Mc D,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)
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Transcript of Mc D,Mayur Vihar Phase 3,(Ravish Roshan,9968009808)
STUDENT- PGDMINSTITUTE OF MANAGEMENT STUDIES, NOIDA
Prepared by –1.RAVISH ROSHAN ([email protected]),9968009808 (m
ail ur comm
ents, please)
McDonald’s
I’m lovin it
CONTENTS • Objective of presentation• Fast food industry profile• Profile of company and its
objective• Research methodology• Data analysis• Conclusions• SWOT analysis• Limitations• recommendations
Objective of the presentation McDonald’s is the market leader in fast food industry. The aim of this presentation is to get an insight of the frequency of New Product Introduction in Mc Donald’s and to find that
whether customers are aware of new products in time and the source of information of new product introduction. The aim is also
to find out the factors that make customers try new products. And for what extent the
customers satisfied.
Fast food industry profile
• Up to 1995 there was not much progress in fast food industry.
• Nirulas was the only fast food chain existing in the country with its restaurants expanding with every passing year since its inception.
• However the year 1995-96 witnessed a drastic change. 1996 is considered to be the year of India’s entry into the world food market. International giants such as McDonalds, KFC, TGIF, Dominos, and Pizza Hut all bombarded the Indian food market.
• However in earlier 1990 UK-based joint called Wimpy’s had established its chain in the country in 1990 but Wimpy was looked at more of a hangout place rather than eating out with the family.
• Its been the American international giants i.e., McDonalds, Pizza Hut etc., who have targeted their restaurants to the families.
• Almost all the fast food chains both Indian i.e., Nirulas and foreign i.e., McDonalds etc., are targeting the families.
• Each of these restaurants delivers quality, value and services in its own way through its line of strategies.
Profile of company and its objective
Founded: May 15, 1940 in San Bernardino, California (USA)
Founder: Dick and Mac McDonald
Headquarters: Oak Brook, Illinois, USA
No. of locations: 31,000+ worldwide[20] Key people ,
corporate founder: Ray Kroc
Vice Chairman/CEO: Andrew J. McKenna
Sr. Chairman: Jim Skinner
president: Ralph Alvarez COO UK CEO: Steve EasterBrook
Vice CEO and COO: David Fairhurst
Achievement of McDonald at glance
• McDonalds is the largest and the best-known global food service retailer.
• Its global market potential is enormous seeing the member of restaurants it has.
• On any day McDonald’s serves less than one percent of the worlds population.
• It is one of the most recognized brand all over the world
• Their efforts to increase market share, profitability and customer satisfaction have produced good return to shareholders
Products in Fast Food
• hamburgers
• chicken
• French fries
• wraps
• desserts
• breakfast
• milkshakes
Number of Restaurants Country 2006 1998
USA 12804 11,368
Europe 5,460 2,597
Asia Pacific 6,260 2,735
Latin America 1,510 584
Canada, Middle EastAnd Africa
1,665 1,105
Other 1,008 0
Total 28,707 18,299
Vision of Mc Donald
McDonalds Vision is to dominate the global food
service industry. Global dominance means setting
the performance standard for customer satisfaction
and increasing market share and profitability
through successfully implementing convenience
value and exception strategies.
Mission of McDonald• McDonald’s India serves only the highest quality products. All
McDonald’s suppliers adhere to Indian government regulations on food, health and hygiene while continuously maintaining McDonald’s own recognized standards. All McDonald’s products are prepared using the most current, state-of-the-art cooking equipment to ensure quality and safety.
• At McDonald’s the customer always comes first. McDonald’s India provides fast, friendly service - the hallmark of McDonald’s, that sets its restaurants apart from others.
• McDonald’s restaurants provide a clean, comfortable environment especially suited for families. This is achieved through McDonald’s stringent cleaning standards, carefully adhered to.
• McDonald’s menu is priced at a value that the largest segment of Indian
Goal of the McDonaldMc Donald’s ad line goes like:“Food Family Fun”So McDonald’s goal is to provide palate
tasting ,pure and hygienic food to its customers at very affordable price so that people get fun visiting more and more here.
RESEARCH METHODOLOGY For the purpose of collecting maximum
primary data a structured questionnaire was used
Also, people from the company and Mc Donald outlets were interviewed telephonically & personally
Sources of Data Primary Data – • Questionnaires • Interviews Secondary Data –• Internet• Articles, NewspapersSample Size No of People Approached: 25 No of respondents: 25Thereby, the sample size surveyed
was 25.
