mcdonald's corp. 2009

© 2009 Berlin Asong. All rights reserved. 1

© 2009 Berlin Asong. All rights reserved. 2

© 2009 Berlin Asong. All rights reserved. 3

© 2009 Berlin Asong. All rights reserved. 4

© 2009 Berlin Asong. All rights reserved. 5

© 2009 Berlin Asong. All rights reserved. 6

© 2009 Berlin Asong. All rights reserved. 7

© 2009 Berlin Asong. All rights reserved. 8

Source: Wikinvest

© 2009 Berlin Asong. All rights reserved. 9

© 2009 Berlin Asong. All rights reserved. 10

Local Fast Food Shops

© 2009 Berlin Asong. All rights reserved. 11

CEO Jim Skinner

© 2009 Berlin Asong. All rights reserved. 12

Global Chief Marketing Officer – Mary Dillon

© 2009 Berlin Asong. All rights reserved. 13

© 2009 Berlin Asong. All rights reserved. 14

© 2009 Berlin Asong. All rights reserved. 15

© 2009 Berlin Asong. All rights reserved. 16

© 2009 Berlin Asong. All rights reserved. 17

© 2009 Berlin Asong. All rights reserved. 18

© 2009 Berlin Asong. All rights reserved. 19

Access to new markets

1

© 2009 Berlin Asong. All rights reserved. 20

Additional income streams

2

© 2009 Berlin Asong. All rights reserved. 21

Access to cheaper labour

1

© 2009 Berlin Asong. All rights reserved. 22

Access to operational efficiency

3

© 2009 Berlin Asong. All rights reserved. 23

© 2009 Berlin Asong. All rights reserved. 24

Competition

1

© 2009 Berlin Asong. All rights reserved. 25

Anti-globalisationists

2

© 2009 Berlin Asong. All rights reserved. 26

© 2009 Berlin Asong. All rights reserved. 27

© 2009 Berlin Asong. All rights reserved. 28

Source: IMF 2009

© 2009 Berlin Asong. All rights reserved. 29

Source: IMF 2009

© 2009 Berlin Asong. All rights reserved. 30

© 2009 Berlin Asong. All rights reserved. 31

Some of many job cuts announced in Jan. 2009

© 2009 Berlin Asong. All rights reserved. 32

© 2009 Berlin Asong. All rights reserved. 33

© 2009 Berlin Asong. All rights reserved. 34

© 2009 Berlin Asong. All rights reserved. 35

Source: Economist

© 2009 Berlin Asong. All rights reserved. 36

Source: Economist

© 2009 Berlin Asong. All rights reserved. 37

© 2009 Berlin Asong. All rights reserved. 38

© 2009 Berlin Asong. All rights reserved. 39

© 2009 Berlin Asong. All rights reserved. 40

© 2009 Berlin Asong. All rights reserved. 41

© 2009 Berlin Asong. All rights reserved. 42

© 2009 Berlin Asong. All rights reserved. 43

© 2009 Berlin Asong. All rights reserved. 44

© 2009 Berlin Asong. All rights reserved. 45

© 2009 Berlin Asong. All rights reserved. 46

© 2009 Berlin Asong. All rights reserved. 47

© 2009 Berlin Asong. All rights reserved. 48

© 2009 Berlin Asong. All rights reserved. 49

© 2009 Berlin Asong. All rights reserved. 50

© 2009 Berlin Asong. All rights reserved. 51

© 2009 Berlin Asong. All rights reserved. 52

© 2009 Berlin Asong. All rights reserved. 53

Source: Bonini, McKillop, & Mendonca 2007

© 2009 Berlin Asong. All rights reserved. 54

© 2009 Berlin Asong. All rights reserved. 55

© 2009 Berlin Asong. All rights reserved. 56

© 2009 Berlin Asong. All rights reserved. 57

© 2009 Berlin Asong. All rights reserved. 58

... how much is your carbon footprint?

