National Textile College

International Marketing Plan

of
Mc Donald’s

Submitted to:

Naveed Rehman

Submitted by:
BBA
Taha Hussain
Amir Riaz
Suleman Bashir
 Table of Contents

 Introduction
 About Mc Donald’s
 History
1954 to 1955
1956 to 1963
1964 to 1973
1974 to 1993
1994 to Today
 Mission Statement
 Founder’s Vision
 Marketing Mix
 Competitors
 SWOT Analysis
 Conclusion
 Introduction

We are the students of BBA. We have

prepared the International marketing
Plan of Mc Donald’s. It has been
designed to find out how they
compete with their competitors and
design strategies to make their market
stable and in competition.
 About McDonald's...
McDonald's...Is the leading global foodservice
retailer with more than 30,000 local restaurants
serving 52 million people in more than 100 countries
each day. More than 70% of McDonald's restaurants
worldwide are owned and operated by independent
local men and women.
Is one of the world's most well-known and valuable
brands and holds a leading share in the globally
branded quick service restaurant segment of the
informal eating-out market in virtually every country
in which we do business.

Serves the world some of its favorite foods - World

Famous French Fries, Big Mac, Quarter Pounder,
Chicken McNuggets and Egg McMuffin.

Our rich history began with our founder, Ray Kroc.

The strong foundation that he built continues today
with McDonald's vision and the commitment of our
talented executives to keep the shine on McDonald's
arches for years to come.
 Mc Donald’s History

• The McDonald's History - 1954 to 1955

 Raymond Albert Kroc 1902-1984, A Salesman Ray Kroc mortgaged his home
and invested his entire life savings to become the exclusive distributor of a five-
spindled milk shake maker called the Multimixer. Hearing about the McDonald's
hamburger stand in California running eight Multimixers at a time, he packed up
his car and headed West. It was 1954. He was 52 years old.

 Dick and Mac McDonald's Restaurant, San Bernardino, California Ray

Kroc had never seen so many people served so quickly when he pulled up to take
a look. Seizing the day, he pitched the idea of opening up several restaurants to
the brothers Dick and Mac McDonald, convinced that he could sell eight of his
Multimixers to each and every one. "Who could we get to open them for us?"
Dick McDonald said.

"Well," Kroc answered, "what about me?"

 Where it all began, Des Plaines, Illinois Ray Kroc opened the Des Plaines
restaurant in 1955. First day's revenues-$366.12! No longer a functioning
restaurant, the Des Plaines building is now a museum containing McDonald's
memorabilia and artifacts, including the Multimixer!

• The McDonald's History - 1956 to 1963

 Ray Kroc At Work "If you've got time to lean, you've got time to clean," Ray
Kroc preached to his troops. Heeding his own words, here the Chairman of the
Board cleans the parking lot of the first McDonald's franchise in Des Plaines,
Illinois.

 Ronald McDonald, In Any Language He Means "Fun!" "The smile known

around the world," In his first TV appearance in 1963 the happy clown was
portrayed by none other than Willard Scott.
 Fred Turner And Ray Kroc, Architects Of A Dream Here Ray Kroc (right) and
Fred Turner study the design which would replace the red and white tile buildings
that had become landmarks throughout the U.S. Called Kroc's first "grill man
extraordinaire," Turner is today Senior Chairman of the Board.

• The McDonald's History - 1964 to 1973

 McDonald's Comes To Wall Street In 1965 McDonald's went public with the
company's first offering on the stock exchange. A hundred shares of stock costing
$2,250 dollars that day would have multiplied into 74,360 shares today, worth
approximately $3.3 million on December 31, 2006. In 1985 McDonald's was
added to the 30-company Dow Jones Industrial Average.

 A Big Idea Called "Big Mac" "Introduced systemwide in 1968, the Big Mac
was the brainchild of Jim Delligatti, one of Ray Kroc's earliest franchisees, who
by the late 1960s operated a dozen stores in Pittsburgh."

 The Egg McMuffin Introduced in 1973, the Egg McMuffin was developed by
owner operator Herb Peterson.

 The McDonald's History - 1974 to 1993

 The First Ronald McDonald House in Philadelphia, PA In 1974 Fred Hill of

the Philadelphia Eagles teamed up with McDonald's to create Ronald McDonald
House. Here the families of critically ill children have a place to call home while
they're away from home as the young patients undergo treatment for their
conditions.

 The Happy Meal Since 1979 the Happy Meal has been making kids visits that
much more special. Clubs the world over collect Happy Meals toys and boxes.

 The Future Begins Now McDonald's Express for a world that can't slow down!.
McDonald's is popping up in more non-traditional locations like Amoco and
Chevron stations, with full menu offerings and dining room seating, just like
you'll find in a traditional McDonald's.
 • The McDonald's History - 1994 to Today

 Kuwait City, Kuwait Kuwait City is pretty far from Des Plaines, Illinois, but
that didn't stop 15,000 customers from lining up here on opening day in 1994. The
line at the drive thru was seven miles long. Proving once again that "Good Times,
Great Taste" is understandable in any language.

 McDonald's On The Worldwide Web! Forty three years after opening our first
restaurant in Des Plaines, Illinois, we are proud to come to you on the World
Wide Web. Did you know that McDonalds.com receives millions and millions of
hits every week?

 50th Anniversary McDonald's Corporation celebrated its 50th Anniversary with

the opening of a flagship restaurant in Chicago.

“We aim to be a leader in supporting well-being for children and families..

every where we do business.”

