Fast Food Giant | McDonald

Name : Sudish SHETTY
Class : MSc ICDM
Name of Company : McDonald’s
Contents :
1. Executive summary
2. About Company
3. Branding strategy
4. Communication Strategy
5. Analysis of 1 communication campaign
6. Conclusion

Executive Summary :
McDonald’s Corporation is a “Centralized, International company”, which is the largestchain of fast food
restaurants with more than apprx 30,000 fast-food restaurants in 100 countries worldwide. Fifty eight
percent of these stores are operated by franchisees, apprx twenty eight by the company, and fourteen
percent by affiliates. McDonald’s expand its market into foreign countries through three primary
methods : franchising, company owned restaurants, and joint ventures which will help McDonald’s easily
to be accepted into unfamiliar markets and franchising continues to contribute heavily to McDonald’s
international success. Although its expanding rapidly, McDonald's still manage a tight grasp on operations,
cost and quality by using a centralized, international structure.
I believe by proper combination of marketing mix, efficient market research, setting targets and delegating
the responsibilities will help Mcdonald to be able to achieve its long term objective.

The Global reach of McDonalds over the years.
McDonald's Has The Largest Market Share in The Fast Food Industry (10% Global Share and
43% of the U.S. Fast Serve Market)
McDonald’s has been one of the leading food chains for many years in terms of the quick-
service segment. They are a company with a broad understanding of the needs of their
customers.
Today, McDonald’s is the industry’s leader not only in sales volumes but also in profit rates
and market valuation. But the question is how did they manage to gain such a strong
position? The answer is its well thought out strategic marketing moves as well as other
internal factors.

So let us start by first learning more about the business model and brand
history of McDonald’s.
ABOUT McDonald’s :
McDonald’s Corporation, or simply McDonald’s, is the world’s largest chain of fast-food restaurants,
serves around apprx 69 million customers per day. Headquartered in the United States, the company
began in 1940 as a restaurant operated by Richard and Maurice McDonald.
In 1948, they restructured their business as a hamburger stand but later in 1955, businessman Ray
Kroc joined the company as a franchise agent who later purchased the chain from the McDonald
brothers and managed its worldwide growth.
The mission of the company is, “To create delicious feel-good moments for everyone”.
McDonald’s offers its customers a wide variety of its menu items, along with drinks and other
merchandise. It is known for its employee satisfaction, innovation, and commitment to quality.
The business model of McDonald’s is a franchise-based one. It shares the rights of the business with
its franchise partners who later operate McDonald’s in select regions.
Our world population is over 7.8 billion and no doubt everyone has heard about McDonalds, seen
the huge ‘M’ and mascot – Mr Ronald – the clown. In 1955, Kroc realised the key to success was to
accelerate expansion, and the best way to do it was to sell franchises. Over 70% of McDonald’s
outlets are owned by franchisees.
There certainly could be many factors involving its success, however, I believe McDonald’s marketing
strategy is the top reason. McDonald’s is one of the most well-known food brands in the world, with
a leading market share thanks to the innovation of franchising and the production of some of the
most inventive marketing and branding efforts.
Now that we know about McDonald’s Corporation , Let us now go through the company in greater
detail by going through its marketing mix.
Marketing Strategy of McDonalds : McDonald’s marketing mix consists of several
strategies that address the company’s problems among the fast-food restaurant markets globally.