Case Study of Mc Donald's: Brand History, Product Portfolio, Competitor Analysis and Future Plans

This presentation provides a comprehensive analysis of Mc Donald's, including its brand history, current product portfolio, competitor analysis, marketing strategies and future plans. Mc Donald's is a popular fast food chain with over 37,200 locations worldwide. The company offers a wide range of products, including burgers, wraps, salads, fries, smoothies and shakes. Mc Donald's faces competition from KFC, Hunger Packs, Chipotle, Burger King, Wendy's, Popeye's and others. The company engages in considerable marketing activities, including social media, television advertising, print advertising, promotions and discounts. In the future, Mc Donald's plans to expand into different Asian countries and work on its menu to cater to local tastes and preferences.

MC DONALDS
Name of the Student

Introduction
• The given presentation will be highlighting the case study of Mc Donald's
• It will be analyzing the brand history, which will then be followed by the current
product portfolio and the competitor analysis.
• Moreover, the future trend will also be examined

Company Overview
• Mc Donald’s is an Fast food company based in America
• The company is listed in the New York Stock Exchange and is currently trending at
US$ 187.59 (Morschett, Schramm-Klein & Zentes, 2015)
• The company has been labelled as the second largest fast food restaurant around
the globe with more than 37200 locations throughout (Marketrealist.com , 2018).
• The company was initially run by Richard and Maurice Mc Donald in California

Current Portfolio of Products
• The company offers a wide range of product portfolio which comprises of the
following products:
• Burgers
• Wraps
• Salads (Merat & Bo, 2013).
• Fries
• Smoothies
• Shakes

Competitor Analysis
• The company is exposed to a large number of competitors. These competitors are
as follows:
• KFC
• Hunger packs
• Chipotle
• Burger King
• Wendy`s
• Popeye`s and others

Marketing strategies
• Marketing forms an essential aspect of the organization and as a retail giant, Mc
Donald's ensures that it engages in considerable marketing activities which shall
ensure that the firm finds success.
• The different marketing mediums of Mc Donald`s has been given as follows:
• Social media platforms
• Television Advertising (Mcdonalds.com ,2018).
• Print advertising
• Promotions and Discounts among others

Future plans
• In the future, the given options are available to Mc Donald's:
• Extensive expansion into the different Asian countries in order to ensure a deeper
penetration and a larger market share.
• Working upon the menu and ensuring that it blends well with the taste and flavour
of the target country so that more customers are inclined towards the firm.

Conclusion
Hence, it can be stated that:
• Mc Donald's is a popular restaurant chain company.
• It has its outlets in different parts of the globe and employees more than 6000
people.
• It has performed well throughout the years.
• The presentation highlighted its overview, competitor analysis, product offering,
strategies and the future options.

References
• Marketrealist.com (2018). Mc Donald's. [Online]. Available at:
https://marketrealist.com/2013/12/mcdonalds-compete-poses-biggest-threat
(Retrieved on: 18 Nov. 2018).
• Mcdonalds.com (2018). Mc Donald USA. [Online]. Available at:
https://www.mcdonalds.com/us/en-us.html (Retrieved on: 18 Nov. 2018).
• Merat, A. & Bo, D. (2013). Strategic analysis of knowledge firms: The links between
knowledge management and leadership. Journal of Knowledge Management, 17(1),
pp.3-15.
• Morschett, D., Schramm-Klein, H. & Zentes, J. (2015). Strategic international
management (pp. 978-3658078836). Springer.

Thank you!