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Although the realm of accounting and finance has often

been viewed as dull bean counting, in todays modern and
competitive business environment, the finance department
should be at the heart of any company, encompassing a variety
of functions that go beyond its traditional financial reporting role.
While it is still a priority for accountants to ensure a companys
financial statutory accounts meet legal requirements, dynamic
companies such as McDonalds have shifted the focus of their
accounting and finance function to additionally include the
evaluation of past performance and appraisal of future
opportunities, helping to ensure the
Company maximises its strategic capabilities.

McDonalds Restaurants UK Limited, a wholly owned

subsidiary of the U.S. parent company, opened its first UK
restaurant in Woolwich in 1974. There are now 1,200 restaurants
operating in the UK which, despite representing only 4% of the
total number of McDonalds restaurants worldwide, contribute 7%
of global profits, making the UK a very important financial market
for McDonalds shareholders.
Brand Strategy
A name, term, sign, symbol, or design, or a combination of these,
intended to identify the goods or services of one seller or group of
sellers and to differentiate them from those competitors.
What is brand?
Its who you are...and what you stand for.
A strong brand is a heart and soul of an organization. we have a very
strong example here: If we take two dishes of McDonalds and give it to a
same person to eat. And one is in McDonalds packing and other is
simple packing. After eating both dishes he will feel that McDonalds dish
was better than the other in taste. It is just due to brand name.
Logo of McDonalds:

It creates a clear identity in the consumer mind. It also

determines a set of associations and feelings.

Brand name selection:

McDonalds brand name is short and simple, easy to spell, no negative
imagery which is important for making good impact.

Price is the only one elements in marketing mix that
produce revenue, all other elements represent cost.
According to expert 1% price improvements generates a
12.5% profit improvements.
McDonald concentrates factors, when setting price:
McDonald concentrate on value based pricing, they set the prices of
their deals with buyer perceptions, they create beat image of their
brand then set prices. they also using the value adding prices, by
attaching a differentiate features and services.
There are two main types of setting price.
McDonalds use the skimming strategy, because it produces the
good quality that support high prices.
Integrated Marketing Communication plan

1-Advertising Activity:
McDonalds advertises through print media in Pakistan and also use
mass media in some other countries and also pay high cost for mass
media advertising. McDonald's spend over two billion d McDonald's
argue that their advertising is no worse than anyone else's and that

McDonald's International through its wholly owned subsidiary

McDonald's India entered into two JVs, one with Connaught Plaza
Restaurants Pvt. Ltd. in the Northern & Eastern region and another
with Hard Castle Restaurants Pvt. Ltd. in the Western & Southern

McDonald's restaurants are found in 119 countries and

territories around the world and serve nearly 47 million customers
each day. McDonald's operates over 31,000 restaurants worldwide,
employing more than 1.5 million people. The company also operates
other restaurant brands, such as Piles Caf, and has a minority stake
in Pret a Manger. The company owned a majority stake in
Chipotle Mexican Grill until completing its divestment in October
2006. Until December 2003, it also owned Donatos Pizza. On August
27, 2007, McDonald's sold Boston Market to Sun Capital Partners.

Over the years, McDonald's has developed TV advertising

campaigns that have become, like McDonald's, a part of our lives
and culture. McDonald's commercials have focused not only on
product, but rather on the overall McDonald's experience,
portraying warmth and a real slice of every day life. This "image"
or "reputation" advertising has become a trademark of the
company and created many memorable television moments and
themes, including:-

McDonald's is Your Kind of Place (1967)

You Deserve a Break Today (1971)
We Do it All for You (1975)
ameseedbun (1975)
You, You're The One (1976)
Nobody Can Do It Like McDonald's Can (1979)
Renewed: You Deserve a Break Today (1980 & 1981)
Nobody Makes Your Day Like McDonald's Can (1981)
McDonald's and You (1983)

The Companys Profit Sharing and Savings Plan for U.S.-based

employees includes a 401(k) feature, a leveraged employee stock
ownership (ESOP) feature, and a discretionary employer profit
sharing match. The 401(k) feature allows participants to make
pre-tax contributions that are partly matched from shares
released under the ESOP. The Profit Sharing and Savings Plan also
provides for a discretionary employer profit sharing match at the
end of the year for those eligible participants who have
contributed to the 401(k) feature. All contributions and related
earnings can be invested in several investment alternatives as
well as McDonalds common stock in accordance with each
participants elections. Participants contributions to the 401(k)
feature and the discretionary employer match are limited to 20%
investment in McDonalds common stock. The Company also
maintains certain supplemental benefit t plans that allow
participants to (i) make tax-deferred contributions
and (ii) receive Company-provided allocations that cannot be
made under the Profit Sharing and Savings Plan because of
Internal Revenue Service limitations. The investment alternatives
and returns are based on certain market-rate investment
Review of the literature:-

Concept for this survey have been developed after studying

previous surveys on consumer satisfaction at different sectors
such as Banking sector,online share trading.
Following websites can be referred:
Research conducted by Bain & Company found that an
increase of 5% in customer retention can increase profits by
25% to 95%. The same study found that it costs six to seven
times more to gain a new customer than to keep an existing
Additional researches has shown that:-

"US companies lose 50% of their customers every 5 years."

Source: Bain & Company

"Happy customers tell 4 to 5 others of their positive

experience. Dissatisfied customers tell 9 to 12 how bad it
Source Mark Stevens, Author

"Companies that make customer service a high priority see

Objective of the Study

To study the problems faced by the customers in variety in


To analyze the self service.

To study the expectation of consumer in
To measure quantities offered in the product

To obtain suggestions for improvements in the


To study the marketing strategy adopted by Mc Donald


1.Research design
Research Design is a systematic planning, organizing &
executing a research project within specified time limit &
resource allocation.

After deciding the basic aspects of research project,

example- formulating research problem, objectives of research,
data requirement, sample design & before the commencement
of work of research project, the researcher has to prepare
research design. The research work will be conducted as per
the research design prepared. It is logical & systematic outline
of research project prepared for directing, guiding & controlling
a research work.
This research is EXPLORATORY in nature as it deals in
exploring customer satisfaction.
Primary data:-

Primary data constitute first hand information which is collected

for the first time in order to solve research problem.
It is the data collected from primary sources which are original
It is fresh data collected for the first time directly from the
Primary data is important as it gives reliable, factual first hand
information for information purpose.
Researcher collects primary data as per the need of his research
project and from the source or the source collected from internet

It is a created data.
It is also time consuming and costly data.
Primary different methods such as mail survey, personal
interviews, observation or experimentation
Data collection instruments are to be designed according to the
needs of investigation.
Primary data is the original data collected by the researcher from
respondents through
Primary data are collected for detailed information on certain
aspects of research project.