A PROJECT REPOR REPORT T On “A STUDY OF CONSUMER SATISFACTION RETENTION IN MCDONALD” Submitted towards Partial Fulfillment of BACHELOR OF BUSINESS ADINIS!RA!ION ADINIS!RA!ION "AFFILIA!ED !O C#C#S# UNI$ERSI!%& UNI$ERSI !%& EERU!' "()*(+()*,' SUBI!!ED B%SHI$ANI SHI$A NI SHARA SH ARA ROLL NO-+./000*1 BBA $I SE
UNDER !HE 2UIDANCE OF
E3ternal Su4er5isor-
Internal su4er5isor-
r# ANOOP ISHRA MANAGER
r# SUDHEER 6UAR Faculty, Management DIMS, Meerut
DEWAN INSTITUTE OF MANAGEMENT STUDIES, MEERUT
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S!UDEN! DECLARA!ION DECLARA!ION
I S7i5ani S7arma& students of BBA final fin al %ear. from DIS& eerut hereby declares that the research reort ent!tled " A Stud8 of Consumer Satisfa9tion Retention Retention in a9Donald:# a9Donald:# !s comleted and subm!tted under the #aluable r# Su Sud7e d7eer er 6umar 6umar&& Fa9u Fa9ult lt8 8 of ana ana;e ;eme ment nt & DIS& DIS& gu!d gu !dan ance ce of "r# eerut: faculty of management, !t my or!g!nal $or%.
&h!s &h!s !mer!al !mer!al !n th!s research research !s based on the data collected collected by us # &h!s research reort has not been subm!tted to CCS& Uni5ersit8 eerut or any other un!#ers!ty for the urose of coml!ance of any re'u!rement of any e(am!nat!on or degree.
Date<<<<<#
SHI$ANI SHI$ANI SHARA ROLL NO-+./000*1 BBA $I SE
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PREFACE
Stud8 8 of &h!s &h !s reo reort rt re#! re#!e$ e$ss the the =A Stud
Consum Consumer er Satisfa Satisfa9ti 9tion on Retenti Retention on in
a9Donald :# I ga#e a br!ef h!story of the comany *h!story, Ach!e#ements, and
gro$ths of the comany. It uts a l!ght on the $hole +rgan!at!ons act!#!t!es Ad#e Ad#ert rt!s !s!n !ng, g, sale saless rom romot ot!o !on, n, etc. etc. I also also re#! re#!e$ e$ed ed the the S>O!
Anal8sis&
comaarrs!on $!th other s!m!lar brands. !n the end I ga#e the future lans, and concluded $!th suggest!ons ,recommendat!on ,l!m!tat!ons of 9Donald
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AC6NO>LED2EEN! Aart from the efforts efforts of me, me, the success of any roect roect
deends largely on
the encouragement and gu!del!nes of many others. I ta%e th!s oortun!ty to e(r e(res esss my grat grat!t !tud udee to the the eo eole le $ho $ho ha#e ha#e been been !nst !nstru rum menta entall !n the the succes successfu sfull comle comlet!o t!on n of th!s th!s roec roect. t. I $ould $ould l!%e l!%e to sho sho$ $ my greate greatest st arec!at! arec!at!on on to my gu!de r# Sud7eer 6umar& Fa9ult8 of ana;ement & DIS& eerut# I can/t say than% you enough for h!s tremendous suort and
hel. 0!thout h!s encouragement and gu!dance th!s roect $ould not ha#e mater!al!ed.
&he gu!dance and suort rece!#ed from all the members $ho contr!buted and $ho are contr!but!ng to th!s roect, $as #!tal for the success of the roect. I am grateful for the!r the!r constant suort suort and hel.
SHI$ANI SHI$ANI SHARA S HARA
!ABLE !ABLE OF CON!EN! !I!LE PA2E
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S!UDEN!DECLARA!ION
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PREFACE
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AC6NO>LED2EEN! E@ECU!I$E SUAR% IN!RODUC!ION OBEC!I$E OF S!UD%
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Produ9t Needs wants and demands CDonald Lun97 New enu Ad Cam4iness aretin; mi3 of CDonald CDonald fran97isin; networ in india Names awarded to CDonald Slo;ans Future 4lans Cor4orate so9ial res4onsibilities res4onsibilities of CDonald Customer satisfa9tion in ste4s Com4arison between dominos and CDonald CDonald Sales
LI!RA!URE RE$IE> RESEARCH E!HODOLO2% S>O! DA!A ANAL%SIS RECOENDA!IONS RECOENDA!IONS AND SU22ES!ION CONCLUSION LII!A!ION BIBLIO2APH% UES!IONNAIRE
**+() (*+1/ 1. ?)+?0 ?+,( ,1+01 0?+) * ( 1+, 0+ / . /)+/* /(+/1 /?+.0 /?+ .0 .+./ .. *)) *)* *)(+*)1
E@ECU!I$E SUAR% &he research reort !ncludes our research about M2Donald to analye the most !mortant element for !ts rof!tab!l!ty. rof!tab!l!ty. In th!s research $e conducted a customer analys!s !n $h!ch $e as%ed the customers the!r references for go!ng to any fast food restaurant. 0e also
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as%ed them about the!r e(er!ences !n M2Donald, e#ery t!me they #!s!t there. &h!s heled us ma%!ng a broad ercet!on about the future sales and rof!tab!l!ty of M2Donald and $hat M2Donald needs to do to ma!nta!n !ts !mage and reta!n the customers.
4!a emerged somet!me !n the m!ddle Ages. It $as used to descr!be both the s$eet and salty!es that $ere becom!ng oular among Ital!an ar!stocracy. 4!a !s bas!cally a mealreared !n a late made of bread. &here are four ma!n comonents of a bas!c !a !e.&hey are crust, sauce, cheese and to!ngs.
&$o &$o brothers, mom and 5677 turned !nto the rec!e for the $orld8s $o rld8s largest !a comany!n 193:, $hen a fam!ly fr!end $!th the !dea of oen!ng a !a arlor aroached the t$ocollege;age brothers !n
&here are d!fferent obect!#es of e#ery organ!at!on. In order to ach!e#e these obect!#es d!fferent targets are set. &argets &argets ass do$n the h!erarchy deend!ng on the nature of the bus!ness. &herefore, !n order to ach!e#e the obect!#es, management dec!des ond!fferent strateg!es. &hese strateg!es are d!#!ded !nto many sub;arts and are useful for the runn!ng of the bus!ness. &he emloyees and the management %no$ $hat they ha#e to ach!e#ethrough the targets $h!ch ha#e been set to them and the strateg!es they ha#e adotedhel them %no$ the $ay $a y they $!ll ach!e#e the obect!#es. S!m!larly S !m!larly,, M2Donald has d!fferenttargets d!fferenttargets set to them and they ha#e adoted d!fferent strateg!es to
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successfully ach!e#e thetargets set. &hese targets are set by the RS2 !.e. the restaurant suort centre !n !nd!a.
&hese targets are assed on to the RGM =restaurant general manager> and he asses
them to the $or%force. &hese targets fall $!th!n the organ!at!onal structure !n $h!ch there are many eole $ho ha#e d!fferent targets to ach!e#e. In order to successfully ach!e#e the targets they need to co;oerate and $or% !n a fr!endly en#!ronment. Dur!ng the ast four decades M2Donald has bu!lt a reutat!on for e(cellence that has earned the resect of consumers and !ndustry e(erts al!%e. ?u!ld!ng a lead!ng !a comany has re'u!red relentless !nno#at!on, comm!tment to 'ual!ty an d ded!cat!on to customer ser#!ce and #alue. &he 'ual!t!es of entrereneursh!, gro$th a nd leadersh! ha#e character!ed M2Donald/s bus!ness through more than four decades of success. &hrough the strength of !ts her!tage, !ts culture and !ts eole and franch!sees, M2Donald
loo%s for$ard to more success !n future.
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MC DONALD'S NSEB M2D M2D>> !s the $orld8s $orld8s largest largest cha!n of hamburger hamburger fast food 9Donalds Cor4oration = NSEB restaurants,, ser#!ng more than 3: m!ll!on customers da!ly In add!t!on to !ts s!gnature restaurant restaurants cha!n, McDonald/ McDonald/ss 2ororat!on 2ororat!on held a m!nor!ty !nterest !nterest !n 4ret A Manger unt!l )77:, $as a maor !n#estor !n the 2h!otle Me(!can Gr!ll unt!l Gr!ll unt!l )776 and o$ned the restaurant cha!n ?oston Mar%et unt!l Mar%et unt!l )77@ A McDonald8s restaurant !s oerated by a franch!see franch!see,, an aff!l!ate aff!l!ate,, or the cororat!on !tself. &he cororat!on8s re#enues come from the rent, royalt!es and fees a!d by the franch!sees, as $ell as sales !n comany;oerated restaurants. McDonald8s re#enues gre$ )@C o#er the three years end!ng !n )77@ to 5)).: b!ll!on, and 9C gro$th !n oerat!ng !ncome to 5-.9 b!ll!on McDonald8s r!mar!ly sells hamburgers hamburgers,, cheeseburgers cheeseburgers,, ch!c%en ch!c%en roducts, roducts, French fr!es, fr!es, brea%fast !tems, soft dr!n%s, dr!n%s, sha%es sha%es,, and desserts desserts.. In resonse to obes!ty trends !n 0estern nat!ons and !n the face of cr!t!c!sm o#er the health!ness of !ts roducts, the comany has mod!f!ed !ts menu to !nclude alternat!#es cons!dered health!er such as salads salads,, $ras $ras and and fru!t.
CORPORA!E CORPORA!E O$ER$IE> Fa9ts and fi;ures
McDonald8s boasts !ts ser#!ce to 99 b!ll!on customers. McDonald8s restaurants are found !n 119 countr!es and terr!tor!es around around the $orld $orld and ser#e ser#e 3: m!ll! m!ll!on on custom customers ers each day. day. McDo McDonal nald8 d8ss oer oerat ates es o#er o#er -1,7 -1,777 77 rest restaur auran ants ts $orl $orld$! d$!de de,, emloy emloy!ng !ng more more than than 1.3 m!ll! m!ll!on on eole. eole. &he comany also oerates other restaurant brands restaurant brands,, such as 4!les 2af. 2af.
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Focus!ng on !ts core brand, McDonald8s began d!#est!ng !tself of other cha!ns !t had ac'u!red dur!ng the 1997s. &he comany o$ned a maor!ty sta%e !n 2h!otle Me(!can Gr!ll unt!l +ctober )776, $hen McDonald8s fully d!#ested from 2h!otle through a stoc% e(change. nt!l December )77-, !t also o$ned Donatos 4!a. 4!a. +n August )@, )77@, McDonald8s sold ?oston Mar%et to Mar%et to Sun 2a!tal 4artners. 4artners.
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of
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Most Mo st stand standal alone one McDo McDonal nald8 d8ss rest restau aura rant ntss offe offerr both both counter ser#!ce and ser#!ce and dr!#e;through dr!#e;through ser#!ce, $!th !ndoor and somet!mes
restaurants
outdoor seat!ng. •
Dr!#e;&hru, Auto;Mac, 4ay and Dr!#e, or McDr!#e as !t !s %no$n !n many countr!es, often has searate stat!ons for lac!ng, ay!ng for, and !c%!ng u orders, though the latter t$o stes are fre'uently comb!ned.
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In some countr!es, countr!es, McDr!#e McDr!#e locat!ons locat!ons near h!gh$ays h!gh$ays offer offer no counter ser#!ce or seat!ng. In contrast, locat!ons !n h!gh;dens!ty c!ty ne!ghborhoods often om!t dr!#e;through dr!#e;through ser#!ce. ser#!ce. &here are also a fe$ locat!ons, located mostly !n do$nto$n d!str!cts that offer 0al%;&hru 0al%;&hru ser#!ce !n lace of Dr!#e;&hru.
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Sec!ally themed restaurants also e(!st, such as the Sol!d Gold McDo McDona nald ld8s 8s, , a 1937 1937ss roc%; roc%;an and; d;ro roll llHt Hthem hemed ed rest restau aura rant nt In !ctor!a,, ?r!t!sh 2olumb!a, !ctor!a 2olumb!a, there !s also a McDonald8s $!th a ); carat =177C> gold chandel!er and and s!m!lar l!ght f!(tures.
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&o accommodate accommodate the current trend for h!gh h !gh 'ual!ty coffee and the oular!ty of coffee shos !n general, McDonald8s !ntroduced caf;style ;style accoman!ment to McDonald8s restaurants 9CafG, a caf !n the style of Starbuc%s Starbuc%s..
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Produ9ts
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A McDo McDona nald ld8s 8s ?!g Mac combo combo meal meal ser#ed ser#ed $!th $!th French fr!es and 2oca;2ola.. 2oca;2ola
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McDonald8s redom!nantly sells hamburgers hamburgers,, #ar!ous tyes of ch!c%en sand$!ches and sand$!ches and roducts, French fr!es, fr!es, soft dr!n%s, dr!n%s, brea%fast !tems, and desserts.. desserts
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McDo McDona nald ld8s 8s offe offers rs salads salads an and #egetar!an #egetar!an !tems, $ras and and othe other r local!ed fare.
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4ortugal !s 4ortugal !s the only country $!th McDonald8s restaurants ser#!ng sou.
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&h!s local de#!at!on from the standard menu !s a character!st!c for $h!ch the cha!n !s art!cularly %no$n, and one $h!ch !s emloyed e!th e!ther er to ab!d ab!dee by reg! reg!on onal al food food tabo taboos os =suc =such h as the the rel! rel!g! g!ou ouss roh!b!t!on of beef consumt!on !n Ind!a Ind!a>> or to ma%e a#a!lable foods $!th $h!ch the reg!onal
HEADUAR!ERS &he McDonald8s head'uarter head'uarterss comle(, comle(, McDonald8s McDonald8s 4laa, !s located located !n +a% ?roo%, Ill!no!s. Ill!no!s. It s!ts on the s!te of the former head'uarters and stabl!ng area of 4aul ?utler, the founder of +a% ?roo% McDonald8s mo#ed !nto the +a% ?roo% fac!l!ty from an off!ce $!th!n the 2h!cago Joo !n Joo !n 19@1.
AD$ER!ISIN2 McDonald8s has for decades ma!nta!ned an e(tens!#e ad#ert!s!ng cama!gn. In add!t!on to the usual med!a =tele#!s!on, rad!o, and ne$saer>, the comany ma%es s!gn!f!cant use of b!llboards and s!gnage, sonsors sort!ng e#ents rang!ng from J!ttle Jeague to Jeague to the +lym!c Games, Games, and
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ma%es coolers of orange of orange dr!n% $!th $!th the!r logo a#a!lable for local e#ents of all %!nds. Nonetheless, tele#!s!on has al$ays layed a central role !n the comany8s ad#ert!s!ng strategy. &o date, McDonald8s has used )- d!fferent slogans !n n!ted States ad#ert!s!ngas $ell as a fe$ other other slog slogan anss for for sele select ct count countr! r!es es and reg! reg!on ons. s. At t!me t!mes, s, !t has has run run !nto !nto trou troubl blee $!th $!th !ts !ts cama!gns.
CHILDRENS AD$ER!ISIN2 S4orts awards and 7onors 2lobal o4erations
2ountr!es $!th McDonald8s stores McDo McDona nald ld8s 8s has has beco becom me embl emblem emat at!!c of global!at!on global!at!on,, som omet et!m !mes es refer eferre red d to as the the McDonald!at!on McDonald!at!on of soc! oc!ety ety. The Econom ne$sa ae err uses uses the the ?! ?!g g Ma Macc In Inde de( (B the the Economist ist ne$s comar!son of a ?!g Mac8s Mac8s cost !n #ar!ous $orld currenc!es currenc!es can can be used to !nformally udge these currenc!es8 urchas!ng currenc!es8 urchas!ng o$er ar!ty. ar!ty. Scand!na#!an countr!es lead the ?!g Mac Inde( $!th Inde( $!th four of the f!#e most e(ens!#e ?!g Mac8s. Nor$ay has the most e(ens!#e ?!g Mac !n the $orld as of Kuly )77:, $h!les the country $!th the least e(ens!#e ?!g Mac !s Malays!a Malays!a..
