Marketing Management Presentation
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MARKETING MANAGEMENT’SPRESENTATION
PRESENTED TO:MA’AM IZZA SHAHZADPRESENTED BY:MALIHA KHANMAHAM FATIMASANA RAJAAMNA KHANALI RAUF BUTT
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TOPIC:
HARDEE’S VS MCDONALD’S
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TABLE OF CONTENTS
Introduction Marketing strategy Mission, goals and
objectives Marketing Mix Comparison and
analysis Conclusion Recommendations
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INTRODUCTION AND HISTORYHardee's Food Systems, Inc. is an
American restaurant chainEstablished in 1960Owned and operated by CKE Restaurants
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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 Hardee’s restaurant in Greenville that offered “charco-broiled” hamburgers, a drive-through window, and quick service.
By the end of 1960, 200 Hardee’s Restaurants opened across the country.
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June 1961, Wilbur Hardee sold his half of the company to Rawls and Gardner.
In 1965. the first international Hardee’s Restaurant was opened in Germany.
In 1972, Rawls purchased 200 Sandy’s hamburger restaurant
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Rawls served as Hardee’s CEO until 1975. Hardee’s introduced its breakfast trademark
biscuits in the 1970s During 1990s it became the 3rd largest fast-
food restaurant company in the world!
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opened its 2,000th restaurant and acquired the 650-outlet Burger Chef business
In 2006 Hardee’s had 3,500 restaurants throughout 31 states and in 11 different countries.
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In 2003, Hardee’s 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
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MISSION STATEMENT To live the premium life with premium burgers. VISION Franchise growth is the future of Hardee’s 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.
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GOALS
To satisfy burger enthusiasts, who crave big, unique, delicious burgers.
To dominate the burger market. To operate in more and more countries
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MARKETING MIXPRODUCT: Signature products
includesANGUS Thick burger®, Super Star®, Famous Star® and , premium Hand-Scooped Shakes made with real ice cream.
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PRICE:• Use price skimming strategy,• charge high price due to substantial
competitive advantage PLACE: Karachi, Islamabad, Faisalabad, Lahore
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PROMOTION: Hardee’s uses print and electronic media.They use social networks like Facebook to
advertise their products.
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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 presenceThey offer “made fresh to order” productsDrink beverage with free, unlimited refills.
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WEAKNESSNo breakfast and midnight dealsNo website for Hardees PakistanNo nutrition chartLower market share compared to
competitorsUndersized Parking spaceNo home delivery
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OPPORTUNITIESThey should provide nutrition description
within menu.More premiums for kids Innovate with vegetarian menu itemsExpansion in untapped markets
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THREATSHeavy advertisements by other fast food
restaurantsCompetition from other players i-e Burger
KingPeople moving away from fast food Increase in cost of raw materials
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INTRODUCTION AND HISTORY Mc Donald’s 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.
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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
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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
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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
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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!
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Kroc first “grill man extraordinaire, Turner is today the Chairmen of the board. In 1965 McDonalds went public with the company’s first offering on the stock exchange In 1985 McDonalds was added to the 30 company Dow Jones industrial average.
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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.
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The smile known around the world”. In his first TV appearance in `1963 the happy clown was portrayed by none other than William Scott.
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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
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MCDONALD’S VISION McDonald’s 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 .
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To achieve their vision they are focused on three world wide strategies.Be the best employerDeliver operational excellenceAchieving enduring profitable growth
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MCDONALD’S 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.
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Objectives: “We are the world’s favourite restaurant
because we give customers what they want- great food and great experience.”
Michael Quinlan, Chairmen McDonalds: McDonald’s objectives are to attain QSCV at all of its
restaurants, where:
Q is Quality S is Service C is Cleanliness V is Value
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Marketing objectives:A marketing plan must be created to
meet clear objectivesThey can be related to market share,
sales and goals reaching the target audience and creating awareness in the market place
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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.
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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 McDonald’s family.
Well documented strict and fair criteria for recruitment of employees.
Good working conditions. Celebration of main events e.g. Independence Day.
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WEAKNESSES:does not consider other fast food
chains as its competitors at least middle class cannot enjoy
McDonald’s products more frequently.
All raw materials are imported from different countries which increase the cost of production.
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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
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THREATS:Threats for new entrantsImposition of taxes on fast food
industry including sales tax.Complex rules and regulation
imposed by government.
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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 pricesDeciding a price to be fully aware of
brand and its integrity
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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.
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PROMOTIONAL STARATEGY: Advertising through billboards, television and radio Use of different slogans
“It’s a good time for the great taste of McDonalds” “Food, Folks or Fun”, “We love to see your smile” or the recent slogan, “I’m loving it”
contains a playing zone for children
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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
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Mostly McDonald’s branches are located near:Offices Posh shopping centersNear housing societiesSchoolsCollegesUniversities
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PRODUCT STRATEGY: customer requirements changes over time. In order to meet
these changes, McDonald’s 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
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COMPARISON AND ANALYSIS McDonald’s 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.
Hardee’s is known for its juicy thick burgers all over the world. Hardee’s became popular in Pakistan even though their prices are higher than McDonald’s. Hardees took no time to grab the attention of the people of Pakistan with their distinctive flavours in burgers.
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Hardee’s has an edge over McDonald’s due to its mouth-watering thick burgers
McDonald’s chicken meals are more popular as compared to its beef burgers.
Hardee’s has offered charbroiled burgers for health conscious people, while McDonald’s has offered no such burger.
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Hardee’s prices are higher than McDonald’s.
Hardee’s provides no free home delivery service.
McDonald’s advertises more than Hardees.
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Both are growing successfully in Pakistan.
McDonald’s earns more than Hardee’s because it has more outlets than Hardee’s in Pakistan.
Hardee’s is the fastest growing chain in Pakistan and delighting the customers with its innovative and premium products.
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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 Hardee’s are its key popularity factors, while McDonald’s is famous for its delicious chicken products.
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Focusing on their products Hardee’s should keep on working
towards its production expansion and growth and they should provide free home delivery service, and focus on increasing their franchise
McDonald’s should focus on offering innovative and healthy products for health conscious people and food lovers.
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RECOMMENDATIONS
For Hardee’sDelivery serviceTake away outletsWebsite Parking spaceAdvertising
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For McDonald’sOpen more franchiseReduce their pricesIntroduce more innovative productsIntroduce different spicy saucesShould bring a veggie menu
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