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