MacDonald's Marketing Paper

Lie beck placed the cup between her knees and

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Unformatted text preview: add cream and sugar to her Coffee. Lie beck placed the cup between her knees and attempted to remove the plastic lid from the cup. As she removed the lid, the entire contents of the cup spilled into her lap. The sweatpants she was wearing had absorbed the coffee and held it next to her skin. A surgeon determined that Lie beck suffered full Thickness burns over 6% of her body, Including her inner thighs, perineum, buttocks, and genital and groin areas. She was hospitalized for eight days, during which time she underwent skin grafting. Lie beck, who also underwent debridement treatments, sought to settle her claim for $20,000, but McDonalds refused. Till today no one knows about their final ending of the case. The parties eventually entered into a secret settlement which has never been revealed to the public. HISTORY OF MCDONALD¶S The story of McDonald¶s was started in1940, as a fast food restaurant by two brothers¶ named Richard and Maurice McDonald in San Bernardino, California in US. The name of restaurant was McDonald¶s Hamburgers, 5|P a ge by mid-1950s their restaurant revenue had reached $350000.Raymond Kroc, the distributor for milk shake machines expressed interest in their business and finalized the deal for franchising with both the brother¶s. He established a franchising company called McDonald system incorporation. In 1955 he became the founder of McDonald¶s and bought out the McDonald brothers share for $2.7 million and changed the name of the company to McDonald¶s corporation. Kroc proved himself as a pioneer who revolutionized the American restaurant industry. Today McDonald¶s is the California world¶s largest fast food chain serving 47 million customers daily. McDonald¶s is now one of the most valuable brands globally, worth more than $25 billion. Though the company has roots in the US, McDonald¶s today has become an ACCEPTED CITIZEN OF THE WORLD. MCDONALD¶S STARTS IN INDIA McDonald¶s entered India in 1996.The first McDonald¶s restaurant was opened on October 13th at Basant Lok in Vasant Vihar. McDonald¶s in India is a 50-50 joint venture between Connaught Plaza Restaurants and Hard Castle Restaurants. Which are owned and managed by Vikram Bakshi and Amit Jitia respectively Connaught Plaza Restaurants operates in North India whereas Hard Castle Restaurants operates in Western India. After opening their outlets in various metro cities, the company is now trying to expand in cities like Pune and Jaipur also.but, the Indian consumers avoid burgers made from beef and pork which is taboo according to their religions. So in order to evade this problem the Indian 6|P a ge menus of McDonald¶s was Indianised and specifically design in such manner that it can boost its products to Indian consumers, the menu includes chicken burgers, veg burgers, veg pizza¶s, happy meal for children¶s, beverages and deserts. Today there are 79 outlets in northeast India and more than 53 outlets in south-west India. MCDONALD¶S FRANCHISE MODEL RAYMOND KROC AMIT JATIA VIKRAM BAKSHI MISSION STATEMENT "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, 7|P a ge cleanliness, and value, so that we make every customer in every restaurant smile." MARKETING STRATEGIES OF MCDONALD¶S BUSINESS STRATEGY FRANCHISE MODLE ± As per franchise model of McDonald Only 15% of the total number of restaurants are owned by the Company. The remaining 85% is operated by franchises. The company follows all the framework of training and monitoring of its franchises to ensure that they achieve good QUALITY SERVICE,CLEANLINESS AND VALUE FOR THE MONEY offered by the company to its customers. PRODUCT CONSISTENCY- By developing a sophisticated supplier networked operation and distribution system, the company has been able to achieve consistent product taste and quality across the nations of the world. ACT LIKE RETAILER THINK LIKE A BRAND- McDonald¶s focuses not only on delivering sales for the immediate present, but also protecting its long term brand reputation. STRATEGY AS PER INDIAN MARKET RE±ENGINEERING THE MENU-McDonald¶s thinks according to the customer¶s tastes, value systems, lifestyle, language and perception. Globally McDonald¶s was famous for its hamburgers which are prepared from beef and pork burgers. But, most Indians religion does not allow them to consume beef or pork. So in order to satisfy demand as per 8|P a ge Indian preference, McDonald¶s came up with chicken, lamb and fish burgers to suite the Indian diet. THE VEGITERIAN CUSTOMER-India has a huge population of vegetarians. To satisfy this customer¶s demand, the company came up with a completely new menu of vegetarian items like McVeggie burger and McAlooTikki. The separation of vegetarian and non-vegetarian sections is maintained throughout the various stages. EXAMPLE OF VEG BURGERS: MCVEGGIE MCALOOTIKKI SEGMENTATION, TARGETING AND POSITIONING McDonald¶s uses demographic segmentation strategy with age as t...
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This note was uploaded on 01/12/2014 for the course IBS. 403 taught by Professor Mikedover during the Fall '13 term at Humber.

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