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Marketing Strategies of Mcdonalds

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Marketing Strategies of Mcdonalds
NMIMS UNIVERSITY

McDonald’s : Behind The Golden Arches
Customer Acquisition and Retention

Group RITABRATA GHOSH (316) M.S. DEEPAK BALAJI (339) JIGAR SHAH (350) NIKET SHERLEKAR (354) DISHANT SIDANA (357)

The McDonald’s Story - Genesis..........................................................................2

McDonald’: Behind The Golden Arches

Business Model.....................................................................................................3 McDonald’s in India.............................................................................................4
Challenges in Entering Indian Markets............................................................4

Segmentation, Targeting and Positioning.............................................................4 Customer Perception and Customer Expectation ................................................6 McDonalds Marketing Mix (5 P’s).......................................................................6 The McDonald’s Experience..............................................................................10 McDonaldizing the Suppliers.............................................................................12 Importance of PLC in McDonalds......................................................................13 Competitors Analysis..........................................................................................14
Two Dimensional Perceptual Mapping...............................................................15

SWOT Analysis..................................................................................................15 The Road Ahead.................................................................................................16 Exhibits...............................................................................................................17
1. McDonald’s Indian Menu............................................................................17 Survey


References: 1. “Marketing Management” – Dr. Rajan Saxena 2. “McDonalds – Behind the Arches” – John S Love 3. www.Mcdonaldsindia.com 4. Outlet Manager – McDonald’s Vile Parle 23 | P a g e
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