McDonald’s is a globally successful fast-food restaurant. From the time of its birth it has gain enormous success and is growing at the international level. The powerful entry through franchisee system the standardization and adaptation strategy play an important role in gaining the huge success of McDonald’s and brand image of McDonald’s.McDonald’s strategy of standardizing their products on its preparation, techniques of presentation along with the adaptation strategy has created a difference in McDonald’s as compared to that of its competitors.
Marketing being my subject interest knowing the strategy of one of the most successful company will really help me out. Thus, I have chosen McDonald’s as my study of subject for my 100 marks project in TYBMS. This has really helped me out to know lots of marketing techniques and practically understand the McDonald’s strategy of standardization and adaptation.
STUDY:In the project focus has been made on McDonald’s franchisee in India. The challenges faced, their target market, segmentation strategies. The supply chain of the company and its ability to provide best quality food at the best cost. The 5 P’s of McDonald’s and the various schemes provided by the company to its employees while working in McDonald’s and even after their retirement from the company. McDonald’s as a service industry its life cycle is also studies. The present strength and weakness of the company and the future opportunities and its future threats are also study for better analysis of McDonald’s marketing in India.
CONCLUSION:Studying McDonald’s and its marketing system has helped me a lot in understanding the marketing subject in a better manner. And it will be helpful for me in near future.
Contents:CHAPTER I:-INTRODUCTION
INTRODUCTION
HISTORY
FRANCHISEES
CHAPTER II: – MCDONALDS IN INDIA
THE INDIAN BEGINNING
OUR VISION
CHALLENGES IN ENTERING INDIAN MARKET
SEGEMENTATION ,TARGETING AND POSITIONING
CHAPTER III: – MCDONALDIZING THE SUPPLIERS
SUPPLY CHAIN
CHAPTER IV: – MARKETING MIX
PRODUCT
PLACE
PRICE
PROMOTION
PEOPLE
CHAPTER V: – MC EMPLOYEE
EMPLOYEE BENEFITS
FACILITIES
EMPLOYEE RECOGNITION
RETIREMENT BENEFITS
CHAPTER VI:-MCDONALDS IN SERVICE INDUSTRY
MCDONALDS EXPERIENCE
MOMENT OF TRUTH
IMPORTANCE OF PRODUCT LIFE CYCLE
A PERFECT EXAMPLE OF REVITALIZINGA PRODUCT IN DECLINE STAGE
CHAPTER VII:- ANALYSIS
COMPETITORS ANALYSIS
SWOT ANALYSIS
CHAPTER VIII: – EXHIBITS
INDIAN MENU
SURVEY QUESTIONNAIRE
CHAPTER IX: – NEED FOR MCDELIVERY AND KIOSK
MCDELIVERY
KIOSK
CONCLUSION
