Ajinkya McDonalds Project

8/6/2019 Ajinkya McDonalds Project

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PROJECT REPORT ON:PROJECT REPORT ON:

A STUDY OF CUSTOMER SATIFACTION WITH REFERENCE TOA STUDY OF CUSTOMER SATIFACTION WITH REFERENCE TO

McDONALD IN NASHIK.McDONALD IN NASHIK.

PRESENTED BY:PRESENTED BY:

MR. AJINKYA RAMESH KULKARNIMR. AJINKYA RAMESH KULKARNI

MMMMMMROLL NO-15ROLL NO-15

SUBMIT TO:SUBMIT TO:

THE UNIVERSITY OF PUNE.THE UNIVERSITY OF PUNE.

YEAR-YEAR- 2011-20122011-2012

SUBJECT:SUBJECT:

FIELD WORKFIELD WORK

GUIDED BY:GUIDED BY:

PROF. MRS.KALYNI MAMPROF. MRS.KALYNI MAM

G.D.C. COLLEGE OF MANAGEMENT,G.D.C. COLLEGE OF MANAGEMENT,

NASHIK.NASHIK.


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ACKNOWLEDGEMENTACKNOWLEDGEMENT

I have the pleasure of successfully completing this work titled A Study of

customer satifaction with reference to McDONALDS in NASHIK.

The special environment at G.D.C.College of Management, Nashik has

always supported educational activities and facilitated my work on this

project. I acknowledge the support and the encouragement extended for this

study by Principal, MRS.VERULKAR. I greatly appreciate the motivation

and understanding extended for this project work, by Trendz Event

Management and Advertising and the staff of the surveyed business unit

who responded promptly and enthusiastically at our queries irrespective of

their busy schedules. I am indebted to all of them, who did their best to bring

improvements through their suggestions.

I acknowledge the authors whose works gave me insight and information

related to this subject.

I am very much thankful to Prof. MRS.KALNYNI MAM for her

encouragement and guidance for this project work. It could not have been

possible for me to complete this work without her suggestions.

I am thankful to the library staff and administrative staff of the

G.D.C.College who directly, or indirectly, have all been helpful in one way

or the other.

I thank my parents who encouraged me all through.

Ajinkya Kulkarni

MMM


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INDEX

SR.NO

.

CONTENT

1.

INTODUCTION

a) Need & Importance

b) Objectives of the Project.

2.

ORGANISATION PROFILE

(a) History of McDonalds.

(b) Mission, vision & team.

(c) Communication activies.

(d) Firm Customer.

(e) Business model.

(f) McDonalds operation.

(g) Strengths & Organisation chart.

3. COMPANY PROFILE

4.

THEORY RELATED TO THE TOPIC

(a)Definition & meaning of customer satisfaction.

(b)Factors of customer satisfaction.

5.DATA ANALYSIS

(a) Data analysis of McDonalds.

6. FINDING AND RECOMMENDATIONS

7. CONCLUSION

8.

ANNEXURE

(a) Questionnaire.

(b) Bibliography.


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CHAPTER - 1


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INTRODUCTION

INTRODUCTION OF

PROJECT WORK


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A Project work is the practical implication done for accruing new knowledge

for the unknown areas all filed

It helps to add knowledge and up grade the skills and abilities for the

subject.

A project work may be defined that a scientifically involved work plant,

devised to achieve the specified period for time. This objective may be to

Create expand and develop. Certain facilities in order to increase to

production of goods and services in the community. A project usually

temporary and carry out for specific purpose.

NEED AND IMPORATANCE OF PROJCT WORK

Project method sees to optimize the use of available resources [people,

facilities, information, equipment and cash etc.] In order to produce a

successful result.

The project work is method of discovering the truth through the critical

thinking. The project work is nothing but a Systematic process and it

consists of several steps for the collection of information.


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Objectives

To study the customer satisfaction of customer of McDonald.

To study the factor affecting customer satisfaction.

To study the area of improvement foe McDonald in order to enhance

the level of customer satisfaction.


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CHAPTER - 2

Company History:

ORGANISATION

PROFILE


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Since its incorporation in 1955, McDonalds Corporation has not only

become the worlds largest quick-service restaurant organization, but has

literally changed Americans eating habitsand increasingly the habits of

non-Americans as well. On an average day, more than 46 million people eat

at one of the companys more than 31,000 restaurants, which are located in

119 countries on six continents. About 9,000 of the restaurants are company

owned and operated: the remainder are run either by franchisees or through

joint ventures with local businesspeople

Early History:

In 1954 Ray Kroc, a seller of Mulitimixer milkshake machines, learned

That brothers Richard and Maurice (Dick and Mac) McDonald were using

eight of his high- tech Mulimixers in their San Bernardino, California,

restaurant. His curiosity was piqued, and he went to san Bernardino to take a

look at the McDonalds restaurant. The McDonalds had been in the

restaurant business since the 1930s. In 1948 they closed down a successful

carhop drive-in to establish the streamlined operation ray Kroc saw in 1954.

The menu was simple: hamburgers. Cheeseburgers, French fries, shakes, soft

drinks, and apple pie. The carhops were eliminated to make McDonalds a

self-serve operation, and there were notables to sit at, no jukebox, and no

telephone. As a result, McDonalds attracted families rather than teenagers.

Mac and Dick McDonald had taken great care in setting up their kitchen.

Each workers steps had been carefully choreographed, like an assembly

line, to ensure maximum efficiency.

McDonalds in India:


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Aiming to be the world best quick service restaurant, McDonalds India

opened its door in September 1998 at Mumbai and presently operating in six

major cities with a network of 20 restaurants. With a strong belief in the ray

krock phrase when you are green you are growing, McDonalds India and is

rapidly growing with the focus to provide friendly and quick service

restaurant experience to our customers.

