Presented By :

Ashita Flora (28)

Archana Goyal (09)
MBA Biotechnology
Sec ‘B’
(2009-2011)
 CONTENT

09/02/10
 History of McDonald’s
 Company Profile

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 Understanding 4P’s of McDonald’s

 SWOT Analysis

 Mission & Vision

 Allegations faced by McDonald’s

 Certifications

 References & Journals

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TANTALIZING ISN’T IT ???
 History of McDonald’s

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Richard J. McDonald and Maurice J. McDonald 
were early American fast food pioneers, originally
from Manchester, who established the
first McDonald's restaurant in San Bernardino,
California in 1940.
They introduced the "Speedy Service System" in 4
1948.
 Company Profile
 McDonald's Corporation is one of the world's largest
chain of hamburger fast food restaurants.

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 It is the leading global food service retailer with more
than 32,000 local restaurants serving more than 60
million people in 117 countries each day. More than

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75% of McDonald's restaurants worldwide are owned and
operated by independent local men and women.
 Itsells hamburgers, cheeseburgers, chicken products,
french fries, soft drinks, shakes, and desserts. In response
to obesity trends in Western nations and in the face of
criticism over the healthiness of its products, the
company has modified its menu to include alternatives
considered healthier such as salads, wraps and fruit.

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 PRODUCT

McDonalds has intentionally kept

its product depth and product

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width limited. McDonalds
studied the behavior of the

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Indian customer and provided a
totally different menu as
compared to its International
offering. It dropped ham, beef
and mutton burgers from the
menu.
“India is the only country
where McDonalds serve
vegetarian menu”. Even the
sauces and cheese used in India 6
are 100% vegetarian.
 PLACE
 There is a certain degree of
fun and happiness that a

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customer feels each time he
dines at McDonalds. It offers
hygienic environment, good

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ambience and great service.
 Now McDonalds have also
started giving internet
facility at their center and
they have been playing
music through radio instead of
the normal music. There are
certain dedicated areas for
children where they can play
while their parents can have 7
some quality time together.
 PRICE

McDonald’s came up with a

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very catchy punch line “Aap
ke zamane mein, baap ke
zamane ke daam”. This was

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to attract the middle and
lower class consumers and
the effect can clearly be seen
in the consumer base
McDonalds has now. It has
certain value pricing and
bundling strategies such as
happy meal, combo meal,
family meal etc to increase
overall sales volumes. 8
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 PROMOTION
 The main objectives of advertising for
McDonald’s is to make people aware of
an item, feel positive about it and

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remember it. The right message has
to be communicated to the right
audience through the right media.

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McDonald’s does its promotion through
television, hoardings and bus shelters.
They use print ads and the television
programmes are also an important
marketing medium for promotion.
 Some of the most famous marketing
campaigns of McDonald’s are:
 “Aap ke zamane mein ,baap ke zamane
ke daam”.
 “Food, Folks, and Fun”
 “I’m lovin’ it”.
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SWOT ANALYSIS FOR
MCDONALD’S
 MISSION AND VISION STATEMENT

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 Vision: "McDonald's vision is to be the world's best quick
service restaurant experience. Being the best means providing
outstanding quality, service, cleanliness, and value, so that we

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make every customer in every restaurant smile”

 Mission: Be the best employer for our people in each

community around the world.
 Deliver operational excellence to our customers in each of our
restaurants.
 Achieve enduring profitable growth by expanding the brand
and leveraging the strengths of the McDonald's system
through innovation and technology.
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 ALLEGATIONS AGAINST MCDONALD’S
1st Allegation : “McDonald’s is the world’s
largest user of beef”

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 The beef extract is added before the fries are
frozen and shipped to the individual
restaurants, where they are then fried in

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100% vegetable oil.

2nd Allegation : “All of McDonald's U.S.

chicken suppliers use a system called
"electrical immobilization" to kill birds”

 PETA is now asking McDonald's to "demand

that its suppliers switch to a less cruel
method of chicken slaughter called
controlled-atmosphere killing, or CAK."

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 ISO 14001
 ISO 14001 was first published in 1996 and specifies the actual
requirements for an environmental management system.

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 It applies to those environmental aspects which the organization has
control and over which it can be expected to have an influence.

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 This standard is applicable to any organization that wishes to:

1)Implement, maintain and improve an environmental management

system.

2)Ensure compliance with environmental laws and regulations .

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WHY ISO CERTIFICATION COUNTS ?

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 Increased credibility.

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 Manufacturers that ship their products
overseas.

 Company has met every requirement of the

standard.

 ISO certification broadens marketplace as a

certified supplier to leading manufacturers.
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 MCDONALD’S ISO 14001
CERTIFICATION
1) In 2004, McDonald’s Poland validated

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all company-operated restaurants to the
internationally recognized standard ISO
14001.

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2) The certification has been successfully
renewed twice since 2004.

3) The certificate confirms that McDonald’s

company-operated restaurants comply
with the highest standards of
environmental management and legal
requirements.

4) The ISO certification greatly contributed

to the strengthening of McDonald’s
leadership position

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 09/02/10
 McDonald Modular has certified all the operations of

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the company to the ISO 9001:2000 standards for
Quality Management Systems as outlined by the
International Organization for Standardization.

 Certification standard is the assurance and commitment:

 Continuously monitor,

 Correct and Improve processes

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 SIX SIGMA AT MCDONALD’S
Six Sigma, at its basic level, is
attempting to improve both

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effectiveness and efficiency at the
same time. It is a measure of customer
satisfaction that is near perfection.

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Every customer has a set of
requirements. If you are meeting their
requirements, you are being effective.

The accuracy of your order, the

crispness and freshness of your French
fries, and the time it took for your order
to be filled.

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 REFERENCES & JOURNALS
 www.mcdonaldsindia.com/

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 http://media.wiley.com/product_data/excerpt/65/047
12815/0471281565.pdf

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 http://www.dnv.com/resources/publications/dnv_foru
m/2004/no_2/PolishMcDonaldsISO14001certified.asp

 http://forum.mesomorphosis.com/general-
discussion/iso-mcdonalds-bromocriptine-book-
18116.html

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THANK YOU !