9. mc donlad burger

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PREFACE

As a Student of B.B.A. (Hons.) 16th Batch, the survey on customer

satisfaction on Mc DONALAD BURGER has been provide to me by my

department, under the guidance ofMr. Ankur Randheliya

I conducted this work in Sagar City. It presents synoptic review the

research methodology. Objective, limitations and suggestions regarding

the existing product. A field survey was conducted with the help of

questionnaire and personal interview in Sagar City.

The main aim of this survey is to know about the level company

Profile regardingMc DONALAD BURGER in Sagar City. it also

includes product utility. People behavior, Satisfaction, imagination,

company policies and customer problems.

This Survey is made to answer the expose above motioned topies

through statistical representation, pie diagram and graphs.


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ACKNOWLEDGEMENT

I would like to whole hearty thank and express my sincere gratitude to

Prof. Y.S. Thakur Head of the Department of Faculty of Management Studies Dr.

Hari Singh Gour Central Vishwavidyalaya, Sagar for suggesting me this problem

and for giving an insight in delaing with the subject

.I am highly obliged to Mr. Ankur Randheliya and All Faculty member, for

guiding me in various aspects of this project like conducting field work and

designing questionnaire and suggesting me the Project Work and helping me in

finalising the Report. I express my gratitude to all the customers who very kindly

discussed various aspects of this study and provided useful suggestions for

discussing various problems.

Lastly, I Must express my gratitude to all the elders of the family and citizen

of the city who blessed me in course of discussion. I also extend my sincere thanks

to my family and my friends for their encouragement and support.

(RAHUL KURMI)

B.B.A II Semester


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DELCLARATION BY THE CANDIDATE

Date :

I declare that the project report titled " COMPANY PROFILE MC

DONLAD BURGER" on Market SegmentationMr. Ankur Randheliya Department

of Business Management Dr. Hari Singh Gour Central Uniersity Sagar To the best of

my knowledge the report does not contain any work , which has been submitted for the

award of any degree , anywhere.

(RAHUL KURMI)

B.B.A II Semester


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CERTIFICATE

The project report titled "COMPANY PROFILE MC DONLAD

BURGER" been prepared byMR. RAHUL KURMIBBA II Semester , 16TH Batch

under the guidance and supervision of Mr. Ankur Randheliya for the partial

fulfillment of the Degree of B.B.A.

Signature of the Signature of the Signature of the

Supervisor Head of the Departme

nt

Examiner

CONTENTSS.No. TITLE Page No.

(A) Preface

(B) Acknowledgement

(C) Declaration of the Candidate

(D) Certificate

CHAPTER 1 INTRODUCTION

Objective


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History

Introduction

Overview

CHAPTER 2 COMPANY PROFILE

Vision Statement Company intitative

CHATPER 3 RESEARCH METHODOLOGY

Data Collection

CHAPTER 4 GROWTH & PROFITABILITY

Olympic Sponsorship Brand Publicity Awards & Recognition

Management ApproachCHAPTER 5 SWOT ANALYSIS

Strength, Opportunity, Thearth, Weakness Future Plan

CHAPTER 6 DATA ANALYSIS & INTERPRETATION Graphical Presentation

CHAPTER 7 CONCLUSION

Limitation

Reference

o Questionnaire

o Bibliography


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FAST FOOD INDUSTRY

INTRODUCTION

The fast food industry is on a high as Indians continue to have a feast. Fuelled by what

can be termed as a perfect ingredient for any industry large disposable incomes the

food sector has been witnessing a marked change in consumption patterns, especially

in terms of food. An increasing number of international fast food chains rushing to

India is because all of them see tremendous potential in for this type of business. The

large upwardly mobile population in the urban areas tend to eat out more often or

business or for leisure.

The various players operating in India are the well established Indian chains like

Nirulas, Haldirams and multinational companies like McDonalds, Pizza hut,

Dominos pizza, etc.

In addition to these, apparently some of the best known international food chains are

looking at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts,

Sub

-way, etc. are some of them to name. At present all these players are fighting for a

small pie, as fast food is really not a big habit with Indians, but they see a big

potential.

The players are fighting on products, pricing, positioning and trying to convert their

first trials into regular purchase by providing delightful service quality. The focus is on

product quality and standardization on taste. Consistency is the key, as its

standardization in fast food as the consumer is short on time and wants to satisfy his

taste buds with a consistent taste experience.

Beyond this each player has its own strategy to expand consumer base.

- Some feel that pricing is not the deciding factor since fast food is not price sensitive

market because it is not a single diet of Indians.

- Some others are competing on positioning which is surprisingly varied, giving the

small size of the market.


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- For most, targeting children seems the right strategy.

- Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as

working on establishing a national presence.

There were disturbances in India when it was learned that McDonaldss were pre-

cooked in beef fat in the USA, because Hindus revere cows and cannot eat beef.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP

growth rate of 6-8 per cent, during the Tenth Five year plan period. Value addition of

food is expected to increase from the current 8 per cent to 35 per cent by the end of

2025. Fruit and vegetable processing, which is currently around 2 per cent of total

production will increase to 10 per cent by 2010 and to 25 per cent by 2025.

The popularity of food and agro products is not surprising when the sector is now

offering a growth of more than 150 per cent in sales. While US brands such as

McDonalds, Pizza hut and Kentucky Fried Chicken have become household names,

more are on their way.

The Market Scenario

India among top 10 market for weekly fast food consumption, an online survey has

found. Most of the countries are from the Asia-pacific region, with the US being the

exemption.

According to an A C Neilson study of 28 markets across the US, Europe and the Asia-

Pacific, carried out through the internet in interviews with more than 14000

consumers, Asians are the worlds greatest fast food fans.

Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong 61 %


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Malaysia 59 %

Philippines 54 %

Singapore 50 %

Thailand 44 %

China 41 %

India 37 %

Europe 11 %

Among the international fast food chains and local operators, McDonalds emerges asthe most popular of all takeaway options with 54% of Americans, 75% of Europeansand 64% of Asians.McDonalds is most visited in Australia (84%)

KFC is most visited in China (42%)

Pizza hut is most visited in India (22%)

A typical fast food meal in the India & other Multinational companies consists of fries

and a burger (or other main item).

