Anthony Tang Elton Kong Larry Shum Sum Fung Windy Tsoi Winky Choi

INTRODUCTION

Unique

Successful Advertiseme

nt

Great Partnership

Concern to Kids Quality of

Staff

Target Marketing

1971

• Offer beer(Germany)

1977

• Breakfast line

1987

• Healthier product, fresh salad

1997

• chicken sandwich

2003

• I’m lovin it

2006

• Voice of McDonald’s contest

MCDONALD - GLOBAL

KFC1930

• Founded, chicken as core product

2009

• Healthier product

BURGER KING1989

• Cartoon characters including Kid Vid™, IQ™, Jaws™ & Jazz™

2004

• Subservient Chicken

PIZZA HUT1970

• Offers beer

1986

• Delivery service provided

1992

• Lunch buffet introduced in 1,800 units

MCDONALD– HONG KONG

1984

• Full breakfast menu

1994

•The Senior Citizen Welfare Scheme

1998

• McDonald’s Youth Football Scheme

2003

• "i'm lovin' it"

2004

• Fresh Choices Menu

UNIQUE DESIGN IN THE WORLD

1. MCDONALD’S AIRPLANE IN TAUPO, NEW ZEALAND One of the strangest Not open during night hours It is a decommissioned DC-3 Complete with a cockpit, wings and

propeller, the plane sticks out from the main restaurant

2. MCDONALD’S RIVER BOAT ON THE MISSISSIPPI RIVER, ST. LOUIS, MO

3. OLYMPIC PARK IN LONDON, ENGLAND The World’s Biggest McDonald Area : 3,000 square meters Offers 1500 seats

MCDONALD’S GREEN STRATEGY

Convincing Healthier image

MCDONALD’S YOUTH FOOTBALL SCHEME 1998 Largest and Longest Aged: 8 - 16

Most successful & longest-running campaign

Rebuild customer relevance Different segment

I'M LOVIN' IT

Happy fun act birthday party Decorate the place Exciting and interesting games Having a joyful and surprised birthday

party with friends

McDonald’s

theme

Barbie’s theme

HotWheels’

theme

ADDITIONAL FUNCTION

ADDITIONAL FUNCTION McDonald's Wedding party Marry, engage or married anniversary

ceremony Designing sweet party Loved game

Gift Cards Pre-paid card Convenient for paying As a gift

COMPARISON

Birthday party

Gift card

Mos Buger √ (Tai Wan)

Subway

KFC √

UNIQUENESS Made for you Advanced equipment Hot, fresh ,tasty McDonald’s foods provide

Customer Service Ambassador As a communication bridge between McDonald's and the customer's- Promotion- Customer feel friendly and welcoming from

Customer Service Ambassador

“MADE FOR YOU” SYSTEM

Ordered food

Display

Prepare the

sandwich

Complete the order

Serve the

customer

- Fresher food- Yet speedy

ADVERTISING Build a long term image Translated to nearly 20 titles with 13

languages Let customer know the latest product More frequent during family hours (6-9), so to reach the target market, children easily

PUBLIC RELATIONS Attract youth attention and build

desireseg. Eason Chan, Joey Yung

Public activitiesBuild positive image of McDonald

PUBLIC RELATIONS Children Virtual Characters Symbolization

SALES PROMOTIONMcDonald Attract customer's attention Give incentive Stimulate quick sales For example:

- Monopoly (Sales in America increased 8% each year)

- Shake Shake Fries (Mix it! Shake it! Enjoy it! )

Burger king Use less public relations Target 18-34 years old men who eat fast

food more than 9 times per month

KFC Target chicken lovers Less diversified products

SALES PROMOTION

FOOD DISTRIBUTOR

Golden State Food

Gateway Distributi

on

McDonald

Golden State Food

Largest Diversified Supplier

350 McDonald Restaurant

50 Countries

6 Billion

FOOD DISTRIBUTOR

POSITIONING

Children

•Toys•Delicious Meal

Youth

•Club McDonald•Affordable•Speed

Family

•Birthday party•A treat to children

McDonald

Coca-Cola

Barbie Toy

Hot Wheels

Walt Disney

Cadbury

CO-BRANDING

FAMILY AND CHILDREN

Happy

Meal

Barbie

DisneyHot

Wheels

CO-BRANDING COMPARISON

KFC

Yum! Bran

d

Rib Crib

Pepsi

Taco Bell

McDonald KFC Burger King

Company restaurant revenues(at the year of 2012)

$ 6.952 Billions

$ 13633 Millions

$ 1169 Millions

Net income (at the year of 2012)

$ 1.396 Billions

$ 1597 Millions $ 1177 Millions

Staff 1800000 455000 38840

Total number of restaurant

33000 17000 7800

Fast food industry: Market share

19% 9% 2%

Country 119 120 79

Outlets 33000 18000 13000

Global brand 2013

NO.7 $41992 Millions

NO.66$6192 Millions

Out of 100

RECOMMENDATION

Extent buffet marketChickenSaladBeer

REFERENCE

http://www.prnewswire.com/news-releases/golden-state-foods-acquires-mcdonalds-distribution-center-in-lebanon-ill-200921981.html

http://www.rmhcstl.com/Document.Doc?id=12

http://www.slideshare.net/pridhavale/mcdonalds-marketing-strategies

http://en.wikipedia.org/wiki/McDonald%27s

https://sites.google.com/site/mcdonaldsfranchisestrategy/home/mcdonald-s-competitive-advantage

http://fagansusanto.wordpress.com/2012/11/22/value-chain-and-competitive-advantage-of-mcdonalds/

http://www.forbes.com/sites/panosmourdoukoutas/2013/09/11/is-mcdonalds-losing-its-competitive-edge/

Thank YouQ&A