PREFACE

As a Student of B.B.A. (Hons.) 16th Batch, the survey on customer satisfaction on Mc DONALAD BURGER has been provide to me by my department, under the guidance of Mr. Ankur Randheliya I conducted this work in Sagar City. It presents synoptic review the research methodology. Objective, limitations and suggestions regarding the existing product. A field survey was conducted with the help of questionnaire and personal interview in Sagar City. The main aim of this survey is to know about the level company Profile regarding Mc DONALAD BURGER in Sagar City. it also includes product utility. People behavior, Satisfaction, imagination, company policies and customer problems. This Survey is made to answer the expose above motioned topies through statistical representation, pie diagram and graphs.

ACKNOWLEDGEMENT
I would like to whole hearty thank and express my sincere gratitude to Prof. Y.S. Thakur Head of the Department of Faculty of Management Studies Dr. Hari Singh Gour Central Vishwavidyalaya, Sagar for suggesting me this problem and for giving an insight in delaing with the subject

.I am highly obliged to Mr. Ankur Randheliya and All

Faculty member, for

guiding me in various aspects of this project like conducting field work and designing questionnaire and suggesting me the Project Work and helping me in finalising the Report. I express my gratitude to all the customers who very kindly discussed various aspects of this study and provided useful suggestions for discussing various problems.

Lastly, I Must express my gratitude to all the elders of the family and citizen of the city who blessed me in course of discussion. I also extend my sincere thanks to my family and my friends for their encouragement and support.

(RAHUL KURMI) B.B.A II Semester

DELCLARATION BY THE CANDIDATE

Date : I declare that the project report titled " COMPANY PROFILE MC DONLAD BURGER" on Market Segmentation Mr. Ankur Randheliya Department of Business Management Dr. Hari Singh Gour Central Uniersity Sagar To the best of my knowledge the report does not contain any work , which has been submitted for the award of any degree , anywhere.

(RAHUL KURMI) B.B.A II Semester

CERTIFICATE
The project report titled "COMPANY PROFILE MC DONLAD BURGER" been prepared by MR. RAHUL KURMI BBA II Semester , 16TH Batch under the guidance and supervision of Mr. Ankur Randheliya for the partial fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Departme nt

Signature of the Examiner

CONTENTS
S.No. (A) (B) (C) (D) TITLE Page No.
Preface Acknowledgement Declaration of the Candidate Certificate CHAPTER 1 INTRODUCTION

Objective

History Introduction Overview CHAPTER 2 COMPANY PROFILE Vision Statement

Company intitative

CHATPER 3 RESEARCH METHODOLOGY

Data Collection

CHAPTER 4 GROWTH & PROFITABILITY Olympic Sponsorship Brand Publicity Awards & Recognition Management Approach CHAPTER 5 SWOT ANALYSIS Strength, Opportunity, Thearth, Weakness Future Plan CHAPTER 6 DATA ANALYSIS & INTERPRETATION Graphical Presentation CHAPTER 7 CONCLUSION

Limitation

Reference o Questionnaire o Bibliography

FAST FOOD INDUSTRY INTRODUCTION The fast food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry large disposable incomes the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. An increasing number of international fast food chains rushing to India is because all of them see tremendous potential in for this type of business. The large upwardly mobile population in the urban areas tend to eat out more often or business or for leisure. The various players operating in India are the well established Indian chains like Nirulas, Haldirams and multinational companies like McDonalds, Pizza hut, Dominos pizza, etc. In addition to these, apparently some of the best known international food chains are looking at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub -way, etc. are some of them to name. At present all these players are fighting for a small pie, as fast food is really not a big habit with Indians, but they see a big potential. The players are fighting on products, pricing, positioning and trying to convert their first trials into regular purchase by providing delightful service quality. The focus is on product quality and standardization on taste. Consistency is the key, as its standardization in fast food as the consumer is short on time and wants to satisfy his taste buds with a consistent taste experience. Beyond this each player has its own strategy to expand consumer base. - Some feel that pricing is not the deciding factor since fast food is not price sensitive market because it is not a single diet of Indians. - Some others are competing on positioning which is surprisingly varied, giving the small size of the market.

