MARKETING

MANAGEMENTS
PRESENTATION
PRESENTED TO:
MAAM IZZA SHAHZAD
PRESENTED BY:
MALIHA KHAN
MAHAM FATIMA
SANA RAJA
AMNA KHAN
ALI RAUF BUTT

TOPIC:
HARDEES VS MCDONALDS

TABLE OF CONTENTS
Introduction
Marketing

strategy
Mission, goals and
objectives
Marketing Mix
Comparison and
analysis
Conclusion
Recommendations

INTRODUCTION AND HISTORY

Hardee's

Food Systems, Inc.is an

American restaurant chain
Established in 1960
Owned and operated by CKE Restaurants

 5th

largest fast-food restaurant chain in the

United States after Subway, McDonald's,
Burger King and Wendy's.

In

1960, Wilbur opened the first Hardees

restaurant in Greenville that offered charcobroiled hamburgers, a drive-through window,
and quick service.

By

the end of 1960, 200 Hardees Restaurants

opened across the country.

 June

1961, Wilbur Hardee sold his half of the

company to Rawls and Gardner.

In

1965. the first international Hardees

Restaurant was opened in Germany.

In

1972, Rawls purchased 200 Sandys

hamburger restaurant

 Rawls

served as Hardees CEO until 1975.

Hardees

introduced its breakfast trademark

biscuits in the 1970s

During

1990s it became the 3rd largest fast-food

restaurant company in the world!

 opened

its
2,000threstaurant
and acquired the 650outlet Burger Chef
business

In

2006 Hardees had

3,500 restaurants
throughout 31 states
and in 11 different
countries.

 In

2003, Hardees menu changed and the new

Monster Thick burgers product line was
introduced.

Operating

in 30 countries.

The

first Hardee's restaurant in Pakistan was

opened at M.M. Alam Road, Lahore in 2009.

known

for Hand-Scooped Ice Cream Shakes and

charbroiled 100% Beef Thick burgers

MISSION STATEMENT
To live the premium life with premium burgers.
VISION
Franchise growth is the future of Hardees brand.
OBJECTIVES
Supply the highest quality food to the customers.
To provide the best-in-class products and service.
To keep the guests coming for its innovative menu offerings and excellent
guest service.
Provide 100% satisfaction to customers and maintain the level of excellent
services among other competitors.

GOALS

To satisfy burger enthusiasts, who crave big,

unique, delicious burgers.

To dominate the burger market.

To operate in more and more countries

MARKETING MIX
PRODUCT:

Signature products
includes

ANGUS Thick
burger, Super
Star, Famous
Star and ,
premium HandScooped Shakes
made with real ice
cream.

 PRICE:

Use price skimming strategy,

charge high price due to substantial
competitive advantage
PLACE:
Karachi, Islamabad, Faisalabad, Lahore

PROMOTION:

Hardees uses
print

and electronic media.

They use social networks like Facebook to

advertise their products.

SWOT ANALYSIS

STRENGTH:

Premium quality, service and delivery

systems, facilities, best-in-class menu,
innovative menu offerings, youthful brand
image and edgy, cut-through advertising.
Differentiated product
Strong brand presence
They offer made fresh to order products
Drink beverage with free, unlimited refills.

WEAKNESS
No breakfast and midnight deals
No website for Hardees Pakistan
No nutrition chart
Lower market share compared to competitors
Undersized Parking space
No home delivery

OPPORTUNITIES
They should provide nutrition description
within menu.
More premiums for kids
Innovate with vegetarian menu items
Expansion in untapped markets

THREATS
Heavy advertisements by other fast food
restaurants
Competition from other players i-e Burger
King
People moving away from fast food
Increase in cost of raw materials

INTRODUCTION AND HISTORY

Mc

Donalds is the
leading global food
service retailer with
more than 30000 local
restaurants serving
nearly 50 million
people in more than
121 countries each day.

 holds

a leading share in the globally branded

quick service restaurant segment of the
informal eating
They serve World famous French fries, BIG
MAC and Chicken Mcnuggets.
Founder was Ray Kroc

 McDonald

started its operation in

Pakistan in 1998

McDonalds

Pakistan is growing with

focus to provide friendly and quick service
experience to the customers.

McDonalds

Pakistan is a part of Lakson

group of companies

 spindled

milk shake maker called the

multimixer.

Hearing

about the McDonalds hamburger

stand in California running eight
Multimixers at a time, he picked up his
car headed west.

It

was 1954

He

was 54 years old

 he

pitched up the idea of

opening up several
restaurants to the brothers
Dick and McDonalds

Who

could we get to open

them for us? Dick
McDonald says

Ray

Kroc opened the Des

Plaines restaurant in 1955
first day revenues - $366.12!

Kroc first grill man

extraordinaire, Turner is
today the Chairmen of the
board.
In 1965 McDonalds went
public with the companys
first offering on the stock
exchange
In 1985 McDonalds was
added to the 30 company
Dow
Jones
industrial
average.

 in

1973, the Egg Mcmuffin was developed by

owner operator Herb Peterson.

In

1974 Fred hill of the Philadelphia Eagles

teamed up with McDonalds to create Ron
McDonalds House

Since

1979 the Happy meal has been making

kids visits that much more special.

 The

smile known
around the world. In
his
first
TV
appearance in `1963
the happy clown was
portrayed by none
other than William
Scott.

WELCOME TO MCDONALDS PAKISTAN

Until

now there are

eight stores of
McDonald's, operating
in Pakistan
Sialkot,

Faisalabad,
Karachi, Hyderabad,
Rawalpindi, Islamabad,
Lahore, Kalashahkaku
Pakistan the 113th
country on the globe
where the world
renowned Golden Arches
were unfolded

MCDONALDS VISION
McDonalds

vision is to
provide the world best
quick service restaurant
experience. Being the
best means providing
outstanding ,quality
service , cleanliness and
value, so that they
make every customer in
every restaurant smile .

