Effectiveness of Marketing Strategies Adopted by McDonald's in Bangalore

EFFECTIVITY OF MARKETING STRATEGIES
ADOPTED BY MCDONALD’S
IN BANGALORE CITY

By
SANSAR BIRMAN
Enrolment No: 118263141
En
A
DISSERTATION
Submitted to the
INSTITUTE OF HOTEL MANAGEMENT, CATERING
MANAGEMENT,
TECHNOLOGY & APPLIED NUTRITION, BANGALORE
In partial fulfilment of the requirement for the degree of
Master of Science in Hospitality Administration
2011-2013

ACKNOWLEDGEMENT
The researcher is first of all thankful to the Almighty for providing abundant grace, good health and knowledge to do this research project.

A deep sense of gratitude is expressed to Mr. V. R Venkatadri, Principal,
Institute of Hotel Management Bangalore, for making this study possible.

The researcher is indebted to Dr.S. Kannan (HOD), Institute of Hotel
Management, Bangalore for his guidance, generous advice, great enthusiasm, scholastic attitude and constant Inspiration.

The researcher would like to thank Mr. Pramod Naick (Senior Lecturer)
Institute of Hotel Management, Bangalore for his inspiration and enthusiasm for this project and also for always making himself available to assist for this collection. Above all the researcher is grateful to the members of his family and colleagues, without whose love and constant support, this study would not have been possible.

Sansar Birman
(Researcher)

(II)

TABLE OF CONTENTS
PAGE NO.
LIST OF TABLES

V

LIST OF FIGURES

VI-VII

CHAPTERS

1 - 79

1. INTRODUCTION

1 - 22

Company profile
Statement of the problem
Objectives
Limitations
2. REVIEW OF RELATED LITERATURE

23 - 50

3. RESEARCH METHODOLOGY

51 - 53

Research Objective
Thesis Analysis Methods
4. DATA PRESENTATION AND INTERPRETATION
Analysis of data
Discussion of findings

(III)

54 - 67

5. CONCLUSIONS AND RECOMMENDATIONS

68 - 70

Conclusions
Recommendations
APPENDIX

71 - 76

BIBLIOGRAPHY

77 - 79

Books
Journals and Periodicals
Websites

(IV)

LIST OF TABLES

SL. NO.
1.
2.

Bibliography: Barnes, D., (2008). Operations Management: An International Perspective. Cooper, R.G., Edgett, S.J. (2009). Product Innovation and Technology Strategy Facella, P., Genn, A. (2008) Everything I know about business I learned at McDonald 's: the 7 leadership principles that drive break out success, prospers by embracing inclusion and diversity, John Wiley and Sons Heig, M., (2003) Brand Failures, Kogan Page Ltd, pp Jeanett Jean-Pierre and Hennessey David, Global Marketing Strategies, Biztantra and Houghton Miffin, 2005, page 164 does not sustain a brand", Brand Speak (2004) The Wisdom of Local Sourcing, http://www.mcdonaldsindia.com/locsour.htm and Pooja Kothari, “Brand-Equity- Shaking it Up at McDonald’s”, The Economic Times, October 13, 2004. WEBSITE Sharan S Lakshmanan (13th Dec, 2004) ‘McDonald 's In Bangalore Will Use http://ipm.ge/article/How%20McDonald 's%20evolved%20its%20marketing% 20in%20India_ENG.pdf (Accessed: April 2, 2012) Indian Mirror (no date) Hinduism Available [online] http://www.indianmirror.com/religions/reli1.html (Accessed: April 2, 2012) Mathur, S., (2011) McDonald 's Spices Up Products for Indian Vegetarians Available [online] http://www.buddingmarkets.com/?p=39 (Accessed: April 3, 2012) Nation 's Restaurant News (2011) McDonald 's: Lesson learned from India Available [online] http://nrn.com/article/mcdonald’s-lessons-learned-india (Accessed: April 3, 2012)