentation
1. Shubham Nagar
2. Hemant Gupta
3. Sai Jayanth Pydimarry
4. David Chakraborty
5. Shubham Gupta
6. Kajol Rameshbhai Bhimani
7. Rohit Sunil Rao
Perception about market
Entire world is a single market that can be effectively tapped by:-
× Quality, Service, Cleanliness & Value (QSC&V)
× Innovative way of presenting itself among people
× Welcoming all category’s people
× Innovative taste in food offering
× Various kinds of ventures in market
× Increasing demand of fast food over the world
McDonalds -a fast –food restaurant works on “Spee-Dee service
system” with both dine in and take away facility at a price which
consumer are willing to pay .