MARKETING PLAN OF MCDONALD`S Presented To : Sir Mannan khan Presented By : Brain Hackers Group Members : Somia Iqbal
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Saket Adhikari ([email protected]) CHAPTER ONE INTRODUCTION Executive Summary The following marketing plan had been dev
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MARKETING PLAN OF MCDONALD`S
Presented To : Sir Mannan khan
Presented By : Brain Hackers
Group Members : Somia Iqbal
We are grateful to our teacher MR.Mannan Khan for teaching us curriculum of marketing. His versatile knowledge in marketing field and unique teaching style has developed our knowledge and cleared many marketing concepts.We are all the most grateful to him for assigning this project, which has further helped us in evaluating many interrelated dimensions of marketing. We are also thankful to all other members Hammad Lodhi, Ather Waqas, Fahad, Irum Ajmal,and Somia Iqbal who have rendered their whole hearted support at all times for successful completion of this project. The basic resource of information for our project was internet and most of the Information was gathered from McDonald’s site.
Introduction McDonald's is the largest chain of fast food restaurants in the world. On 15 May 1940 the first McDonald’s inaugurated in United States. It has now a total of more than 31,000 outlets worldwide. McDonald opened its doors in September 1998 at Lahore and now operating in seven major cities having network of 20 restaurants. Ronald McDonald is a clown character used as the primary mascot of the McDonald. The clown inhabits a fantasy world called McDonaldland. In recent years McDonaldland has been largely phased out, and Ronald is instead shown interacting with normal kids in their everyday lives. Many people work full-time making appearances in the Ronald McDonald costume, visiting children in hospitals. Since August 2003, McDonald has been officially recognized as the "Chief Happiness Officer" of the McDonald's Corporation.
smile known around the world”
Environmental analysis •
External environmental analysis •
Political and legal
McDonald's has been involved in a number of lawsuits and other legal cases, most of which involved trademark disputes. The company has threatened many food businesses with legal action unless they drop the Mc or Mac from their trading name. McDonald's has defended itself in several cases involving workers' rights. In 2001 the company was fined £12,400 by British magistrates for illegally employing and over-working child labor in one of its London restaurants. In 1999 McDonald’s was nominated by Business Ethics Magazine for its prestigious Business Ethics Award. However, the magazine decided not to grant them the award due to animal welfare issues and concerns.
The Wall Street Journal reported in the July 24, 2009 that sales for McDonald’s fell below expectations. The decline is recent. According to the same article, April sales figures for McDonald's were 7 percent more in 2009 compared to 2.6 percent in June. Profits came in at $1.09 billion compared to $1.19 billion one year ago. Although that income number is still substantial but it is also a $10 billion drop in sales. McDonalds are the market leaders in fast food. The target markets are high. McDonalds have high incomes but low cost.
• Social As a prominent example of the rapid globalization of the American fast food industry, McDonald's is often the target of criticism for its menu, its expansion, and its business practices. In response to public pressure, McDonald's has sought to include more healthy choices in its menu and has introduced a new slogan to its recruitment posters: "Not bad for a McJob". McDonald's announced on May 22, 2008 that in the U.S. and Canada they will be introducing cooking oil for its french fries that contains no fats. “McDonald's spends more on advertising than any other brand in the world, It runs more playgrounds than any other private entity in the world