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1)
EARL% HIS!OR%
&he oldest oerat!ng McDonald8s on Ja%e$ood and Florence !n Do$ney, 2al!forn!a, $as the cha!n8s th!rd restaurant and the second to be bu!lt $!th the Golden Arches. In 1937, Patrick J. McDonald opened "The Airdrome", an octagonal food tand, on !ntington Dri#e $%ote $ %ote &&' &&' near the Monro#ia Airport in Monro#ia, (alifornia. (alifornia. !am)rger *ere ten cent, and all+o+can+drink orange -ice *a fi#e cent. In 19/, hi t*o on,Marice on,Marice and %ichard $"Mac" and " Dick"', mo#ed the entire )ilding / mile $& km' eat, to 0et 1th and 139 2orth 4treet in 4an 5ernardino, (alifornia. (alifornia. The retarant *a renamed "McDonald6 5ar+5+" and er#ed t*ent fi#e )ar)eced item on their men.
In 8cto)er 19, after the McDonald )rother realied that mot of their profit came from elling ham)rger, the cloed cloed do*n do*n their their cce ccefl fl carhop dri#e+i dri#e+in n to eta)l eta)lih ih a treaml treamline ined d tem tem *ith *ith a imple imple men of -t -t ham)rger, cheee)rger, french frie, hake, oft drink, and apple pie. The carhop *ere eliminated to make McDonald6 aelf+er#e aelf+er#e operation. Mac and Dick McDonald had taken great care in etting p their kitchen like an aem)l line line to enre ma:imm efficienc. The retarant6 name *a again changed, thi time to impl "McDonald6," and reopened it door on Decem)er 1;, 19.
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In 19<3 19<3,,
the the McDo McDona nald ld )rot )rothe her r )ega )egan n to fran franch chi ie e thei theirr
cc cce ef fl l ret reta ara rant nt,,
tar tarti ting ng inPhoeni:, in Phoeni:,
Ariona and Do*ne, (alifornia= (alifornia= the latter latter i toda the olde oldett r#i# r#i#ing ing McDona McDonald6 ld6 reta retarant rant.. The McDonald McDonald )rother created 4peedee to m)olie the >ick and efficient er#ice tem that the had de#ied. The later *ithdre* 4peedee )ecae the Alka+4elter macot *a named 4peed, and McDonald6 did not *ant to )e affiliated *ith Alka+4elter. Do*ne6 4peedee i one of onl a fe* remaining. !i little leg, animated in neon, till rn a fat a the can to er#e the retarant6 ne:t ctomer. The 4peedee ign *a erected in 19<9 at Do*ne *ith it ingle giant arch and i a one+of+a+kind. It alo hearken )ack to the da of the pot*ar era *hen the roadide *a filled *ith larger than life ad#ertiement of all hape and color #ing for motorit6 attention? "!e pll in o#er here, Thi i @or ind of PlaceB" Deigned ) the architect 4tanle (larke Meton and hi aitant (harle Cih, Do*ne6 reta retaran rantt i the oldet operating operating McDonald6 McDonald6 in the *orld. *orld. 4ince 4ince it *a franch franchie ied d not ) the McDonald6 McDonald6 (orporation (orporation,, )t ) the McDonald )rother themel#e themel#e to %oger 0illiam 0illiam and 5rdette 5rdette andon, andon, the 4peedee McDonald6 *a not re>ired to compl *ith the McDonald6 (orporation6 remodeling and pdating re>et o#er the ear.
%ecogniing %ecogniing the hitoric hitoric and notalgic notalgic #ale of the intact 19<3 trctre, trctre, the McDonald6 McDonald6 (orporation (orporation ac>ired the tore in 199/ and reha)ilitated reha)ilitated it to a modern )t nearl original original condition, condition, and then )ilt an ad-acent ad-acent mem and gift hop to commemorate the ite. Inide the mall mem are man McDonald6 artifact from o#er the ear, and alo a mall dipla ho*ing ho* the retarant )ilding e#ol#ed from the mall *alk+p cand triped tand to the large more common manard+roofed retarant.
In 19<, %a roc, a eller of Mlti+mi:er milkhake machine, learned that the McDonald )rother *ere ing eight of hi machine in their 4an 5ernardino retarant. !i crioit *a pi>ed, and he *ent to 4an 5ernardino to take a look at the McDonald6 retarant.
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5elie#ing that the McDonald6 formla *a a ticket to cce, roc ggeted that the franchie their retarant throghot the contr. 0hen the heitated to take on thi additional )rden, roc #olnteered to do it for them. !e retrned to hi home otide of (hicago *ith right to et p McDonald6 retarant throghot the contr, e:cept in a handfl of territorie in (alifornia and Ariona and Arionaalread alread licened ) the McDonald )rother. roc6 firt McDonald6 retarant opened in De Plaine, Illinoi, Illinoi, near (hicago near (hicago,, on April 1<, 19<<, the ame da that roc incorporated hi compan a McDonald6 4tem, Inc. $*hich he *old later rename McDonald6 (orporation'. %a roc6 firt McDonald6 *a then demolihed after man remodel in 19.
8nce the De Plaine retarant *a operational, roc oght franchiee for hi McDonald6 chain. The firt nag came >ickl. In 19<& he dico#ered that the McDonald )rother had licened the franchie right for (ook (ont, Illinoi to Illinoi to the Cre-lack Ice (ream (ompan. roc *a incened that the McDonald had not informed him of thi arrangement. !e prchaed the right )ack for E;<,///, fi#e time *hat the Cre-lack had originall paid, and preed for*ard. McDonald6 gre* lo*l for it firt three ear. 5 19<, there *ere 3 retarant. In 19<9, ho*e#er, roc opened & ne* retarant, )ringing the total to 1/; location.
edit editP7enomenal P7enomenal ;rowt7 in t7e *.0)s and *.)s
&he ?!g Mac hamburger made !ts debut !n 196:
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In 19&/, the McDonald6 McDonald6 ad#ertiing ad#ertiing campaign "ook for the Folden Arche" Arche" ga#e ale a )ig )oot. roc )elie#ed that ad#ertiing *a an in#etment that *old in the end come )ack man time o#er, and ad#ertiing ha al*a plaed a ke role in the de#elopment of the McDonald6 (orporation. Indeed, McDonald6 ad ha#e )een ome of the mot identifia)le o#er the ear. In 19&;, McDonald6 introdced it no* *orld+famo Folden Arche logo. A ear later, the compan old it )illionth ham)rger and introdced %onald McDonald, McDonald, a red+haired clo*n deigned to appeal to children.
In the earl 19&/, 19&/, McDona McDonald6 ld6 reall reall )egan to take take off. off. The gro*th gro*th in G.4. atomo)i atomo)ile le e that came came *ith *ith )r)aniation contri)ted hea#il to McDonald6 cce. In 19&1 roc )oght ot the McDonald )rother for E;.7 million, aiming at making McDonald6 the nm)er one fat+food chain in the contr.
In 19&<, McDonald6 (orporation *ent p)lic. (ommon hare *ere offered at E;;.
NEEDS& >AN!S AND DEANDS -
NeedB &o eat someth!ng good !ts customer need and McDonald fulf!ll the!r need accord!ng to the!r e(ectat!ons and fulf!ll the des!re of hunger. 0antsB Ma!nly !a of McDonald !s not the bas!c need of eole but !t !s a $ant of those $ho $ant some e(tra or they $ant to celebrate some sec!f!c occas!on, and they celebrate these $!th McDonald.
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DemandB McDonald also g!#e cons!derable and roer attent!on to demands of eole. In ne$ roduct de#eloment, McDonald cons!ders demands of eole sec!ally. &here are se#eral stes to go through before they launch a ne$ roduct. &he f!rst ste !s to carry out research to f!nd outB •
0hat eole th!n% about !as =$hat role do they lay !n eole8s l!#es, $hen do they eat them and so on>L
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0hat do they l!%e about !asL
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0hat do they d!sl!%e about !asL
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0hat do they $ant from !asL
aretin; offer9Donald creates a mar%et offer #ery much accord!ng to mar%et. It !s offered to sat!sfy need or
$ant. &he !nformat!on !s collected together and used to create !deas for rototyes. &he !deas are tested f!rst, before they ma%e any !as. Customer 5alue satisfa9tion-
McDonald create certa!n e(ectat!ons among !ts customers, !s fulf!ll!ng !t accurately, and get a good !mage !n m!nds m!nds of customers. customers. Its customers customers are sat!sf!ed sat!sf!ed by !ts 'ual!ty as !t sat!sf!es sat!sf!es the!r e(ectat!ons. &hey g!#e bas!c r!or!ty to the!r customers.
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E397an;e relations7i4s-
McDonald has ma!nta!ned #ery good relat!onsh!s $!th !ts customers. It bel!e#es on e(change through relat!onsh!s. &hey create relat!onsh!s by offer!ng the best roduct and best ser#!ces to the!r customers for e(amle they are offer!ng to the!r customers home del!#ery ser#!ces ro#!d!ng roducts accord!ng to customer/s re'u!rement. re'u!rement. aret-
McDonald !s enter!ng !n global as $ell as local mar%et. ?e!ng that McDonald holds the most mar%et !n the !a !ndustry all around the $orld, they erce!#ed 'ual!ty and ser#!ce of the comany $!ll hel to ensure a better than a#erage chance at a successful !ntroduct!on of ane$ roduct. &he !a !ndustry f!rms are famous for !ntroduc!ng ne$ roducts to sar% short;term sales sales !n a#a!la a#a!lable ble mar%et mar%etla laces ces.. McDona McDonald ld as state stated d earl!e earl!err has been #ery succes successfu sfull at accoml!sh!ng th!s !n d!fferent mar%ets. &he !ntroduct!on of a roduct that %ees $!th today8s trends !s also !mortant to reduce the r!s% of fa!lure. In recent years, there has been an !ncrease !n the mar%et!ng of roducts $!th an e(treme t$!st to them. Mounta!n De$, $h!ch !s a brand name o$ned by McDonalds arent comany, 4es!2o, has been #ery successful at reos!t!on!ng !tself to th!s segment of the mar%et, $h!ch has ar%ed ne$ !nterest !n the soft dr!n%. Many other !m!tators ha#e follo$ed the!r e(amle and ha#e been successful as $ell. McDonald has the resources a#a!lable to research and !mlement a ne$ roduct $!th great success !n globally mar%etlace.
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*# CUS!OER DRI$EN AR6E!IN2 S!RA!E2%-
McDonald/s mar%et!ng strategy !s #ery s!mleB "$e $ant to sat!sfy our customer boffer!ng them the best. &he!r ma!n segment $h!ch they ha#e catured !s comb!nat!on of h!gher !ncomes dual career fam!l!es. &he!r ma(!mum mar%et segment !s younger generat!on ranges from 1);-7. Another b!g strength and e#en a comet!t!#e ad#antage !s the fact that they ha#e a full ser#!ce restaurant as $ell as del!#ery ser#!ces. Most of McDonald8s comet!tors do not ha#e restaurants. ?ecause of the restaurant, McDonald can mar%et to d!fferent segments that other !a cha!ns cannot. For e(amle, McDonald can mar%et to fam!l!es much eas!er than Dom!no8s or J!ttle 2aesar8s. McDonald offers a s!t;do$n, con#ersat!onal tye restaurant $here fam!l!es can ta%e the!r ch!ldren ch!ldren for b!rthday art!es. art!es. McDonald8s McDonald8s broad select!on of roducts roducts also ma%es !t eas!er eas!er for them to mar%et to d!fferent mar%et segments. &he other t$o strateg!e strateg!ess follo$ed follo$ed by McDonald McDonald are 2.O.A.M.4 2.O.A.M.4..S =2leanl!nes =2leanl!ness, s, Oos!tal!t Oos!tal!ty y, Accuracy, Ma!ntenance, 4roduct 'ual!ty and Seed> and -F/s =Fun, Fr!endly Fam!l!ar>.
&hese t$o strateg!es ha#e really heled McDonald to e#ol#e out as a mar%et leader $!th a comet!t!#e ad#antage
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). AR6E!IN2 PLAN !HA! DELI$ERS SUPER IOR $ALUE Mar%et!ng lan !s the set of controllable tact!cal mar%et!ng tools that the McDonald blends to roduce the roduct. McDonald de#elo best roduct $!th the resources a#a!lable.
Mar%et!ng lans made to ga!n a comet!t!#e ad#antage o#er !ts r!#als !n a mar%et. Oence, all the bus!nesses need to adot bus!ness le#el strateg!es !n order to comete !n a comet!t!#e en#!ronment. If $e loo% at the Ind!a mar%et, there are no large comet!tors of McDonald but unl!m!ted small comet!tors e(!st !n the mar%et. &he threat of comet!tors !s #ery lo$ as there !s no !nternat!onal food cha!n offer!ng !a !n 4a%!stan at resent. &herefore, resent strateg!es adoted by McDonald are %ee!ng !n cons!derat!on the resent comet!t!on. 0hereas, !n future th!s comet!t!on $!ll !ncrease and McDonald $!ll ha#e to change all !ts bus!ness le#el strateg!es !n order to comete $!th !ts r!#als. In #ery near future Dom!nos !s oen!ng !ts f!rst branch !n Delh!. &h!s $ould be a threat for McDonaldand hence, the strateg!es $ould be changed. Resonse !t $ants !n the target mar%et. It cons!sts of e#eryth!ng !t can do, to !nfluence the demand for !ts they follo$ the mar%et!ng lan to fulf!ll the!r goals and target. So the mar%et!ng lan lan comr!ses on 4/sP •
4R+D2&
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4RI2E
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4JA2E
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4R+M+&I+N
4roducts of McDonald are goods and ser#!ces, that they offer to target mar%et to sat!sfy the needs and $ants of customer. &he!r roducts are based on #ar!ety, 'ual!ty, des!gn, features, brand name
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and ser#!ces. 4r!ce !s s et by McDonald, $hen roduct !s launched !n mar%et. &hey negot!ate the r!ce $!th each customer;offer!ng customer;offer!ng d!scount. &hey adot, r!c!ng strategy to hold ma(!mum share of mar%et by ma(!m!!ng rof!t. 4lace !s set of act!#!t!es that ma%e the roduct a#a!lable to target customer. McDonald refers to the best lace to offer rogram. &he!r outlets are located !n almost 177 countr!es !nclud!ng Ind!a. 4romot!on !s used to commun!cate the feature and benef!t of roduct. McDonald romotes !ts roduct through ad#ert!s!ng, sales romot!on, ersonal sell!ng and ubl!c relat!ons. -. BUILD RELA!IONSHIP CUS!OER SA!ISFAC!ION &hey bu!ld strong relat!onsh! $!th customer by offer!ng them best !a. &hey create customer del!ght throughP 2ustomer Relat!onsh! Management =2RM> 4artner Relat!onsh! Management =4RM>
2ustomer relat!onsh! management =2RM>B
McDonald bu!ld and ma!nta!n rof!table customer relat!onsh!s by del!#er!ng suer!or customer #alue and sat!sfact!on. In 1993, McDonald began t$o customer sat!sfact!on rogramsBa. 1;:77 number number customer customer hotl!nes hotl!nes and a customer customer callbac% rogram. &hese $ere !mlemente !mlemented d to ma%e sure the!r customers $ere hay, and al$ays $anted to return. &hey ha#e full ser#!ce restaurant as $ell as del!#ery ser#!ces.