Frequency of new product development
Frequency of new product development was taken on bases of the
survey done and on opinion of the surveyed persons as to what they
think about the frequency of introduction of new product by mcdonald’s
Data analysis
0
2
4
6
8
No of Respondents
Frequency of New Product Introduction
No of Respondents 2 5 6 8 4
Strongly Agree Neutral Disagree Strongly
Recent change in products of McDonald’s
Study of recent changes was done by asking surveyed person about
what they think is the latest change in the products of Mcdonald’s and
is depicted in graphical form according to their idea about recent
change.
Data analysis
0
20
40
60
% of Responsse
Recent changes in products of Mc Donalds
% of Response 17 5 44 21 13
Paner Veg Mc Puff Mc Curry Coffee
Survey
Analysis of surveyed persons as to how they find out about new
products and change in products already present, what was there
frequency of visit to McDonald’s, what was their age group etc. was
also made to make referential analysis.
Data analysis
0
2
4
6
8
10
No of Respondents
Mode of Communication
No of Respondents 5 7 10 2 1
Advertisement
Friends Visit to Mc
Pamphlets
Others
Data analysis
0
2
4
6
8
10
No of Respondents
Frequency
Frequency of Visit
No of Respondents 4 10 6 5
Daily 2-3 times Once in a Once in
Data analysis
0
2
4
6
8
10
No of Respondents
Frequency
Frequency of Visit
No of Respondents 4 10 6 5
Daily 2-3 times Once in a Once in
Analysis of data surveyed
Data analysis
0
5
10
15
20
25
30
Attributes of New Products that attract customers for trial
% of Rsponse 22 27 11 3 18 15 4
Price LooksThe way it is served Quantity
Advertisement
Schemes &
PromotionOthers
Data analysis
0
20
40
60
80
% of Respondents
Satisfaction with the products of Mc Donald
% of Respondents 32 68
Satisfied Unsatisfied
Conclusion• 68% of the people want innovation in the products
offered by Mc Donald’s. • The level of awareness of new Products among the
regular customers is on a 50-50 situation
• Awareness of the new products introduced in Mc Donald’s is mostly through
visit to Mc Donald’s outlets and by seeing the posters pasted on the walls of outlets.
SWOT ANALYSIS
Strength • Mc Donald’s serves its customers with high quality products. There
are extensive quality tests at the supplier and all products are examined again in the restaurant to ensure that they are of highest quality possible.
• Mc Donald’s provides fast, friendly service. Any customer visiting Mc Donald’s is usually served within 60 seconds.
• Mc Donald’s menu is priced in such a way that the largest segment of Indian consumers can afford. It has a wide variety of products at different prices to be affordable to as many as possible.
• Mc Donald’s is an active participant in community services
Weakness • Mc Donald’s has limited range of items in its
menu. However, to get a item included in the menu approval has to be made from the high tech kitchens at Mc Donald’s headquarters in suburban Chicago.
• In India burgers are a long way from becoming the common man’s food, having fast food is considered to be another option for dining out, unlike other countries.
Opportunity • McDonald is developing two regional training colleges
in India, one each in Delhi and Mumbai. This can save the expense of the organization is sending its management team and crewmembers to outside countries like Indonesia and America.
• McDonald expects to expand its chain in the coming years. It plans to open about 50 restaurants by the year 2000. This can have the opportunity to serve and employ more people.
Threats• Mc Donald’s faces tough competition from other food
chains in the country both international i.e. Kentucky Fried Chicken, Wimpy’s and Pizza hut and domestic i.e. Nirulas.
• The decision taken by Mc Donald’s India to serve ‘Shudh Shakhari” meals at its restaurants can risk the global American image of Mc Donald’s.
Limitations • Since the sample size considered for the study is only 50-60 people
specifically who are regular customers of Mc Donald’s, it is quite possible that the result obtained from the study are not 100% accurate, because the sample chosen (randomly), may not be an ideal representative of the target market.
• The perfection of the questionnaire analysis.
• Since many analyses is done on the basis of personal interaction with the customers and employees of Mc Donald’s, the responses received may or may not be authentic.
Recommendations • McDonald should come with some less calorie products so that it
does not harm the growing children who like eating only junk food. It should come up with more of products, which are nutritious because growing children are the major customers of Mc Donald’s.
• Mc Donald’s should first advertise and then come up with new products in the outlets to create maximum recall in the mind of potential customer.
• It should come up with some spicy items also to beat the competition from Nirulas and Indian Dhabas.