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INTRODUCTION:
HISTORY OF McDonald’s:
McDonald’s vision is to be our customer favorite place and way to eat with
inspired people. Who delight each customer with UN matched quality,
service, cleanliness and value every time. We invite you to be the part of
this wining team and give yourself an opportunity to people striving to
create similes on the faces of millions of people every day.
McDonalds MISSION:
PROGRAMME OF MCDONALDS:
Every customer has some expectation from fast food restaurants and the
restaurants try to make their environment according to their expectation.
MCDONALDS has a programmer of CHAMS, which are the six
expectations of costumers from fast food restaurants.
C ----- Cleanliness.
H ----- Hospitality.
A ----- Accuracy.
M ---- Maintains of facility.
P ---- Product quality.
S ---- Speed of services.
.
I the Pakistan MCDONALDS is try to manage all the four elements (4PS)
of the marketing mix those are PRODUCT, PRICE, PLACE, and
PROMOTION. MCDONALDS is trying to full fill the needs of 4ps to
increase it revenues and and profits and also market share as compare to
the other fast restaurants in Pakistan.
1: Product of McDonald’s
Such as big Mac is the most important product of Mc Donald’s menu some
other important type of burger, are flag ship burger, hamburger and
cheese burger etc. Mc Donald’s is also providing chicken, fish and pork
sand witches.
CHICKEN MC NUGGETS.
They are introduced in 1983, these are small chicken chunks served with
a dipping sauce available in 4,6,10,20 pieces they are made by white
chicken strips introduced in 1955 for a limited time and offer again in 2003.
Other product.:
• Fish Mac dipper.
• Mc Rib.
• Mc Muffins (for break fast).
• Biscuits cookies.
• Beverages.
Mc Donald’s primary soft drinks supplies is coco Cola Company Mc
Donald’s is offering also
• Cold and hot iced coffee.
• Hot and iced tea.
• Hot chocolate.
• Various juices.
• Milk shakes.
• Ice cream.
• Desserts
2:-PRICE
Price is the most important factor of the marketing mix because price
counts much in the sale of the product. Mc Donald’s in Pakistan is also
trying to adjust its prices according to the prices of other competitors in the
fast food field. But the price of Mc Donald’s are little bit high as compare
to the other competitors. The reason of high prices of Mc Donald’s is many
such as costly location, superior services, high govt taxes etc. But the Mc
Donald’s is also trying that its prices are not be to much high that people
can not afford it and most of Mc Donald’s product are also for the people
of the high gentry on the basis of prices Mc Donald’s is offering different
deals such as
• Kids deals.
• Family deals.
• Lunch deals.
• Mid Night deals etc.
On these deals Mc Donald’s offer special discounts.
3 PLACEMENTS.
McDonald’s restaurants are present about more than 120 countries and
restaurants are increasing continuously. In the Pakistan there are about
20 restaurants of Mc Donald’s.
Mc Donald’s is trying open the restaurants at such location where there
target customers can reached easily. The target customers of the Mc
Donald’s are people of upper-upper class and upper – lower classes so
most of branches are in upper class market and areas. Two best location
of Mc Donald’s in Lahore are branches of Jail road near the race Course
Park and Main Blue ward.
4:PROMOTION.
Marketing Environment
Marketing environment means all the forces and factors out side the
marketing that affects the marketing management ability to build a
successful relationship with the target customers.
When the McDonalds started it business in the Pakistan first they have to
consider the market environment of the Pakistan. There are four
considerable factors in the marketing environment of the Pakistan. These
are product, price, place, and promotion.
And other is micro and macro environment factors those have much
influence on the marketing process of McDonalds are discuss below,
1: Competitors
2: Demographic Environment.
3: Economic Environment
The economic environment means buying power of the people. The fast
food industry of Pakistan is increasing day-by-day this encourages
McDonalds to start their new outlets in all the major cities of Pakistan.
McDonalds also consider the infrastructure of fast food industry of
Pakistan before starting its operation. The purchasing power of the
individuals was also studied to decide that in which areas they should
open their new outlets.
When McDonalds started its business in Pakistan nine years ago people
of Pakistan were not font of eating fast food and McDonalds was not
generating too much revenues at that time but with the passage of time
the interest of people has developed towards fast food and it has become
a culture specially for the high class to go and eat fast food from
expensive restaurants like McDonalds.
Political conditions of Pakistan are steady and this promotes the foreign
investors to come in Pakistan and start their business or expand it. For
those companies who are already operating in Pakistan. Government of
Pakistan has imposed restriction for McDonalds to provide Halal food in
Pakistan and McDonalds has to follow that restriction. Also 15% general
sales tax is imposed by government which McDonalds is paying
completely.
SEGMENTATION OF McDonald’s:-
• GEOGRAPHIC SEGMENTS
• DEMOGRAPHIC SEGMENTS
• PSYCHOGRAPHIC SEGMENTS
• BEHAVIORAL SEGMENTS
1. GEOGRAPHIC SEGMENTATION
McDonald’s also take care the nations and their beliefs such PAKISTAN is
the
Muslims countries so the are introducing only halal foods here.
