BY: PRIYANKA MAHESHWARI PUSHP KAMAL

SANCHIT ROHATGI SRIKANTH KUNDU

SUBHAM DAS

INTRODUCTION

Every body is familiar with McDonald’s and its hospitality.

Globalization Vs Internationalization. Use of 7 P’s of Marketing. Training the employees. Operations in McDonald’s. Hamburger University in East Finchley.

SOMETHING ABOUT McDONAL’D

• Rechard and Maurice McDonald in 1937.

• Tiny drive-in restaurant east of pasadena, California.

• Ray Kroc, in 1954 franchise McDonald’s in USA.

• International venture in 1967 in Canada.

• George Cohon open first restaurant in eastern Canada in 1968.

• Vikram Bakshi & Amit Jatia introduced McDonald’s in India.

• 30,000 restaurants in 100 countries and 80% are franchises.

MARKETING MIX – MCDONAL’D

7 P’S PRODUCT PLACE PRICE PROMOTION PEOPLE PROCESS PHYSICAL

PRODUCT

FEATURE QUALITY QUANTITY

PLACE

LOCATION NUMBER OF OUTLET

PRICE

STRATEGY DETERMINANTS

PROMOTION

ADVERTISING PUBLIC RELATION SALES PROMOTION

PEOPLE

QUANTITY QUALITY TRANING PROMOTION

PROCESS

BLUEPRINTING AUTOMATION CONTROL PROCEDURES

PHYSICAL

CLEANLINESS DÉCOR AMBIENCE OF THE SERVICE

GLOBALIZATION V/S

INTERNATIONALIZATION

Marketing strategies – Taking the world as a single entity

Standardized products, promotional campaigns prices and distribution channels

Globalization:

Customizing marketing strategies cultural, regional and national differences

group countries by social, cultural, technological, political and economic similarities

Think global, act local

Born Globals

Internationalization:

TRAINING THE EMPLOYEEStructure training programmes Impressive serviceManagement development

programmes(MPD)MDP1

MDP2MDP3MDP4

Advanced operations courseHigher echelons

OPERATION:GUEST SERVICE

GUEST ENTERS McDONALD’S

GETS TO THE TABLE

WALKS UP TO THE COUNTER AND PLACES THE ORDER

PROCESSING ORDER Make-to-order

Gets activated in response to an actual order

Both work-in-process and finished goods inventory kept to a minimumEg: Varieties of burgers

Make-to-stock Process activated to meet expected or

forecast demand Guest’s orders are served from target

stocking levelEg: Ice-creams, mousses

RAW MATERIALS Patty: Vista Processed Food Product Pvt. Ltd.

French Fries: McKenn International

Cold Drinks: Enrich Food Product Pvt. Ltd.

Buns: Cremica Food Products Pvt. Ltd.

Lettuce : Meena Agritech

CO2 : City Traders

Green Raw Materials: Radha Krishna Food Products

BILLING

FINISHES THE FOOD

GUESTS TAKES THE FOOD AND SETTELES

WALKS TO THE CASHIER AND

PAYS

WAITER PLACES THE BILL AND GUEST PAYS

LEAVES McDONALD’S

MCDONALDS