4artner Relat!onsh! Management =4RM> McDonald !s $or%!ng closely $!th artners !n !ns!de deartments and outs!de the bus!ness un!t to o!ntly br!ng greater #alue to customers. &hey/#e !ns!de outs!de artners/ e.g. custom customers ers,, comet comet!to !tors, rs, su sul! l!ers ers,, funct! funct!ona onall deart deartmen mentt etc. etc. Funct!o Funct!onal nal deartm deartment ent
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cororate cororate focus on an area such as mar%et!ng, mar%et!ng, OR. In 19@@ 4es! co bought McDonald McDonald 19:) they stared o!nt #enture $!th 0h!tbread. In )776 0h!tbread sold the!r share of o!nt #enture to MQ ?rands ?rands Inc. McDonald < Jtd $as no$ 177C o$ned by um umQQ
? CAP!URE $ALUE IN RE!URN
McDonald !s comm!tted to ro#!d!ng uncomrom!s!ng roduct 'ual!ty offer!ng customers the h!ghest #alue for money g!#!ng ser#!ce that !s $arm, fr!endly ersonal. &hey also follo$ soc!al factors to ma!nta!n the!r !mage through cororate soc!al resons!b!l!ty. All All the emloyees/ bac%;of;the;house !.e. the %!tchen ass!stants are tra!ned accord!ngly. &hey are g!#en e(tra classes !n order to meet the 'ual!ty standards set by McDonald around the $orld. D!fferent 'ual!ty management staff !s also there at McDonald. &he sh!ft managers ha#e the tas% to obser#e $hether the 'ual!ty standards standards are met or not, $hereas there are a total 'ual!ty management deartment at the ma!n off!ce.
&h!s deartment has the tas% to !mlement 'ual!ty standards, by th!s $ay they create #alue !n m!nds of customers ro#!d!ng best of best !n mar%et.
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Ad5ertisin;
McDonald8s 4an 4!a.
McDonald ad
McDonald8s #ery f!rst ad $as 4utt 4utt to McDonald. It starts $!th a man aarently order!ng ta%e;out and dr!#!ng h!s 1963 Mustang KR to McDonald, $h!le some of the to$nseole start chas!ng h!m. Oe !c%s u h!s !a and goes to h!s house, $hen all of the eole $ho $ere chas!ng h!m start eat!ng all the !a e(cet the man $ho ordered !t.
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Frustrated, he calls McDonald aga!n.
nt!l early )77@, McDonald8s ma!n ad#ert!s!ng slogan $as slogan $as Gather 8round the good stuff, and !s currently No$ ou8re Eat!ngQ. McDonald does not ha#e an off!c!al !nternat!onal mascot, but at one t!me, there $ere commerc!als !n the n!ted States called 8&he 4!a Oead Sho$.8 &hese commerc!als ran from 199- to 199@ and $ere based loosely on the Mr. ?!ll shorts ?!ll shorts from Saturday N!ght J!#e !n J!#e !n the 19@7s. &he ads featured a sl!ce of !a $!th a face made out of to!ngs called 84!a Oead8. In the 19@7s McDonald used the s!gnature red roof $!th a olly man named McDonald 4ete. 4ete $as on the bags, cus, balloons and hand uets for the %!ds. In Austral!a dur!ng the M!d to late 1997s, the ad#ert!s!ng mascot $as a del!#ery boy named Doug!e, $!th boy!sh good loo%s $ho, uon del!#er!ng !a to h!s father, $ould hear the catchhrase Oere8s a t!B be good to your mother.
McDona McDonald ld sonsore sonsored d the 19:9 f!lm f!lm Back to the Future Part II , and offered a free a!r of futur!st!c sunglasses, %no$n as Solar Shades, $!th the urchase of McDonald !a. McDonald also engaged !n roduct !n roduct lacement $!th!n the f!lm !tself, ha#!ng a futur!st!c #ers!on of the!r logo $!th the!r trademar%ed red hut r!nted on the s!de of a m!ler dehydrated !a $raer !n the McFly fam!ly d!nner scene, and aear a ear on a storefront !n O!ll a alley lley !n !n the year )713.
&he 1997 NES 1997 NES game Teenage Mutant Ninja Turtles II: The Arcade Game, came $!th a couon for a free !a. &he game $as f!lled $!th McDonald ad#ert!s!ng and !a that $ould ref!ll the character8s l!fe.
In 199, Donald &rum and &rum and e(;$!fe I#ana &rum starred &rum starred !n a commerc!al. &he end!ng of the commerc!al sho$ed I#ana &rum as%!ng for the last sl!ce, to $h!ch Donald rel!ed, Actually
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dear, you8re only ent!tled to half, a lay on the coule8s recent d!#orce. In 1993, R!ngo Starr starre starred d !n a McDonal McDonald d commer commerc!al c!al $h!ch also also featur featured ed &he Mon%ees. Mon%ees. Rush J!mbaugh also starred !n a McDonald commerc!al the same year, $here he boasts that nobody !s more r!ght than than me, me, yet yet he states states that that for the f!rst f!rst t!me t!me he $!ll $!ll do someth!n someth!ng g $rong, $rong, $h!ch $as to art!c!ate !n McDonald8s then eat!ng !a crust f!rst cama!gn regard!ng the!r stuffed crust !as.
&al% sho$ host Konathan Ross, Ross, co;starred !n an ad $!th Amer!can model, 2ar!ce ?ourret. &hey $ere used to ad#ert!se the stuffed crust !a, $!th Konathan Ross say!ng Stuffed 2$ust, to $h!ch !s a lay on Konathan8s ronunc!at!on of 8R8s. Another < ad sho$s ?r!t!sh Formula +ne dr!#er Damon O!ll #!s!t O!ll #!s!t a McDonald restaurant and order a !a, $!th famous F1 commentator Murray 0al%er #!s!t!ng #!s!t!ng $!th h!m, and narrat!ng as though !t $as a Formula +ne race. As O!ll !s about to f!n!sh h!s meal, 0al%er, 0al%er, !n a lay on O!ll8s 199 1993 seasons $here he $as runner u !n the formula +ne 0orld 2ham!onsh! both 2ham!onsh! both $on by M!chael Schumacher , shouts And O!ll f!n!shes second, aga!nQ at $h!ch O!ll grabs 0al%er by h!s sh!rt and sha%es h!m angr!ly, 0al%er rocla!m!ng, !n h!s usual tones, Oe8s lost !tQ Oe8s out of controlQ
Follo$ Follo$!ng !ng Englan England8s d8s defeat defeat to German Germany y on enalt enalt!es !es !n the sem!;f! sem!;f!nal nalss of Euro 96, 96, Gareth Southgate, Stuart 4earce 4earce and 2hr!s 0addle featured !n an ad#ert. &he ad#ert sho$s Southgate $ear!ng a aer bag o#er h!s head !n shame as he $as the one, $ho m!ssed the cruc!al enalty aga!ns aga!nstt the Germans Germans.. 0addle addle and 4earce, 4earce, $ho both both m!sse m!ssed d enalty enalty %!c%s !n Ital!a 97 are r!d!cul!ng h!m, emhas!s!ng the $ord 8m!ss8 at e#ery oortun!ty. After Southgate f!n!shes h!s !a he ta%es off o ff h!s aer bag, heads for the door and bangs h!s head aga!nst the $all. 4earce resonds $!th, th!s t!me he8s h!t the ost.
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In 199@, former So#!et n!on 4rem!er 4rem!er M!%ha!l M!%ha!l Gorbache# starred Gorbache# starred !n a McDonald commerc!al to ra!se ra!se money for the 4erestroy%a 4erestroy%a Arch!#es. Arch!#es. In recent years, years, McDonald McDonald has had #ar!ous #ar!ous celebr!ty so%eseole so%eseole,, !nclud!ng !nclud!ng Kess!ca S!mson, S!mson, the Muets, Muets, and Damon Damon O!ll O!ll and Murray 0al%er . Recent Recent commer commerc!a c!als ls ha#e ueen Jat!fah Jat!fah ro#!d!ng the #o!ceo#er. Also !n 199@, McDonald, reun!ted greatest of all t!me bo(er Muhammad Muh ammad Al! $!th tra!ner Angelo Dundee !n Dundee !n a sent!mental made for Suer ?o$l commerc!al. ?o$l commerc!al.
McDonald sonsored the f!rst sace !a del!#ery !n )771, and a!d for the!r logo to aear on a Russ!an 4roton roc%et !n )777.19
In Austral!a, )776 sa$ the !ntroduct!on of a mascot !n McDonald8s ad#ert!s!ng H 4!a Mutt, a small dog $ho del!#ers !as. &he mascot $as dumed after ust t$o ads.
Early Early )77 )77@ @ sa$ McDonald McDonald mo# mo#ee !nto !nto se#era se#erall more more !ntera !nteract! ct!#e #e $ays $ays of mar%et mar%et!ng !ng to the consumer. consumer. t!l!!ng t!l!!ng mob!le hone SMS technology technology and the!r MyOut order!ng s!te, s!te, they a!red se#eral tele#!s!on commerc!als =commenc!ng ust before the Suer ?o$l> conta!n!ng h!dden $ords that #!e$ers could tye !nto the!r hones to rece!#e couons.
+ther !nno#at!#e !nno#at!#e efforts efforts !ncluded the!r MySace &ed cama!gn, &ed cama!gn, $h!ch too% ad#antage of the oular!ty of soc!al net$or%!ng, and the burgeon!ng user;subm!ss!on user;subm!ss!on mar%et!ng mo#ement #!a the!r ! !ce ce 4res!dent of 4!a contest. contest.
As of +ctober )779, McDonald !s no$ ad#ert!s!ng !ts 0!ngStreet brand on a nat!on$!de bas!s, ha#!ng met !ts !nternal re'u!rement of :7C of stores ha#!ng the roduct a#a!lable =both cororate and franch!sed>.
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Pasta Hut
4asta Out logo =)77:Hresent>
+n Ar!l 1, )77:, McDonald !n Amer!ca sent ema!ls to customers ad#ert!s!ng that they no$ offer asta !tems on the!r menu. &he ema!l =and s!m!lar ad#ert!s!ng on the comany8s $ebs!te> stated 4asta 4asta so good $e8#e changed our name to 84asta Out8. &he name change $as a ubl!c!ty ubl!c!ty stunt held !n conunct!on $!th Ar!l Fools8 Day, Day, e(tend!ng through the month of Ar!l, $!th the comany8s Dallas head'uarters chang!ng !ts e(ter!or logo to 4asta Out.)7 &h!s name change $as also used to romote the ne$ &uscan! 4asta l!ne and ne$ McDonald d!ne;!n menu. &he f!rst 4asta Out ad#ert!sement has the or!g!nal McDonald restaurant be!ng !mloded and recreated, but $hen they construct the ne$ bu!ld!ng, b u!ld!ng, the s!gn say!ng 4asta Out !s laced on the bu!ld!ng.
Australia
+n Kanuary Kanuary 19, )779, McDonald McDonald started started a s!(;$e s!(;$ee% e% onl!ne onl!ne #ote !n Austral!a Austral!a as to $hether McDonald should become 4asta Out. &hey are also co;brand!ng t$o stores $!th the 4asta Out logo. Ad#ert!s!ng for the ne$ brand !n#ol#ed the roduct!on team creat!ng a set of a restaurant called &oscan!8s. As the & suggests, the d!ners !n the f!ct!onal restaurant, comlete $!th s!gnage and secret record!ng e'u!mentP the customers $ere una$are they $ere eat!ng asta from McDonald.)1
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United 6in;dom
In the n!ted
Costa Ri9a
In 2osta R!ca, R!ca, As!de from the McDonald restaurants, there !s another brand called 4OD 4!a Del!#ered Oot by McDonald, th!s brand !s only on ly for food courts at malls and for e(ress del!#ery. &h!s $as created to comete on the fast food mar%et $h!le restaurants $!ll concentrate !n casual food.
S4onsors7i4
In the early 1997s, as art of 4es! 4es!2o8s 2o8s sonsorsh! of &he Ne$s Oour $!th K!m Jehrer =and !ts form former er mo mon! n!%e %err, &he &he MacN MacNe! e!lT lTJe Jehr hrer er Ne$s Ne$sOo Oour ur> >,, McDo McDona nald ld $as $as !ncl !nclud uded ed !n the the ac%no$ledgment alongs!de &aco ?ell and ?ell and
In )777, McDonald McDonald $as a art; art;t!m t!mee so sonso nsorr of Gala(y Motorsorts8 Motorsorts8 U@ U@3 Ford Ford !n the then NAS2AR 0!nston 0!nston 2u Ser!es, Ser!es, dr!#en by 0ally Dallenbach Kr.
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McDonald $as the sh!rt sonsor of Engl!sh football club Fulham F.2. for F.2. for the )771H7) season. season. &erry Jabonte dro#e Jabonte dro#e selected e#ents $!th McDonald as the r!mary sonsor of h!s U car !n )773.
McDona McDonald ld urchase urchased d the nam!n nam!ng g r!ght r!ghtss to Maor Jeague Soccer clu club F2 Dallas8 Dallas8 stad!um, McDonald 4ar% , r!or to !ts oen!ng !n )773.
In March )77@, McDonald artnered $!th e er!on r!on 0!reless 0!reless to to offer a free JG mob!le hone $!th hone $!th the urchase of a 2heesy ?!tes 4!a.
McDonald !s a sonsor of the Ne$castle the Ne$castle !ers !ers !ce hoc%ey team hoc%ey team for the )77@T7: EIOJ EIOJ season season !n the <.
McDonald !s a sonsor of 2h!ldren8s Koy Foundat!on In &he 4h!l!!nes.McDonald 4h!l!!nes.McDonald ta%es great r!de and care to ro#!de !ts customers $!th the best food and d!n!ng e(er!ence !n the 'u!c%; ser#!ce restaurant bus!ness. It has !ts outlets !n many arts of Ind!a !n d!fferent c!t!es B
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Delhi
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Mm)ai
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olkatta
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(handigarh
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2oida
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(hennai
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5anglore
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(ochin
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Pne
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Jaipr
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Jodhpr
McDonald has been a reno$ned restaurant s!nce 193:. !t has ma!nta!ned !ts 'ual!ty and good$!ll s!nce then. It has also been a$arded as the best restaurant cha!n !nternat!onally.
CDONALD IN INDIA
4!a ha#e come a long $ay from the !n!t!al !n!t!al days $hen some of these these fast food g!ants l!%e l!%e
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F!rst F!rst among them $as McDonalds $h!ch changed !ts %!tchen %!tchen and menu to su!t Ind!an tastes, on $h!ch I ha#e $r!tten earl!er too, l!n% . ?ut the same !s be!ng follo$ed by McDonald McDonald , , a loo% at the!r menu sho$s us ho$ many sec!al e(clus!#e Ind!an !as they ha#e , for #egetar!ans they a host of 4anner offer!ngs offer!ngs and for Non;#egetar!ans the
9Donald Outlets + India
9Donald + Ban;alore
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?anas$ad! 3th ? cross, O.R.?.R Jayout, -rd bloc%,
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?angalore G.4.+. ?r!gade Road ; McDonald
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?asa#es$ara Nagar JI2 2olony ; McDonald
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Dharmaram 2ollege Oosur Road ; McDonald
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MoreMcDonald More McDonald ; 2henna!
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&haraman! Ascendes ; Food 2ourt Ground Floor &haraman! ; McDonald
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&. Nagar S!r &h!yagaraya Road, 4ondy ?aar ; McDonald
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Mylaore Dr. Radha%r!shnan Sala! ; McDonald
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McDonald ; Delh!
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Greater
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Gurgaon dyog !har ; McDonald Oell!ne
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Oau
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MoreMcDonald More McDonald ; Oyderabad
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Kub!lee O!lls Madhaur ; McDonald
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?anara O!lls Road No. 1), A.2. Guards ; McDonald
McDonald ;
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?!dhan Nagar Salt Ja%e ; McDonald
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2!rcus A#enue 2amac Street ; McDonald
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MoreMcDonald More McDonald ; Mumba!
