Marketing Project on Dominos
IBS MUMBAI
McDonald’s : Behind The Golden Arches | Customer Acquisition and Retention |
SUBMITTED TO: SUBMITTED BY:
MR.Ajit Patil MR.DARSH MEHTA 12BSP0321(DIV-G)
Contents
The McDonald’s Story - Genesis 3
Total Market Size and Market Potential.............................................................4
Business Mode 5
McDonald’s in India 5
Challenges in Entering Indian Markets 5
Segmentation, Targeting and Positioning 6
Customer Perception and Customer Expectation 7
McDonalds Marketing Mix (5 P’s) 8
The McDonald’s Experience 12
McDonaldizing the Suppliers 14
Importance of PLC in McDonalds 15
A perfect example of revitalising a product in decline phase 15
Competitors Analysis 16
SWOT Analysis. 18
Pest Analysis....................................................................................................18
The Road Ahead 23
Exhibits 23
1. McDonald’s Indian Menu 23
2.Survey Questionnaire 25
References........................................................................................................32
The McDonald’s Story – Genesis
The story of McDonald’s started in 1954, when its founder Raymond Kroc saw a hamburger stand in San Bernardino, California and envisioned a nationwide fast food chain. Kroc proved himself as a pioneer who revolutionized the American restaurant industry. Today McDonald’s is the 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. The Golden Arches and its mascot Ronald McDonald have gained universal recognition. Though the company has roots in the US, McDonald’s today has become an accepted citizen of the world. Year | Events | 1955 | Ray Kroc opens his first restaurant. McDonald’s Corporation is created | 1957 | Quality, Service,
McDonald’s : Behind The Golden Arches | Customer Acquisition and Retention |
SUBMITTED TO: SUBMITTED BY:
MR.Ajit Patil MR.DARSH MEHTA 12BSP0321(DIV-G)
Contents
The McDonald’s Story - Genesis 3
Total Market Size and Market Potential.............................................................4
Business Mode 5
McDonald’s in India 5
Challenges in Entering Indian Markets 5
Segmentation, Targeting and Positioning 6
Customer Perception and Customer Expectation 7
McDonalds Marketing Mix (5 P’s) 8
The McDonald’s Experience 12
McDonaldizing the Suppliers 14
Importance of PLC in McDonalds 15
A perfect example of revitalising a product in decline phase 15
Competitors Analysis 16
SWOT Analysis. 18
Pest Analysis....................................................................................................18
The Road Ahead 23
Exhibits 23
1. McDonald’s Indian Menu 23
2.Survey Questionnaire 25
References........................................................................................................32
The McDonald’s Story – Genesis
The story of McDonald’s started in 1954, when its founder Raymond Kroc saw a hamburger stand in San Bernardino, California and envisioned a nationwide fast food chain. Kroc proved himself as a pioneer who revolutionized the American restaurant industry. Today McDonald’s is the 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. The Golden Arches and its mascot Ronald McDonald have gained universal recognition. Though the company has roots in the US, McDonald’s today has become an accepted citizen of the world. Year | Events | 1955 | Ray Kroc opens his first restaurant. McDonald’s Corporation is created | 1957 | Quality, Service,
References: 1. “Marketing Management” – Dr. Rajan Saxena 2. “McDonalds – Behind the Arches” – John S Love 3. www.Mcdonaldsindia.com 4. Outlet Manager – McDonald’s Vile Parle THANK YOU