mcdonalds final
TRANSCRIPT
BY: PRIYANKA MAHESHWARI PUSHP KAMAL
SANCHIT ROHATGI SRIKANTH KUNDU
SUBHAM DAS
INTRODUCTION
Every body is familiar with McDonald’s and its hospitality.
Globalization Vs Internationalization. Use of 7 P’s of Marketing. Training the employees. Operations in McDonald’s. Hamburger University in East Finchley.
SOMETHING ABOUT McDONAL’D
• Rechard and Maurice McDonald in 1937.
• Tiny drive-in restaurant east of pasadena, California.
• Ray Kroc, in 1954 franchise McDonald’s in USA.
• International venture in 1967 in Canada.
• George Cohon open first restaurant in eastern Canada in 1968.
• Vikram Bakshi & Amit Jatia introduced McDonald’s in India.
• 30,000 restaurants in 100 countries and 80% are franchises.
MARKETING MIX – MCDONAL’D
7 P’S PRODUCT PLACE PRICE PROMOTION PEOPLE PROCESS PHYSICAL
PRODUCT
FEATURE QUALITY QUANTITY
PLACE
LOCATION NUMBER OF OUTLET
PRICE
STRATEGY DETERMINANTS
PROMOTION
ADVERTISING PUBLIC RELATION SALES PROMOTION
PEOPLE
QUANTITY QUALITY TRANING PROMOTION
PROCESS
BLUEPRINTING AUTOMATION CONTROL PROCEDURES
PHYSICAL
CLEANLINESS DÉCOR AMBIENCE OF THE SERVICE
GLOBALIZATION V/S
INTERNATIONALIZATION
Marketing strategies – Taking the world as a single entity
Standardized products, promotional campaigns prices and distribution channels
Globalization:
Customizing marketing strategies cultural, regional and national differences
group countries by social, cultural, technological, political and economic similarities
Think global, act local
Born Globals
Internationalization:
TRAINING THE EMPLOYEEStructure training programmes Impressive serviceManagement development
programmes(MPD)MDP1
MDP2MDP3MDP4
Advanced operations courseHigher echelons
OPERATION:GUEST SERVICE
GUEST ENTERS McDONALD’S
GETS TO THE TABLE
WALKS UP TO THE COUNTER AND PLACES THE ORDER
PROCESSING ORDER Make-to-order
Gets activated in response to an actual order
Both work-in-process and finished goods inventory kept to a minimumEg: Varieties of burgers
Make-to-stock Process activated to meet expected or
forecast demand Guest’s orders are served from target
stocking levelEg: Ice-creams, mousses
RAW MATERIALS Patty: Vista Processed Food Product Pvt. Ltd.
French Fries: McKenn International
Cold Drinks: Enrich Food Product Pvt. Ltd.
Buns: Cremica Food Products Pvt. Ltd.
Lettuce : Meena Agritech
CO2 : City Traders
Green Raw Materials: Radha Krishna Food Products
BILLING
FINISHES THE FOOD
GUESTS TAKES THE FOOD AND SETTELES
WALKS TO THE CASHIER AND
PAYS
WAITER PLACES THE BILL AND GUEST PAYS
LEAVES McDONALD’S
MCDONALDS