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I.I.&. 4o$a! O!ranandan! ?us!ness 4ar% ; McDonald
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4une O.+. 2on#ent Street ; 4!a Oultflat
+ther 4!a +utlets
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Dom!no8s 4!a Ind!a
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4!a 2orner Ind!a
C7a4ter ( RE$IE> OF LI!ERA!URE
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INDIAN FAS& F++D MARentl, all the poplar fat food chain ha#e chalked ot mai#e plan for e:panding their )ine and preence throghot the contr. Moreo#er, foreign fat food chain are aggrei#el increaing their preence in the contr. Cor intance, Domino ha planned to open &/+&< otlet e#er ear for the ne:t three ear $;/1/+;/1;' *hile @m 5rand Inc i alo preparing for mai#e e:panion acro the contr *ith plan to open 1/// fat food otlet ) ;/1<. According to Indian Cat Cood Market AnaliK, althogh the market ha *itneed a ro)t gro*th in the pat cople of ear, it remain largel nderpenetrated and concentrated into metropolitan citie. !o*e#er, there i large room for gro*th in tier+II citie and tier+III citie, *hich are motl ntapped. Therefore, the ftre of Indian fat food indtr lie in mae that li#e in tier+II and tier+III citie. The report pro#ide e:teni#e reearch and o)-ecti#e anali on the fat e:panding Indian fat food market. The report anale all the #ital indtr trend and poi)le gro*th area for ftre e:panion. It alo anale important dri#ing force in detail, *hich *ill help client to ndertand the market )etter. Moreo#er, Moreo# er, *e ha#e alo identified identified the impor important tant plaer operating operating in the ector and ha#e made a epara eparate te chapter *hich talk a)ot their )ine e:panion plan in detail. Mot importantl, the report alo featre forecat on fat food ale in the contr. The forecat i )aed on the correlation )et*een pat market gro*th and gro*th in )ae dri#er ch a gro*th in middle cla, r)aniation, cltral hift and lifetle change. (ontant ndea#or of the fat food indtr to pro#ide Indian conmer *ith the *etern and local men ha pro#ided impet to their gro*th.
0!th h!gh d!sosable !ncome grou ready to send and try mult!le cu!s!nes, $e can say that the fast food !ndustry !s on the fast trac%.
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As lot of Ind!ans are tra#ell!ng abroad and for bus!ness and leasure urose and hence are e(er!enc!ng a change !n the!r l!festyle and are %een on try!ng ne$ menus and d!shes. &he success of McDonald/ McDonald/ss !s a case !n o!nt. McDonald/s McDonald/s made made !ts Ind!a debut !n 1996 and today !t has around )11 restaurants !n Ind!a. !%ram ?a%sh!, MD, McDonald/s Ind!a =North East>, !s add!ng that they are target!ng to oen around 7 lus stores !n the country soon. "0!th e#er !ncreas!ng ool of $or%!ng oulat!on, nuclear fam!l!es and a rogress!#e m!ddle class, the demand for fast food already on the r!se $!ll see a tremendous gro$th !n future also, says R!tu 2haudhr!, 2haudh r!, 4 Mar%et!ng, N!rula/s. N!rula/s. N!rula/s has :7 !n Ind!a and are lann!ng to oen @7 more t!ll )71). &he mo#e to *local!e/ the fast food tastes has a!d r!ch d!#!dends and !ncreased brand loyal customer base for the coman!es. M2Donald !s %no$n to !ntroduce Ind!an!te #ers!on of !as to attract the local customer base. Accord!ng to a reort by ASS+2OAM, the consumer send!ng on rocessed food has !ncreased at an a#erage rate of @.6 er cent annually from )77: to )717 and th!s !s e(ected to r!se at an a#erage of around :.6 er cent unt!l )71). &he maor sh!ft !n food hab!ts of urban!tes and the !nterest !nterest of of the rural oulat!on to try the!r hands on the fats food menu has a#ed $ay to the gro$th of the fast food #enture. Related Art!clesB As er our ne$ research reort "Ind!an " Ind!an Fast Food Mar%et Analys!s, Analys!s, Ind!a !s blessed $!th one of the fastest gro$!ng fast food mar%ets !n the $orld. &he Ind!an fast food mar%et !s gro$!ng at an annual gro$th rate of -7;-3C. Almost all b!g fast food brands of the $orld ha#e succeeded !n ma%!ng the!r resence felt !n the country and a nd most of them ost!ng an arec!able gro$th.
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Most of the oular fast food cha!ns ha#e chal%ed out mass!#e lans for e(and!ng the!r bus!ness and resen resence ce through throughout out the country country.. Moreo# Moreo#er er,, fore!g fore!gn n fast fast food food cha!ns cha!ns are aggres aggress!# s!#ely ely e(and!ng the!r resence !n the country. For !nstance, Dom!no/s lan to oen 67;63 outlets e#ery year for the ne(t three years =)717;)71)>, $h!le um um ?rands Inc !s also rear!ng for !ts mass!#e e(ans!on across the country. It lans to oen 1777 fast food outlets by )713.
Although the mar%et has $!tnessed robust gro$th !n the ast coule of years, !t rema!ns largely underenetrated and concentrated !n the metrool!tan c!t!es. Oo$e#er, there !s large room for gro$th !n t!er;II c!t!es, t!er;III c!t!es $h!ch are mostly untaed. &herefore, the future of Ind!an fast food !ndustry l!es !n masses that l!#e t!er;II and t!er;III c!t!es. "Ind!an Fast Food Mar%et Analys!s Analys!s ro#!des e(tens!#e research and obect!#e analys!s of the fast e(and!ng fast food mar%et !n Ind!a. &he reort has analyed all the #!tal !ndustry trends and oss!ble gro$th areas for future e(ans!on. It also analyses !mortant dr!#!ng forces !n deta!l $h!ch $!ll hel cl!ents to understand the mar%et better. Moreo#er, the reort has !dent!f!ed the !mortant layers oerat!ng !n the sector and made a searate sect!on $h!ch tal%s about the!r bus!ness e(ans!on lans !n deta!l. Most !mortantly, the reort also features the forecast on fast food sales !mortant econom!c arameters. &he forecast !s based on the correlat!on bet$een ast mar%et gro$th and gro$th !n base dr!#ers such as gro$th
!n
m!ddle
class,
urban!at!on,
cultural
sh!ft
and
l!festyle
changes.
Reresent one of the largest segments of the food !ndustry $!th o#er )77,777 restaurants and 51)7? !n sales !n the .S. alone. Fast food restaurants, also %no$n as 'u!c% ser#!ce restaurants =SRs>, are noted for the!r short food rearat!on t!me. Some of the largest layers !n th!s category !nclude !nternat!onal g!ants l!%e McDonald8s and umQ ?rands, ?rands, nat!onal cha!ns such as 0endy8s and 0endy8s and ?urger . &he same food and energy !nflat!on that !s corrod!ng consumer send!ng !s also ta%!ng a b!te out of comany marg!ns.
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Fast food restaurants ha#e na#!gated th!s d!ff!cult landscae $!th #ary!ng le#els of success. Internat!onal layers such as McDonald8s =M2D> =M2D> and umQ ?rands =M> ha#e had the most success as e(los!#e gro$th !n emerg!ng mar%ets has mar%ets has offset r!s!ng costs and a .S. slo$do$n. +ther coman!es l!%e Son!c Son!c and and Dom!no8s Dom!no8s ha#e ha#e turned to ne$ mar%et!ng cama!gns and roduct !nno#at!on to boost gro$th and rof!tab!l!ty.
U#S# S4endin; Slowdown Ne;ati5el8 Im4a9ts Fast Food Sales &he .S. accounts for the l!on8s share of fast food send!ng globally. S!nce the f!rst half of )77@, se#eral forces ha#e ut consumer send!ng !n th!s cr!t!cal mar%et under !ntense ressure. &he f!rst f!rst of these these !s a lummet lummet!ng !ng hous!ng mar%et mar%et =esec!ally !n the o#erbu!lt areas of Southern 2al!fo 2al!forn! rn!a, a, Ne#ada Ne#ada and Flor!d Flor!da> a> $h!ch $h!ch roduce roducess a negat!#e $ealth effect among consumers, consumers, d!scourag!ng send!ng. Second, r!s!ng food and energy r!ces ha#e ra!sed !nflat!on to mult!; decade h!ghs; outac!ng $age ga!ns and shr!n%!ng send!ng o$er. F!nally, the .S. ob mar%et has deter!oratedP !n the f!rst s!( months of )77:, the economy has shed :3,777 r!#ate sector obs, $h!le many ha#e seen ob hours reduced Although some !ndustry layers, such as McDonald8s,, ha#e seen cont!nued same store sales gro$th McDonald8s sales gro$th as consumers trade do$n to less costly food alternat!#es, o#erall the sector has struggled. Accord!ng to the Nat!onal Assoc!at!on of Restaurants, 33C of restaurant oerators reorted a same;store sales decl!ne !n March )77: comared to ust ):C $ho reorted !ncreases. VVVR!s!ng Food 4r!ces 4ressure Fast Food Marg!nsVVV italic text VVVR!s!ng
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O!stor!cal and SDA forecasted 2orn r!ces er bushel
0heat r!ces ha#e s!nce r!sen more dramat!cally; Data Data rom !"DA Se#eral factors ha#e contr!buted to a dramat!c r!se !n food r!ces !n recent years, !nclud!ng h!gher o!l and energy r!cesP the gro$!ng global demand from ra!dly de#elo!ng econom!es such as 2h!na and Ind!aP a $ea% .S. dollarP and a larger share of the gra!n mar%et be!ng d!#erted to ethanol roduct!on &hese trends ha#e led to the ra!dly r!s!ng r!ces of commod!t!es such as corn and $heat After labor, food and be#erage !nuts are the s!ngle largest cost fac!ng fast food restaurant oerators, account!ng for -- cents for e#ery dollar of sales. ?ecause oerat!ng marg!ns are already already relat! relat!#el #ely y lo$ comare comared d to other other !ndust !ndustr!e r!ess =ty! =ty!cal cally ly !n the s!ngle s!ngle d!g!ts d!g!ts>> a sl!ght sl!ght !ncrea !ncrease se !n these these costs costs can ha#e an outs! outs!ed ed effect effect on rof!t rof!tab! ab!l!t l!ty y. For o#er a year year no$, no$, $holesale food r!ce !nflat!on has been r!s!ng at mult!;decade h!ghs. In )77@, $holesale food r!ces rose @.6CP as of March )77: that number had !ncreased to :.3C on a year o#er year bas!s At the same t!me, !ntense comet!t!on l!m!ts the ab!l!ty of fast food oerators to ass along r!s!ng costs to customers. Increased costs ha#e had a not!ceable effect on fast food comany earn!ngs $!th $!th oerato oerators rs such as Dom!no8s Dom!no8s,, 0endy8s 0endy8s and Kac% In &he ?o( ha#e all reorted cons!stent 'uarterly decl!nes !n oerat!ng marg!ns s!nce the second half of )77@.
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?ecause franch!sers cature a ort!on of re#enue rather than rof!ts, smaller fast food cha!ns that ha#e a lo$er ort!on of the!r restaurants franch!sed are most #ulnerable to cost !ncreases. Kac% In &he ?o(, ?o(, 0endy8s 0endy8s,, and Son!c Son!c ha#e ha#e art!cularly lo$ franch!sed to o$ned restaurant rat!ons.
PRODUC!S CHOOSE YOUR PIZZA CREATE YOUR OWN
(reate a pia that6 ctom made -t for o. 4tart *ith or fa#orite crt, add or topping, and -t the right amont of cheee and ace. ULTIMATE CHEESE LOVER'S™ PIZZA
(o#ered in cream Alfredo ace and topped *ith delicio cheee. PEPPERONI LOVER'S ® PIZZA
aered *ith e:tra pepperoni pl e:tra cheee for a pepperoni in e#er )ite.
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MEAT LOVER'S ® PIZZA
oaded *ith pepperoni, ham, )eef, )acon and aage. VEGGIE LOVER'S ® PIZZA
Packed Pac ked *i *ith th fi# fi#e e #eg #eggie gie, , inc incld ldin ing g fre freh h tom tomato atoe, e, m mhr hroom oom, , red onion, green pepper, and )lack oli#e. SUPREME PIZZA
8r ignatre )lend of pepperoni, pork aage, )eef, mhroom, red onion and green pepper.
7
SUPER SUPREME PIZZA
A feat feat of pepperoni, pepperoni, ham, )eef, pork aage, aage, Italian aage, aage, red onion, onion, mhroom, green pepper and )lack oli#e.
MEATY P'ZONE ® PIZZA
It6 mlti+meat mahem in there. 4tffed *ith all or fa#orite + pepperoni, ham, Italian aage, pork, )eef, and of core cheee. 4er#ed *ith et marinara on the ide. PEPPERONI P'ZONE ® PIZZA
If pepperoni6 or paion + lot and lot of pepperoni + thi i or P6Lone. 4er#ed *ith et marinara on the ide. SUPREMO P'ZONE ® PIZZA
1
4a#or Italian aage mi:e *ith freh green pepper and red onion in thi meat+and+#eggie com)o. 4er#ed *ith et marinara on the ide. TUSCANI MEATY MARINARA
4a#or Italian+eaoned meat ace and rotini pata topped *ith cheee and o#en+)aked. TUSCANI CREAMY CHICKEN ALFREDO
Frille Fri lled d ch chick icken en )re )reat at tr trip ip and ro rotin tinii pa pata ta o#e o#en+) n+)ake aked d in a cre cream am Alfredo ace ace *ith a laer laer of melted cheee. cheee. BUFFALO BURNIN' HOT
:treme heat for the daring 5ffalo eater. BUFFALO MEDIUM
5old 5ffalo fla#or *ith a pic kick. BUFFALO MILD
)
All the fla#or *ithot the fire. SPICY ASIAN
Car at fla#or in a pic *eet ace. SPICY BBQ
4a#or and a *ith -t a little kick. HONEY BBQ
4*eet tate from the hone ide of the treet. LEMON PEPPER
Let lemon *ith a pepper pnch. GARLIC PA PARMESAN RMESAN
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The toat of Ital, the tate of t*o great fla#or. NAKED WINGS
2o ace, )t crip, crnch, tender and tat.
The )old, ro)t, effer#ecentl magic cola. DIET PEPSI ®
ight. (rip. %efrehing. 0ith ero gar, ero calorie, and ero car). MOUNTAIN DEW ®
0a more energiing and thrit >enching, *ith a one+of+a+kind great tate. SIERRA MIST ®
(rip, clean and refrehing lemon+lime oda *ith natral lemon and lime fla#or fla #or and -t the rig right ht amo amont nt of *eetne to in#igorate or
ene and lea#e o totall refrehed. M2Donald sells !as !n four d!fferent s!esB ersonal =!nd!#!dual ser#!ng>, small, med!um and large, though most stores ha#e done a$ay $!th the small s!e. A #ar!ety of to!ngs are a#a!lable, lus sec!alty styles, !nclud!ng Meat Jo#ers, 4e eron! Jo#ers, 2heese Jo#ers, egg!e egg!e Jo#ers, Double 2heeseburger, Sureme, Suer Sureme and the ne$ly !ntroduced 4!a M!a. &he an !a has a th!c%er crust than most other commerc!ally a#a!lable !as. M2Donald also sells Stuffed 2rust !a, $!th the outermost edge $raed around a co!l of moarella cheeseP Oand;&ossed, Oand;&ossed, more l!%e trad!t!onal !er!a crustsP &h!n 8N 2r!sy, a th!n, cr!sy dough $h!ch $as M2Donald8s or!g!nal styleP D!!n8 Str!s !a, a !a cut !nto small str!s that can be d!ed !nto a number of saucesP and &he Edge !a, $here the to!ngs nearly reach to the edge of the !a. &here $as $a s also formerly a crust that $as not as th!c% as M2Donald8s an !a, !a, and not as th!n as !ts th!n crust. &h!s crust $as used on the Full Oouse WJ !a and d!scont!nued !n )77@.9 M2Donald e(er!ments $!th ne$ roducts fre'uently, $!th less successful ones be!ng d!scont!nued. &hese !nclude the !n!t!ally oular t$o;foot by one;foot s'uare cut !a ?!gfoot, the 16 ?!g Ne$ or%er, or%er, made $!th a s$eet sauce, the 2h!cago D!sh 4!a and 4!a and S!c!l!an !a, !a, the latter also offered !n )776 as Jasagna 4!a. +ther roducts M2Donald has offered are the 48one, M2Donald8s #ers!on of the calone calonePP the 2heesy ?!tes !a, s!m!lar to the Stuffed 2rust !a e(cet the crust has been d!#!ded !nto ): b!te;s!ed !eces that can be ulled aartP and the Ins!der !a, $here a layer of cheese cheese !s !s !n bet$een t$o layers of dough dough.. Another l!m!ted t!me offer $as a Double Dee !a $!th
3
double the to!ngs and 37C more cheese, $!th the crust $raed o#er the to to hold !n all the to!ngs. In 19:3 M2Donald !ntroduced the 4r!ao17, a t$o;crusted Ital!an !e that resembled a dee;d!sh d ee;d!sh !a. ar!et!es ar!et!es !ncluded 4r!ao M!lano, a blend of Ital!an sausage, eeron!, beef, or% f!ll!ngs, a h!nt of bacon, moarella and cheddar cheeseP 4r!ao Florent!ne, a l!ght blend of f!#e cheeses $!th ham and a touch of s!nach, and 4r!ao Roma, stuffed $!th eeron!, mushrooms, Ital!an sausage, or% f!ll!ng, on!ons, moarella and cheddar cheese. &he double;crusted !e $as toed $!th a layer of tomato sauce and melted cheese. &he 4r!ao $as !ntroduced by a 513 m!ll!on ad#ert!s!ng cama!gn, but ro#ed too labor;!ntens!#e and $as remo#ed from the menu se#eral years later.
