mdsdsacdonalds presentation.pptx

7/25/2019 mdsdsacdonalds presentation.pptx

1/23

Presentation

onMcDonaldsPolishing the Golden

Arches

Presented byDarji Divya R (14)

Makvana Jignasa J (2)

Patel Di!ali " (#$)

%yas Rajal P (&1)


2/23

IntroductionMcDonalds ca'e in 1$# drivein o!ened *y Dickand Ma+rice ,Mac- McDonald in .an /ernardino0 aliornia3

/y 22 McDonalds had a ##5 share o 63.3 ast ood 'arket

7ith 1#04$1 +nits in the 6nited .tates and 1&0#4 o+tlets in 12

co+ntries3

8he co'!anys !ro*le's 7ere d+e !artly to 'o+ntingco'!etition (incl+ding !rice 7ars and other 'arkettactics)initiated *y astood rivals dissatis9ed 7ith their 'arket

share and !artly to changes in cons+'er eating !reerences3

McDonalds ,Plan to :in- ai'ed at 9ve keydrivers o s+ccess; !eo!le0 !rod+cts0 !lace0 !rice0 and !ro'otion3


3/23

characteristics of theMcdonalds

Market .iie ycle

?+'*er and .i


4/23

Porters ve forces model


5/23

5-forces analysis

Rivalry A'ong o'!eting .ellers;%ery .trong

8hreat o ntry; Relatively :eak

o'!etition ro' .+*stit+tes; %ery.trong

/argaining Po7er o .+!!liers; :eak /argaining Po7er o /+yers;

Moderate to 7eak


6/23

Conclusion concerning the overallstrength of competitive pressures

8he 'arket is cro7ded 7ith rivals ando+tlets and gro7th is slo73

there is likely to *e s+stained !ro9ta*ility

*eca+se o the 7eak !o7er ocons+'ers0 7eak !o7er o s+!!liers and7eak threat o

entry0 overall ind+stry !ro9ta*ility 7ill*e ke!t in check d+e to strong rivalry and'o+nting co'!etition ro' s+*stit+tes3


7/23

factors for critical to competitivesuccess in the fast-food industry

Pri'e locations

Prod+ct innovation and i'!roved'en+ ite's

/rand re!+tation

B+ality

Marketing C +sto'er .ervice %al+e


8/23

McDonalds strategy has evolvedunder

each of its CEOs.

McDonald brothers:

reated ,.!eedy .ervice .yste'-eat+ring selservice resta+rant 7itha li'ited 'en+0 a kitchen that+tili


9/23

onneborn ! "roc:

Eor'ed McDonalds cor!oration

='!le'ented real estate holding seg'ento *+siness 'odel

=t is interesting to note that "roc and.onne*orn had a alling o+t and .onne*orndoes not a!!ear in any o the oFcialMcDonalds history !osted on their

7e*site38his is es!ecially interesting giventhe i'!ortance o McDonalds real estateele'ent to the co'!anys *+siness 'odel3


10/23

#red $urner ! "roc:

Eirst international e!ansion

10th resta+rant o!ened

.yste'7ide introd+ction o /ig Mac McDonalds *egan to serve *reakast

Eirst McDonalds Playland


11/23

Michael%uinlan:

B+inlan 7as one o the 9rst Hs to ace the!ro*le's that led to McDonalds

decline3

Eaced 7ith changing c+sto'er !reerences d+e totechnological changes and health conscio+sness

=ncreased co'!etition ro' other I+ick serviceresta+rants as 7ell as nontraditional

o+tlets like grocery stores and convenience stores

.everal 'en+ ite's 7ere introd+ced as anatte'!t to co!e 7ith changes3


12/23

&ac' (reenberg:

=ntrod+ced 4 ne7 'en+ ite's to co'*atrivals innovation0 all o 7hich ailed

,Made or o+- cooking syste' i'!le'ented

and ailed closing +nder!eror'ing overseas o+tlets

Posted 9rst I+arterly loss since 1$&

Green*erg 7as critici


13/23

&im Cantalupo:

May +se =PHs in other co+ntries toraise reven+e

8entatively o@ering retail'erchandise or sale in certain stores

=nstalling co'!+ters in resta+rantsin !artnershi! 7ith Ereddie Mac

='!le'entation o Plan to :in


14/23

McDonalds currentstrategy

lo7cost leadershi!

*estcost !rovider

a *estcost strategy is designed togive c+sto'ers 'ore val+e or their'oney *y co'*ining an e'!hasis onlo7 cost 7ith 'ore than 'ini'ally

acce!ta*le I+ality0 service0 eat+resand !eror'ance3


15/23

)O$ analysis

trengths

.trong 9nancial !osition as the ind+stry leader

:idely recogni


16/23

)ea'nesses

>ack o !rod+ct o@erings to 'eetvaried c+sto'er tastes and!reerences

Kigh e'!loyee t+rnover(inco'e)

Many resta+rants are o+tdated

?e7 resta+rants canni*ali


17/23

Opportunities

=ncreasing international de'and !rovideso!!ort+nities or increased international

!ansion (gro7th)

!ansion o 'en+ to 'eet healthier cons+'er!reerences

Ealling glo*al (+niversal) trade *arriers inattractive 'arkets

Advances in !rod+ction technology 8he strength o the dollar has hel! international

!ro9ts 7hen translated into 63.3 dollars


18/23

$hreats >oss o sales ro' s+*stit+tes like eating at ho'e

and cas+al dining

6nsta*le international econo'ic conditions co+ldslo7 entry into so'e 'arkets

McDonalds ails to 'eet healthier 'en+!reerences o cons+'ers0 orcing the' to go toco'!etitors

=ncreasing co'!etition a'ong rivals contin+es tosI+ee


19/23

Conclusions

McDonalds is the do'inant do'esticand glo*al leader in the B.R oodind+stry

=t has o+tstanding *rand a7areness0access to large econo'ies o scale0 a!roven !rod+ction syste'0 and a

large c+sto'er *ase3 Ko7ever0McDonalds has *een 7eakened *ylo7 c+sto'er serviceL!rod+ct I+ality

scores3


20/23

McDonalds Plan to )in

=ncreasing 9nancial !ro9ta*ility in the!resence o a nearly do'estic 'arket

Re*+ilding the co'!anys re!+tation

or ast0 riendly service andcleanliness

='!le'enting the Plan to :in

Maintaining !rod+ct and 'arketinginnovation to !rotect the core 'arketro' rivals and ro' s+*stit+tes


21/23

peci*c areas of focus:

+sto'er .ervice

Prod+ct B+ality

Resta+rant Modernioyalty


22/23

McDonalds can maintain itsleadership position

>everage *rand a7areness and advertising toens+re that c+sto'ers res!ond3

H@er healthier 'en+ selections or ad+lts andchildren0 !ossi*ly choosing a !o!+lar diet!rogra' and creating selected ite's to cater tocons+'ers on the !rogra'3 Advertise healthyo@erings or children3

=nternally0 McDonalds needs to contin+eoc+sing on its core *+siness0 and strea'lininginternal !rocesses to ens+re oc+s is on +nior'0clean0 I+ality0 service oriented resta+rants3


23/23

$+," O/

mdsdsacdonalds presentation.pptx

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