 To

achieve their vision they are focused on

three world wide strategies.
Be

the best employer

Deliver

operational excellence

Achieving

enduring profitable growth

MCDONALDS MISSION AND

OBJECTIVES

McDonald

mission:

McDonalds mission is to be our customers

favourite place and way to eat with inspired people
who delight each customer with unmatched quality,
service cleanliness and value every time. We invite
you to be the part of this winning team and give
yourself to an opportunity to grow with the family of
people striving to create smiles on the face of
millions of people every day.

Objectives:

We are the worlds favourite restaurant because

we give customers what they want- great food and
great experience.
Michael Quinlan, Chairmen McDonalds:

McDonalds objectives are to attain QSCV at all of its restaurants, where:

Q is Quality
S is Service
C is Cleanliness
V is Value

Marketing objectives:
A

marketing plan must be created to meet

clear objectives

They

can be related to market share, sales

and goals reaching the target audience and
creating awareness in the market place

GOALS OF MCDONALDS:

Serving

100% more fruit, vegetable, low fat

dietary or whole grains in nine of its top
markets.
to serve good food in a friendly and fun
environment, and to provide good return for its
shareholders.
to focus on maintaining their position and
continue to develop both their burgers and
healthier alternatives.

SWOT ANALYSIS OF MCDONALDS

STRENGTHS:

A strong image well repute organization

No compromise on quality of products.
A self-service criterion saves a lot of cost.
Different incentives or packages for children.
Quality raw material (ingredients) in all products.
Working environment in McDonalds is very friendly and all
the employees of the company are treated as a member of
McDonalds family.
Well documented strict and fair criteria for recruitment of
employees.
Good working conditions.
Celebration of main events e.g. Independence Day.

WEAKNESSES:
does

not consider other fast food chains

as its competitors
at least middle class cannot enjoy
McDonalds products more frequently.
All

raw materials are imported from

different countries which increase the
cost of production.

OPPORTUNITIES:
expanding

its business to other cities of

Pakistan
By increasing consciousness of low fatty
foods which are being provided McDonalds
(vegetable oil).
Increasing disposable income in upper and
middle social classes of urban areas

THREATS:
Threats

for new entrants

Imposition of taxes on fast food industry
including sales tax.
Complex rules and regulation imposed
by government.

MARKETING MIX AND

MARKETING STRATEGIES
OF
MCDONALDS
Pricing
strategy:
customer

determination of value is an
important determinant of the price
charged
Danger of using low prices
Deciding a price to be fully aware of
brand and its integrity

 McDonalds

strategy is to offer quality food

quickly to customers at a good value
differentiate itself from other fast food
restaurants by offering a variety of menu
items
free toy with happy meal.

 PROMOTIONAL
Advertising
Use

STARATEGY:

through billboards, television and radio

of different slogans

Its a good time for the great taste of

McDonalds Food, Folks or Fun, We love
to see your smile or the recent slogan, Im
loving it

contains

a playing zone for children

PLACE STRATEGY:
27

restaurants in 8 major cities of Pakistan

11 in Karachi

1 in Hyderabad

10 in Lahore

1 in Faisalabad

1 in Kalashahkaku

1 in Sialkot

1 in Rawalpindi

1 in Islamabad

Mostly McDonalds branches are located near:

Offices
Posh

shopping centers

Near

housing societies

Schools
Colleges
Universities

 PRODUCT

STRATEGY:

customer requirements changes over time. In order to meet these

changes, McDonalds has introduced new products and phrased
out old ones and will continue to do so.

These are some products that McDonalds offer to its customers:

Big Mac, Filet o Fish, Mcchicken with cheese , Beef burger,

Cheese burger, Big Mac meal, Happy meal , Fries , Cold drinks,
Tea, Coffee, Cones, Sundaes

COMPARISON AND ANALYSIS

McDonalds offers a variety of products. Their menu

consists of pancakes, coffee, chicken burgers, chicken
nuggets, beef burgers, ice creams, shakes and much
more. They also have special meals for kids.
Hardees is known for its juicy thick burgers all over
the world. Hardees became popular in Pakistan even
though their prices are higher than McDonalds.
Hardees took no time to grab the attention of the
people of Pakistan with their distinctive flavours in
burgers.

 Hardees

has an edge over McDonalds

due to its mouth-watering thick burgers

McDonalds

chicken meals are more

popular as compared to its beef burgers.

Hardees

has offered charbroiled burgers

for health conscious people, while
McDonalds has offered no such burger.

 Hardees

prices are higher than

McDonalds.

Hardees

provides no free home delivery

service.
McDonalds

Hardees.

advertises more than

 Both

are growing successfully in Pakistan.

McDonalds

earns more than Hardees

because it has more outlets than Hardees
in Pakistan.

Hardees

is the fastest growing chain in

Pakistan and delighting the customers
with its innovative and premium products.

CONCLUSION
Best

fast food restaurants in the world.

Have caught the attention of burger
enthusiasts and food lovers.
The innovative menu offerings and
premium service of Hardees are its key
popularity factors, while McDonalds is
famous for its delicious chicken products.

 Focusing

on their products
Hardees should keep on working towards
its production expansion and growth and
they should provide free home delivery
service, and focus on increasing their
franchise
McDonalds should focus on offering
innovative and healthy products for
health conscious people and food lovers.

RECOMMENDATIONS

For Hardees
Delivery

service
Take away outlets
Website
Parking space
Advertising

For McDonalds
Open

more franchise
Reduce their prices
Introduce more innovative products
Introduce different spicy sauces
Should bring a veggie menu