mc donalds

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overalll abt mc donalds

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Introduction Porters five forces model Marketing Mix McDonald’s Cold Chain. Suppliers Distribution STP SWOT Analysis Competitors Envoirnment Business Model vs Competitive Advantage

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McDonald’s Mission Be the best quick service restaurant experience. By providing quality, service, cleanliness and value that make every customer in every restaurant smile.

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Introduction Mc Donalds is the global fast food giant Entered India in Oct 1996. Forty-Eight years down the line, they are the world’s largest food service chain with more than 1200 restaurants in 100 countries serving 46 million customers everyday.

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Porters 5 Forces

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7P’S Analysis Products

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Price Mc Donalds vegetarian burgers are priced between Rs 20 and Rs 48. Wrap paneer salsa is priced at Rs 45-50. The non vegetarian burgers are priced between Rs 25 and Rs 60. Wrap chicken Mexican is priced at Rs 55. Medium French fries are priced at Rs 40, potato wedges at Rs 25, soft serves at Rs 35, mc swirl at Rs 12, medium soft drinks at Rs 20 and medium shakes at Rs 45. The new MC spicy chicken Meal at Rs 155.

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Place McDonald's has opened its door in India in October 1996 since then its has open his restaurants in all the major cities like Mumbai, Delhi,Ahmedabad and many more Fully owned outlets :- Directly selling from McDonalds Franchise owned outlets that does selling from different places McDonald's mainly consists of the distribution channels the product is available to the customer at the right place , at the right time and in the right quantity Offers hygienic environment good ambience and great service Started giving internet facilities Areas for children where they can play and enjoy with their Family and Friends. Spend some quality time together

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Promotion Individual communication - Word of mouth Mass communication – Advertisements and child Amusement activities at outlets, drives and campaigns Free distribution of children toys. With every happy meal Some of the most famous marketing campaigns of McDonald’s are: “You Deserve a break today, so get up and get away- To McDonald’s” “Aap ke zamane mein ,baap ke zamane ke daam”. “Food, Folks, and Fun” “I’m loving it”.

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People

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Process & Physical Evidence Process: Manufacturing process at Mc Donalds iscompletely transparent . Physical Evidence: Mc Donalds focuses on clean and hygienic interiors of its outlets and at the same they are attractive

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Segmentation Demographically :- 1]Cater to kids 2] youth 3]Urban upper & Middle class families. Geographically :- 1]Mostly in urban towns and cities 2]Now opening in 2 and 3 tiers cities 3]Mostly situated in malls having independent franchises Psychographic:- 1]Place to chill out with friends and families 2]Place for enjoyment of the kids

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Targeting and Positioning TARGET MARKETS: Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports. Exposure to Western food & Culture. Move to smaller satellite towns like Gurgaon,Pune. Jaipur & Agra to attract foreign tourists.. Relatively High Income Groups. POSITIONING: MacDonald mein hain kuch baath -a place for an entire family to enjoy. To aaj Mac Donald’s ho jaye. Mac Donald I’m lovin it.

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Warehousing Procurement Transportation Retailing of Food Product McDonald’s Cold Chain McDonald's spent a few years setting up a unique Cold Chain. The Cold Chain is necessary to maintain the integrity of food products and retain their freshness and nutritional value.

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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

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Radhakrishna Foodland Distribution Centres and cold storages. •Completely dedicated distribution and supply chain. • Matching supplier production with deliveries using ERP. •Quality inspection Program, quality check at 20 different points in supply chain. •HACCP(Hazard analysis critical control points) food safety standards emphasizing prevention of faults. Distribution

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SWOT Analysis Strengths : Strong Brand Recognition. Strong International Presence. Customer Intimacy Product Innovation Strong Distribution Network Opportunities: Expand into Tier1 and Tier2 Cities. Acquisition of other Restaurants. Provide optional allergen Free food Items such as Gluten Free and Peanut Free. Healthy Hamburger Weakness : High Overall cost than Rivals. Unable to capitalize on the trend towards the Organic foods. High Employee turnover in their restaurant leads to more money being spent on training Considered as Junk Food. Threats: Changing Customer Lifestyle. Increasing Competition. “Cradle to Grave” Marketing.

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Food Items MCD SUBWAY KFC PIZZA HUT DOMINOS Burger&Pizza Rs 25-Rs75 Rs 75-Rs150 Rs 75-Rs175 Rs55- Rs175 (Regular) Rs 35-Rs140(Regular) Combo Meal Rs 49- Rs 155 Rs60-Rs 175 Rs 55-Rs 150 Rs120-Rs250 Rs 120-Rs230 Beverages Rs 25-Rs80 Rs 35-Rs50 Rs30-Rs60 Pet Beverage Rs30 Desserts Rs 25-Rs50 Rs30-Rs 50 Rs15-Rs 65 Rs40-Rs60 Rs 25(100 Ml cup of Baskin Robbins) Competitive Environment

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Business Model vs Competitive Advantage

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What is a Business Model? Proprietary method used to Acquire, Service and Retain Customers.

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Business Model for Mc Donalds’s Franchise Model: Fast Food chain catering to the masses. Franchisee buys license to operate business. Franchise Income derived by( Revenue-Royalty). Franchisor provides Branding, Training, Etc. in exchange for royalty fees. The network spans all over the world.

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Clearly Their Model is working very well Network: 31000+ Locations Worldwide. Financial: Net Income US$ 7.5bn Revenue US$ 22.6bn Brand Equity: 6th Top Brand worth US$ 40bn approx.

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What you do BEST and BETTER than others Cost Advantage Differentiation Advantage Michael Porter

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Key Competitive Advantages One of the world’s top brand TODAY. Reputation for Fast Service. Reputation for Cleanliness. Standardized menu thus easier to manage. Located almost anywhere and everywhere in the world. 31,000+ locations vs Burger King’s 12,000

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McDonald’s is not alone though

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Thus McDonalds need to continuously compete Possible Strategies Include: Continue to Advertise. Open more branches to gain market share. Invest heavily in training and Development Review Pricing to continuously attract customers. Make their menus “HEALTHIER”

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