Académique Documents
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Culture Documents
2008
City Launch: Chennai, Kolhapur
2007
Ranked 19th out of 25 top companies in the Hewitt Best Employers 2007
Survey 1st "Made For You" format restaurant launched in Bombay
McDelivery service launched in Hyderabad Winner of CNBC Awaaz
Consumers Award 2007 in the 2nd consecutive year
2006
City Launches: Surat, Hyderabad Oil Alliance (HPCL/BPCL)
2005
City Launches: Nashik, Indore
2004
Launch of Happy Price Menu, McDelivery, Kiosks Launch of 1st Global
campaign: "I'm lovin' it" City Launches: Bangalore
2003
New Product Launch: Veg Pizza McPuff
2002
New Product Launches: Chicken Mexican Wrap, Paneer Salsa Wrap City
Launches: Ahmedabad, Baroda
2001
1st Drive Thru launched at Kalamboli
2000
New Product Launches: Chicken McGrill, McCurry Pan, Potato Wedges. First
TV Ad launched City Launches: Pune
1997
Launch of Happy Meals
1996
McDonald's launches its first store in india:
Delhi : 13th October, 1996
Mumbai : 21st October, 1996
New Product launches : Maharaja Mac, McVeggie, McAloo Tikki
VALUES
Everyday Value at McDonald's
Value as the corner stone of McDonald's strategy
McDonald's, worldwide, stands for QSC&V, where "V" stands for value and
therefore the value proposition assumes special significance. Explaining this,
Mr. Amit Jatia, Joint Venture Partner & Managing Director, McDonald's
(Western India) says, "McDonald's success has been built on commitment to
the delivery of QSC&V (Quality, Service, Cleanliness and Value) to
customers, the expansion of restaurant numbers to improve convenience
and large scale investment in supplier development, training and people.
Getting QS&C consistently, and overwhelming appreciation of Value keeps
our customers satisfied and maintains our competitive edge."
The value initiative at McDonald's is all - pervasive. Our strategy is to
achieve best value by enhancing experience (offering best quality), while
keeping prices reasonable. This applies to products we serve our customers
and to every other aspect of the way we do business. At McDonald's, costs
are kept low by increasing efficiency and cutting wastage at all levels. This is
possible by advanced operations, management and human behaviour skills
tested over time in around 120 countries across the world.
It is important to understand that delivering top quality doesn't come easily.
Customers, who walk into a McDonald's restaurant, expect to be served food
that is hot and fresh, made from the highest quality ingredients, served
within minutes of placing their order and at a price, which is affordable. Such
is the strength of the brand that they rely on McDonald's to do all this,
without thinking about how it is actually achieved.
SWOT ANALYSIS
Strengths
McDonald's has been a thriving business since 1955 and 20 of the top
50 corporate staff employees started as a restaurant level employee.
In addition, 67,000 McDonalds restaurant managers and assistant
managers were promoted from restaurant staff. Fortune Magazine
2005 listed McDonald's as the "Best Place to Work for Minorities."
McDonalds invests more than $1 billion annually in training its staff,
and every year more than 250,000 employees graduate from
McDonald's training facility, Hamburger University.
One of the world's most recognizable logos (the Golden Arches) and
spokes character (Ronald McDonald the clown). According to the
Packard Children's Hospital's Center for Healthy Weight children age 3
to 5 were given food in the McDonalds packaging and then given the
same food without the packaging, and they preferred the food in the
McDonald's packaging every single time.
Weaknesses
Opportunities
Provide optional allergen free food items, such as gluten free and
peanut free.
Threats
They have been sued multiple times for having "unhealthy" food,
allegedly with addictive additives, contributing to the obesity epidemic
in America. In 2004, Michael Spulock filmed the documentary Super
Size Me, where he went on an all McDonalds diet for 30 days and
wound up getting cirrhosis of the liver. This documentary was a direct
attack on the QSR industry as a whole and blamed them for America's
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McDonald's is the leading global foodservice retailer with more than 31,000
local restaurants serving more than 58 million people in 118 countries each
day. More than 75% of McDonald's restaurants worldwide are owned and
operated by independent local men and women.
BUSINESS STRATEGY IN INDIA
Case Study Abstract
This case study discusses how McDonalds India managed to buck the trend
in a struggling economy, its early years and business strategy to get more
out of its stores in India. The case also briefly discusses how McDonalds
adapted to local culture in India, its localization and entry strategy, its strong
supply chain and pricing strategy.
Table of Contents
1. Introduction
2. McDonalds entry into India
3. Exhibit I: McDonalds Country Entry Year
4. The Indian Market Top 10 per cent of the busiest markets globally
5. Localization Strategy
6. McDonalds JV in India
7. Initial Challenges Culturally Sensitive Food
8. Understanding Indian Customs and Culture
11.
12.
13.
14.
15.
16.
17.
18.
19.
Cutting costs
20.
21.
22.
23.
24.
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Pizza, which began operations in India in January 1996, has over 275
stores across 55 cities in the country. KFC has 46 restaurants across
11 cities in India. (KFC is one of the 5 brands owned by Yum!. KFC is a
$12 billion global brand and a leading quick-service restaurant (QSR)
in many countries.) Nirulas, one of Indias oldest food chains
(completed 75 years in service in March 2009), has a network of
around 62 outlets in five states across Northern India. Nirulas,
established in 1934 has interests in hotels, restaurants, ice cream
parlours, pastry shops and food processing plants. Nirulas was the
first to introduce burgers in India.
MFY.
This
cooking
method
has
helped
McDonalds
further
Most
Preferred
Multi
Brand
Fast
Food
outlets:
In
2009,
McDonalds India won the CNBC Awaaz Consumer Awards for the third
time in the category of the Most Preferred Multi Brand Fast Food
outlets.
marketing
campaign
is
titled
Har
Chotti Khushi Ka
Taco Bell in India In March 2010, Taco Bell, the Mexican specialty
chain owned by US-based fast food brands operator Yum! Restaurants
launched its first outlet in Bangalore, India. The company which also
operates brands like Pizza Hut and KFC plans for contract farming to
open up to 100 outlets by 2015 and also expand into Tier-II and -III
Indian cities eventually.
The fast food retail chain has separate production lines and processes
for its vegetarian and non-vegetarian offerings.
The
most
important
meal
for
QSRs-
Morning
Meals
NO.
CITY
NO.
CITY
NO.
Ahmedabad
Agra
Jodhpur
Bangalore
21
Allahabad
Kanpur
Baroda
Ambala
Karnal
Chennai
Amritsar
Kolkata
Hyderabad
Chandigarh
Kota
Indore
Dasuya
Lucknow
Kolhapur
Dehradun
Ludhiana
Mumbai
33
Delhi
51
Manesar
15
Nasik
Faridabad
Mathura
Pune
10
Gajraula
Meerut
Surat
Ghaziabad
Noida
Vapi
Gurgaon
Panipat
Gwalior
Patarsi
Jabli
Patiala
Jaipur
Varanasi
Jalandhar
16
Dominoes
Queries are welcomed
Pro active suggestions
Not so clean and tidy stores
Chilled beverages and hot food served
17
BIBILIOGRAPHY:
www.wikipedia.com
www.google.com
McDonald outlet
18