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Mcdonalds Marketing Strategy

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Mcdonalds Marketing Strategy
ULSTER BUSINESS SCHOOL
MASTER OF BUSINESS STUDIES
STRATEGY AND MARKETING MANAGEMENT (Module code: BMG 777) Submitted to: Darryl Cummins and Geoff Simmons
Submitted by:-
B00541804 - Kevin C Abraham
B00543323 - Sanoj Thaj
B00544264 - Hemanth Ram
B0054 - Akshay Kanda
B00545863 - Rahul Shivpuje
Date : 30 th April 2010

CONTENTS
Title
McDonald’s in India
Main challenges in entering Indian market
Industry trends: Overall
McDonald’s marketing mix
Product Life Cycle
Comparison of McDonald’s with its rivals
McDonald’s India in 2010
Market Orientation
McDonald’s Indian future
References

Title:
McDonald was founded by Raymond Kroc in 1954. Today McDonald is the world’s leading food service retailer with more than 31000 restaurants in 119 countries serving more than 50 million customers each day.
McDonald’s In India:
McDonald’s, the ninth valuable brand in the world has opened its doors in India on October 1996. McDonald’s India has a joint venture with Connaught Plaza restaurants and Hard Castle restaurants. McDonald’s [India] has a 50 percent equity stake each in both joint venture companies. Connaught Plaza restaurants manage operations and expansions across North India led by Vikram Bakshi where Hard Castle restaurants operate restaurants headed by Amit Jatia who manages operations and expansions across Western India.
Main challenges in entering Indian Markets:
Re-engineering the Menu: McDonald’s has developed a menu especially for India with vegetarian selections to suit Indian tastes and culture. Globally McDonald’s was known for its hamburgers, beef and pork burgers. Most Indians are barred by religion not to consume beef or pork. To survive, the company had to be responsive to the Indian sensitivities. So McDonald’s came up with chicken, lamb and fish burgers to suite the Indian palate.
The Vegetarian Customer: India has a huge population of vegetarians. To cater to this customer


References: Bold, B. (2006). TBWALondon wins McDonald’s health brief. Campaign (UK), 1. Bowery, J. (2006). McDonald’s gets back to basics. Marketing 16. Czinkota, M. (1993, International Market, Dryden Press, Fort Worth, TX. Gibson, R. (2007). McDonald’s Is working On Healthier Happy Meal. Wall Street Journal, p. B3D. Grinstein, A. (2008). The relationships between market orientation and alternative strategic orientations: A meta analysis. European Journal of Marketing, 42, 115-134 India Environmental Portal.(2008) Jaworski, B. J., & Kohli, A. K. (1996). Market orientation: Review, refinement, and roadmap. Journal of Market Focused Management, 1(2), 119-135. Kleinman, M. (2003). Burger chains to lure back dinners. Marketing, 4. Kotler,P.(1994), Marketing Management ,Prentice-Hall ,Englewood Cliffs ,NJ. MacCarthy, E.J. (1993, Basic Marketing, Irwin, Homewood, IL. McDonald’s – Business Strategy in India,2010. Updated: Friday, January 8, 2010 Available at: http://www.casestudyinc.com/case-study-mcdonalds-india-business-strateg, [accessed:10th April 2010]. McDonald’s Worldwide. 2008. Online: http://www.mcdonalds.com. Accessed: 21/04/2010. McDonalds India. (2008). McDonalds India. Available: www.mcdonaldsindia .com. Last accessed 20 March 2010. Narver, J. C. (1991). Becoming More Market Orientated: An Exploratory Study of Programmatic and Market-Back Approaches. Cambridge, Mass: Marketing Science Institute. OJICA. (2009). McDonald’s Ongoing Marketing Challenge: Social Perception in India. Online Journal of International Case Analysis. 1 (2), 2-9. Slater, S. F., & Narver, J. C. (1995). Market orientation and the learning organization. Journal of Marketing, 59(3), 63-74 Worldwide CR Report, 2006; Welgens, 2006:6; Datamonitor, 2008.
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