• Brand leadership
• Quality
• Safety
• Corporate responsibility
 Mission Statement

McDonald's brand mission is to "be our customers'

favorite place and way to eat." Our worldwide
operations have been aligned around a global strategy
called the “Plan to Win” centering on the five basics
of an exceptional customer experience -- People,
Products, Place, Price and Promotion. We are
committed to improving our operations and
enhancing our customers' experience.

Founder’s Vision
• “The basis for our entire business is that we are
ethical, truthful and dependable. It takes time to
build a reputation. We are not promoters. We are
business people with a solid, permanent,
constructive ethical program that will be in style
years from now even more than it is today.”
Ray Kroc, 1958
 Marketing mix

Targeting the market: Mc Donald’s have targeted the

whole world as its market. It has its food chain
supply all over the world.

Product
Our menus offer a variety of safe, high-quality food products that can fit into
balanced, active lifestyles. Our restaurants typically serve several types of
hamburgers, grilled and fried chicken products, fish and, in many cases,
salads, fruits, and additional sandwich options.

Many of our local business units are adding new salad, fruit, and vegetable
offerings.
For example:

• McDoanld's Australia offers a Tick Menu with choices that get the
National Heart Foundation "tick" of approval, including the Chicken
Tandoori sandwich, Chicken and Crandberry sandwich and Herb
Fusion Chicken Salad.
• Many European countries have launched Salads Plus menus,
including meal-size salad choices, a side salad, fresh fruit bag, and
other options.
• McDonald’s Canada offers Toasted Deli Sandwiches.
• McDonald's U.S.A. offers a range of salads and a Fruit and Yogurt
Parfait.
• McDonald’s Australia offers a QuickStart breakfast menu, including
a choice of cereals, juices, reduced fat or nonfat milk, and yogurt.
• McDonald's Taiwan serves a Toasted Rice Burger.
• Apples are served whole or with other foods in more than 20 countries
around the world.

Local business units are also expanding Happy Meal choices to include new
sandwich, side, and beverage alternatives. These reflect a System-wide goal
of ensuring that Happy Meals remain a choice moms feel good about and
children enjoy.

As with other menu choices, new Happy Meal options reflect the tastes and
customs of our local markets.

• McDonald’s UK has broadened Happy Meal choices to include semi-

skimmed organic milk, non-carbonated no-added-sugar fruit drinks,
and fruit bags.
• In Ireland, Happy Meal choice includes fish fingers.
• McDonald's Australia nows offers apple slices and Sipahh straws to
flavor milk.
• Many European countries are now offering cherry tomatoes and
orange juice as Happy Meal choice options.
• McDonald’s Brazil offers carrot sticks and coconut water. The
nutritional content of our Brazilian Happy Meals has earned the seal
of the Sao Paulo State Pediatric Society.
• In France and Spain a fish sandwich is just one of the main meal
choices in the Happy Meal.
• In Venezuela, customers may substitute fruit juices for soft drinks in
Happy Meals.
• Happy Meal beverage choices in Japan include two 100% fruit juices
and a fruit-vegetable juice blend, as well as milk, carbonated
beverages, and oolong tea.
• McDonald's France offers potato wedges and Croq'o Legumes, fried
vegetable balls.
• Happy Meal choices in the U.S. and Canada now include 100% low-
fat regular and chocolate Milk Jugs, 100% pure apple juice, and Apple
Dippers.

These are only examples of a vast and growing variety in our menus around
the world.
 Price
Prices are adjusted by the mutual discussions by the owners or franchisers,
where is it located. The price is always set by keeping in mind the economic
factor and the purchasing power of the customer and geographically.

Promotion
The promotion of the product is done by advertisement, hoardings,
Newspapers , electronic media.

Objectives:
• Create maximum awareness of our product.
• To position the target market in better way.
• To increase the level of sales of our product.

Distribution
Mc Donald’s have plant thousands of franchises all over the world. It has a
vast fast growing network. The owners of the Mc Donald’s franchises are the
independent man and women, the common people.

Competitors

“Mc Donald’s does not confer success on anyone. It takes guts and staying
power to make it with one of our restaurants.
A total commitment of personal time and energy is the most important thing.
You must be willing to work hard and concentrate exclusively on the
challenge of operating that restaurant.” Ray Kroc - Founder

As we know being a fast food chain, now we have few competitors like :
 • Kentucky Fried Chicken (KFC)
• AFC
• Al Makkah

SWOT analysis
A SWOT analysis is an integral part of a marketing plan and can also be part
of a business plan.
There are two factors under which product exist.

• Internal factors
1. Strength
2. Weakness

• External factors
1. Opportunities
2. Threat

Strength:
• Strong group backing
• Best training and skill development programs for the management
• Popular brand market leader
• Easily available in nominal prices
• Most attraction for kids

Weakness:
• Low market penetration in rural areas.

Opportunities:
• Increase of advertisement makes new customer in the market.
• Kids attraction
• Worldwide independent ownership
Threats:
• Challenges: A couple of the biggest challenges are maintaining a
positive and proactive approach and connecting to the evolving
consumer
• Newly open fast food chains are giving a good competition
• As being independent franchisers difficult to maintain its brand name
position.

Conclusion
After studying about Mc Donald’s, we have concluded that it is
worldwide company with only fast food chain supply. It has open
and independent investors and franchise owners.

They work really hard on their management and staff faculty. They
have a vast network. They satisfy their customers all over the
world with respect to their cultural, economical factors.