- For most, targeting children seems the right strategy. - Advertising is popular. However, with competition hooting up most chains are increasing reach as well as working on establishing a national presence. There were disturbances in India when it was learned that McDonaldss were precooked in beef fat in the USA, because Hindus revere cows and cannot eat beef. Trends in the fast food industry The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate of 6-8 per cent, during the Tenth Five year plan period. Value addition of food is expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. While US brands such as McDonalds, Pizza hut and Kentucky Fried Chicken have become household names, more are on their way. The Market Scenario India among top 10 market for weekly fast food consumption, an online survey has found. Most of the countries are from the Asia-pacific region, with the US being the exemption. According to an A C Neilson study of 28 markets across the US, Europe and the AsiaPacific, carried out through the internet in interviews with more than 14000 consumers, Asians are the worlds greatest fast food fans. Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong

61 %

Malaysia Philippines Singapore Thailand China India Europe

59 % 54 % 50 % 44 % 41 % 37 % 11 %

Among the international fast food chains and local operators, McDonalds emerges as the most popular of all takeaway options with 54% of Americans, 75% of Europeans and 64% of Asians. McDonalds is most visited in Australia (84%) KFC is most visited in China (42%) Pizza hut is most visited in India (22%) A typical fast food meal in the India & other Multinational companies consists of fries and a burger (or other main item).

History
The concept of ready-cooked food for sale is closely connected with urban development. In Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav,
panipuri and dahi vada.Some trace the modern history of fast food in America to July

7, 1912 with the opening of a fast food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already opened the first Horn & Hardart Automat in Philadelphia in 1902, but their Automat at Broadway and 13th Street, in New York City, created a sensation. Numerous Automat restaurants were built around the country to deal with the demand. Automats remained extremely popular throughout the 1920s and 1930s. The company also popularized the notion of take-out food, with their slogan Less work for Mother. The American company White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents from its inception and spawned numerous competitors.

It is arguable because most historians and Secondary School textbooks state that A&W was the first fast food restaurant, which opened in 1919.After discovering that most of their profits came from hamburgers, the brothers closed their restaurant for three months and reopened it in 1948 as a walk-up stand offering a simple menu of hamburgers, french fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were able to produce hamburgers and fries constantly, without waiting for customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the price at a typical diner. Their streamlined production method, which they named the "Speedee Service System" was influenced by the production line innovations of Henry Ford. In the cities of Roman antiquity, much of the urban population living in insulae, multistorey apartment blocks, depended on food vendors for much of their meals. On New
Year's Day 2008 a study was conducted worldwide counting the number of fast food

restaurants per person. The UK has claimed this title with Australia second and the United States third. England alone accounted for 25% of all fast food. Jobs and Labor Issues First the issue of labor costs. Employees are the backbone of the fast food industry. Proper training is crucial to the orderly and quick service customers expect. Yet,
employee turnover can be as high as 200% per year. With such a turnover, owner-

operators of franchise and non-fanchise restaurants have the daunting task of constantly training an entirely new workforce. Policies and procedues need to be explained to each new employee. The second issue facing all employers and especially fast food restaurant owner-operators is the steady increase in employment practices lawsuits. The restaurant industry with its high emotional content is a frequent target of discrimination claims. About 500 employment practices lawsuits are filed in the United State everyday. Many employers believe that the greatest legal threat that companies face are employee lawsuits.

The various players operating in Fast Food Industry in India & as well as outside India are being discussed below. It includes Sbarro, Burger King, Dunkin Donuts, kfc, & Subway which are competitors of Mc Donalds & also come under overview of Industry. Major international brands McDonald's, a noted fast food supplier, opened its first franchised restaurant in the US in 1955 (1974 in the UK). Other prominent international fast food companies include Burger King, Subway, Kfc, Dunkin Donuts, etc. Major North American brands Dunkin' Donuts, a New England based chain that emphasized and refined the commissary model of food preparation; KFC, a part of the largest restaurant chain in the world, and Domino's Pizza, a pizza chain known for popularizing home delivery of fast food. Subway restaurants are known for their sub sandwiches and Subway is the largest restaurant chain to serve such food items. The Subway restaurant chain is the fastest growing restaurant chain in the world surpassing even McDonald's.

Burger King

Burger King

Public (NYSE: BKC) December 4, 1954 in Founded Miami, Florida, USA James Mc Lamore and Founder(s) David Edgerton 5505 Blue Lagoon Drive, Headquarters Miami-Dade Co, Florida (near Miami) Brian Thomas Swette (Chairman) Key people John Chidsey (CEO) Ben K. Wells (CFO) Industry Fast food Fast Food (hamburgers chicken Products french fries soft drinks milkshakes salads desserts breakfast) $2.234 billion USD Revenue (2007) 9.4% over 2006 $290.00 million USD Operating (2007) income 70% over 2006[1] $148 million USD (2007) Net income 548.1% over 2006[1] Employees 41,000 (2008) Burger King Holdings Parent Inc. burgerking.com Website

Type

At the end of its fiscal year 2008, Burger King reported that there are more than 11,550 outlets in 71 countries; 66% are in the United States and 90% are privately owned and operated. The company has more than 37,000 employees serving approximately 11.4 million customers daily.

COMPANY PROFILE
McDonalds India McDonalds in India is a 50-50 joint venture partnership between McDonalds Corporation [USA] and two Indian businessmen. Amit Jatias company Hardcastle Restaurants Pvt. Ltd. owns and operates McDonald's restaurants in Western India. While Connaught Plaza Restaurants Pvt. Ltd headed by Vikram Bakshi owns and operates the Northern operations. Amit Jatia and Vikram Bakshi are like-minded visionaries who share McDonald's complete commitment to Quality, Service, Cleanliness and Value (QSC&V). Having signed their joint-venture agreements with McDonald's in April 1995, they trained

extensively, along with their Indian management team, in McDonald's restaurants in Indonesia and the U.S.A. before opening the first McDonalds restaurant in India. Mc Donalds international through its wholly owned subsidiary mc Donalds India entered into two JVs, one with connaught plaza restaurants pvt. Ltd. In the northern & eastern region and another with hard castle restaurants pvt. Ltd. In the western & southern region. As a leader in QSRV (Quick Service Restaurant Value) segment McDonalds has pioneered various industry benchmark practices over the past decade of serving Indian customers, including new concepts such as: # Oil alliances in India by linking with petroleum giants BPCL and HPCL. Three such alliances with BPCL outlets are in Mathura (2000), (up). #Doraha (2002) (Punjab) and Chanakyapuri (new delhi-2005) # Novel menu formats such as an Express model with a limited menu and kiosks with a variety of desert offerings. # Home delivery (Mcdelivery -2004); providing even more convenience to our customers. # In 2006, Mcdelivery on bicycle at chandni chowk and #2007 all India single delivery number were introduced. # First drive thru restaurant in India at Noida (up) in1997. Restaurant count McDonalds has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India . Key Facts ~ McDonalds

Type Public (NYSE: MCD) Founded May 15, 1940 in San Bernardino, California Founder Dick and Mac McDonald

Headquarters Oak Brook, Illinois, USA No. of locations 31,000+ worldwide Ray Kroc, corporate founder Key people Jim Skinner, CEO Ralph Alvarez, president and COO Industry Restaurants Fast Food (including hamburgers, chicken products, Products french fries, milkshakes, salads, desserts, breakfast items, and children's meal ensembles) Revenue $20.460 Billion USD (2008) Net income $2.602 Billion USD (2008) Employees 447,000 (2008) Slogan i'm lovin' it

McDonald's vision McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. McDonald's Mission Statement

Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and Achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology.

History McDonalds journey so far..

Key Landmarks - McDonald's India Journey 1996 First McDonalds restaurant opened on 13 Oct, at Vasant Lok, Vasant Vihar New Delhi. It was also first McDonalds restaurant in the world not serving beef on its menu. 1996 First drive thru restaurant at Noida , U.P. First disabled friendly store at Noida , U.P. First mall location restaurant at Ansal plaza, New Delhi
1999 First highway restaurant at Mathura ,up 2000 First thematic restaurant at connaught place, new Delhi 2001 First restaurant in a food court at 3Cs Lajpat Nagar , New Delhi

First restaurant at Delhi metro station at inter state bus terminal First annual fundraiser in association with ORBIS and Dr. Shroffs charity eye hospital Delhi.
2002 First Desert kiosk Faridabad, Haryana.

2003 Indigenous products like mcaloo tikki, mcveggie and pizza mcpuff exported to Middle East countries. 2004 2006 Mc Donalds delivery service, mcdelivery introduced in New Delhi Mc Delivery on bicycles flagged off at Chandni Chowk (Delhi) another first

initiative by McDonalds India.

2007

First restaurant opened in the eastern region at Park Street, Kolkata (west Bengal.) First Restaurant opened in Faridabad. Mc Delivery introduced in Chandni Chowk.

2008 2009

FUTURE ASPECTS OF Mc Donalds

McDonalds Future Includes Hipper Stores, New Menu Items:

New chicken sandwiches. Double-lane drivethrus. And an adjoining McCafe with gourmet coffees, fancy pastries and a fireplace. McDonald's, or 30,000-plus worldwide; the Oak Brook restaurant, which opened late last month, doubles as public restaurant and test site. The company reported first-quarter operating income was up 6 percent to $910 million and revenue rose 9 percent to $4.8 billion over the same time last year. Its stock price nearly tripled over a two-year period, hitting a four-year high of $34.56 per share in March, but has since settled around $29. About 1,000, mostly older U.S. McDonald's have been either renovated or rebuilt since 2002. Some of the additions, such as salads, white-meat chicken nuggets and fruit options with Happy Meals, have served the dual purpose of enabling the company to state a commitment to a healthier, balanced menu while bringing in new customers who aren't there for the hamburgers. McDonald's plans to introduce more premium coffees later this year, but at its traditional restaurants. Mc Donalds to open 180- 190 Restaurants in India Fast-food chain McDonald's India today said it plans to open 180-190 company-owned restaurants by 2015 with an estimated investment of up to Rs 570 crore. We have 157 restaurants now, including between 30 to 40 this year," McDonald's India Managing Director Amit Jatia said it generally takes around Rs 3-crore investment to open a restaurant. It caters to 30 cities. The company expects sales to grow by 35 per cent this year. It had recorded around the same level of growth in 2008, as well. McDonald's India, employs over 5,000 people now and as proposed new restaurants are opened up, the total headcount will go past the 12,000-mark. "We generally employ 40 people in a restaurant," Jatia said. Delhi and Mumbai are the two biggest markets for the company in terms of sales, while cities like Hyderabad and Bangalore are also fast catching up. McDonald's India plans to open 7 new restaurants in Bangalore this year. McDonald's India caters to 3-4 lakh customers in a day across the country. GDP Growth National Average GDP Annual Growth 1962- 1992 : 3.5%

 1992- 2002 : 6.0% 2002- 2020 : (Projected) 7.0% Highest Average Annual GDP Growth
States with Coastal Access or high Urbanisation 6- 8%

Lowest Average Annual GDP Growth : 2% According to a study by National Applied Economic Research (2004), the number of households with an annual income over Indian Rupees (Rs.) 1 crore (US $228,351) has grown by 26% since 1995-96 to 20,000 in 2001-02. By 2009-10, it will increase more than seven times to 1,40,000 households. Rs. 50 lakh (US $114,180) to Rs. 1 crore (US $228, 351) bracket 6 the number of households is expected to increase from 40,000 in 2001-02 to over 250,000 in 2009-10.

Product Profile

Vegetarian menu

Vegetarian ingredients Vegetables- We use freshly shredded lettuce, onions and tomatoes in our restaurants. All our vegetable products are processed from high quality graded vegetables in a 100% dedicated vegetarian plant. Potatoes - McDonald's world-famous French Fries and our 'chatpatey' Potato Wedges are produced only from the best quality potatoes. These potatoes are cut, blanched and processed on state-of-the-art processing lines to ensure maximum retention of nutrients. Our French Fries and Potato Wedges are cooked at the plant and our restaurants in 100% vegetable cooking oil.

Mc Veggie Breaded fried vegetable patty consist of peas, carrots, green, beans, red capsicum, potatoes, onions, rice and seasoning. The burger also includes lettuce, eggless mayonnaise in a toasted sesame seed bun. Nutrition at glance Serving size in gms Fat Protein Carb. in in gms / in gms / gms / serve serve serve 8 60 25

172 Calories Fat in kCal / Protein% Carb% % serve 491 4 35 14

McAloo Tikki Fried breaded potato & peas patty that is flavoured with a special spice mix, fresh tomato slices, onion, and veg. tomato mayonnaise between toasted buns. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 150 6 53 15 Calories Fat in kCal / Protein% Carb% % serve 367 4 35 10

Paneer Salsa Wrap A traditional Mexican soft flat bread that envelops crispy golden brown cottage cheese encrusted with a Mexican Cajun coating, and a salad mix of iceberg lettuce, carrot, red cabbage and celery, served with eggless mayonnaise, tangy Mexican Salsa sauce and cheddar cheese. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 194 16 39 27 Calories Fat in kCal / Protein% Carb% % serve 463 8 20 14

Crispy Chinese A crispy patty that is seasoned with oriental flavours, topped with a creamy vegetarian Schezwan sauce and crunchy iceberg lettuce and served between two fresh buns. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 144 7 50 19 Calories Fat in kCal / Protein% Carb% % serve 400 5 34 13

Veg McCurry Pan [Brocolli n Mushroom] A rich Bchamel eggless sauce mixed with exotic vegetables like broccoli, baby corn, mushrooms, red capsicum and freshly baked on rectangular spiced bread with a cheese topping. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 190 18 48 11 Calories Fat in kCal / Protein% Carb% % serve 365 10 25 6

Pizza McPuff Mixed vegetables (carrot, beans, capsicum, onion and green peas), mozzarella cheese mixed with tomato sauce and spice blend coated with a savoury dough. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 80 4 26 14 Calories Fat in kCal / Protein% Carb% % serve 245 5 33 17 Non-Vegetarian menu

Non-Vegetarian ingredients Chicken The chicken patties are made from high quality boned breast and leg meat and are covered in a specially seasoned, lightly battered coating. They are shaped in uniform sizes to ensure consistency in weight and value.

Chicken Mexican Wrap A traditional Mexican soft flat bread that envelops crispy golden brown chicken encrusted with a Mexican Cajun coating, and a salad mix of iceberg lettuce, carrot, red cabbage and celery, served with eggless mayonnaise, tangy Mexican Salsa sauce and cheddar cheese.

Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 192 14 37 21 Calories Fat in kCal / Protein% Carb% % serve 392 7 19 11

Chicken McGrill Grilled chicken patty flavoured with mint mayonnaise, and dressed with fresh onions and tomatoes in a toasted bun. Nutrition at glance Serving Protein Carb. Fat size in gms / in gms / in gms in gms serve serve / serve 140 16 35 12 Calories Fat in kCal / Protein% Carb% % serve 309 11 25 8

ORGANISATIONAL STRUCTURE: There are basically two structures! One is the senior management side, the other is the restaurant side. At Restaurant Level: General Manager Restaurant Manager 1st Assistant Manager 2nd Assistant Manager

 Shift Running Manager Floor Manager Staff Training Crew Crew Members.

McDONALD'S SENIOR MANAGEMENT PAUL PRESTON Chief Executive Officer +--------------+--------------- -+--------------+------------------+ | Andrew Taylor | Operations Field Services Training/OpsDevelopment Human Resources | Marcus Hewson | Marketing Franchising Charities Security | Terence Haynes | Finance Information Services | Ed Oakley | Purchasing Quality Assurance Communications Local Govt. | Philip Cobden | Property Construction/ Design Facilities

McDonalds India.. Culturally sensitive McDonald's in India is a locally owned and managed company run by Indians, employing local staff, procures from local suppliers to serve its customers. McDonald's India opened its first family restaurant at Basant Lok in Oct, 1996; today it has 122 Restaurants across India. This vibrant decade has seen McDonald's evolve Indian menus, Indian sensitivities and yet remain as globally innovative as ever. This journey has seen McDonald's develop a rich brand identity amongst its customers and employees as well as partners alike. At McDonalds India we have had a single mantra: providing 100% total customer satisfaction and the formula for achieving this goal in our restaurant operation is the long-standing commitment to the McDonalds Promise. McDonalds worldwide is well known for the high degree of respect for the local customs and culture. McDonalds has developed a menu especially for India with vegetarian selections to suit Indian tastes and preferences. Keeping in line with this, McDonalds does not offer any beef or pork items in India. In the last decade it has introduced some vegetarian and non-vegetarian products with local flavors that have appealed to the Indian palate. There have been continuous efforts to enhance variety in the menu by developing more such products. McDonalds has also re-engineered its operations repeatedly in its 11 years in India to address the special requirements of a vegetarian menu. Vegetable products are 100% vegetarian, i.e. - they are prepared separately, using dedicated equipment and utensils - Only pure vegetarian oil is used as a cooking medium. - Cheese and sauces are completely vegetarian and egg less. - Separation of vegetarian and non-vegetarian food products is maintained throughout the various stages of procurement, cooking and serving.

- McDonald's India has developed a special menu with vegetarian selections to suit Indian tastes and preferences. McDonald's does not offer any beef or pork items in India. Only the freshest chicken, fish and vegetable products find their way into our Indian restaurants.In addition, we've re-formulated some of our products using spices favoured by Indians. Among these are McVeggie burger, McAloo Tikki burger, Veg. Pizza McPuff and Chicken McGrill burger. We've also created eggless sandwich sauces for our vegetarian customers. Even our soft serves and McShakes are egg-less, offering a larger variety to our vegetarian consumers. International Standards McDonald's India's local suppliers provide us with the highest quality, freshest ingredients. Complete adherence to the Indian Government regulations on food, health and hygiene is ensured, while maintaining our own recognized international standards. Fast, friendly service - the hallmark of McDonald's restaurants the world over is the mantra we abide by stringent cleaning standards ensure that all tables, chairs, highchairs and trays are sanitised several times each hour. Such meticulous attention to cleanliness extends beyond the lobby and kitchen to even the pavement and immediate areas outside the restaurant. The principles that guide us

Quality, Service, Cleanliness & Value - It is an unflinching McDonald's ideology that our customers must always get quality products, served quickly and with a smile, in a clean and pleasant environment; and all at a fair price.

We are committed to exceeding our customers' expectations in every restaurant every time.

We have a passion and a responsibility for enhancing and protecting the McDonald's brand.

We believe in a collaborative management approach, employing a mutually respectful business philosophy.

We will seize every opportunity to innovate and lead the industry on behalf of our customers.

SWOT Analysis of the McDonalds Corporation (MCD): Strengths

Weaknesses

Open door policy to the press CERES guidance and co-ordination & active CSR Selective supply chain strategy Rigorous food safety standards Affordable prices and high quality products

Inflexible to changes in market trends Difficult to find and retain employees Drive for achieving shareholder value may counter CSR Promote unhealthy food Promoted CSR meat imports in error

Nutritional information available on

packaging

Decentralised yet connected system Innovative excellence program Promoting ethical conduct Profitable Threats

Opportunities

Attractive & flexible employment Positive environmental commitments Higher standards demanded from suppliers Corporate Responsibility Committee Honest & real brand image

Fabricated stories about the quality of our chicken Unhealthy foods for children Health concerns surrounding Beef, Poultry & Fish Labor exploitation in China CSR at the risk of profit loss Contributor to global warming Local fast food restaurants

RESEARCH METHODOLOGY RESEARCH METHODOLOGY Marketing Research is a process of collecting and analyzing marketing information and ultimately to arrive at certain conclusion. The purpose of this research is to describe the research procedure. Research Methodology is the mean to plan out the working process or the course of action to reach the objective. It is extremely crucial and holds the key to the success of the survey. McDonalds Corporation is which is marketing products having different brands. Thus a survey method of marketing research is essentially Descriptive in nature.

IMPORTANCE OF MARKETING RESEARCH Marketing research has its importance not only for consumers market but also it survey effectively to the producer of goods and services. The use of marketing research in consumer market may be explained on the basis of following services rendered by it. 1. It ascertains the position of a company in specified Industry. 2. It indicates the present, future trend of Industry and point out how the companys affairs are being turned up. 3. It helps in development and introduction of new product.

SIGNIFICANCE OF THE STUDY:

1. Any research has its own importance in any business organization. The research

shows the real fact about the products as well as the organization. Research is a systematic and scientific investigation of any idea either precise and abstract from a continous basis for learning. It is Descriptive in nature. 2. Research is a systematic and scientific investigation through which any organization try to find out its strength and weaknesses as well as opportunities and threats. As we know, in the present era, the business activities have become more complex and complicated due to modern technology ,globalization and

liberalization. And on other hand, today customers are conscious about products and brand. 3. The research work is highly focused on this issue, which is important for us as well as for the organization. During research work we learnt customers opinion about products and brand. 4. It is a strong belief that the research work is significant in all manner. This research is helpful for organization, managers and customers.

MANAGERIAL USEFULNESS OF STUDY: 1. Market Survey will help to know the prevailing market condition and also help in framing the policies accordingly. 2. The Study will help the management to understand the customer mindset and also estimating the present and future market demand for the products. 3. It will help to estimate the level of awareness established in the market and in deciding the extent of promotion required. 4. It will help in finding out the customers expansions about the product and also help to know customer psychology. 5. The Study reveals many facts that have come up during our project and these facts can either used as opportunities and exploring and expanding business as well

as can be used as safeguards against threats by the competitors to prepare an effective marketing strategy.

SCOPE OF THE STUDY: A big boom has been witnessed in fast food industry in recent times. A large number of new players have entered the market and are surveying to gain market share in this rapidly improving market. The study deals with McDonalds in focus and the various segments that it caters to.

OBJECTIVES OF THE STUDY: To do customer value analysis which includes identifying the major attributes that customers value in a fast food chain restaurant, assessing the quality of the different attributes. To shed light on different aspects that a service based food chain must follow in order to increase its market share and for being on a continuous growth stream. To identify different activities that an aggressive company like McDonalds follow in order to establish itself in a local market and increasing sales by being in customers mind and heart.

 To know the consumer perception and Preference about McDonalds products. The research also find out the company on different customer value attributed and try to find their performance through: Customer Value Analysis Identify the major attributes that customers value in fast food restaurants Assess the quantitative importance of different attributes Assess McDonalds performance on different customer values. Assess the share of mind and share of heart for McDonalds.

LIMITATIONS OF THE STUDY: Since the road to improvement is never ending, so this study also suffers from certain limitations. Some of them are as follows: Scope of project is limited in the sense that only McDonalds has been

taken for consumer research. The extent of the survey was New Delhi only. So the suggestions or

arguments given in the report may not hold true for other locations in India. Questionnaire method involves some uncertainty of response. Co-

operation on the part of informants, in some cases, was difficult to presume. Because of time constraints and reserve constraints, a mix of

convenient sampling and Judgement (Probability & Random) sampling was used. Also because of above mentioned constraints, the sample size chosen

for the survey was 100 people. It is possible that the information supplied by the informants may be

incorrect. So, the study may lack accuracy.

RESEARCH DESIGN The controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information is to be collected is known as Research Design or A framework or plan for a study that guides the collection and analysis of the data. Descriptive Research A research design in which the major emphasis is on determining the frequency with which something occurs. For example, How often users access the Internet in a given month. The focus of descriptive research is to provide an accurate description for something that is occurring. Data Source In this project both primary data as well as secondary data are used. PRIMARY DATA Primary data used in this project is collected through three methods, namely, QUESTIONNAIRE METHOD and DIRECT PERSONAL INTERVIEW METHOD, OBSERVATION METHOD. ALL these methods proved to be great help in getting the required information. SECONDARY DATA It is not possible to collect first hand information for each & every thing so, secondary data from various sources like Internet, A. C Neilsons report on Jan,

2007, Information from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline website were used. STATISTICAL & PRESENTATION TOOLS USED:
PRIMARY DATA

is:

First classified i.e. grouped qualitatively and quantitatively according to the situation or the type of the data which was collected. After classifying is represented in the form of tables i.e. systematically arranged in columns and rows.
Some of the data is also graphically represented in the form of PIE DIAGRAM.

SECONDARY DATA is represented: In the form of tables.

By the way of BAR GRAPHS and PIE CHARTS.

Sample size and Areas covered A customer-based survey was conducted in which 100 people were asked to fill the questionnaire in which all 100 people belong to cities of Delhi. Sampling Unit is restricted to North Delhi. Because it was not possible to consider each and every person of this city, PROBABILITY SAMPLE or RANDOM SAMPLE was taken.

BRIEF REVIEW OF RESEARCH METHODOLOGY SAMPLING PLAN : Research Design : Descriptive Target Segment : Consumer Sample Size Area covered Sampling Method Random Sample. : 100 : North Delhi : Probability Sample or

TECHNIQUES OF DATA COLLECTION: Data Collection Method : Primary (Interview, Questionnaire Observation) Method : Personal Interaction Type of Questionnaire : Open ended questions and multiple choice question. Research Approaches : Consumer Survey.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) QUESTIONAIRE

Researcher's Name : ________________ Class : B.B.A. II Sem Gender : Age : _____________________________ Occupation : __________________ Name of Person :

Q1. Do you love Outdoor eating? Yes No

20%

20% NO

80% YES

80%

Out of the Sample of 100, following results were obtained:

80% of the people agreed that they love Outdoor eating a lot.

20% of the people said that they dont like Outdoor eating. Q2. How frequently do you visit McDonalds? Once a week Once a month More than once a week Less than once a month Once a fortnight

Population 30 25 20 15 10 5 0 Once a More than Once a Once a Once a Fortnight Month Week Week Less than Once a Month 5 8 7 Population 5 25

Out of the sample of 100, following results were obtained: 25 informants said that they visit McDonalds once in a fortnight. This section of people is 50% of the total sample. 8 informants said that they visit more than once in a week i.e. 16% of the people surveyed. 7 said that they visit once in a month. They are 14% of the people surveyed.

5 persons each said that they visit once a week and less than once a month respectively. They are 20% of the people surveyed.

Q3. Restaurants preferred by customers Restaurant preferred McDonalds Pizza hut Dominos KFC Nirulas
Restaurants preferred

No. of persons 17 15 10 3 5

Nirulas KFC Dominos Pizza hut McDonalds 0 3

10 15 17 5 10 no. of persons 15 20

17 out of 100 persons surveyed preferred McDonalds over any other restaurant, i.e. 34%.

15 persons preferred Pizza hut, i.e. 30%. 10 persons preferred Dominos, i.e. 20%

 3 persons preferred KFC, i.e. 6% 5 persons preferred Nirulas, i.e. 10% This survey conveys that there is a tough competition between McDonalds, Pizza hut and Dominos, kfc and burger king. Q4. Rate McDonalds on the following Attribute Scale: Attribute Taste of food Variety of food General hygiene Ambience/Dcor Value for money Friendliness of peers Promptness of delivery V-Good 30 20 25 9 6 9 15 Good 12 25 19 12 24 20 20 Above Avg. 5 3 4 21 15 15 10 Average Poor 2 1 2 5 4 4 2 1 1 0 3 1 2 3

35 30 25 20 15 10 5 0
Ta st e V ar of f oo i G ety d en of er al foo A m d bi h yg en i V ce en e Fr al u /D ie e c o P ndl f or ro in m r m es on pt ne s o ey ss f p of ee r de s l iv er y

V-Good Good Above Avg. Average Poor

Out of 100 Persons being surveyed, out of 30 Rating has been done.

On the Rating Scale 30 is the highest Attribute rating for taste of food which is found to be V. Good. And 25 is the highest Attribute rating which found the Variety of food to be Good. 25 is the highest Attribute rating which found the General Hygiene to be V. Good. 21 is the highest Attribute rating which found the Ambience/Dcor to be Above Average. 24 is the highest Attribute rating which found the Value for Money to be Good. 20 is the highest Attribute rating which found the Friendliness of Peers to be Good. 20 is the highest Attribute rating which found the Promptness of Delivery to be Good. Q5. Is McDonalds ambience comfortable and well provided? Views Strongly Disagree Disagree Neither agree Agree Strongly Agree No. of persons 1 1 7 38 3

No. of persons 45 40 35 30 25 20 15 10 5 0 Strongly Disagree Disagree Neither Agree Agree Strongly Agree

No. of Persons

Regarding the Comfortability of McDonalds,

38 persons out of 100 surveyed agreed that its ambience is comfortable i.e. 60% 7 persons neither agree nor disagree i.e. 20%

3 persons strongly agreed i.e. 15% 1 person each disagreed i.e. 5% Q6. Does McDonalds maintains consistency in its taste and quality? Views Yes No No. of persons 43 7

No. of persons

No 14%

Yes 86%

This question shows whether McDonalds maintains consistency in taste and quality of its food products. 86% of the persons surveyed agreed that McDonald maintains consistency in its taste and quality while 14% disagreed.

CONCLUSION
Going through the analysis of response from the survey conducted, it is concluded that McDonalds is able to be and retain at top among all the fast food chains like Nirulas, Subway and Burger King,Sbarro. McDonalds is also preferred over Pizza hut, Dominos and KFC. McDonaldss is providing its customers good quality food products. Though not wide but its product line is quite impressive. It includes meals for both Vegetarian and Non-Vegetarian and satisfies both section of customers. McDonalds is also providing its customers a well provided and

comfortable ambience. It has been rated as very good by its customers in terms of Ta ste and Variety of food and promptness of delivery. McDonalds maintains its consistency in taste and quality. Customers are also satisfied with its prices and promotional and advertising activities. Prices are affordable by all and McDonalds also satisfies its customers by continuously introducing value for money offers. Best example for this is HAPPY PRICE MENU for Rs. 20.

Summarising all points we conclude that McDonalds is growing fastly by satisfying its customers by providing quality and maintaining consistency and also has an impressive strategy of marketing the products in the form of Marketing Mix Elements.

SUGGESTION AND RECOMMENDATION

The Recommendations to McDonalds is to:

1. Maintain consistency in the taste and quality of products. 2. Include more items in its product line like pizzas for example. 3. Include more promotional and advertising measures to increase its sales or to increase its market share.

4. They Should also freeze their Ice Creams at higher Temperature so that it does not get melted so early.
5. The most important thing is that they should also sell burgers without cheese

because todays generation is more Diet Conscious and each and every Burger of McDonalds is more or less of cheese so they should make burgers without cheese. 6. One Thing more McDonalds should start is giving Customized waiter Services instead of Self Services. 7. The Soft Drinks provided in McDonalds is more of Ice and less of Cold Drink. So It Should include less ice or freeze it at high temperature so that no ice is required. 8. Lastly It should not Charge extra 20 Rs. For its Home Delivery Products.

FACULTY OF MANAGEMENT STUDY DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.) QUESTIONAIRE
Researcher's Name : ________________ Class : B.B.A. II Sem Gender : ________________________ Name of Person : Age : _____________________________ Occupation :

Q1. Do you love Outdoor eating?

Yes

No

Q2. How frequently do you visit McDonalds? Once a week Once a month More than once a week Less than once a month Once a fortnight

Q3. Which one of the Fast Food Restaurant would you prefer most? a. Pizza Hut b. Haldirams c. Kfc d. Dominos

Q4. Rank the attributes for McDonalds which are key to a fast food restaurant? 1. V- Good 2. Good 3. Above Average 4. Average 5- Poor Attributes Taste of food Variety of food General hygiene Ambience/ Dcor Rank Attributes Value for money (promotional schemes) Friendliness of peers Promptness of delivery Rank

Q5. Is McDonalds ambience comfortable and well provided? Strongly Disagree Strongly Agree Q6. Does McDonalds maintains consistency in its taste and quality? Yes No Disagree Neither agree Agree

Q7.Are you satisfied with the prices charged by McDonalds?

Very satisfied

Satisfied

Not Satisfied

Q8. Do you find the promotional measures adopted by McDonalds effective? Very Effective Effective Not effective

Q9. What recommendations do you wish to suggest to McDonalds.. Include more Variety Better Advertising and Promotion Reduce prices Improve quality

Q10. How would you describe your eating experience at McDonalds? Excellent Very good Good Poor

Q11. Are you satisfied with the varieties of McDonalds? Very satisfied Satisfied Not Satisfied

Q12. Are you aware of the Charity services of McDonalds? Yes No

Bibliography Books referred: Kotler P. (2004) Marketing Management: Analysis, Planning, Implementation & Control, Prentice Hall of India, New Delhi Christopher G and Harold W Bukman, Marketing management C.B.Gupta

Articles referred:

McDonalds : Think global, act global the marketing mix

Websites referred: www.wikipedia.com www.mcdonalds.com www.mcdonaldsindia.com www.emeraldlibrary.com www.google.com Websites of different fast food restaurants.

CONTENTS
S.No. 1. 2. 3. 4. 5. 6. 7. 8. 9.
10 11 12 13 14 15

TITLE
Preface Acknowledgement Declaration of the Candidate Certificate Introduction of Burger History of Burger Scope of the Study Limitation of the Study Research Methodology Swot Analysis of Burger Findings Suggestions & Recommendation Conclusion Bibliography Questionnaires