This is a case study submitted to Prof. Sameer Mathur during Marketing Internship.

1. McDonald’s
SERVING FAST FOOD AROUND THE WORLD

3. History
Mc Donald’s was founded by Richard and
Maurice McDonald in 1940

4. About McDonald
 The first McDonald was built in
1940’s by the McDonald brothers
 Ronald McDonald made his debut
as it’s ambassador in the year
1953
 McDonald is large corporation in
the fast food industry

5.  The majority of the restaurants
are owned through franchises
 Have over 32000 restaurants in
over 119 countries
 Primary competitors are other
fast food chains such as Burger
King and KFC
 It currently employs 4,30,000
employees world wide.

6. Vision
“To be the best
quick service
restaurant
experience”

7. Mission
"Is to be our customer's first choice,
when it comes to, top quality
products, outstanding service /
cleanness and great value for
money”

8. Plan to Win(5 Ps)

9. The Iconic Menu
Big Mac
The Quarter
Pounder
The Happy Meal
Filet-O-Fish
Egg McMuffin

10. “If you work just for
money , you’ll never make
it , but if you love what
you’re doing and you
always put the customer
first , success will be
yours”
- Ray Kroc

11. Mc Donald’s in India
 Opened it’s first store at basant
Lok, New Delhi on 11th October
,1996
 Mc Donald’s in India works as a
joint venture agreements
between the McDonald
Corporation and the Franchisee
 Now McDonalds includes Biryani
as part of Indian menu

12. Revenues
 Initial results were staggering, from 2003
to 2006 revenue increased 33 % and
share price soared to 170%
 In 2008, McDonald’s was one of only two
companies in the Dow jones industrial
average whose share price rose during
world wide recession
 Sales continued to increase and in 2012,
Mc Donald’s experienced record revenues
of $27 billion

13. Revenue Distribution

14. Who Are McDonald’s Main Competitors?
 Burger King
 Star Bucks
 Panera
 Yum Brands ,Inc
 Chipotle
 Wendy’s
 Subway

16. Mc Donald’s Charities
 In 1974 , Mc Donald’s opened
the Ronald mc Donald House
a charitable cause to help
children with leukemia.
 Since then it expanded into a
global effort called Ronald
McDonald House Charities that
consists of three major
programs

17. Q1.What are McDonald’s core brand values ? Have these changed
over years?
 Mc Donald’s promises a simple , easy and enjoyable food experience for customers .
 Mc Donald’s knows the importance of the quality , service , cleanliness and value .
 In 2003, it implemented a strategic effort called “Plan to Win” , it focuses on the how
to improve company’s 5 P’s , ie people , product, promotion , price and place

18. Q2. Mc Donald’s did very well during the recession in the late
2000’s.With the economy turning around for the better , should Mc
Donald’s change it’s strategy? Why or Why not?
 Mc Donald’s very well during the recession because the product that it is selling is
product that is consumed more when people have less money
 The product it was selling would meet the requirements of people who are
struggling during the economic crisis by giving them food at cheaper price than
most restaurants would.
 However , now I would say McDonald’s should in fact change it’s strategy to keep
its customer only slightly by possibly improving the quality of their food and
broadening it’s menu.

19. Q3.What risks do you feel will Mc Donald’s will face going
forward?
Mc Donald’s greatest risks would be the
health conscious people who will turn
towards healthier food and diet rather than
eating at Mc Donald’s. This would cause the
profit and sales of Mc Donald’s to decrease.

20. Summary
Introduction to Mc Donald’s and it’s history
Mc Donald’s business in today’s time
Growth of Mc Donald’s
Competitors of Mc Donald’s
Mc Donald’s Revenue

21. Disclaimer
Created by Apoorva S , BMSIT , Bangalore , during a Marketing
Internship , by Prof. Sameer Mathur , IIM Lucknow.