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International Marketing Plan

of Mc Donald’s

Submitted to:

Naveed Rehman

Submitted by:

BBATaha HussainAmir Riaz

Suleman Bashir

Table of Contents



Introduction

About Mc Donald’s

History1954 to 19551956 to 19631964 to 19731974 to 19931994 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 McDonald’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 localrestaurants serving 52 million people in more than 100 countries each day. More than70% of McDonald's restaurants worldwide are owned and operated by independent localmen and women.Is one of the world's most well-known and valuable brands and holds a leading share inthe globally branded quick service restaurant segment of the informal eating-out marketin 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 builtcontinues today with McDonald's vision and the commitment of our talented executivesto 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 homeand invested his entire life savings to become the exclusive distributor of a five-spindled milk shake maker called the Multimixer. Hearing about the McDonald'shamburger stand in California running eight Multimixers at a time, he packed uphis car and headed West. It was 1954. He was 52 years old.

Dick and Mac McDonald's Restaurant, San Bernardino, California RayKroc had never seen so many people served so quickly when he pulled up to takea look. Seizing the day, he pitched the idea of opening up several restaurants tothe brothers Dick and Mac McDonald, convinced that he could sell eight of hisMultimixers 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 Plainesrestaurant in 1955. First day's revenues-$366.12! No longer a functioningrestaurant, the Des Plaines building is now a museum containing McDonald'smemorabilia and artifacts, including the Multimixer!


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

Ronald McDonald, In Any Language He Means "Fun!" "The smile knownaround 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 "grillman extraordinaire," Turner is today Senior Chairman of the Board.




McDonald's Comes To Wall Street In 1965 McDonald's went public with thecompany'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 wasadded to the 30-company Dow Jones Industrial Average.

A Big Idea Called "Big Mac" "Introduced systemwide in 1968, the Big Macwas 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 byowner 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 McDonaldHouse. Here the families of critically ill children have a place to call home whilethey'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 thatmuch 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 andChevron stations, with full menu offerings and dining room seating, just likeyou'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, butthat didn't stop 15,000 customers from lining up here on opening day in 1994. Theline 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 firstrestaurant in Des Plaines, Illinois, we are proud to come to you on the WorldWide Web. Did you know that McDonalds.com receives millions and millions of hits every week?



50th Anniversary McDonald's Corporation celebrated its 50th Anniversary withthe opening of a flagship restaurant in Chicago.

“We aim to be a leader in supporting well-being for children and families.. every wherewe 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 itsfood 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 andfried 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 HappyMeals 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 PediatricSociety.

• 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 itlocated. 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 fastgrowing network. The owners of the Mc Donald’s franchises are the independent manand women, the common people.

Competitors

“Mc Donald’s does not confer success on anyone. It takes guts and staying power tomake 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 thatrestaurant.” 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. Strength2. Weakness

• External factors

1. Opportunities2. 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 withonly 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, economicalfactors.

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