mcdonalds case analysis
TRANSCRIPT
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McDonald's Case Analysis
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History
• Started in 1940 by McDonald Brothers
• Ray Kroc opened it’s first franchise in 1955
• Ray Kroc took over major equity
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Expansion
• Started expanding as a franchise led by Ray Kroc
• In next 10 years, 700 McDonald restaurants in US
• First international store in 1967
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As of Today
• 119 countries!
• Largest market share in fast food joints
• Serves approx. 70 million people daily
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Brand Equity
• Effective Brand Element
• Holistic Marketing Activities
• Other Associations
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Maintaining Brand Equity
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Strengths
• Brand Awareness
• Franchise establishment
• Geographical Locations
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Product
Different TypesBrand Extension
Price
All Price RangeAffordable for Everyone
Place
Franchise StructureReached to many countries
Promotion
Innovative MarketingTargeted Campaigns
Marketing Mix
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Range of Products
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Proper Segmentation
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Effective Promotion and Advertising
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Cheap Prices and Offers
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Geographical Reach
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Core Brand Values
• Customer Value
• Quality, maintaining the price
• Service Management
What are the risks faced over the years?
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Bad Customer Service due to over expansion
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Potential Health Risks
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Emergence of Competitors
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Decrease in Sales and Profit
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Emergence of Competitors
Improvements in the past decade
• Plan to win strategy
• Healthy products in menu
• Different Prices in US according to region
• Better quality of restaurants and service
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Summary
• History
• Growth
• Brand Equity
• Marketing Strategies
• Risks and Improvements
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Disclaimer
This presentation was created by Lakshya Ghuliani, BITS Pilani Goa during an internship( Jan-Feb 2017) with Prof. Sameer Mathur, IIM
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