McDonald's and Halal Food throughout London

Personal Selling & Sales Management

Sales Force: Kendall Aragon, Betty Diaz, Mariam Ahmed, Noreen Rashid, Gurpreet Dhami, Bruna Ludke, Doaa Borie

Overview

Sales Force Role Background Info Product and Market Situation in UK In Depth Analysis of Potential Market SWOT Analysis Positioning Map Worldwide Perspectives Sales Objective Relationships/Account Management Sales Strategy

Sales Force Role

Objective: The Franchisee’s consideration for allowing Halal foods to be available for the Muslim communities within select areas

of London

Viewpoints Opportunity to gain a segment of the market that is being catered to by local halal meet

shops and select fast food restaurants including, KFC. To remain competitive in the market requires understanding our competitors strategy KFC & Trials for Halal Long Term Store Consideration Not only serving the European people, but also the array of diverse people that are

living with London

-google images, (2014)

Fast Food McDonald’s Background McDonald's $24 billion in revenue makes it the 90th largest economy in

the world Present in more than 100 countries

52% of the market in world More than 30,000 restaurants worldwide Golden Arches symbolic of American culture around the world Famous for Big Mac and French Fries

Taiwan Japan Philippines

Office for National Statistics(2014)Yahoo Finance(2014)

Product and Market Situation in UK Halal(permitted) Food: one of the most humane ways of

killing meat UK market represents around 4% of the total number of

McDonald’s outlets worldwide, but 7% of global profits Current Product Focus: Burgers & Kebab

321 Branches of McDonald’s in London Muslim Population: 6 million in Britain, 3% are Muslims

-Google Images(2014)

Maslow’s Hierarchy of Needs

Self Actualization

Esteem Needs

Belonging Needs

Safety Needs

Physiological Needs

-qz.com(phot0)-(2014)

SWOT Analysis for Halal McDonalds

Strengths• Global Brand• Strong financial performance• $24 Billion Worldwide in

Revenue• Worldwide Recognition

Weaknesses• Potential Trial Failures• Time Consuming(Training)• Advertising Costs• Existing Competition(ex: KFC)

Opportunities• Job Opportunities for Muslims• Meet Demands of Tourists• Affordable• Partnership(Franchises)• Large Population of Muslims

in London

Threats• New Rivalry• Loss Revenue is not

successful• British Perception(Non Halal) • Trial Failure in 2009• New entry to market• Health Conscious Consumer

Segmentation Within London

Geographic Segmentation By dividing parts of London, including West

and East London, McDonald’s has the opportunity to not only serve Europeans but also Muslim’s

Demographic Segmentation Being known for a kid friendly environment,

by not offering Halal food for Muslims can prevent them from enjoying the “McDonald’s family experience”

Google Images, 2014

Competition – The Market

Mcdonald's KFC Subway Burger King Nandos0%

10%

20%

30%

40%

50%

60%

Fast Food Industry

Figures taken from Mintel database – Burger and chicken restaurants Aug 2013

52%

34%

28%

20%

14%

Competition - LocalFor example: North West London – London Boroughs of Barnet, Harrow and Brent

= 5 Halal branches

= 6 Halal branches

= 23 branches

= 12 Halal branches

Positioning Map in UK

Large # of Halal Products

High Price

Low Price

Small # of Halal ProductsGoogle Images, 2014

Worldwide Perspectives

Around the globe, McDonald’s stores are becoming certified for offering Halal based products Australia-for example.▪ There is a large Muslim population in certain

parts of Australia

-youtube.com, google images(2014)

How Organisations Buy U.K. McDonald’s receives its meat supply

from 100% British and Irish Beef and are made by our sole supplier in Scunthorpe Other product supplements come from UK,

Holland, France, and Thailand All must meet McDonald's health standards

Mcdonaldsindia.com(2014)

Buying Strategies for McDonald’s

Efforts in terms of distribution channels:

High bargaining power of buyer Promote the product to final consumer

Pull StrategyReverse marketing

Relationships with Halal Suppliers

Suppliers are an integral part of the company and its overall success

McDonald’s worldwide value building a mutual trust between suppliers with specific standards of quality, value, and cleanliness.

Potential Suppliers for Halal Meat Najaf Halal Meats Romford Halal Meats Ltd.

-google images, najaf halal site(2014)

Sales Strategy & Sales Planning Objective: To inform the Muslim community of Halal

meat by offering it at certain McDonald’s franchises Provide Advertising and Promotion for new product

launch of Halal meat for certain regions.

-google images(2014)

Conclusion

Sales Force Role Background Information Suppliers Relationship Worldwide Perspectives

-google images(2014)

References

1. http://www.businessinsider.com/amazing-facts-mcdonalds-2010-12?op=12. http://www.womansday.com/food-recipes/11-global-mcdonalds-menu-items-1049993. http://holykaw.alltop.com/mcdonalds-most-popular-menu-items-of-all-time4. UK Essays, A. A.Implement halal meet throughout UK Mcdonalds branches5. In-text: (UK Essays, 2014) Bibliography: UK Essays, A. A. 2014. Implement halal meet throughout UK Mcdonalds6. branches. [online] Available at:

http://www.ukessays.com/essays/marketing/implement-halal-meet-throughout-uk7. mcdonalds-branches-marketing-essay.php#ixzz2t1sWOVmG [Accessed: 16 Feb 2014].8. Halal.com.Halal.comIn-text: (Halal.com, 2014)Bibliography: Halal.com. 2014. Halal.com. [online] Available9. at: http://halal.com/main.php?do=homenews&action=view&newsid=470 [Accessed: 16 Feb 2014].10. david sexton. (2010). McDonald's finds its best major market in UK. Available:

http://www.standard.co.uk/business/mcdonalds-finds-its-best-major-market-in-uk-6795459.html. Last accessed 09/02/2014.

11. salama. (2012). mcdonalds halal chicken gcc imports exceeds 12,000 tones in 2012. Available: http://halalfocus.net/uae-mcdonalds-halal-chicken-gcc-imports-exceed-12000-tons-in-2012/. Last accessed 09/02/2014.

12. tundra tabloids. (2010). MCDONALDS FINALLY ADMITS TO SERVING HALAL CHICKEN TO UNSUSPECTING CUSTOMERS. Available: http://vladtepesblog.com/2010/10/10/mcdonalds-finally-admits-to-serving-halal-chicken-to-unsuspecting-customers/. Last accessed 09/02/2014.

13. sean poultar. (2012). Fast food Britain: More than half our meals out are burgers or kebabs Read more: http://www.dailymail.co.uk/news/article-2087361/Fast-food-Britain-More-half-meals-burgers-kebabs.html#ixzz2sq5SPdE9 F. Available: http://www.dailymail.co.uk/news/article-2087361/Fast-food-Britain-More-half-meals-burgers-kebabs.html. Last accessed 09/02/2014.

14. http://www.businessinsider.com/facts-about-mcdonalds-blow-your-mind-2011-11?op=1# ixzz2tU1wJwSm15. Mintel database – Burger and Chicken restaurants August 2013 <

http://academic.mintel.com/display/638230/> Accessed 16/02/2014 . -Google Maps: North West London <https://maps.google.co.uk/> Accessed on 17/02/2014. - KFC: Halal <http://www.kfc.co.uk/about-kfc/halal/> Accessed on 17/02/2014. - Nandos: Halal Chicken <http://www.nandos.co.uk/halal-chicken> Accessed on 17/02/2014. -Subway: Halal Subway <http://www.subway.co.uk/menu/halal.aspx> Accessed on 17/02/2014.