Professional Documents
Culture Documents
BUSINESS MODEL:
• Franchise Model – Only 15% of the total number of
restaurants are owned by the Company.
•McDonald's mainly consists of the distribution channels the product is available to the
customer at the right place, at the right time and in the right quantity
•Areas for children where they can play and enjoy with their
Family and friends
Geographically :-
1]Mostly in urban towns and cities
2]Now opening in 2 and 3 tiers cities
3]Mostly situated in malls having independent franchises
Psychographic:-
1]Place to chill out with friends and families
2]Place for enjoyment of the kids
TARGETING POSITIONIG
DIFFERENTATION
TARGET MATKETS
• Initial focus on Metros,Malls,Multiplex,Highways,Stations & Airports.
• Exposure to Western food & Culture.
• Move to smaller satellite towns like Gurgaon,Pune.
• Jaipur & Agra to attract foreign tourists..
• Relatively High Income Groups.
POSITIONING
• MacDonald mein hain kuch baath -a place for an entire family to
enjoy.
• To aaj Mac Donald’s ho jaye.
• Mac Donald I’m lovin it.
DIFFERTATION
• Highlighting Brand, Food & Variety.
SWOT ANALYSIS
STRENGHTS OPPORTUNITIES
•Strong brand
PLEASE recognition
ADD UR POINTS •Expand into Tier1 and Tier 2
•Strongest International Presence cities
•Customer Intimacy •Entry into breakfast category
•Product innovation •Acquisition of other restaurants
•Supply Chain
WEAKNESS THREATS
•Low depth and width of product •Changing customer lifestyle
•High overall costs than rivals •Increase in competition
COMPETITORS ANALYSIS
McDonalds Jumbo King Pizza hut
It has its independent franchisee models in 2 tiers & 3 tiers cities i.e.
Pune,Jaipur and many more