In add!t!on to !a, also sold !s garl!c cheese ch eese bread =not !n all locat!ons>, lus a number of s!de d!shes !nclud!ng bread !nclud!ng bread st!c%s, st!c%s, cheese st!c%s, c!nnamon st!c%s, st!c%s, moarella st!c%s, st!c%s, on!on r!ngs, r!ngs, ch!c%en $!ngs =some stores ha#e !ntegrated $!th another cha!n %no$n as 0!ngStreet 0!ngStreet $h!ch offers a $!de #ar!ety, such as ?uffalo ?urn!ng Oot, ?uffalo Med!um, ?uffalo M!ld, Ooney ??, S!cy ??, Garl!c 4armesan, 2aun, S!cy As!an> boneless $!ngs, ch!c%en munchers, alaeXo oers, ueaas =otato b!tes f!lled $!th cheese and alaeXo fla#or>, a bas%et of taters or tater tots and fr!ed ale !es. Deend!ng on the !nd!#!dual restaurant s!e, M2Donalds also may offer asta offer asta d!nners d!nners such as saghett! saghett! and and #a$atini H a m!(ture of 2a#atell! =shells>, Rot!n! Rot!n! =s!rals>, =s!rals>, and Rotelle =$heels>. A ne$, uscale concet $as un#e!led !n )77, called M2Donald Ital!an ?!stro. n#e!led
6
at f!fty locat!ons nat!on$!de, the ?!stro !s s!m!lar to a trad!t!onal M2Donald, e(cet that ne$, Ital!an Ital!an themed d!shes are offered, such as enne as enne asta, asta, ch!c%en omodoro, toasted sand$!ches and other foods. Instead of blac%, $h!te, and red, ?!stro locat!ons feature a burgundy and tan mot!f. M2Donald ?!stros st!ll st!ll ser#e the cha!n8s trad!t!onal !as and s!des as $ell. In some cases, M2Donald has relaced a Red Roof locat!on $!th the ne$ concet. A ne$ #ers!on of M2Donald !a, named 4!a M!a $h!ch !s l!ghtly coo%ed and toed, $as !ntroduced !n )77@. &he roduct !s a!med at the cost sens!t!#e consumer segment and !s r!ced s!m!larly to the Dom!no8s Dom!no8s 333 333 deal, $here each eac h !a !s r!ced at f!#e dollars d ollars !f urchased !n bul% of three or more. In comar!son, a M2Donald med!um s!ed, hand; tossed eeron! !a !s !nternat!onally r!ced at 517.) =Dallas, &e(as 1T1T)779>. &he 4!a M!a comes !n only one s!e =med!um> and e(tra to!ngs range from 51.)3 to 51.9. +ne sl!ce of M2Donald eeron! e eron! 4!a M!a $e!ghs :- grams, $h!le one sl!ce of M2Donald eeron! hand;tossed !a $e!ghs 96 grams. M2Donald on May 9, )77:, created and sold !n Seattle, Den#er, and Dallas, "&he Natural, a ne$ all;natural mult! gra!n crust s$eetened $!th honey, honey, a red sauce of organ!c tomatoes and toed all;natural cheese =or $!th all;natural ch!c%en sausage and roasted red eers>. A med!um Natural !a $!th one to!ng sold for 59.99. &h!s $as d!scont!nued on +ctober )@, )779 !n the Dallas mar%et. It has s!nce launched a nat!on$!de ad#ert!s!ng cama!gn. Also !n )77:, M2Donald created the!r b!ggest !a e#er, the 4anormous 4!a. It has 16 !eces. M2Donald !ntroduced the ?!g Eat &!ny 4r!ce Menu on Kune )1, )779. It features ne$ 4!a Rolls, the 48Yone 4!a, ne$ 4ersonal 4anormous 4!a, and the 4!a M!a 4!a,
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each !tem start!ng at 53.77 or 53.99. M2Donald !ntroduced stuffed an !a on August )-, )779 $!th 517.99 for one to!ngs and sec!alty for 51-.99. nl!%e regular stuffed crust cheese !s not !ns!de the crust, ust ressed !nto the an crust.
Understandin; t7e maret 4la9e
It cons!sts of f!#e stesB Needs , $ants demands Mar%et!ng offer 2ustomer #alue sat!sfact!on E(change relat!onsh! Mar%et
:
NEEDS &> & >AN!S AND DEANDS NeedB &o eat someth!ng good !ts customer need and M2Donald fulf!ll the!r need accord!ng to the!re(ectat!ons and fulf!ll the des!re d es!re of hunger. 0antsB Ma!nly !a of M2Donald !s not the bas!c need of eole but !t !s a $ant of those $ho $antsome e(tra or they $ant to celebrate some sec!f!c occas!on, and they celebrate these$!th M2Donald.
DemandB M2Donald also g!#e cons!derable and roer attent!on to demands of eole. In ne$ roduct de#eloment, M2Donald cons!ders demands of o f eole sec!ally. &here arese#eral stes to go through before they launch a ne$ roduct. &he f!rst ste !s to carry out research to f!nd outB •
d o they lay !n eole8s l!#es, $hen do 0hat eole th!n% about !as =$hat role do
•
they eat them and so on>L
•
0hat do they l!%e about !asL
9
•
0hat do they d!sl!%e about !asL
•
0hat do they $ant from !asL
aretin; offerCDonald creates a mar%et offer #ery much accord!ng to mar%et. It !s offered to sat!sfy
need or $ant. &he !nformat!on !s collected together and used to create !deas for rototyes. &he !deas are tested f!rst, f!rst, before they ma%e any !as. Customer 5alue satisfa9tionM2Donald create certa!n e(ectat!ons e( ectat!ons among !ts customers, !s fulf!ll!ng !t accurately, and get a good !mage !n m!nds of customers. Its customers are sat!sf!ed by !ts 'ual!ty as !t sat!sf!es the!r e(ectat!ons. &hey g!#e bas!c b as!c r!or!ty to the!r customers. E397an;e relations7i4s-
M2Donald has ma!nta!ned #ery good relat!onsh!s $!th !ts customers. It bel!e#es on e(change through relat!onsh!s. &hey create relat!onsh!s by offer!ng the best roduct and best ser#!ces to the!r customers for e(amle they are offer!ng to the!r customers home del!#ery ser#!ces ro#!d!ng roducts accord!ng to customer/s re'u!rement. aret-
M2Donald !s enter!ng !n global as $ell as local mar%et. ?e!ng that M2Donald holds the mostmar%et !n the !a !ndustry all around the $orld, they erce!#ed 'ual!ty and ser#!ce of thecomany $!ll hel to ensure a better than a#erage chance at a successful !ntroduct!on of ane$ roduct. &he !a !ndustry f!rms are famous for !ntroduc!ng ne$ roducts to sar%short;term sales !n !n a#a!lable mar%etlaces. M2Donald as stated earl!er has been #erysuccessful at accoml!sh!ng th!s !n d!fferent mar%ets. &he !ntroduct!on of a roduct that%ees $!th today8s trends !s also !mortant to reduce the r!s% r!s% of fa!lure. In recent years,there has been an !ncrease !n the mar%et!ng of roducts $!th an e(treme
37
t$!st to them.Mounta!n De$, $h!ch !s a brand name o$ned by M2Donalds arent comany, 4es!2o, hasbeen #ery successful at reos!t!on!ng !tself to th!s segment of the mar%et, $h!ch hassar%ed ne$ !nterest !n the soft dr!n%. Many other !m!tators ha#e follo$ed the!r e(amleand ha#e been successful as $ell. M2Donald has the resources a#a!lable to research and!mlement a ne$ roduct $!th great success !n globally mar%etlace.
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*# CUS!OER DRI$EN AR6E!IN2 S!RA!E2%-
M2Donald/s mar%et!ng mar%et!ng strategy !s #ery s!mleB "$e $ant to sat!sfy our customer boffer!ng them the best. &he!r ma!n segment $h!ch they ha#e h a#e catured !s comb!nat!on of h!gher !ncomes dual career fam!l!es. &he!r ma(!mum mar%et segment !s younger g enerat!on ranges from 1);-7. Another b!g strength and e#en a comet!t!#e ad#antage !s the fact that they ha#e a full ser#!ce restaurant as $ell as del!#ery ser#!ces. Most of M2Donald8s comet!tors do not ha#erestaurants. ?ecause of the restaurant, M2Donald can mar%et to d!fferent segments thatother !a cha!ns cannot. For e(amle, M2Donald can mar%et to fam!l!es much eas!er thanDom!no8s or J!ttle 2aesar8s. M2Donald offers a s!t;do$n, con#ersat!onal tye restaurant$here fam!l!es can ta%e the!r ch!ldren for b!rthday art!es. M2Donald8s broad select!on ofroducts also ma%es !t eas!er for them to mar%et to d!fferent mar%et segments.
&he other t$o strateg!es follo$ed by M2Donald are 2.O.A.M.4.S 2.O.A.M.4.S =2leanl!ness, Oos!tal!ty,Accuracy Oos!tal!ty,Accuracy,, Ma!ntenance, 4roduct 'ual!ty and Seed> and -F/s =Fun, Fr!endly Fam!l!ar>. &hese t$o strateg!es ha#e really heled M2Donald to e#ol#e out as a mar%et leader $!th acomet!t!#e ad#antage
3)
CDONALD IN INDIA
4!a ha#e come a long $ay from the the !n!t!al days $hen some some of these fast food g!ants g!ants l!%e
3-
menu has has changed changed to ser#e ser#e the the Ind!an Ind!an alate. alate.
F!rst F!rst among among them $as McDonalds $h!ch McDonalds $h!ch
changed !ts %!tchen %!tchen and menu to su!t Ind!an Ind!an tastes, tastes, on $h!ch I ha#e $r!tten $r!tten earl!er too, l!n% . ?ut the same !s be!ng follo$ed by M2Donald , M2Donald , a loo% at the!r menu sho$s sho$s us ho$ ho$ many sec!al sec!al e(clus!#e e(clus!#e Ind!an Ind!an !as !as they ha#e , for #egetar!a #egetar!ans ns they a host of 4anner offer!ngs and for Non;#egetar!ans the
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CDonald Outlets + India CDonald + Ban;alore Banaswadi ,t7 B 9ross& H#R#B#R La8out& 1rd blo9& 6ammana7alli ain Road + CDonald Ban;alore 2#P#O# Bri;ade Road + CDonald Basa5eswara Na;ar LIC Colon8 + CDonald D7armaram Colle;e Hosur Road + CDonald ore CDonald + C7ennai !7aramani As9endes + Food Court 2round Floor !7aramani + CDonald !# Na;ar Sir !7i8a;ara8a Road& Pond8 BaJJar + CDonald 8la4ore Dr# Rad7aris7nan Salai + CDonald CDonald + Del7i
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2reater 6ailas7 I Blo9 aret + CDonald 2ur;aon Ud8o; $i7ar + CDonald Hel4line HauJ 67as 2rater 6ailas7 I + CDonald ore CDonald + H8derabad ubilee Hills ad7a4ur + CDonald BanKara Hills Road No# *(& A#C# 2uards + CDonald CDonald + 6olata Bid7an Na;ar Salt Lae + CDonald Cir9us A5enue Cama9 Street + CDonald ore CDonald + umbai I#I#!# Powai Hiranandani Business Par + CDonald Pune H#O# Con5ent Street + PiJJa Hultflat Ot7er PiJJa Outlets Dominos PiJJa India PiJJa Corner India
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CDONALD LAUNCHES LAU NCHES NE> ENU ENU AND AD AD CAPAI2N )- Dec )711
In a recent recent de#elo de#elome ment, nt, Ind!a8 Ind!a8ss lead!n lead!ng g affordabl affordablee casual d!n!ng restaurant restaurant brand, M2Donal M2Donald d has un#e!l un#e!led ed the!r the!r ne$ menu menu $!t $!th an add! add!t! t!on on of -7 !tem tems !n the! he!r offer!ngs. Further, the !a restaurant has also also laun launch ched ed a ne$ ne$ bran brand d cam cama!g a!gn n H *0ha *0hatt are are you cel celebra ebrat! t!ng ng toda today yL/ to romote
the
launch.
0!th a )@ er er cent cent mar% mar%et et shar sharee of the the eat!ng;out mar%et and o#er @7,777 footfalls er day across the country, M2Donald !s geared to ro#!de d!ners $!th the !deal lace to bu!ld memor!es and relat!onsh!s o#er del!c!ous del!c!ous food. In an effort, the cha!n has !ntroduced !ntroduced four ne$ Aet!se Aet!sers, rs, se#en e(c!t!ng 4astas, t$o ne$ 4!as, f!#e more Desserts and t$el#e del!c!ous ?e#e rages. &he ne$ range !ncludes some of the ne$ offer!ngs l!%e 4otato 2r!ss 2uts, 2reamy S!nach and Mushroom 4asta, lt!mate Ad#enture 4!a, 2hoco 2h! 2oo%!e Sundae and Grae Sangr!a 2ooler. Furthe Further, r, the ne$ly ne$ly launche launched d cama! cama!gn gn sho sho$cas $cases es M2Dona M2Donald ld as the erfec erfectt lace lace to celebrate and !t also h!ghl!ghts the th!rty ne$ menu offer!ngs that go beyond ust !as, !nclud!ng sauted astas, starters, dr!n%s and desserts.
M2Donald !s one of the flagsh! brands of umQ ?rands, Inc., $h!ch also has
3@
M2D+NAJD/S FRAN2OISING NE&0+R
&he M2Donald franch!se steed franch!se steed !nto the Ind!an fast food mar%et by oen!ng a d!ne;!n restaurant at ?angalore !n 1996. &he !a &he !a franch!se soon franch!se soon e(anded !tself !n Ind!a and no$ has the
3:
&he menu ro#!ded at the M2Donald franch!se !s that of a comlete meal. 2ustomers are cons!dered as honoured guests at the fast food franch!se and are treated accord!ngly. It !s the customer sat!sfact!on ro#!ded by the sec!alty food franch!se that enabled !t to os!t!on !tself at the to of the Ind!an fast food food mar%et.
&he fast food franch!se also ensures that !t adds an Ind!an touch to all the #ar!et!es #a r!et!es of !as that !t ma%es a#a!lable to Ind!an customers. ar ar!ous !ous del!c!ous comb!nat!ons are tested at the Ind!an M2Donald franch!see outlets by blend!ng the or!g!nal menu $!th Ind!an fa#our!tes to ma%e fresh salads, garl!c based breads, sous, yummy astas and del!c!ous desserts.
