marketing case study - mcdonald's
TRANSCRIPT
Intro
one of the world's largest restaurant chains
You guessed it right…
History• Founded in 1940 as a barbecue restaurant
operated by Richard and Maurice McDonald
• Businessman Ray Kroc joined the company as a franchise agent in 1955 and subsequently purchased the chain from the McDonald brothers
• The original mascot of McDonald's was a man with a chef's hat on top of a hamburger-shaped head whose name was "Speedee"
Today
• Serving approximately 68 million customers daily in 119 countries across approximately 36,615 outlets
• According to a BBC report , McDonald's is the world's second largest private employer 1.5 million of whom work for franchises
Strengths
• McDonald’s is admired for the quality it delivers
• It offers products at cheap prices
• The company is known for its customer service
Weakness
• Poor home delivery Systems
• ‘Unhealthy’ foods• Inflexible to change in
market trends
Internal Assessment
Opportunities
• Huge potential market to expand
• They offer breakfast products
• Positive environmental commitments
Threats
• Faces religious and political confrontations
• Changing consumer preferences
• Strong competition
External Assessment
Products
Price
Different sets of Prices
Places
Promotions
What are the McDonald’s core brand values? Have these changes over the years?
Value their Customer Maintain their quality
Give back to society Ensure great management system
How has McDonald’s grown its brand equity over the years? Has McDonald’s changed in different economic times or in different parts of the world?
Family Restaurant Fast Drive Thru
Clean & well furnished interiorBreakfast meals
India America
JapanVariations in Menu
What risks do you think McDonald’s will face in future?
Health
SUMMARY
History Internal and External Assessment 4 Ps
Core Brand Values Brand Equity Growth Potential Risks
DisclaimerCreated by Madhav Agrawal, BITS Pilani Goa Campus during a marketing internship by Prof. Sameer Mathur,IIM Lucknow