SWOT analysis

4/28/2012

consumer behavior

McDonalds Corporation
Vision To be the best & leading fast food providers around the globe. Mission To be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile."

Objectives
to serve good food in a friendly and fun environment to be a socially responsible company to provide good returns to its shareholders to provide its customers with food of a high standard, quick service and value for money Values Our values summarized in Q.S.C & V. Provide good quality, services to customer . Have cleanliness environment when customer enjoys their meal .The value of food product makes every customer is smiling.

NUMBER OF STORES
McDonald's Corporation is the world's largest chain of fast food restaurants, serving nearly 47 million customers daily through more than 31,000 restaurants in 119 countries worldwide.

Product adaptation-the Indian challenge

40% vegetarians selections to suit Indian tastes.
Respect for local culture-no beef or pork served. Soft serves and mc shakes are eggless Re-formulated own products using spices favored by Indians. Only vegetable oil used asbehavior cooking medium. 4/28/2012 consumer

4 P's Of Mc DONALDS'
PRODUCT
Mc Donalds product portfolio primarily comprises of vegetarian and non-vegetarian burgers. The vegetarian burgers like Veg surprise, salad sandwich, Mc Aloo Tikki Burger, Mc veggie burger are offered to the customers. Non-vegetarian burgers include Chicken Mc grill, Mc chicken burger, Fliet of fish and chicken maharaja burger. Along with these french-fries, veg pizza mc puff, wrap chicken Mexican, wrap paneer salsa, potato wedges, soft serve pineapple and chocolate ice creams, Mc swirl soft drinks, coffee and Mc shakes are also offered to increase the variety in the product portfolio. Mc Donald's also provides mean combos with medium fries and medium soft drink, happy mean with small soft drink, economic meals with small soft drink and value meals with potato wedges and small soft drink.

 PRICE
Mc Donalds vegetarian burgers are priced between Rs 20 and Rs 48. Wrap paneer salsa is priced at Rs 45-50. The non vegetarian burgers are priced between Rs 30 and Rs 60. Wrap chicken Mexican is priced at Rs 55. Medium French fries are priced at Rs 28, potato wedges at Rs 20, soft serves at Rs 35, mc swirl at Rs 12, medium soft drinks at Rs 20 and medium shakes at Rs 45.

 PLACE Mc Donalds outlets are very evenly spread throughout the NCR region. Mc Donalds does not offer home delivery but its outlets are very readily accessible. Mc Donalds also offers take away drive through facilities. PROMOTION At Mc Donalds the prime focus is on targeting children. In happy meals too which are targeted at children small toys are given along with the meal. Apart from this, various schemes for winning prices by way of lucky draws and also scratch cards are given when an order is placed on the various mean combos. In fact, the various econo meals and value meals also signal to the customer that buying separate items results in greater value for money for the customer.

FOOD QUALITY
1.McDonald's cheaper and many choices on the menu provides good value for money. 2.Fast food cannot be quality food. But McDonalds managed to improve their quality image. 3.High quality is Mc Donalds top priorities. From our meats to our cheeses, from our fresh produce to our eggs, were committed to serving you the very best.

COMPETITIVE ADVANTAGE
McDonalds success lies in its utilization of technology, routinization of work, and general deskilling of labor McDonalds bases its worker control and efficiency on one principle: worker stupidity. McDonalds implements the Frederick Taylor method of installing managers and a system of predetermined activities called task management.

 McDonalds goal is to maximize its profits including all devious means McDonald's maintains its competitive advantage by constantly creating new items to add onto its menu McDonald's also realized the changing world we live in and the need for healthier food

Competitors
Burger King Subway Yum!

SOCIAL EVENTS SPONSORED BY MC DONALDS

Contribution to Economic Growth

McDonald's India has already contributed directly & indirectly Rs. 95 crore (approx. 16 per cent of total turnover) as revenue to the Center and the State towards Sales Tax, House tax and Income Tax in the last seven years.