&he emloyees of the restaurant suort centre of the M2Donald fast food franch!se $h!ch franch!se $h!ch funct!ons !n Ne$ Delh! $or%s hard to lace M2Donald at the to of Ind!an mar%et. &he suort centre ta%es care of f!nance, legal and mar%et!ng s!des of the Ind!an oerat!ons of M2Donald franch!sees. 2lobaliJation of fast food industr8
McDonald%s in Mosco&
In )776, the global fast food mar%et gre$ by .:C and reached a #alue of 17). b!ll!on and a #olume of :7.- b!ll!on transact!ons.19 In Ind!a alone the fast food !ndustry !s
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gro$!ng by 7C a year.)7 McDonald8s !s located !n 1)6 countr!es and on 6 cont!nents and oerates o#er -1,777 restaurants $orld$!de.)1 +n Kanuary -1, 1997 McDonald/s oened a restaurant !n Mosco$,, and bro%e oen!ng day records for customers ser#ed. &he Mosco$ restaurant !s Mosco$ the bus!est !n the $orld. &he largest McDonald/s !n the $orld !s located !n ?e!!ng ?e!!ng,, 4eole8s Reubl!c of 2h!na. 2h!na. &here are numerous other fast food restaurants located all o#er the $orld. ?urger
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PiJJa in India 4!a !s a emerg!ng fast food !n Ind!an urban areas. 0!th 0!th the arr!#al of branded !a such as Dom!no8s Dom!no8s and and M2Donald M2Donald !n !n early to m!d 1997s, !t has reached almost all maor c!t!es !n Ind!a by )717 4!a outlets ser#e !as $!th se#eral Ind!a based to!ngs l!%e &andoor! 2h!c 2h!c%e %en n and 4aneer . Ind!an !as are generally made more s!cy, comared to the!r $estern counterarts, to su!t Ind!an taste. Along $!th Ind!an #ar!at!ons, more con#ent!onal !as are also eaten. 4!as a#a!lable !n Ind!a range from local!ed bas!c #ar!ants a#a!lable !n ne!ghborhood ba%er!es to gourmet !as $!th e(ot!c and !morted !ngred!ents a#a!lable at sec!alty Ital!an restaurants.
Healt7 issues
4!a can be h!gh !n salt, fat and calor!es. &here are concerns about negat!#e health effects.13 M2Donald has come under und er cr!t!c!sm for the h!gh salt content of some of the!r meals $h!ch $ere found to conta!n more than t$!ce the da!ly recommended amount of salt for an adult.16 Euroean nutr!t!on research on the eat!ng hab!ts h ab!ts of eole $!th cancer of the mouth, oesohagus, throat or colon sho$ed those $ho ate !a at least once a $ee% had less chance of de#elo!ng cancer, can cer, they found. Dr S!l#ano Gallus, of the Mar!o Negr! Inst!tute for 4harmaceut!cal Research !n M!lan,1@ $ho led the research sa!dB 0e %ne$ that tomato sauce could offer rotect!on aga!nst certa!n tumors, but $e d!d not e(ect !a as a comlete meal also to offer such rotect!#e o$ers. N!cola +82onnor, of 2ancer Research <, told ??2 Ne$s +nl!neB Ne$s +nl!neB &h!s study !s !nterest!ng and the results should
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robably be loo%ed at !n the conte(t of $hat $e already %no$ about the Med!terranean d!et and !ts assoc!at!on $!th a lo$er r!s% of certa!n tyes of cancer.
&he secret !s robably lycoene, an ant!o(!dant chem!cal !n tomatoes, $h!ch !s thought to offer some rotect!on aga!nst cancer, and $h!ch g!#es the fru!t !ts red color. ?ut before eole start d!al!ng the local !a ta%ea$ay, they should cons!der that some !as can be h!gh !n saturated fat, salt and calor!es. In contrast to the class!c Ital!an Ital!an !a used !n the research, most < !a ta%ea$ay #ar!et!es are often loaded $!th h!gh fat cheeses and fatty meats, a h!gh !nta%e of $h!ch can contr!bute to obes!ty, !tself !tself a r!s% factor for cancer. +ur ad#!ce !s to enoy selected Ital!an !a =!.e., he althy !a> !n moderat!on as art of a balanced d!et that !ncludes lenty of #egetables and fru!t. Ital!an 2arlo Ja ecch!a, ecch!a, a M!lan;based e!dem!olog!st sa!d Ital!an !a lo#ers should not see the research as a l!cense to !ndulge the!r fondness for !a food. &here !s noth!ng to !nd!cate that !a !s the only th!ng resons!ble for these results. Oe cont!nuedB 4!a could s!mly be !nd!cat!#e of a l!festyle and food hab!ts, !n other $ords the Ital!an #ers!on of a Med!terranean d!et. A Med!terranean d!et !s r!ch !n ol!#e o!l, f!ber, #egetables, fru!t, flour and freshly coo%ed food ; !nclud!ng trad!t!onal Ital!an healthy !a.
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NAES A>ARDED !O CDONALD CDON ALD For ten of the last t$el#e years, M2Donald $as $a s named ?est 4!a 2ha!n !n Amer!ca !n the2ho!ce !n 2ha!ns nat!onal consumer sur#ey ubl!shed annually by Restaurants Inst!tut!ons Maga!ne.In 199@ 2onsumer Reorts named M2Donald the best b est !a cha!!n Amer!ca and !n )777and )77-, &he Dallas ?us!ness Kournal named M2Donald &he ?est 2omany to 0or% 0or% For!n DallasTFort 0orth.Restaurants 0orth.Restaurants Inst!tut!ons8 )771 2ho!ce !n2ha!ns sur#ey called M2Donald the numberone nat!onal !a cha!n !n Amer!ca.
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ON INDIA’S BURGERS, PIZZAS & CAFÉ LATTE MARKET – II : YUM BRANDS This
second
post
in
the
series
is
on
the MCDonal andKFC company, Y!" B#an$ . This is a company with aggr ag gres essi sive ve int inten ent. t. Be Befo fore re lo look okin ing g at th thee In Indi dia a op oper erat atio ions ns,, le let’ t’ss ta take ke a helicopter view to see where Yum ‘comes from’.
Y!" B#an$ First, digest this. There is something aout the year 1996 1996 and and India’s fast food market. Three leading !argualy the top three" three" fast food rands in India
today
vi#.
$c%onald’s,
$&%onald
and
&af'
&offee
%ay, all commenced commenced operations in India in the same year ())*+
Yum Brands $c%onald’s was covered in the previous post. $&%onald is owned y Yum Brands !Yum", a Fortune -- company that also owns F&, Taco Bell !$e/ican", 0ong 1ohn 2ilver’s !seafood" and 345 !a minor rand". $&%onald, F& 4 Taco Bell were earlier owned y 6epsi. In ())7, 6epsi having nurtured the fast foods usiness for many years, spun off these three rands into a new entity, later christened Yum Yum Brands. Yum is the second largest 829 company worldwide in terms of revenue, after $c%onald’s. In terms of numer of restaurants, they claim to e num nu mer er on onee gl glo oal ally ly,, wi with th :* :*,,---- nu num mer erss as ag agai ains nstt $c $c%o %ona nald ld’s ’s !:;,---" and 2uway’s !also :;,---".
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3t <((.: Billion in revenue in ;--=, Yum Brands is aout half the si#e of $c%onald’s !revenues <;:. illion", however.
In%#na%'onal (o)!$ Yum’s core rands vi#. $&%onald, F& and Taco Bell each trail $c%onald’s and several others in the home !>.2." 829 market. market . 3lso, the >.2. >. 2. ma mark rket et is un unde derr pr pres essu sure re du duee to th thee do down wntu turn rn in th thee ec econ onom omy. y. &onse?uently, Yum is focused on the international market. Yum is uni?uely structured structured as : separate %ivisions, one one for the >.2., one for &hin &h ina a and on onee fo forr th thee re rest st of th thee wo worl rld d !I !Int nter erna nati tion onal al"" @ th thes esee th thre reee currently ring in appro/imately , : and : illion dollars in revenue per annum respectively. *-A of their operating profit is from overseas. Yum has aout ::,--- outlets of which ;-,--- are in the >.2., :,--- in &hina and (:,--- in International. The company elieves it can grow to -,--- outlets internationally and, separately, to ;-,--- in &hina alone. This means potentially Yum can e a =-,--- outlet company !assuming very conservatively no growth in >.2 outlets". In ;--=, Yum added aout (,-- outlets worldwide. Civen that they currently have :*,--- outlets, the aove rollout can take them nearly :- years+
In'a '$ *o'n* %o + Y!"" Indi In diaD aD Th Ther eree ar aree (7 $&% $&%ona onald ld and and ; F& re rest stau aura rant ntss i. i.e. e. () ()) ) Yu Yum m restaurants in India today, per availale information. 5ith this numer, India currently ran ranks ks (* th y the numer of restaurants in Yum’s portfolio of ((- countries.
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A MCDonald restaurant restaurant Yum is targeting (,--- outlets in all from India y ;-(. If this sounds smal sm alll in re rela lati tion on to th thei eirr gl glo oal al pl plan ans, s, co cons nsid ider er th this is@@ th this is ta targ rget et is consideraly higher than that of other 829 rands for India. !5e dwell on plans of other rands in suse?uent posts". They are setting aside <(mill mi llio ion n fo forr in inve vest stme ment nt in In Indi dia a e etw tween een no now w an and d ;;-( ( an and d se seek ekin ing g a revenue !in ’(" of < ( illion. 3nd, unlike $c%onald’s, India does get a fair mention in the company’s plan pl an ! Yum 3nnual report ;--= ;--=". ". Yo You u get the fee eellin ing g tha hatt the In Ind dia oper op erat atio ion n is ge gett ttin ing g a fa fair ir i itt of at atte tent ntio ion n as pa part rt of an ov over eral alll B9 B9I& I& strategy. 3ccordingly,, in a move of some symolic significance, Yum’s (:,---th 3ccordingly International restaurant, a F&, opened recently in 2aket, %elhi. 3nd it was a F& with a new touchE they’ve rought in their new ruger drinks line there. In addition, there is the Micky the Micky factor. factor. They have Micky have Micky Pant as as their Cloal Brand fficer !you may have heard of him in his earlier avatar $uktesh 6ant @ he used to run marathons while he was at 9eeok India". This
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highest ranking Indian in the Yum hierarchy is responsile for International marketing and the Yum rands.
B!% C-'na '$ "!)- "o# Y!" If you think India is coasting along fine, spare a thought for &hina. 3s mentioned aove, Yum is targeting ;-,--- units in &hinaE they say they want &hina to e as ig as $c%onald’s is in the >.2.. Today, Yum’s &hina revenues are comparale to the revenues from the rest of the world. In &hina, Yum currently has :,--- outlets, with F& across -- cities and
$&%onald across (--. f the ;-,--- outlets targeted in &hina, they are looking at (,--- outlets for F&, ,--- for MCDonald for MCDonald Home Service Service!which !which is the same numer competitor and pi##a home delivery leader delivery leader %omino’s 6i##a has in the >.2." and an d ;, ;,---- for MCDonald Casual Dinin !which is the numer the >.2. casual dinin leader dinin leader 3ppleee has in the >.2.". They have also created a new local rand for !guess what" &hinese fast food !what else
called !ast called !ast Da"nin. Da"nin.
Gote@ 5e haven’t hear ard d of any vad ada a pa pao o, pao #ha$i , paratha paratha or oridli idli dosa initiatives dosa initiatives from Yum yet.
.- o$ Y!" o +%%# 'n C-'na C-'na
6@
The lack of a cold chain outside select locations is considered to e a factor hindering 829 rollouts in India. I wonder whether the e/pansion in &hina is e eccau ause se the hey y hav avee dev evel elo ope ped d suc uch h a co cold ld ch chai ain n y vi virrtue of th thee infrastructure advantage &hina enHoys. Yum is present in Hust :) odd cities in India as against the -- plus in &hina. r, is Yum availale in more cities in &hina ecause the average city there is larger larg er D r, ecause ecause of the the higher per per capita capita income income D r, is it all all of the aove D &hina has Hust **- cities of which as many as (7( have a population of over a million each and another ;7) have a population etween --,--- and ( million !;--; !;--; data" data" . India has over ,(-- cities as per &ensus of India, ut only : odd are over a million in si#e and another - odd are etween --,--- and ( million !&ensus of India, I ndia, ;--(". It’s not only Yum !$&%onald and F&" . $ost food services chain in India have not gone eyond - cities yet !e/ception @ &afe &offee %ay". In &hina, Yum is availale in -- of the **- cities already. Go wonder, they are talking of ;-,--- units there. In contrast, y ;-(, Yum is planning to e availale in Hust *; cities in India, up from current :). Jere Je re is a re rece cent nt re repo port rt on culture innova innovation tion tha thatt is und underw erway ay at Yum Brands.
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EN$IRONEN!AL FAC!ORS M2Donald en#!ronment factors $e e(la!ned $!th the hel h el of 4ES& Analys!s.
PES! "Politi9al& E9onomi9& So9ial !e97nolo;i9al' I.
4+JI&I2AJ ISSES B
4ol!t!cal !ssues !nclude regulatory frame$or% oerat!ng !n ud!c!al system, $h!ch may affect the bus!ness !n d!fferent $ays. 4ol!t!cal factors, $h!ch may affect M2Donald, are f!scal ol!cy, monetary ol!cy, ol!cy, ta( la$s and changes, I4 rotect!on, coyr!ghts and secur!ty la$s. In globa globall lly y loca locat! t!on ons, s, M2Don M2Donal ald d has has to foll follo$ o$ rule ruless and and regu regula lat! t!ons ons accor accord! d!ng ng to leg!slat!on of that country. II.
ECONOIC FAC!ORS B
Econom!c factors !nclude GD4 rate and GD4 gro$th, e(change rates, unemloyment le#els, s%!lled labor, educat!on le#els, !nfrastructure and healthcare. If GD4 of the country !s h!gh then th!s !s green s!gnal for the bus!ness as er ca!ta !ncome of the eole $!ll be !ncreased and they $!ll send more money. In our study, $e came to %no$ that most ofthe eole !n last year/s year /s send more and they #!s!t M2Donald #ery often.0hen !nflat!on rate!ncreases buy!ng o$er of eole decreases dec reases and they send less on eat!ng !a.
III.
SOCIAL FAC!ORSB
Soc!al factors !nclude demograh!cs, !ncome d!str!but!on, soc!al stab!l!ty, consumer!sm,
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d!scret!onary !ncome, sa#!ngs rate, fash!on, foods and trends. M2Donald !s a mult!nat!onal and !t !s or!g!nated from Amer!ca so the organ!at!on !s o#er$helmed by
$estern culture. &here are soc!al forms of soc!ety, $h!ch cons!st of er class, m!ddle class, m!ddle uerclass, lo$er class. E#ery country has !ts o$n cu ltural norms, #alues, bel!efs and rel!g!on, $h!ch can affect the M2Donald accord!ng to !ts locat!on.
I. I.
!ECHNOLO2ICAL FAC!ORSB
&echnolog!cal &echnolog!cal factors !nclude ne$ n e$ technolog!es, mater!al technolog!es, rocess technolog!es, !nformat!on technolog!es, commerc!al technolog!es, go#ernment !ncent!#es and energy costs. No$ a day/s technology !s !mro#!ng day by day so as ba%!ng and heat!ng o#ens $!ll be of ne$ and eff!c!ent technology and $!ll ro#!de eff!c!ent ser#!ce. Due to ne$ technology, there are ne$ $ays of mar%et!ng l!%e !nternetP telemar%et!ng and M2Donald can ad#ert!se !ts roducts $!th much more faster ace. 2omuter based customer data that !s MIS =manag!ng !nformat!on system> hels !n collect!ng customer data, da!ly transact!ons, future forecast!ng and dec!s!on ma%!ng. Ne$ #eh!cles $!ll ma%e
!ts ser#!ce more eff!c!ent.