In INDIA McDonald’s are not using the meet of cow.
Because this is against there beliefs.
CLIMATE:-
2: DEMOGRAPHICAL SEGMENTATION:-
Its mean dividing the market on the basis of variable such as age, gender,
Family size income, race generation etc.
AGE:-
McDonalds is segmenting the customers especially on the basis of the
age. They have different products for the different age groups.
Such as for the children’s they have many special items and play areas
those
Attract them more.
FAMILY SIZE:-
The also offers the deals for the different family size and offer them
discount on buying products in bulk quantity.
EDUCATION:-
Education enhance awareness so they targeting the educated people as
shown in their advertisement.
GENDER:-
McDonald’s also segmented the market on the basis of gender on the
basis of some factors.
RACE:-
Mc also segmented their customers on the basis of race such as ASIAN,
HISPANICS BLACK and WHITE, and provides products according to their
Taste.
3:PSYCHOGRAPHIC SEGMENTATION.
Its mean dividing the markets on the basis of social class, life style etc.
SOCIAL CLASS:-
4:BEHAVIORAL SEGMENTATION:-
Its mean dividing the market on the basis of the occasions, benefits, user
status, User
Rate, loyalty status etc.
OCCASIONS:-
BRAND LOYALITY:
In the world there are so many people who love with the McDonalds. and
they are loyal with the brand name of McDonalds
TARGET MARKETING:-
SWOT ANALYSIS
SWOT analysis is to identify and analyze the strengths and
weaknesses of a organization, as well as the opportunities and
treats revealed by the information, the organization have
gathered on the external environment.
Their main strength lies in the taste of their products and their great
service. As for the last 9 years they stand as the market leaders in
the fast food
Strengths
Excellent location :
One of the biggest strength of McDonald is its excellent location in
all over the world as well as in Pakistan. In Lahore is located in the
main blue ward gluer on jail road, in fortress stadium etc.
Secret Recipe
Weakness
Higher price
Drive through
McDonalds do not have a drive through in its each restaurant. But
they are doing best to overcome on their weakness of drive through.
Opportunities
Brand Name:
Play areas
McDonalds in all over the world have play areas for the children. And
McDonalds also have books library’s for the children. So the children
are attracted toward the McDonalds because of these reasons.
Threats
Competitors :
It has main threat of kfc as its competitor. And it is trying to get the
more market share and beat kfc especially Pakistan. In January 2003
its first quarterly loss of $343.8m in more than 40 years of business.
This report aims to investigate the reasons behind Mc Donald’s loss
was the very good performance by kfc using marketing theory and
analysis Concluding with recommendations for improvement
KFC Today
Today, KFC is the world’s largest and most well known chicken
restaurant chain, with more than 10,000 locations worldwide, in 78
countries. KFC and its franchises employ more than 20,000 people
worldwide.
KFC serves more than 4.5 billion of chicken annually, to
approximately 7 million customers a day, world
SWOT ANALYSIS
Strength
Mass Appeal
Their main strength lies in the mass appeal of their products and
their great service. As for the last seven years they stand as the
market leaders in the fast food category after McDonalds.
Excellent location
Well-designed system
With the 66 years of experience and confirmation, now KFC has the
most efficient and effective system worldwide of chain of
restaurants.
Weakness
Higher price
Drive through
KFC do not have a drive through in its each restaurant. But they are
doing best to overcome on their weakness of drive through.
Play areas
KFC also do not have a play area in their each out let
Opportunities
Brand Name
They have the opportunity of their brand name as KFC is a trademark for fried
chicken and is known by many people of Pakistan as a fast food of fried chicken
especially the zinger ch
Threats
Competitors
It has main threat of McDonalds as its competitor. And it is trying to get the
largest market share and beat McDonalds especially in Pakistan.
It has also the social and cultural threat in Pakistan as mostly the people are
against America and they use to make strikes in front of KFC to stop their
business and leave Pakistan as they think that all the revenues generated by KFC
are going to America and it has a bad impact on Pakistani economy.
BCG MATRIX:
McDonald’s
High
MARKRT
SHARE
Low
Low High
MARKET GROWT
STAR…………………………………………………MCDONALDS
CASH COW …………………………………… SUBWAY
?........................................................................................... AFC
MAC BURGERS ……………………………………………… STAR
MAC AREBIA …………………………………………………….. ?
ICE CREAMS ………………………………………………CASH COW
DESSERTS ……………………………………………………… DOG
The product life cycle means the course of product, its sales and profits
over its life time .
it involves five distinct stages:
• Product development stage
• Growth
• Maturity
• Decline
. Table of Contents
• INTRODUCTION
• HISTORY OF McDonald’s
• VISION
• McDonald’s MISSION
• McDonald’s IN PAKISTAN
• MARKETING MIX
• MARKETING ENVIRONMENT
• SEGMENTATION
• MARKETING STRATEGIES
• SWOT ANALYSIS
• BCG MATRIX
• PRODUCT LIFE CYCLE
• SOCIAL MARKETING OF McDonald’s