History

The concept of ready-cooked food for sale is closely connected with urban

development. In Ancient Rome cities had street stands that sold bread and wine. A

fixture ofEast Asian cities is the noodle shop. Flatbread and falafel are today

ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav,

panipuri and dahi vada.Some trace the modern history of fast food in America to July

7, 1912 with the opening of a fast food restaurant called the Automat in New York.

The Automat was a cafeteria with its prepared foods behind small glass windows and

coin-operated slots. Joseph Horn and Frank Hardart had already opened the first Horn

& Hardart Automat in Philadelphia in 1902, but their Automat at Broadway and13th Street, in New York City, created a sensation. Numerous Automat restaurants

were built around the country to deal with the demand. Automatsremained extremely

popular throughout the 1920s and 1930s. The company also popularized the notion of

take-out food, with their slogan Less work for Mother. The American company

White Castleis generally credited with opening the second fast-food outlet in Wichita,

Kansas in 1921, selling hamburgers for five cents from its inception and spawned

numerous competitors.
http://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/Noodlehttp://en.wikipedia.org/wiki/Noodlehttp://en.wikipedia.org/wiki/Flatbreadhttp://en.wikipedia.org/wiki/Flatbreadhttp://en.wikipedia.org/wiki/Falafelhttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vada_pavhttp://en.wikipedia.org/wiki/Panipurihttp://en.wikipedia.org/wiki/Dahi_vadahttp://en.wikipedia.org/wiki/July_7http://en.wikipedia.org/wiki/July_7http://en.wikipedia.org/wiki/1912http://en.wikipedia.org/wiki/Automathttp://en.wikipedia.org/wiki/Horn_%26_Hardarthttp://en.wikipedia.org/wiki/Horn_%26_Hardarthttp://en.wikipedia.org/wiki/Automathttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/White_Castle_(restaurant)http://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Ancient_Romehttp://en.wikipedia.org/wiki/East_Asiahttp://en.wikipedia.org/wiki/Noodlehttp://en.wikipedia.org/wiki/Flatbreadhttp://en.wikipedia.org/wiki/Falafelhttp://en.wikipedia.org/wiki/Middle_Easthttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Vada_pavhttp://en.wikipedia.org/wiki/Panipurihttp://en.wikipedia.org/wiki/Dahi_vadahttp://en.wikipedia.org/wiki/July_7http://en.wikipedia.org/wiki/July_7http://en.wikipedia.org/wiki/1912http://en.wikipedia.org/wiki/Automathttp://en.wikipedia.org/wiki/Horn_%26_Hardarthttp://en.wikipedia.org/wiki/Horn_%26_Hardarthttp://en.wikipedia.org/wiki/Automathttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/White_Castle_(restaurant)http://en.wikipedia.org/wiki/Wichita,_Kansashttp://en.wikipedia.org/wiki/Wichita,_Kansas


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It is arguable because most historians and Secondary School textbooks state that A&W

was the first fast food restaurant, which opened in 1919.After discovering that most of

their profits came from hamburgers, the brothers closed their restaurant for three

months and reopened it in 1948 as a walk-up stand offering a simple menu of

hamburgers, french fries, shakes, coffee,and Coca-Cola, served in disposable paper

wrapping. As a result, they were able to produce hamburgers and fries constantly,

without waiting for customer orders, and could serve them immediately; hamburgers

cost 15 cents, about half the price at a typical diner. Their streamlined production

method, which they named the "Speedee Service System" was influenced by the

production line innovations ofHenry Ford.

In the cities of Roman antiquity, much of the urban population living in insulae, multi-

storey apartment blocks, depended on food vendors for much of their meals. On New

Year's Day 2008 a study was conducted worldwide counting the number of fast food

restaurants per person. The UK has claimed this title with Australia second and the

United States third. England alone accounted for 25% of all fast food.

Jobs and Labor Issues

First the issue of labor costs. Employees are the backbone of the fast food industry.

Proper training is crucial to the orderly and quick service customers expect. Yet,

employee turnover can be as high as 200% per year. With such a turnover, owner-

operators of franchise and non-fanchise restaurants have the daunting task of

constantly training an entirely new workforce. Policies and procedues need to be

explained to each new employee. The second issue facing all employers and especially

fast food restaurant owner-operators is the steady increase in employment practices

lawsuits. The restaurant industry with its high emotional content is a frequent target of

discrimination claims. About 500 employment practices lawsuits are filed in the

United State everyday. Many employers believe that the greatest legal threat that

companies face are employee lawsuits.
http://en.wikipedia.org/wiki/A%26W_Restaurantshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Dinerhttp://en.wikipedia.org/wiki/Production_linehttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Insulaehttp://en.wikipedia.org/wiki/New_Year's_Dayhttp://en.wikipedia.org/wiki/New_Year's_Dayhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Turnover_(employment)http://en.wikipedia.org/wiki/A%26W_Restaurantshttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Milkshakehttp://en.wikipedia.org/wiki/Coffeehttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Dinerhttp://en.wikipedia.org/wiki/Production_linehttp://en.wikipedia.org/wiki/Henry_Fordhttp://en.wikipedia.org/wiki/Insulaehttp://en.wikipedia.org/wiki/New_Year's_Dayhttp://en.wikipedia.org/wiki/New_Year's_Dayhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Turnover_(employment)


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The various players operating in Fast Food Industry in India & as well as outside India

are being discussed below. It includes Sbarro, Burger King, Dunkin Donuts, kfc, &

Subway which are competitors of Mc Donalds & also come under overview of

Industry.

Major international brands

McDonald's, a noted fast food supplier, opened its first franchised restaurant in the US

in 1955 (1974 in the UK). Other prominent international fast food companies include

Burger King, Subway,Kfc, Dunkin Donuts, etc.

Major North American brands

Dunkin' Donuts, a New England based chain that emphasized and refined the

commissary model of food preparation;KFC, a part of the largest restaurant chain in

the world, and Domino's Pizza, a pizza chain known for popularizing home delivery of

fast food. Subwayrestaurants are known for their sub sandwiches and Subway is the

largest restaurant chain to serve such food items. The Subway restaurant chain is the

fastest growing restaurant chain in the world surpassing even McDonald's.

