1. Case Study 2. Flow Of Presentation 3. History of McDonald's 4. Evolution of McDonald's 8. Success story of McDonald's 15. Revised core brand values 16. Competition faced by McDonald's 18. Risks faced by McDonald's 19. Summary 20. Disclaimer

1. By
Harsh Kumar

2. Flow of presentation
History Evolution Success
CompetitionRisks
Case Study:
Q/A

3. HISTORY

4. EVOLUTION

8. SUCCESS

15. Revised core brand values
• Quality food
• Quality Service
• Cleanliness
• Quality experience
• Affordable products
• Convenience
• Healthy food
• Respecting cultures of different regions

16. COMPETITION

18. RISKS

19. SUMMARY
• McDonald’s is the world’s leading fast food chain at present.
• Ray Kroc franchised it in 1955.
• It effectively segmented the consumer market and identified the target
consumers- children and families.
• Went through a lean phase as it lost its focus from the core brand values.
• Implemented the ‘Plan to Win’ strategy in 2003 to regain its market share.
• It associated itself with causes in order to connect with its consumers.
• It regularly updated and responded to the changing trends, needs, wants
and demands of its consumers.
• It is currently running the ‘i’m lovin’ it’ campaign.

20. This PowerPoint presentation has been created by Harsh
Kumar of MIT Manipal during the Marketing Management
internship under Professor Sameer Mathur of IIM Lucknow.