CDonalds se;mentation
M2Donald !s ma!nly target!ng !ts mar%et on the base of mult!le segmentat!on =Geograh!cal, Demograh!cal 4sychograh!c segmentat!on>. M2Donald has !ts franch!ses !n Delh!, Mumba! ,
@7
of the customers.
Ma!n segments, $h!ch M2Donald has catured, are the comb!nat!on of h!gher !ncomes and dual career fam!l!es, due to h!gher !ncome consumer ha#e more d!sosable d !sosable !ncome, allo$!ng them to eat out more often.M2Donald ma(!mum mar%et segment !s younger generat!ons. &hese generat!on rangesfrom 1) to -7, the o#erall send!ng of these generat!ons !s mostly on non;essent!al !tems,the h!gher amount of send!ng ha s been done on eat!ng out. M2Donald has made d!fferent or #ar!et!es of !as. Such as hot and s!cy !a, See%h
!AR2E! !AR2E! AR6E!
M2Donald has targeted !ts mar%et by target!ng fam!l!es $ho l!%e to go out for d!nner once !n a $ee%. And by th!s M2Donald ha#e made d!fferent offers and #ar!et!es of d!fferent !as and r!ces to attract them. &hey ha#e made an e(cellent ser#!ces and clean en#!ronment for the fam!l!es to s!t and enoy the!r t!me $!th the !as. M2Donald has made del!#ery ser#!ces for those customers $ho l!%e to ha#e h a#e !as !n the!r home $!th the!r fam!l!es or fr!ends. &hey are target!ng e#eryone $hereas the!r comet!tors target a certa!n gender or age.
@1
M2Donald targets a $!de range of customers. &h!s !s because they $ant to ma%e the mostmoney. &hey ha#e many comet!tors and they are bound to try e#eryth!ng to coe u tos. &he!r comet!tors are e#ery$here. &here are ust a fe$ that are ma!n comet!tors and !ahut al$ays try to be the best and get the most money by ma%!ng the!r roducts 'ual!ty better. &hey try to offer someth!ng d!fferent $!th the!r roduct as $ell. &hey offer a range of stuffed crusts to try and attract customers. &hey also do #egetar!an ot!ons $!th meet free!as and a salad and asta bar. Not a lot of restaurants offer a salad and a asta bar.&h!s bar.&h!s !s another comet!t!#e edge to attract or customers. Send!ng hab!ts of college freshmen also !nd!cates a h!gh ercentage of money be!ng sent on non;essent!al !tems. $ALUE PROPOSI!ION
M2Donald dec!des ho$ they $!ll ser#e the!r customers, ho$ they $!ll d!fferent!ate and os!t!on themsel#es !n the mar%etlaceL &herefore, they rom!se rom!se to del!#er the d!fferent set of benef!ts and #alues to consumers to sat!sfy the!r needs. &hey ser#e customers by del!#er!ng the!r roducts at doorste. M2Donald also has to meet u the !ns!rat!onal #alue roos!t!on for !ts !as !n smaller smaller to$ns, $h!ch !s aga!n #ery tr!c%y. POSI!IONIN2
A cr!t!cal cr!t!cal factor !n M2Donald8s success has been !ts un!'ue d!n!ng e(er!ence. 4os!t!on!ng !n#ol#es !mlant!ng the brand/s un!'ue benef!ts and d!fferent!at!on d!fferent!at!on !n customers/ m!nds. m!nds. M2Donald ha#e made many ad#ert!sements !n $h!ch they ha#e d!fferent!ate the!r !as !n'ual!ty, un!'ueness, taste taste and by also offer!ng #ar!et!es of !as. &hey ha#e broadcastedthe!r ad#ert!sements through Ne$saer, &ele#!s!on, &ele#!s!on, Rad!o, and ?!llboards. 0hene#erM2Donald offers ne$s deals, then they g!#es ad#ert!sements to rad!o or
@)
tele#!s!on and theyma%e b!llboards and lace $here the!r customers are.
M2Donald $as among the f!rst mult!nat!onal brands to enter the food reta!l sector !n INDIA. 0hen the f!rst M2Donald restaurant oened oen ed !n INDIA the 'u!c% ser#!ce !ndustry$as at a nascent stage and the !a category $as dom!nated by a sole reg!onal layer$ho had a marg!nal resence. M2Donald $ent on to lay a s!gn!f!cant role !n !oneer!ngand de#elo!ng th!s category !n Ind!a 0orld$!de 0orld$!de and !n !nd!a M2Donald has come to become synonymous $!th the 8best !as under one roof8. &h!s !s because at M2Donald the bel!ef !s that e#ery !a has !ts o$n mag!c, thus ma%!ng !t a dest!nat!on roduct H $h!ch e#eryone see%s. It !s th!s bel!ef that has !gn!ted the ass!on to create, !nno#ate !nno# ate and ser#e the f!nest roduct the !ndustry has to offer, $h!le sett!ng standards for others to str!#e to rel!cate. M2Donald !s comm!tted to ro#!d!ng uncomrom!s!ng unco mrom!s!ng roduct 'ual!ty, offer!ng customers the h!ghest #alue for money and g!#!ng ser#!ce that !s $arm, fr!endly and ersonal. &hey use strong brand !mage and h!gh r!ce for h!gh 'ual!ty roducts for os!t!on!ng the!r os!t!#e !mage !n the m!nds of customers. 2re$members at M2Donald str!#e each day to ro#!de 82S&+MER MANIA8 ; the %!nd of ser#!ce that ensures that e#ery #!s!t of the customer !s a memorable one. In th!s $ay M2Donald, os!t!on !tself !n !ts customers m!nd.
@-
SLO2ANS M2Donald ma%e the!r slogans by f!nd!ng un!'ue features of the!r roducts to os!t!on themsel#es. Slogans create os!t!#e !mage !n customer/s m!nd. &he!r slogans are matched$!th the!r roduct 'ual!ty and ser#!ces. Follo$!ngs are the some slogans of M2DonaldP
•
Z=S7are =S7are t7e ;ood times:
•
Z=>e =>e 7a5e PiJJa:
•
=Now 8oure eatin;: Z=Now
•
Zain; ain; it ;reatM
•
Z%oull %oull lo5e t7e stuff were made of#
•
!7e best 4iJJas under one roof#
•
2at7er round t7e ;ood stuff#
UNIUE SELLIN2 PROPOSI!ION
2omet!t!#e ad#antage !s the M2Donald/s brand name. M2Donald has bu!lt a brand name that means 'ual!ty roducts and ser#!ces. &hey ma%e and sell the!r roduct accord!ng to lace, reg!onal #alues and norms. &hey al$ays follo$ the customer need, $ant and demand, to ma%e the!r roduct more rel!able !n customer m!nd. M2Donald through 'ual!ty and 'u!c% ser#!ces al$ays ma(!m!e the!r mar%et share. &hat !s $hy the!r roduct !s un!'ue !n all around the $orld.
-
=CDonald+ Fres7& 7ot 4iJJa deli5ered in t7irt8 minutes or less or it is free:
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BU%IN2 BEHA$IOUR OF CUS!OERS
&here are certa!n buy!ng hab!ts of the customers. Accord!ng to the buy!ng beha#!or of
thecustomers, there are four tyes of buy!ng dec!s!on beha#!or. b eha#!or. 0h!ch 0h!ch areP •
ZCom4le3 Com4le3 bu8in; be7a5ior
•
ZDissonan9e+Redu9in; Dissonan9e+Redu9in; Bu8in; Be7a5ior
•
ZHabitual Habitual Bu8in; Be7a5ior
•
Z$ariet8+Seein; Bu8in; Be7a5ior Be7 a5ior 2ustomers of M2Donald are d!fferent !n buy!ng the !as. 2ustomer follo$s #ar!ety see%!ngbuy!ng beha#!or !n buy!ng the !a. 0hen buy!ng !a they may hold some bel!efs,choose a brand $!thout much e#aluat!on then e#aluate tye of !a dur!ng consumt!onbut ne(t t!me heTshe may !c% another tye of !a of boredom or s!mly to trysometh!ng d!fferent. ?rand s$!tch!ng occurs for the sa%e of #ar!ety rather than cause ofd!ssat!sfact!on. &h!s !s the s!tuat!on character!ed by lo$ !n#ol#ement but erce!#edbrandd!fferences.
M2Donald has made good reutat!on of the!r roducts and ser#!ces to$ards the!r customers. Oo$e#er, as customers att!tude of buy!ng !s #ar!ety see%!ng buy!ng beha#!or. M2Donald !s a restaurant of !as, and there are many comet!tors $ho are also d!fferent!at!ng the!r !as and ser#!ces to attract customers. &herefore, by
@3
th!s,customersneed some changes accord!ng to the!r taste and those brands, $h!ch are g!#!ng moreoffers $!th the !as.
&hose customers $ho ha#e bel!efs on the M2Donald are loyal $!th them. &hey are not
s$!tch!ng the!r brand and only try!ng d!fferent !as. Oo$e#er, $ho are not loyal $!th the!r taste
CUS!OER LO%ALI!% PRO2RAES: >7at is a Lo8al Customer- 2ustomers $!th a long record of urchases from a
referredro#!der caused by the!r sycholog!cal and emot!onal bond $!th that ro#!der.
CDONALDS CUS!OER LO%AL!% PRO2RAES
In resonse to !ncreas!ng comet!t!on and decl!n!ng sales/ M2Donald began a comrehens!#e customer loyalty !n!t!at!#e !n 1993.through mar%et!ng research the comany a!med to !mro#e guest sat!sfact!on and un!t le#el e(ecut!on at o#er -@777 comany o$ned stores and about )77 franch!sed restaurants. ?y resent!ng restaurants managers $!th $ee%ly feedbac% from the!r customers/ M2Donald hoed the feedbac% $ould strengthen oerat!ons $!th!n the control of each restaurant manager. &he lan !tself$as comr!sed of t$o comonentsP customer ser#!ce 1;:77 number and a customer loyalty sur#ey.
1;:77 customer ser#!ce numberB
@6
For the f!rst t!me !n !ts h!story/ M2Donald M2Donald !ntroduced a customer sat!sfact!on hotl!ne. &he
@@
INDIAN &ARGE& &ARGE& M2Donald to oerate )37 restaurants !n Ind!a by )713 4ress &rust of Ind!a T Ne$ Delh! Dec 19, )711, 1@B@ IS& Oa#! Oa#!ng ng com comle lete ted d 13 year yearss of o oer erat at!o !ons ns !n Ind! Ind!a, a, casu casual al d!n! d!n!ng ng cha! cha!n n M2Donald !s loo%!ng to enhance !ts resence across the country and run )37 outlets by )713. ?es!des strengthen!ng reta!l resence, M2Donald !s also loo%!ng to e(and !ts roduct offer!ngs offer!ngs to consumers. consumers.
Also Read
; ; ; ; ; ;
Related
Ne$s
Stor!es
No$
AB N!ren N!re n 2haudhury, 2haudh ury, um ?ran ?rands ds Kub!lant Food$or%sB Not so hungry For a b!gger sl!ce umQ ?rands eyes Rs ,677 cr from Ind!an os by )713 Dom!nosB Dom!n osB Del! Del!#ery #ery $ond $onder er Ind!an Ootels 2omany sells loss;ma%!ng arm
@:
&here are 1-1 M2Donalds !n - c!t!es of Ind!a at resent. &he lan !s to ta%e th!s count to )37 by )713, M2Donald Ind!a Mar%et!ng Oead Sunay ?has!n sa!d. &he e(ans!on $ould also haen !n t!er II and t!er III mar%ets, he added. &o commemorate 13 years of oerat!ons !n Ind!a, M2Donald !s set to roll out a nat!on$!de mar%et!ng and ad#ert!s!ng cama!gn. A ne$ nat!on$!de ad cama!gn $ould be launched by the end of the $ee%, ?has!n sa!d $!thout ro#!d!ng !nformat!on on the amount to be sent. At the same t!me, a ne$ range of 13 d!fferent !as $ould be rolled out at stores across the country. &he 13 !as are !ns!red from reg!onal cu!s!nes and fla#ours from around the country, he added.
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FU!URE PLANS Accord!ng to umQ umQ Restaurants Internat!onal, Ind!a !s amongst a mongst the to f!#e gro$th mar%ets for M2Donald M2Donald !s also e(er!enc!ng double;d!g!t gro$th !n Ind!a and hence !s conf!dent about e(and!ng !ts oerat!ons !n Ind!a.M2Donald hoes to !ncrease the number of 4!a Out outlets !n Ind!a to 1-7 by the end of )773 from the resent f!gure of 93. &he e(ans!on rogramme $!ll ma%e M2Donald the fastest gro$!ng $estern restaurant cha!n !n Ind!a. In add!t!on, umQ umQ lans M2Donald to be !n -3 c!t!es by end of )773, and 33 c!t!es by end of )776.
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Customer Satisfa9tion in Ste4s *#
En9oura;e Fa9e+to+Fa9e Dealin;s
&h!s !s the most daunt!ng and do$nr!ght scary art of !nteract!ng $!th a customer. If you8re you8re not used to th!s sort of th!ng !t can be a retty ner#e$rac%!ng e(er!ence. Rest assured, though, !t does get eas!er o#er t!me. It8s !mortant to meetyour customers face to face at least once or e#en t$!ce dur!ng the course ofa roect.
(#
Res4ond to essa;es Prom4tl8 6ee4 %our Clients Informed
&h!s goes $!thout say!ng really. really. 0e all %no$ ho$ annoy!ng !t !s to $a!t days for a resonse to an ema!l or hone call. It m!ght not al$ays be ract!cal tdeal $!thall customers8 'uer!es $!th!n the sace of a fe$ hours, but at least ema!l orcall thembac% and let them %no$ you8#e rece!#ed the!r message and you8ll contactthem about !tas soon as oss!ble. E#en !f you8re not able to sol#e a roblem r!ght a$ay, a$ay, let thecustomer %no$ you8re $or%!ng on !t.
1#
Be Friendl8 and A44roa97able
A fello$ fello$ S!te 4o!nter once told me that you can hear a sm!le through the hone. &h!s !s #ery true. It8s #ery !mortant !mortant to be fr!endly, courteous courteous and to ma%e yourcl!ents feel l!%e you8re the!r fr!end and you8re there to hel them out. &here$!ll bet!mes $hen you $ant to beat your cl!ents o#er the head reeatedly $!th ablunt obect; !t haens to all of us. It8s #!tal that you %ee a clear head, resond to yourcl!ents8$!shes as best you can, and at all t!mes rema!n ol!te and
:1
?#
Ha5e a Clearl8+Defined Customer Ser5i9e Poli98
&h!s may not be too !mortant $hen you8re ust start!ng out, but a clearly def!ned customer ser#!ce ol!cy !s go!ng to sa#e you a lot of t!me and effort!n the long run. If a customer has a roblem, $hat should they doL If the f!rst ot!on doesn8t$or%, then $hatL Should they contact d!fferent eole for b!ll!ng and techn!calen'u!r!esL If they8re not sat!sf!ed $!th any asect of your customer ser#!ce,$hoshould they tellL &here8s noth!ng more annoy!ng for a cl!ent than be!ngassed fromerson to erson, or not %no$!ng $ho to turn to. Ma%!ng sure they %no$e(actly $hatto do at each stage of the!r en'u!ry should be of utmost !mortance. Soma%e sureyour customer ser#!ce ol!cy !s resent on your s!te H
3.
Attention to Detail "also nown as !7e Little Ni9eties >
Oa#e you e#er rece!#ed a Oay ?!rthday ema!l or card from a comany you $ere a cl!ent ofL Oa#e you e#er had a ersonal!ed s!gn;u conf!rmat!on co nf!rmat!on ema!l for aser#!ce that you could tell $as tyed from scratchL &hese l!ttle n!cet!es canbe t!meconsum!ng and aren8t al$ays cost effect!#e, but remember to do them. E#en !f !t8s as small as send!ng a Oay Ool!days ema!l to all your customers, !t8s someth!ng. It sho$s you careP !t sho$s there are real eole eo le on the otherend ofthat screen or telehoneP and most !mortantly, !t ma%es the customer feel$elcomed,$anted and #alued.