Burger King

Burger King
http://en.wikipedia.org/wiki/McDonald'shttp://en.wikipedia.org/wiki/Burger_Kinghttp://en.wikipedia.org/wiki/Dunkin'_Donutshttp://en.wikipedia.org/wiki/New_Englandhttp://en.wikipedia.org/wiki/KFChttp://en.wikipedia.org/wiki/Domino's_Pizzahttp://en.wikipedia.org/wiki/Pizzahttp://en.wikipedia.org/wiki/Subway_(restaurant)http://en.wikipedia.org/wiki/McDonald'shttp://en.wikipedia.org/wiki/Burger_Kinghttp://en.wikipedia.org/wiki/Dunkin'_Donutshttp://en.wikipedia.org/wiki/New_Englandhttp://en.wikipedia.org/wiki/KFChttp://en.wikipedia.org/wiki/Domino's_Pizzahttp://en.wikipedia.org/wiki/Pizzahttp://en.wikipedia.org/wiki/Subway_(restaurant)


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Type Public (NYSE: BKC)

FoundedDecember 4, 1954 in

Miami, Florida,USA

Founder(s)James Mc Lamoreand

David Edgerton

Headquarters5505 Blue Lagoon Drive,Miami-Dade Co, Florida

(near Miami)

Key people

Brian Thomas Swette

(Chairman)

John Chidsey (CEO)

Ben K. Wells (CFO)

Industry Fast food

Products

Fast Food(hamburgers chicken

french fries soft drinks

milkshakes salads

desserts breakfast)

Revenue

$2.234 billion USD

(2007)

9.4% over 2006

Operating

income

$290.00 million USD(2007)

70% over 2006[1]

Net income$148 million USD(2007)

548.1% over 2006[1]

Employees 41,000 (2008)

ParentBurger King Holdings

Inc.

Website burgerking.com
http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/lcddata.html?ticker=BKChttp://en.wikipedia.org/wiki/Miami,_Floridahttp://en.wikipedia.org/wiki/Floridahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/James_McLamorehttp://en.wikipedia.org/wiki/David_Edgertonhttp://en.wikipedia.org/wiki/Miami-Dade_County,_Floridahttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Fast_Foodhttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Soft_drinkshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Burger_King#cite_note-bkc-0%23cite_note-bkc-0http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Burger_King#cite_note-bkc-0%23cite_note-bkc-0http://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Websitehttp://www.burgerking.com/bkglobal/http://en.wikipedia.org/wiki/File:Burger_King_Logo.svghttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/lcddata.html?ticker=BKChttp://en.wikipedia.org/wiki/Miami,_Floridahttp://en.wikipedia.org/wiki/Floridahttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/James_McLamorehttp://en.wikipedia.org/wiki/David_Edgertonhttp://en.wikipedia.org/wiki/Miami-Dade_County,_Floridahttp://en.wikipedia.org/wiki/Chairmanhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CFOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Fast_Foodhttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Soft_drinkshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Burger_King#cite_note-bkc-0%23cite_note-bkc-0http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/USDhttp://en.wikipedia.org/wiki/Burger_King#cite_note-bkc-0%23cite_note-bkc-0http://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Websitehttp://www.burgerking.com/bkglobal/


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At the end of its fiscal year 2008, Burger King reported that there are more than

11,550 outlets in 71 countries; 66% are in the United States and 90% are privately

owned and operated. The company has more than 37,000 employees serving

approximately 11.4 million customers daily.

COMPANY PROFILE

McDonalds India

McDonalds in India is a 50-50 joint venture partnership between McDonaldsCorporation [USA] and two Indian businessmen. Amit Jatias company Hardcastle

Restaurants Pvt. Ltd. owns and operates McDonald's restaurants in Western India.

While Connaught Plaza Restaurants Pvt. Ltd headed by Vikram Bakshi owns and

operates the Northern operations.

Amit Jatia and Vikram Bakshi are like-minded visionaries who share McDonald's

complete commitment to Quality, Service, Cleanliness and Value (QSC&V). Havingsigned their joint-venture agreements with McDonald's in April 1995, they trained
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extensively, along with their Indian management team, in McDonald's restaurants in

Indonesia and the U.S.A. before opening the first McDonalds restaurant in India.

Mc Donalds international through its wholly owned subsidiary mc Donalds India

entered into two JVs, one with connaught plaza restaurants pvt. Ltd. In the northern &

eastern region and another with hard castle restaurants pvt. Ltd. In the western &

southern region.

As a leader in QSRV (Quick Service Restaurant Value) segment McDonalds has

pioneered various industry benchmark practices over the past decade of serving Indian

customers, including new concepts such as:

# Oil alliances in India by linking with petroleum giants BPCL and HPCL. Three such

alliances with BPCL outlets are in Mathura (2000), (up).

#Doraha (2002) (Punjab) and Chanakyapuri (new delhi-2005)

# Novel menu formats such as an Express model with a limited menu and kiosks with

a variety of desert offerings.

# Home delivery (Mcdelivery -2004); providing even more convenience to our

customers.

# In 2006, Mcdelivery on bicycle at chandni chowk and

#2007 all India single delivery number were introduced.

# First drive thru restaurant in India at Noida (up) in1997.

Restaurant count

McDonalds has 122 restaurants in India of which 72 are in north & east India and 50

in west & south India .

Key Facts ~ McDonalds

Type Public (NYSE:MCD)

Founded May 15, 1940 in San Bernardino, California

Founder Dick and Mac McDonald
http://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/lcddata.html?ticker=MCDhttp://www.nyse.com/about/listed/lcddata.html?ticker=MCDhttp://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/1940http://en.wikipedia.org/wiki/San_Bernardino%2C_Californiahttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonaldhttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://www.nyse.com/about/listed/lcddata.html?ticker=MCDhttp://en.wikipedia.org/wiki/May_15http://en.wikipedia.org/wiki/1940http://en.wikipedia.org/wiki/San_Bernardino%2C_Californiahttp://en.wikipedia.org/wiki/Californiahttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Dick_and_Mac_McDonald


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Headquarters Oak Brook, Illinois, USA

No. of locations 31,000+ worldwide

Key people

Ray Kroc, corporate founder

Jim Skinner, CEO

Ralph Alvarez, president and COO

Industry Restaurants

Products

Fast Food (including hamburgers, chicken products,

french fries, milkshakes, salads, desserts,breakfast

items, and children's meal ensembles)

Revenue $20.460 Billion USD (2008)

Net income $2.602 Billion USD (2008)Employees 447,000 (2008)

Slogan i'm lovin' it

McDonald's visionMcDonald's vision is to be the world's best quick service restaurant experience. Being

the best means providing outstanding quality, service, cleanliness, and value, so that

we make every customer in every restaurant smile.

McDonald's Mission Statement

Be the best employer for our people in each community around the world Deliver operational excellence to our customers in each of our restaurants; and

Achieve enduring profitable growth by expanding the brand and leveraging the

strengths of the McDonald's system through innovation and technology.

History

McDonalds journey so far..
http://en.wikipedia.org/wiki/Oak_Brook%2C_Illinoishttp://en.wikipedia.org/wiki/Illinoishttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/w/index.php?title=Jim_Skinner&action=edithttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Ralph_Alvarezhttp://en.wikipedia.org/wiki/Presidenthttp://en.wikipedia.org/wiki/Chief_operating_officerhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Restaurantshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Fast_Foodhttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/I'm_lovin'_ithttp://en.wikipedia.org/wiki/Oak_Brook%2C_Illinoishttp://en.wikipedia.org/wiki/Illinoishttp://en.wikipedia.org/wiki/Ray_Krochttp://en.wikipedia.org/w/index.php?title=Jim_Skinner&action=edithttp://en.wikipedia.org/wiki/Chief_executive_officerhttp://en.wikipedia.org/wiki/Ralph_Alvarezhttp://en.wikipedia.org/wiki/Presidenthttp://en.wikipedia.org/wiki/Chief_operating_officerhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Restaurantshttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Fast_Foodhttp://en.wikipedia.org/wiki/Hamburgershttp://en.wikipedia.org/wiki/Chickenhttp://en.wikipedia.org/wiki/French_frieshttp://en.wikipedia.org/wiki/Milkshakeshttp://en.wikipedia.org/wiki/Saladshttp://en.wikipedia.org/wiki/Dessertshttp://en.wikipedia.org/wiki/Breakfasthttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Sloganhttp://en.wikipedia.org/wiki/I'm_lovin'_it


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Key Landmarks - McDonald's India Journey

1996 First McDonalds restaurant opened on 13 Oct, at Vasant Lok, Vasant

Vihar New Delhi. It was also first McDonalds restaurant in the world notserving beef on its menu.

1996 First drive thru restaurant at Noida , U.P.

First disabled friendly store at Noida , U.P.

First mall location restaurant at Ansal plaza, New Delhi

1999 First highway restaurant at Mathura ,up

2000 First thematic restaurant at connaught place, new Delhi

2001 First restaurant in a food court at 3Cs Lajpat Nagar , New Delhi

First restaurant at Delhi metro station at inter state bus terminal

First annual fundraiser in association with ORBIS and Dr. Shroffs charity eye

hospital Delhi.

2002 First Desert kiosk Faridabad, Haryana.

2003 Indigenous products like mcaloo tikki, mcveggie and pizza mcpuff exported to

Middle East countries.

2004 Mc Donalds delivery service, mcdelivery introduced in New Delhi

2006 Mc Delivery on bicycles flagged off at Chandni Chowk (Delhi) another first

initiative by McDonalds India.

2007 First restaurant opened in the eastern region at Park Street, Kolkata (west

Bengal.)

2008 First Restaurant opened in Faridabad.

2009 Mc Delivery introduced in Chandni Chowk.

FUTURE ASPECTS OF Mc Donalds

McDonalds Future Includes Hipper Stores, New Menu Items:


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New chicken sandwiches. Double-lane drivethrus. And an adjoining McCafe with

gourmet coffees, fancy pastries and a fireplace. McDonald's, or 30,000-plus

worldwide; the Oak Brook restaurant, which opened late last month, doubles as public

restaurant and test site. The company reported first-quarter operating income was up 6

percent to $910 million and revenue rose 9 percent to $4.8 billion over the same time

last year. Its stock price nearly tripled over a two-year period, hitting a four-year high

of $34.56 per share in March, but has since settled around $29. About 1,000, mostly

older U.S. McDonald's have been either renovated or rebuilt since 2002. Some of the

additions, such as salads, white-meat chicken nuggets and fruit options with Happy

Meals, have served the dual purpose of enabling the company to state a commitment to

a healthier, balanced menu while bringing in new customers who aren't there for the

hamburgers. McDonald's plans to introduce more premium coffees later this year, but

at its traditional restaurants.

Mc Donalds to open 180- 190 Restaurants in India

Fast-food chain McDonald's India today said it plans to open 180-190 company-owned

restaurants by 2015 with an estimated investment of up to Rs 570 crore. We have 157restaurants now, including between 30 to 40 this year," McDonald's India Managing

Director Amit Jatia said it generally takes around Rs 3-crore investment to open a

restaurant. It caters to 30 cities. The company expects sales to grow by 35 per cent this

year. It had recorded around the same level of growth in 2008, as well. McDonald's

India, employs over 5,000 people now and as proposed new restaurants are opened

up, the total headcount will go past the 12,000-mark. "We generally employ 40 people

in a restaurant," Jatia said. Delhi and Mumbai are the two biggest markets for the

company in terms of sales, while cities like Hyderabad and Bangalore are also fast

catching up. McDonald's India plans to open 7 new restaurants in Bangalore this year.

McDonald's India caters to 3-4 lakh customers in a day across the country.

GDP Growth

National Average GDP Annual Growth

1962- 1992 : 3.5%


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1992- 2002 : 6.0%

2002- 2020 : (Projected) 7.0%

Highest Average Annual GDP Growth

States with Coastal Access or high Urbanisation 6- 8%

Lowest Average Annual GDP Growth : 2%

According to a study by National Applied Economic Research (2004), the number of

households with an annual income over Indian Rupees (Rs.) 1 crore (US $228,351)

has grown by 26% since 1995-96 to 20,000 in 2001-02. By 2009-10, it will increase

more than seven times to 1,40,000 households. Rs. 50 lakh (US $114,180) to Rs. 1

crore (US $228, 351) bracket 6 the number of households is expected to increase from

40,000 in 2001-02 to over 250,000 in 2009-10.

Product Profile


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Vegetarian menu

Vegetarian ingredients

Vegetables- We use freshly shredded lettuce, onions and tomatoes in our restaurants.All our vegetable products are processed from high quality graded vegetables in a

100% dedicated vegetarian plant.

Potatoes - McDonald's world-famous French Fries and our 'chatpatey' Potato Wedges

are produced only from the best quality potatoes. These potatoes are cut, blanched and

processed on state-of-the-art processing lines to ensure maximum retention of

nutrients. Our French Fries and Potato Wedges are cooked at the plant and ourrestaurants in 100% vegetable cooking oil.


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Mc Veggie

Breaded fried vegetable patty consistof peas, carrots, green, beans, red

capsicum, potatoes, onions, rice andseasoning. The burger also includeslettuce, eggless mayonnaise in atoasted sesame seed bun.

Nutrition at glance

Serving

size

in gms

Protein

in gms /serve

Carb.

in gms /serve

Fat

ingms /serve

172 8 60 25

Calories

in kCal /serve

Protein% Carb%Fat

%

491 4 35 14

McAloo Tikki

Fried breaded potato & peas patty that isflavoured with a special spice mix, freshtomato slices, onion, and veg. tomatomayonnaise between toasted buns.

Nutrition at glance

Serving

sizein gms

Protein

in gms /serve

Carb.

in gms /serve

Fat

in gms/ serve

150 6 53 15

Calories

in kCal /serve

Protein% Carb%Fat

%

367 4 35 10


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Paneer Salsa Wrap

A traditional Mexican soft flat bread thatenvelops crispy golden brown cottage

cheese encrusted with a Mexican Cajuncoating, and a salad mix of iceberglettuce, carrot, red cabbage and celery,served with eggless mayonnaise, tangyMexican Salsa sauce and cheddar cheese.

Nutrition at glance

Serving

size

in gms

Protein

in gms /

serve

Carb.

in gms /

serve

Fat

in gms

/ serve

194 16 39 27

Caloriesin kCal /

serveProtein% Carb%

Fat

%

463 8 20 14

Crispy Chinese

A crispy patty that is seasoned withoriental flavours, topped with a creamyvegetarian Schezwan sauce and crunchyiceberg lettuce and served between twofresh buns.

Nutrition at glance

Servingsize

in gms

Proteinin gms /

serve

Carb.in gms /

serve

Fatin gms/ serve

144 7 50 19

Calories

in kCal /serve

Protein% Carb%Fat

%

400 5 34 13


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Veg McCurry Pan [Brocolli n

Mushroom]

A rich Bchamel eggless sauce mixed

with exotic vegetables like broccoli, babycorn, mushrooms, red capsicum andfreshly baked on rectangular spiced breadwith a cheese topping.

Nutrition at glance

Serving

size

in gms

Protein

in gms /serve

Carb.

in gms /serve

Fat

in gms/ serve

190 18 48 11Caloriesin kCal /

serveProtein% Carb%

Fat

%

365 10 25 6

Pizza McPuff

Mixed vegetables (carrot, beans,capsicum, onion and green peas),mozzarella cheese mixed with tomatosauce and spice blend coated with asavoury dough.

Nutrition at glance

Serving

size

in gms

Protein

in gms /

serve

Carb.

in gms /

serve

Fat

in gms

/ serve80 4 26 14

Calories

in kCal /serve

Protein% Carb%Fat%

245 5 33 17

Non-Vegetarian menu


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Non-Vegetarian ingredients

ChickenThe chicken patties are made from high quality boned breast and leg meat and are

covered in a specially seasoned, lightly battered coating. They are shaped in uniform

sizes to ensure consistency in weight and value.

Chicken Mexican Wrap

A traditional Mexican soft flat bread thatenvelops crispy golden brown chickenencrusted with a Mexican Cajun coating,and a salad mix of iceberg lettuce, carrot,red cabbage and celery, served witheggless mayonnaise, tangy MexicanSalsa sauce and cheddar cheese.


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Nutrition at glance

Serving

size

in gms

Protein

in gms /serve

Carb.

in gms /serve

Fat

in gms/ serve

192 14 37 21

Caloriesin kCal /

serve

Protein% Carb%Fat

%

392 7 19 11

Chicken McGrill

Grilled chicken patty flavoured with mintmayonnaise, and dressed with freshonions and tomatoes in a toasted bun.

Nutrition at glance

Serving

size

in gms

Protein

in gms /serve

Carb.

in gms /serve

Fat

in gms/ serve

140 16 35 12

Caloriesin kCal /

serveProtein% Carb%

Fat

%

309 11 25 8


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ORGANISATIONAL STRUCTURE:

There are basically two structures! One is the senior management side, the other is the

restaurant side.

At Restaurant Level: -

General Manager

Restaurant Manager

1st Assistant Manager

2nd Assistant Manager


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Shift Running Manager

Floor Manager

Staff Training Crew

Crew Members.

McDONALD'S SENIOR MANAGEMENT

PAUL PRESTON

Chief Executive Officer

+--------------+--------------- -+--------------+------------------+

| | | | |

Andrew Marcus Terence Ed Philip

Taylor Hewson Haynes Oakley Cobden

| | | | |

Operations Marketing Finance Purchasing Property

Field Services Franchising Information Quality Construction/

Training/Ops- Charities Services Assurance Design

Development Security Communications Facilities

Human Resources Local Govt.


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McDonalds India.. Culturally sensitive

McDonald's in India is a locally owned and managed company run by Indians,

employing local staff, procures from local suppliers to serve its customers.

McDonald's India opened its first family restaurant at Basant Lok in Oct, 1996; today

it has 122 Restaurants across India. This vibrant decade has seen McDonald's evolve

Indian menus, Indian sensitivities and yet remain as globally innovative as ever. This

journey has seen McDonald's develop a rich brand identity amongst its customers and

employees as well as partners alike.

At McDonalds India we have had a single mantra: providing 100% total customer

satisfaction and the formula for achieving this goal in our restaurant operation is the

long-standing commitment to the McDonalds Promise. McDonalds worldwide is

well known for the high degree of respect for the local customs and culture.

McDonalds has developed a menu especially for India with vegetarian selections to

suit Indian tastes and preferences. Keeping in line with this, McDonalds does not offer

any beef or pork items in India.

In the last decade it has introduced some vegetarian and non-vegetarian products with

local flavors that have appealed to the Indian palate. There have been continuous

efforts to enhance variety in the menu by developing more such products.

McDonalds has also re-engineered its operations repeatedly in its 11 years in India to

address the special requirements of a vegetarian menu. Vegetable products are 100%

vegetarian, i.e.

- they are prepared separately, using dedicated equipment and utensils

- Only pure vegetarian oil is used as a cooking medium.

- Cheese and sauces are completely vegetarian and egg less.

- Separation of vegetarian and non-vegetarian food products is maintained throughout

the various stages of procurement, cooking and serving.


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- McDonald's India has developed a special menu with vegetarian selections to suit

Indian tastes and preferences. McDonald's does not offer any beef or pork items in

India.

Only the freshest chicken, fish and vegetable products find their way into our Indian

restaurants.In addition, we've re-formulated some of our products using spices

favoured by Indians. Among these are McVeggie burger, McAloo Tikki burger,

Veg. Pizza McPuff and Chicken McGrill burger. We've also created eggless

sandwich sauces for our vegetarian customers. Even our soft serves and McShakes

are egg-less, offering a larger variety to our vegetarian consumers.

International Standards

McDonald's India's local suppliers provide us with the highest quality, freshest

ingredients. Complete adherence to the Indian Government regulations on food, health

and hygiene is ensured, while maintaining our own recognized international standards.

Fast, friendly service - the hallmark of McDonald's restaurants the world over is the

mantra we abide by stringent cleaning standards ensure that all tables, chairs,

highchairs and trays are sanitised several times each hour. Such meticulous attention to

cleanliness extends beyond the lobby and kitchen to even the pavement and immediate

areas outside the restaurant.

The principles that guide us

Quality, Service, Cleanliness & Value - It is an unflinching McDonald's

ideology that our customers must always get quality products, served quickly

and with a smile, in a clean and pleasant environment; and all at a fair price.

We are committed to exceeding our customers' expectations in every restaurant

every time.

We have a passion and a responsibility for enhancing and protecting the

McDonald's brand.


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We believe in a collaborative management approach, employing a mutually

respectful business philosophy.

We will seize every opportunity to innovate and lead the industry on behalf of

our customers.

SWOT Analysis of the McDonalds Corporation (MCD):

Strengths

Open door policy to the press CERES guidance and co-ordination

& active CSR

Selective supply chain strategy

Rigorous food safety standards

Affordable prices and high quality

products

Nutritional information available on

Weaknesses

Inflexible to changes in market trends Difficult to find and retain employees

Drive for achieving shareholder value

may counter CSR

Promote unhealthy food

Promoted CSR meat imports in error


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packaging

Decentralised yet connected system

Innovative excellence program

Promoting ethical conduct

Profitable

Opportunities

Attractive & flexible employment

Positive environmental commitments

Higher standards demanded from

suppliers

Corporate Responsibility Committee

Honest & real brand image

Threats

Fabricated stories about the quality of

our chicken

Unhealthy foods for children

Health concerns surrounding Beef,

Poultry & Fish

Labor exploitation in China

CSR at the risk of profit loss

Contributor to global warming

Local fast food restaurants

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Marketing Research is a process of collecting and analyzing marketing informationand ultimately to arrive at certain conclusion. The purpose of this research is to

describe the research procedure. Research Methodology is the mean to plan out the

working process or the course of action to reach the objective. It is extremely crucial

and holds the key to the success of the survey.

McDonalds Corporation is which is marketing products having different brands. Thus

a survey method of marketing research is essentially Descriptive in nature.


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IMPORTANCE OF MARKETING RESEARCH

Marketing research has its importance not only for consumers market but also it

survey effectively to the producer of goods and services. The use of marketing

research in consumer market may be explained on the basis of following services

rendered by it.

1. It ascertains the position of a company in specified Industry.

2. It indicates the present, future trend of Industry and point out how the companys

affairs are being turned up.

3. It helps in development and introduction of new product.

SIGNIFICANCE OF THE STUDY:

1. Any research has its own importance in any business organization. The research

shows the real fact about the products as well as the organization. Research is a

systematic and scientific investigation of any idea either precise and abstract from

a continous basis for learning. It is Descriptive in nature.

2. Research is a systematic and scientific investigation through which any

organization try to find out its strength and weaknesses as well as opportunities and

threats. As we know, in the present era, the business activities have become more

complex and complicated due to modern technology ,globalization and


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liberalization. And on other hand, today customers are conscious about products

and brand.

3. The research work is highly focused on this issue, which is important for us as well

as for the organization. During research work we learnt customers opinion about

products and brand.

4. It is a strong belief that the research work is significant in all manner. This research

is helpful for organization, managers and customers.

MANAGERIAL USEFULNESS OF STUDY:

1. Market Survey will help to know the prevailing market condition and also help in

framing the policies accordingly.

2. The Study will help the management to understand the customer mindset and also

estimating the present and future market demand for the products.

3. It will help to estimate the level of awareness established in the market and in

deciding the extent of promotion required.

4. It will help in finding out the customers expansions about the product and also help

to know customer psychology.

5. The Study reveals many facts that have come up during our project and these

facts can either used as opportunities and exploring and expanding business as well


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as can be used as safeguards against threats by the competitors to prepare an

effective marketing strategy.

SCOPE OF THE STUDY:

A big boom has been witnessed in fast food industry in recent times. A large number

of new players have entered the market and are surveying to gain market share in this

rapidly improving market. The study deals with McDonalds in focus and the various

segments that it caters to.

OBJECTIVES OF THE STUDY:

To do customer value analysis which includes identifying the major attributes that

customers value in a fast food chain restaurant, assessing the quality of the

different attributes.

To shed light on different aspects that a service based food chain must follow in

order to increase its market share and for being on a continuous growth stream.

To identify different activities that an aggressive company like McDonalds follow

in order to establish itself in a local market and increasing sales by being in

customers mind and heart.


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To know the consumer perception and Preference about McDonalds products.

The research also find out the company on different customer value attributed and try

to find their performance through:

Customer Value Analysis

- Identify the major attributes that customers value in fast food restaurants

- Assess the quantitative importance of different attributes

- Assess McDonalds performance on different customer values.

- Assess the share of mind and share of heart for McDonalds.


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LIMITATIONS OF THE STUDY:

Since the road to improvement is never ending, so this study also suffers from

certain limitations. Some of them are as follows:

Scope of project is limited in the sense that only McDonalds has been

taken for consumer research.

The extent of the survey was New Delhi only. So the suggestions or

arguments given in the report may not hold true for other locations in India.

Questionnaire method involves some uncertainty of response. Co-

operation on the part of informants, in some cases, was difficult to presume.

Because of time constraints and reserve constraints, a mix of

convenient sampling and Judgement (Probability & Random) sampling was

used.

Also because of above mentioned constraints, the sample size chosen

for the survey was 100 people.

It is possible that the information supplied by the informants may be

incorrect. So, the study may lack accuracy.


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RESEARCH DESIGN

The controlling plan for a marketing research study in which the methods and

procedures for collecting and analyzing the information is to be collected is known

as Research Design or A framework or plan for a study that guides the collection

andanalysis of the data.

Descriptive Research

A research design in which the major emphasis is on determining the frequency with

which something occurs. For example, How often usersaccess the Internet in a

given month. The focus of descriptive research is to provide an accurate description

for something that is occurring.

Data Source

In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three methods, namely,

QUESTIONNAIRE METHOD and DIRECT PERSONAL INTERVIEW

METHOD, OBSERVATION METHOD. ALL these methods proved to be great

help in getting the required information.

SECONDARY DATA

It is not possible to collect first hand information for each & every thing so,

secondary data from various sources like Internet, A. C Neilsons report on Jan,
http://en.mimi.hu/marketingweb/marketing_research.htmlhttp://en.mimi.hu/marketingweb/marketing_research.htmlhttp://en.mimi.hu/marketingweb/study.htmlhttp://en.mimi.hu/marketingweb/study.htmlhttp://en.mimi.hu/marketingweb/analysis.htmlhttp://en.mimi.hu/marketingweb/data.htmlhttp://en.mimi.hu/marketingweb/research_design.htmlhttp://en.mimi.hu/marketingweb/frequency.htmlhttp://en.mimi.hu/marketingweb/users.htmlhttp://en.mimi.hu/marketingweb/access.htmlhttp://en.mimi.hu/marketingweb/access.htmlhttp://en.mimi.hu/marketingweb/marketing_research.htmlhttp://en.mimi.hu/marketingweb/study.htmlhttp://en.mimi.hu/marketingweb/study.htmlhttp://en.mimi.hu/marketingweb/analysis.htmlhttp://en.mimi.hu/marketingweb/data.htmlhttp://en.mimi.hu/marketingweb/research_design.htmlhttp://en.mimi.hu/marketingweb/frequency.htmlhttp://en.mimi.hu/marketingweb/users.htmlhttp://en.mimi.hu/marketingweb/access.html


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2007, Information from television channels like CNBC, Z Business, NDTV Profit

etc. and Indian Infoline website were used.

STATISTICAL & PRESENTATION TOOLS USED:

PRIMARYDATA is:

First classified i.e. grouped qualitatively and quantitatively according to the

situation or the type of the data which was collected.

After classifying is represented in the form of tables i.e. systematically arranged

in columns and rows.

Some of the data is also graphically represented in the form of PIE DIAGRAM.

SECONDARY DATA is represented:

In the form of tables.

By the way of BAR GRAPHS and PIE CHARTS.

Sample size and Areas covered

A customer-based survey was conducted in which 100 people were asked to fill the

questionnaire in which all 100 people belong to cities of Delhi. Sampling Unit is

restricted to North Delhi.

Because it was not possible to consider each and every person of this city,

PROBABILITY SAMPLE or RANDOM SAMPLE was taken.


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BRIEF REVIEW OF RESEARCH METHODOLOGY

SAMPLING PLAN :

Research Design : Descriptive

Target Segment : Consumer

Sample Size : 100

Area covered : North Delhi

Sampling Method : Probability Sample orRandom Sample.

TECHNIQUES OF DATA COLLECTION:

Data Collection Method : Primary (Interview, Questionnaire Observation)

Method : Personal Interaction

Type of Questionnaire : Open ended questions and multiple choice question.

Research Approaches : Consumer Survey.


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FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person :

________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation : __________________

Q1. Do you love Outdoor eating?

Yes No

20%

80%

20% NO

80% YES

Out of the Sample of 100, following results were obtained:


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80% of the people agreed that they love Outdoor eating a lot.

20% of the people said that they dont like Outdoor eating.

Q2. How frequently do you visit McDonalds?

Once a week More than once a week Once a fortnight

Once a month Less than once a month

Out of the sample of 100, following results were obtained:

25 informants said that they visit McDonalds once in a fortnight. This section of

people is 50% of the total sample.

8 informants said that they visit more than once in a week i.e. 16% of the people

surveyed.

7 said that they visit once in a month. They are 14% of the people surveyed.

5 persons each said that they visit once a week and less than once a month

respectively. They are 20% of the people surveyed.

Population

0

510

15

2025

30

Once aWeek

More thanOnce aWeek

Once aFortnight

Once aMonth

Less thanOnce aMonth

Population

58

25

75


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Q3. Restaurants preferred by customers

Restaurant

preferred

No. of persons

McDonalds 17

Pizza hut 15

Dominos 10

KFC 3

Nirulas 5

17 out of 100 persons surveyed preferred McDonalds over any other restaurant,

i.e. 34%.

15 persons preferred Pizza hut, i.e. 30%.

10 persons preferred Dominos, i.e. 20%

17

15

10

3

5

0 510 15 20

McDonalds

Pizza hut

Dominos

KFC

Nirulas

R

estaurantspreferred

no. of persons


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3 persons preferred KFC, i.e. 6%

5 persons preferred Nirulas, i.e. 10%

This survey conveys that there is a tough competition between McDonalds, Pizza

hut and Dominos, kfc and burger king.

Q4. Rate McDonalds on the following Attribute Scale:

Attribute V-Good Good Above Avg. Average Poor

Taste of food 30 12 5 2 1

Variety of food 20 25 3 1 1

General hygiene 25 19 4 2 0

Ambience/Dcor 9 12 21 5 3

Value for money 6 24 15 4 1

Friendliness of peers 9 20 15 4 2

Promptness of delivery 15 20 10 2 3


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Regarding the Comfortability of McDonalds,

38 persons out of 100 surveyed agreed that its ambience is comfortable i.e. 60%

7 persons neither agree nor disagree i.e. 20%

3 persons strongly agreed i.e. 15%

1 person each disagreed i.e. 5%

Q6. Does McDonalds maintains consistency in its taste and quality?

Views No. of persons

Yes 43

No 7

No. of persons

05

1015202530354045

StronglyDisagree

Disagree NeitherAgree

Agree StronglyAgree

No. ofPersons


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No. of persons

Yes

86%

No

14%

This question shows whether McDonalds maintains consistency in taste and quality

of its food products.

86% of the persons surveyed agreed that McDonald maintains consistency in its

taste and quality while 14% disagreed.

CONCLUSION

Going through the analysis of response from the survey conducted, it is

concluded that McDonalds is able to be and retain at top among all the fast food

chains like Nirulas, Subway and Burger King,Sbarro. McDonalds is also preferred

over Pizza hut, Dominos and KFC. McDonaldss is providing its customers good

quality food products. Though not wide but its product line is quite impressive. It

includes meals for both Vegetarian and Non-Vegetarian and satisfies both section of

customers. McDonalds is also providing its customers a well provided and


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comfortable ambience. It has been rated as very good by its customers in terms of

Ta ste and Variety of food and promptness of delivery. McDonalds maintains its

consistency in taste and quality. Customers are also satisfied with its prices and

promotional and advertising activities. Prices are affordable by all and McDonalds

also satisfies its customers by continuously introducing value for money offers. Best

example for this is HAPPY PRICE MENU for Rs. 20.

Summarising all points we conclude that McDonalds is growing fastly by

satisfying its customers by providing quality and maintaining consistency and also

has an impressive strategy of marketing the products in the form of Marketing Mix

Elements.

SUGGESTION AND RECOMMENDATION

The Recommendations to McDonalds is to:

1. Maintain consistency in the taste and quality of products.

2. Include more items in its product line like pizzas for example.

3. Include more promotional and advertising measures to increase its sales or to

increase its market share.


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4. They Should also freeze their Ice Creams at higher Temperature so that it does

not get melted so early.

5. The most important thing is that they should also sell burgers without cheese

because todays generation is more Diet Conscious and each andevery Burger of

McDonalds is more or less of cheese so they should make burgers without

cheese.

6. One Thing more McDonalds should start is giving Customized waiter Services

instead of Self Services.

7. The Soft Drinks provided in McDonalds is more of Ice and less of Cold Drink.

So It Should include less ice or freeze it at high temperature so that no ice is

required.

8. Lastly It should not Charge extra 20 Rs. For its Home Delivery Products.

FACULTY OF MANAGEMENT STUDY

DR. HARI SINGH GOUR UNIVERSITY SAGAR (M.P.)

QUESTIONAIRE

Researcher's Name : Name of Person :________________

Class : B.B.A. II Sem Age : _____________________________

Gender : Occupation :________________________

Q1. Do you love Outdoor eating?


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Yes No

Q2. How frequently do you visit McDonalds?

Once a week More than once a week Once a fortnight

Once a month Less than once a month

Q3. Which one of the Fast Food Restaurant would you prefer most?

a. Pizza Hut b. Haldirams c. Kfc d. Dominos

Q4. Rank the attributes for McDonalds which are key to a fast food restaurant?

1. V- Good 2. Good 3. Above Average 4. Average 5- Poor

Attributes Rank Attributes Rank

Taste of food Value for money(promotional schemes)

Variety of food Friendliness of peers

General hygiene Promptness of delivery

Ambience/ Dcor

Q5. Is McDonalds ambience comfortable and well provided?

Strongly Disagree Disagree Neither agree Agree

Strongly Agree

Q6. Does McDonalds maintains consistency in its taste and quality?

Yes No

Q7.Are you satisfied with the prices charged by McDonalds?


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Very satisfied Satisfied Not Satisfied

Q8. Do you find the promotional measures adopted by McDonalds effective?

Very Effective Effective Not effectiveQ9. What recommendations do you wish to suggest to McDonalds..

Include more Variety Reduce prices

Better Advertising and Promotion Improve quality

Q10. How would you describe your eating experience at McDonalds?

Excellent Very good Good Poor

Q11. Are you satisfied with the varieties of McDonalds?

Very satisfied Satisfied Not Satisfied

Q12. Are you aware of the Charity services of McDonalds?

Yes No


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Bibliography

Books referred:

Kotler P. (2004) Marketing Management: Analysis, Planning, Implementation &

Control, Prentice Hall of India, New Delhi

Christopher G and Harold W Bukman,

Marketing management C.B.Gupta

Articles referred:

McDonalds : Think global, act global the marketing mix

Websites referred:

www.wikipedia.com

www.mcdonalds.com

www.mcdonaldsindia.com

www.emeraldlibrary.com

www.google.com

Websites of different fast food restaurants.
http://www.wikipedia.com/http://www.mcdonalds.com/http://www.mcdonaldsindia.com/http://www.emeraldlibrary.com/fthttp://www.wikipedia.com/http://www.mcdonalds.com/http://www.mcdonaldsindia.com/http://www.emeraldlibrary.com/ft


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CONTENTS

S.No. TITLE

1. Preface

2.Acknowledgement

3. Declaration of the Candidate

4. Certificate

5. Introduction of Burger

6. History of Burger

7. Scope of the Study

8. Limitation of the Study

9. Research Methodology

10 Swot Analysis of Burger

11 Findings

12 Suggestions & Recommendation13 Conclusion

14 Bibliography

15 Questionnaires

9. mc donlad burger

Documents