McDonald's Mission

McDonald's mission is to be our customers' favorite place and way to eat

with inspired people who delight each customer with unmatched quality,

service, cleanliness and value every time ... we invite you to be the part of

this winning team and give yourself an opportunity to grow with the family

of people striving to create smiles on the faces of millions of people

everyday.McDonald's Vision

McDonalds vision is to be Estonia's "best" quick service restaurant,

experience

Supported by a set of core values and guiding principles.

The Team

To realize the McDonald's service vision, we believe in strengthening our

team and ensure to deliver the right skills and knowledge to the right person

for getting the right job done. Our strength for making our strong team

players to shine under the Golden Arches lies in the People Practices.

COMMUNICATIONS ACTIVITIES:-


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More focus on serice delivery time because of customer dont have much

time today. Use electronic media for promotion.

Placement:-

Located at prime locations

Evenly spread in NCR

Almost in all big cities

At residential areas, malls, Multiplexes

Customers Point of view

Easy availability of Product and Services

Time and Money saving

Fast Service System and Resolve Conflict

FIRM CUSTOMERS

All Population of India are our customers


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Business Model

Franchise Model Only 15% of the total number of restaurants are

owned by the Company. The remaining 85% is operated by

franchises. The company follows a comprehensive framework of

training and monitoring of its franchises to ensure that they adhere tothe Quality, Service, Cleanliness and Value propositions offered by

the company to its customers.

Product Consistency By developing a sophisticated supplier

networked operation and distribution system, the company has been

able to achieve consistent product taste and quality across

geographies.

Act like a retailer and think like a brand McDonalds focuses not

only on delivering sales for the immediate present, but also protecting

its long term brand reputation.

FIRM CUSTOMERSAll Population of Pakistan are our customers

Customer Perception and Customer Expectation

Customer perception is a key factor affecting a products success. Many

potentially revolutionary products have failed simply because of their

inability to build a healthy perception about themselves in the customers

minds. McDonalds being an internationally renowned brand brings with it

certain expectations for the customers.


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Customers expect it to be an ambient, hygienic and a little sophisticated

brand that respects their values. The customers expect the brand to enhance

their self-image. Customer responses obtained at the Vile Parle, Mumbai

outlet confirmed the fact that they connect strongly with the brand.

However, fulfilling some of the customer expectations like a broader product

variety provide McDonalds a great scope for improvement.

Segmentation, Targeting and Positioning

McDonalds uses demographic segmentation strategy with age as the

parameter. The main target segments are children, youth and the young

urban family.

71%

59%52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Biscuits Burgers & Pizzas Fruit Juices

% of kids who influence what FMCG brand their

family buys

Target Segment What is McDonalds for me?

A Family with children A treat to children, a fun place to be for the

children.

Urban customer on the

move

Great taste, quick service without affecting the

work schedule

Teenager Hangout with friends, but keep it affordable.


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As shown above, kids reign supreme in FMCG purchase related to food

products. So to attract children McDonalds has Happy Meal with which

toys ranging from hot wheels to various Walt Disney characters are given

(the latest in this range is the toys of the movie Madagascar). For this, they

have a tie-up with Walt Disney. At several outlets, it also provides special

facilities like Play Place where children can play arcade games, air

hockey, etc. This strategy is aimed at making McDonalds a fun place to eat.

This also helps McDonalds to attract the young urban families wanting to

spend some quality time while their children have fun at the outlet. To target

the teenagers, McDonalds has priced several products aggressively, keeping

in mind the price sensitivity of this target customer.

Mc Donalds mein hai kuch baat projects McDonalds as a place for the

whole family to enjoy. When McDonalds entered in Pakistan it was mainly

perceived as targeting the urban upper class people. Today it positions itself

as an affordable place to eat without compromising on the quality of food,

service and hygiene. The outlet ambience and mild background music

highlight the comfort that McDonalds promises in slogans like You

deserve a Break Today & Feed your inner child. This commitment of

quality of food and service in a clean, hygienic and relaxing atmosphere has

ensured that McDonalds maintains a positive relationship with the

customers.


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Organizational Chart:


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CHAPTER - 3

PRODUCT PROFILE


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Company design, manufacture the product

Product is the physical product or service offered to the consumer. Product

includes certain aspects such as packaging, guarantee, looks etc. This

includes both the tangible and the non-tangible aspects of the product and

service.

Our clear strategy is to bring the customers in initially and provide a range

of entry-level products so that they can try new items and graduate to the

higher rungs. ---

McDonalds product includes vegetarian and non-vegetarian items.

Also involves combo.

Cares for customers sentiments towards religion and Culture.


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Separate cooking area and equipments.

Takes dietary concern-Burger King healthier Kids' Club.

Co- Branding:

McDonalds has major tie-ups with various companies as their co-

branding Statergy.

Few of Them are listed Below:

Food Manufacturing Process:

The food manufacturing process at Mc Donalds is completely transparent

i.e. the whole process is visible to the customers. In fact, the fast food joint

allows its customers to view and judge the hygienic standards at Mc Donalds

by allowing them to enter the area where the process takes place. The

customers are invited to check the ingredients used in food.


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Food manufacturing Transparent to customers

Training to the licensees

Invented the most efficient cooking equipment

New methods of food packaging and distribution McDonalds In Pakistan followed the same tradition

Spent Rs.50 Crore - even before

HOW DO THE CUSTOMERS LEARN ABOUT THE FIRMS

PRODUCT AND SERVICES?

Majority of the customers learn about the firms product and services from

the newspapers ads, franchises and TV commercials.

Ajinkya McDonalds Project

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