:)
0#
Anti nti9i4 9i4ate %our Clients Needs 2o Out Out Of %our >a8 to to Hel4 !7em Out
Somet!mes th!s !s eas!er sa!d than doneQ Oo$e#er, ach!e#!ng th!s sureme le#el of understand!ng $!th your cl!ents $!ll do $onders for your $or%!ng relat!onsh!.
#
Honour %our Promises
It8s oss!ble th!s !s the most !mortant o!nt !n th!s art!cle. &he s!mle messageB $hen you rom!se someth!ng, del!#er. 2l!ents don8t l!%e to be d!sao!nted.Somet!mes, someth!ng may not get done, or o r you m!ght m!ss a deadl!nethrough nofault of your o$n. 4roects can be late, technology can fa!l and subcontractorsdon8tal$ays del!#er on t!me. In th!s case a 'u!c% aology and assurance !t8ll beready ASA4$ouldn8t go a m!ss.
:-
OBEC!I$E OF !HE S!UD%
&o study the S0+& =Strength, 0ea%ness, +ortun!t!es, &hreats> of the 2ustomer.
&o understand the buy!ng beha#!or of a customer $hen he !s buy!ng M2Donald roducts.
4re#a!l!ng att!tudes and ercet!ons about the roducts !n term of 'ual!ty, r!ce and a#a!lab!l!ty.
&o stud study y the the 2ust 2ustom omer er8s 8s beha beha#! #!or or to$a to$ard rdss the the 2ust 2ustom omer er and and 2omany.
Is the ad#ert!sement M2Donald roduct effect!#e.
&o study the brand !mage
&o %no$ the 2ustomer net$or% !n same segments.
:
RESEARCH E!HODOLO2% PROBLE DEFINI!ION
Statement of t7e 4roblemA Stud8 of Consumer Retention in a9Donald
Ba9;round of t7e 4roblem-
M2Donald has al$ays been successful !n del!#er!ng the best fast; food. It has ga!ned many customers throughout the $orld and has al$ays been $or%!ng on customer; retent!on. &h!s research !s conducted as M2Donald $ants to %no$ the references of the!r current #alued customers so that they can ser#e them !n a more sat!sfactory $ay and !mro#e the!r o#erall o #erall erformance.
RESEARCH DESI2N
&he research $e conducted !s descr!t!#e as $ell as theoret!cal !n nature.
INFORA!ION NEEDS
Data 9olle9tion-
&here $as secondary data a#a!lable !n th!s conte(t for M2Donald. 0e collected r!mary data from eole.
S9alin; !e97niue-
0e used the non'com(ariti$e scaling techn!'ue techn!'ue !n our 'uest!onna!res.
uestionnaire De5elo4ment-
0h!le de#elo!ng the 'uest!onna!re, I focused ma!nly on 'uest!ons that sho$ed the reference of the fast;food customers $!th resect to food 'ual!ty, 'ual!ty, :3
r!ce, en#!ronment, ser#!ces, etc. and could g!#e us a clear !mact of the most referred element.
Pre+ testin;-
In re;test!ng $e got the 'uest!onna!res f!lled by 177 eole from $!th!n our oulat!on. &here $as no roblem faced by the oulat!on and they found the 'uest!onna!re easy to understand and f!ll and $e could also f!gure out the results from the ans$ers. &hus, $e felt no need of any change !n the 'uest!onna!re.
Sam4lin; !e97niues-
&he saml!ng techn!'ue used by us !n th!s research !s )udgmental "am(ling*
Sam4le-
0e too% too% samle s!e of 177 eole
et7od-
0e analyed the results by ma%!ng !e charts for all 'uest!ons.
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S>O! ANAL%SIS *#Stren;t7s -
M2Donald !s the mar%et leader !n ro#!d!ng d!fferent d !fferent roducts of !as as there are no comet!tors !n th!s sector. &here good !mage ma%es the organ!at!on more strong. 4!a Out !s ro#!d!ng good taste, 'ual!ty roducts $!th 'ual!f!ed staff, good atmoshere and hyg!en!c en#!ronment. &hey are sec!al!ed !n !as. !as. Mot!#at!on le#el of staff !s #eryh!gh $h!ch ma%e the organ!at!on more roserous. &hey are IS+ =Internat!onal Standard +rgan!at!on> cert!f!ed. &hey ha#e enough resources for oerat!ng d!fferent act!#!t!es of the organ!at!on. &hey are ro#!d!ng free home del!#ery ser#!ce. &hey ha#e created monooly !n th!s sector. Another Another b!g Strength and e#en a Com4etiti5e Ad5anta;e !s the fact that they ha#e a full ser#!ce restaurant as $ell as del!#ery ser#!ces. For e(amle, M2Donald can mar%et to fam!l!es much eas!er than Dom!no8s or J!ttle 2aesar8s.
(# >eanesses-
Oo$e#er, the fact that M2Donald does ha#e a restaurant to run !s also a $ea%ness. 4!aOut has h!gher o#erhead costs, due to the restaurant that other comet!tors do not ha#eto deal $!th. Another result of h!gher o#erhead costs !s h!gher r!ces M2Donald must charge. +b#!ously, M2Donald !s not the lo$ cost co st roducer. &hey rely on the!r 'ual!ty !aand good ser#!ce to account for the!r h!gher r!ces. &hey are ro#!d!ng less range ofroducts comarat!#ely $!th h!gh r!ces. It/s some more $ea%nesses areP &hey are more focused on 0estern 0estern taste !nstead of Eastern. It g!#es less ar%!ng fac!l!t!es,!ts ad#ert!sements are #ery less, !t has st!ll fe$er outlets and !t !s $or%!ng less for soc!al$elfare.
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1# O44ortunities-
Ne$ mar%ets can be e(lored and ne$ oortun!t!es they can ga!n. M2Donald can come u$!th the ne$ roducts cons!der!ng the Eastern taste of the eole as l!%e McDonalds. D!#ers!f!cat!on of ne$ roducts can !ncrease the!r mar%et share. &hey can reduce the!r r!ces because of more resources. It should a#a!l these oortun!t!es. More outlets outlets shouldbe oen, ?roader S!tt!ng Area, More Attract!#e En#!ronmentP Attract!#e offers should be!ntroduced, order!ng +nl!ne System.
?# !7reats-
M2Donald8s number one threats are from the!r comet!tors. 2urrently, &he!r closest comet!tor !s Dom!no8s 4!a $ho !s $or%!ng to oen the!r ?ranch at !nd!a. Dom!no8s ma!n comet!t!#e ad#antage o#er M2Donald !s the!r Jo$er r!ce. J!ttle 2aesar8s $ho !s establ!sh!ng the!r self !n Ind!a and m!ght mo#e to Ind!a !s another one of M2Donald8s comet!tors, r!ght beh!nd Dom!no8s !n mar%et share. J!ttle 2aesar8s !s famous for offer!ng large 'uant!t!es of !a for less money. Ne$ entrance l!%e Dom!nos !a !n 4a%!stan mar%et can affect the!r mar%et share. +ther local restaurants can affect the!r mar%et share by ro#!d!ng (i++as $!th lo$er r!ce. Soc!al factors can affect the!r !mage as a 0ester 0estern n organ!at!on, Instant Fast
::
DA!A ANAL%SIS ANAL%SIS
1>. Do you l!%e fast foodL
yes
@@
No
)-
It $as obser#ed that @@C eole l!%e fast food as comared to )-C eole $ho $ere not to fond of fast food.
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)>.0h!ch of the follo$!ng o!nts do you referL
)3
Mc Donalds
)-
M2Donald
:
It $as found out that more eole $ere fond of #!s!t!ng 4a Out than any other o!nt.
97
-> Oa#e you e#er #!s!ted M2DonaldL
es
6:
No
-)
It $as obser#ed that more than -)C eole had ne#er #!s!ted M2Donald before.
> 0h!ch factors affect your reference $h!le choos!ng a lace for hostell!ngL 91
4hys!cal en#!ronments
Inter!or
Ser#!ce
F o od 'ual!ty
4r!ce
)3
)-
11
1:
16
It $as obser#ed that eole referred the 'ual!ty of food o#er other factors $h!le choos!ng a lace for hostell!ng.
3>.Do you th!n% M2Donald offers #ar!ety of foodL 9)
es
6:
No
-)
It $as found that 6:C thought that M2Donald offered #ar!ety of food .
6> Do you #!s!t M2Donald as !t has a good brand !mageL
9-
es
6)
No
-:
&h!s sho$s that eole d!d/nt merely #!s!t M2Donald because of !ts !mage bu t because !t ser#ed good food.
@> Do you th!n% M2Donald del!#ers the best foodL 9
es
6
No
-6
4eole $ho #!s!ted M2Donald felt that the food del!#ers $as good as comared to fe$ $ho d!dn/t l!%e the food ser#ed at M2Donald.
:>.Are you sat!sf!ed $!th the !ngred!ents used !n the food !temsL
93
es
6:
No
)
After analys!s !t $as found out that most eole $ere not sat!sf!ed $!th the !ngred!ents used !n the !as.
96
9>Do you th!n% M2Donald !s cons!stent $!th !ts food 'ual!t!es $hene#er you goL
es
@
No
)6
Most eole felt felt that M2Donald offered cons!stently cons!stently good food $h!le $h!le some eole felt felt that the 'ual!ty of the to!ngs, cheese etc $ere not good at t!mes. t!mes.
17> Are you sat!sf!ed $!th the ser#!ces of M2Donald L
9@
yes
37
No
37
4eole had m!(ed feel!ngs about the ser#!ces offered by M2Donald.
9:
11>.do you th!n% that the rearat!on of food !n M2Donald !s hyg!en!cL
es
33
No
3
Some eole $ho are regular #!s!tors #!s!tors of M2Donald felt felt that the rearat!on rearat!on of food !n M2Donald $as at t!mes unhyg!en!c.
*('#are you sat!sf!ed by the r!ces charged by M2DonaldL
99
yes
6
no
-6
Around 6C eole felt that the r!ces charged by M2Donald $ere unreasonable.
1-> Are you sat!sf!ed $!th the home del!#ery of M2DonaldL
177
yes
:)
no
1:
It $as seen that eole $ere sat!sf!ed $!th the home ho me del!#ery of M2Donald 0h!le some eole felt that del!#ery $as not done d one on t!me.
171
RECOENDA!IONS
&here are some o!nts, $h!ch M2Donald must follo$ to ha#e more customers and !ncrease sales and rof!t !n the mar%et and !n order to f!n!sh the threats.
M2Donald should focus on more ad#ert!sements, ad# ert!sements, as !n Ind!a , they are not ma%!ng ad#ert!sements. &hey should telecast the!r ad#ert!se more and on the r!ght t!me $hen the!r loyal customers and the target customers are $atch!ng the tele#!s!on. ?y th!s, they are os!t!on!ng the!r roducts !n the!r customers/ m!nds. &hey should ma%e an attract!#e one !n $h!ch they are d!fferent!at!ng the!r !as !n 'ual!ty, 'ual!ty, taste and tells that ho$ nutr!t!on and healthy meals they are offer!ng.
More ad#ert!sements of M2Donald !s been $atched by the customer then the ar!ety ar!ety see%!ng buy!ng beha#!or of the customer $!ll also decrease. &he customers $!ll ?ecome loyal to !t.
&hey should ma%e d!scounts cards or the membersh! cards for the loyal customers. &hose customers customers $ho mostly go once !n a $ee% or after after t$o $ee%s.
&hey should reduce the!r r!ce as comare to the comet!tors/ r!ce and !f not then they should d!fferent!ate the!r roduct !n the!r 'ual!ty and taste. &hey should a lso tell that they are us!ng more to!ngs and cheese.
&hey must sonsor more concerts and games held !n !nd!a, as they do not do. ?y th!s, they $!ll ma%e a good reutat!on to to$ards the!r customers.
17)
&hey should ma%e stalls !n the un!#ers!t!es and colleges $hen there are some art!es held. In the stalls, they must offer !as !n student d!scounted r!ces.
In order to mo#e effect!#ely !nto the ra!dly rogress!ng $orld of soc!al resons!b!l!ty, resons!b!l!ty, !t !s t!me for bus!ness/ to e(and the!r #!s!on.
&hey should ma%e !ts o$n $ebs!te $e bs!te !n $h!ch customers can lace an onl!ne order. 2ustomers can no$ go on the Internet and lace an order. o rder. &h!s method !s useful
because !t allo$s customers to #!e$ the ent!re menu, do$nload any sec!al couons ,and order $!thout ha#!ng to d!sclose any cred!t card number.
17-
CONCLUSION M2Donald has many targets, $h!ch !t has ach!e#e !n a g!#en er!od. &he t!me;er!od !s mostly a year. &herefore, !n order to fulf!ll the targets d!fferent strateg!es are adoted by M2Donald. It can be concluded that these strateg!es ha#e been successful and there !s fle(!b!l!ty !n the strateg!es, as they can be changed change d $!th the changes !n the mar%et cond!t!ons as $ell as the targets.
Need to be ust a ste ahead[!n sync $!th the consumer/s ercet!on of #alue.
2ustomers mo#e to the lo$er cost ro#!der $hen mar%eters sto g!#!ng them reasons not to.
"Ne#er before, ne#er aga!n
"Strategy !s only as good as !ts e(ecut!on
Not ust roduct, but an e(er!ence.
Its strateg!es are successful and there !s fle(!b!l!ty !n the strateg!es, as they can
be changed $!th the changes !n the mar%et cond!t!ons as $ell as the targets.
17
LII!A!IONS &here $ere certa!n l!m!tat!ons that $e faced $h!le do!ng th!s roect. &hese l!m!tat!ons Include.
&he l!m!ted t!me.
J!m!ted budget.
Res!stance of eole to f!ll the 'uest!onna!res.
&o gather ade'uate !nformat!on about M2Donald from !ts management.
&he study !s based on one year only.
4r!ce le#el changes are not cons!dered.
&!me !s short for dee research.
Searate records of the all un!ts are not a#a!lable.
&he readusted and regrou f!gure sl!ghtly affects the #alue.
Study !s l!m!ted of M2Donald.
&he data !s used !n the roect ha#e been ta%en from annual reort only. Oence,
grou!ng and sub grou!ng and annual!sat!on of data may sl!ghtly affect the results.
173
BIBLIO2RAPH% •
•
by 4h!l!
•
IRDA Journal
•
Newspaper and Business magazines magazines
4RIMAR 4RIM AR DA&A DA&A Data $as collected through 'uest!onna!res and by one to one !nteract!on $!th eole $ho regularly #!s!ted M2Donald
SE2+NDR SE2 +NDR DA&A DA&A $$$.!ahut.com $$$.google.com
176
UES!IONNAIRE UES!IONNAIRE
NameB 2ontact numberB AddressB
1. Do you l!%e Fast FoodL • •
• • •
es es No ). 0h!ch of the follo$!ng o!nts do you referL
• •
es es No
. 0h!ch factors affect your reference $h!le choos!ng any lace for hostell!ngL • • • • •
4hys!cal en#!ronment Inter!or Ser#!ce Food ual!ty 4r!ce 3. Do you th!n% that M2Donald offers enough #ar!ety of foodL
• •
es es No 6. ou ou #!s!t M2Donald as !t has a good g ood ?rand ImageL
17@
• •
es No
@. Do you th!n% M2Donald del!#ers the best food !n to$nL • •
es No :. Are you sat!sf!ed $!th the !ngred!ents used !n !ts food !temsL
• •
es No 9. Do you th!n% M2Donald !s cons!stent !n !ts food 'ual!ty $hene#er you goL
• •
es es No 17. Are you sat!sf!ed $!th the ser#!ce of M2Donald 0hen you d!ne !nL
• •
es es No 11. Do you th!n% that the rearat!on rocess of food !n M2Donald !s hyg!en!cL
• •
es es No 1). Are you sat!sf!ed $!th the r!ces charged by M2DonaldL
• •
es es No
17:
