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McDonalds India

McDonalds India

Submitted By:
Siddhant Agrawal

About the Company:


TheMcDonald's Corporationis the world's largest chain
ofhamburgerfast food restaurants, serving around 68 million
customers daily in 118 countries.
Headquartered in the United States, the company began in 1940 as
a barbecue restaurant operated byRichard and Maurice McDonald.
There are over 310 McDonald's restaurants across the country
today.

History of the Company:


McDonald's India opened its first restaurant in 1996. Locally owned
by Hardcastle Restaurants Pvt Ltd (HPRL) and Connaught Plaza
Restaurants Pvt Ltd (CPRL).
Time Line:
Launch of First McDonald's Restaurant - 1996
Introduction of Happy Meals - 1997
Introduction of Drive thru - Kalamboli restaurant 2001
Launch of Delivery - Bandra restaurant in 2004
Introduction of Happy Price Menu - 2004

About the Owner:


In India, McDonald's has two Indian entrepreneurs:
Amit Jatia, Vice Chairman, Hardcastle Restaurants Pvt. Ltd, which
has been awarded a Development Licensee status by McDonald's
Corporation, U.S.A, spearheads McDonald's operations in West &
South India.
McDonald's restaurants in North & East India is managed by
Vikram Bakshi's Connaught Plaza Restaurants Private Limited,
which is still a Joint Venture with McDonald's Corporation.

Products in India:

Mission Statement

"McDonald's brand mission is to be our customers' favourite


place and way to eat."

Vision Statement
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.

Core Values:
We place the customer experience at the core of all we do.
We are committed to our people.
We believe in the McDonald's System.
We operate our business ethically.
We give back to our communities.
We grow our business profitably.
We strive continually to improve.

Business Strategy
Introduction of Vegetarian Burger in Indian Market such as
McVeggie and McAloo Tikki.
Targets some specific set of audience like kids, youth and the young
urban family.
Introduces new toys in Happy Meal every week to target the kids.
Special discounts and promotional offers are given to generate
more customers.
Happy Price Menu.

Business Environment
Suppliers
Competitors
Customers
Publics
Intermediaries

Corporate Social
Responsibility
Ronald McDonald House Charities (RMHC).
Commitment to Children.
Light up your life, Adopt a child
Educational workshops
Hand in Hand Saving Sight Programme.

Energy Saving Initiatives


Initiatives for Water Conservation
A Greener Neighborhood
I Care for Eye Care

Human Resource Strategy


Organizational Structure.
Job Analysis and Job Evaluation.
Recruitment andSelection Process.
Management development(Training and Development).
Motivation Performance management and Appraisal.
Reward and Employee Benefits.

Marketing Mix
Product
Place
Price
Promotion

SWOT Analysis

Strengths
Flexibility and Innovation in products
Supply Chain Management
Affordable Prices
Centralized Customers Support Service
Lot of restaurants across India

Weakness
Limited Menu
Inefficiencies in Home delivery
Global Warming
Negative Publicity
High Employee Turnover

Opportunities
Expansion
Out-of-Home Breakfast
Better Home Delivery
Environmental Friendly Packaging
Increasing demand for healthier food.

Threats
Religious and political confrontation.
Changing Customers preferences.
Threats of New Entrance.
Lawsuits against McDonalds.
Trend towards healthy eating.

PEST Analysis

Political
The business operation of an organization is always influenced by
the policies of state and its government.
In India, McDonalds business is also under the control of
governments rules and regulations
The main issue of controlling food business is health and other
issues are license, employee laws, tax issues etc.
Political instability of local state is also affects McDonalds business.

Economic
All companies are affected by ongoing global economic slowdown.
McDonalds India faces different scale of tax and revenue
measurement.
McDonalds also faces difficulties because of international currency
fluctuations especially in its global food distribution.
Local economical condition is also responsible for affecting
McDonalds operation.

Social
The life style of people is being changed and the demand of this
change affects McDonalds.
In India, Hindu people prefer vegetable, Muslim people avoid pork.
To fulfil the customers expectation, McDonalds needs to research
the market and also needs to provide effective food menu.

Technological
The impact of technological innovation is also considerable to meet
the customers expectation.
As all existing food chains for instance, KFC, Pizza Hut etc, compete
each other, McDonalds has to ensure the all technological access
to influence the customers.
Modern and speedy distribution channels, easy and quick payment
facility, customer entertaining equipment in store, wireless internet
facility in all stores etc. can help McDonalds to keep on its success.

Achievements
The Most Respected Company for four consecutive years (20032006) in the Food Services sector, by Businessworld.
The Most Preferred Fast Food Outlet 2006 & 2007 by Awaaz
Consumer Award hosted by CNBC.
Star Retailer the Consumer Way, Food Services Retailer of the
Year 2006 & 2007, 2008 by Franchise.
Retailer of the Year Award for catering services (2004-2006) at the
Images Retail Awards.

The Amity Corporate Excellence Award in 2007 & 2008.


The Most Wanted Brand of the Year Award 2003 & 2004 by
Franchising Holdings India Ltd.
The Most Admired F & B Retailer of the Year: QSRs Foreign Origin
The Golden Spoon Awards by Images Retail.
The Company with the Best Corporate Conscience 2008 by
Business & Economy
Value for Money brand 2010 by Pitch Magazine
The most trusted family restaurant brand in the country award in
2009, 2010, 2011 by Readers Digest
Food service retailer of the year 2011 and 2012 Star Retailer

Competitors
Subway
Kentucky Fried Chicken (KFC).
Venkys.
Pizza Hut.
Dominos.
Locally owned fast food restaurants.

Corporate Social Responsibility


Corporate responsibility is a core value at McDonald's.
Ronald McDonald House Charities (RMHC)
Commitment to Children
Light up your life, Adopt a child
Educational workshops
Care for Environment