© 2009 Berlin Asong. All rights reserved. 59

© 2009 Berlin Asong. All rights reserved. 60

© 2009 Berlin Asong. All rights reserved. 61

© 2009 Berlin Asong. All rights reserved. 62

© 2009 Berlin Asong. All rights reserved. 63

© 2009 Berlin Asong. All rights reserved. 64

© 2009 Berlin Asong. All rights reserved. 65

Datamonitor 2008

© 2009 Berlin Asong. All rights reserved. 66Datamonitor 2008

© 2009 Berlin Asong. All rights reserved. 67

Source: Wikinvest

© 2009 Berlin Asong. All rights reserved. 68

© 2009 Berlin Asong. All rights reserved. 69

competitive forces

© 2009 Berlin Asong. All rights reserved. 70

© 2009 Berlin Asong. All rights reserved. 71

© 2009 Berlin Asong. All rights reserved. 72

© 2009 Berlin Asong. All rights reserved. 73

Datamonitor 2008

© 2009 Berlin Asong. All rights reserved. 74

© 2009 Berlin Asong. All rights reserved. 75

© 2009 Berlin Asong. All rights reserved. 76

© 2009 Berlin Asong. All rights reserved. 77

© 2009 Berlin Asong. All rights reserved. 78

© 2009 Berlin Asong. All rights reserved. 79

© 2009 Berlin Asong. All rights reserved. 80

© 2009 Berlin Asong. All rights reserved. 81

© 2009 Berlin Asong. All rights reserved. 82

© 2009 Berlin Asong. All rights reserved. 83

Local Fast Food Shops

© 2009 Berlin Asong. All rights reserved. 84

Pubs

Direct Competitors

M&S

Starbucks

Hotels

Indirect Competitors

Third layer competitors

TESCO

Cafe Nero

Local Fast Food Shops

Home made meals

Workplace canteens

SubwayConvenience

Shops

© 2009 Berlin Asong. All rights reserved. 85

© 2009 Berlin Asong. All rights reserved. 86

© 2009 Berlin Asong. All rights reserved. 87

© 2009 Berlin Asong. All rights reserved. 88

© 2009 Berlin Asong. All rights reserved. 89

© 2009 Berlin Asong. All rights reserved. 90

© 2009 Berlin Asong. All rights reserved. 91

valued pricing

© 2009 Berlin Asong. All rights reserved. 92

© 2009 Berlin Asong. All rights reserved. 93

Rank Company Headquarter No. Countries Outlets % Franchise

1 McDonald’s USA 118 31,000 75

2Yum!(KFC, Pizza Hut,

etc)USA 110 36,000 80

3 Burger King USA 74 11,141 90

4 Wendy’s | Arby’s USA 19 8,000 ?

© 2009 Berlin Asong. All rights reserved. 94

© 2009 Berlin Asong. All rights reserved. 95

© 2009 Berlin Asong. All rights reserved. 96

© 2009 Berlin Asong. All rights reserved. 97

© 2009 Berlin Asong. All rights reserved. 98

Strengths Opportunities

Weaknesses Threats

© 2009 Berlin Asong. All rights reserved. 99

© 2009 Berlin Asong. All rights reserved. 100

7ps

7ps 7ps

7ps

7ps7ps

7ps 7ps

7ps7ps

7ps

© 2009 Berlin Asong. All rights reserved. 101

Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

© 2009 Berlin Asong. All rights reserved. 102

© 2009 Berlin Asong. All rights reserved. 103

© 2009 Berlin Asong. All rights reserved. 104

Source: Wikinvest

© 2009 Berlin Asong. All rights reserved. 105

Key Markets

© 2009 Berlin Asong. All rights reserved. 106

© 2009 Berlin Asong. All rights reserved. 107

© 2009 Berlin Asong. All rights reserved. 108

© 2009 Berlin Asong. All rights reserved. 109

© 2009 Berlin Asong. All rights reserved. 110

© 2009 Berlin Asong. All rights reserved. 111

© 2009 Berlin Asong. All rights reserved. 112

Source: Economist

© 2009 Berlin Asong. All rights reserved. 113

Source: Economist

© 2009 Berlin Asong. All rights reserved. 114

© 2009 Berlin Asong. All rights reserved. 115

© 2009 Berlin Asong. All rights reserved. 116

© 2009 Berlin Asong. All rights reserved. 117

© 2009 Berlin Asong. All rights reserved. 118

Local Fast Food Shops

© 2009 Berlin Asong. All rights reserved. 119

© 2009 Berlin Asong. All rights reserved. 120

© 2009 Berlin Asong. All rights reserved. 121

© 2009 Berlin Asong. All rights reserved. 122

Strengths Opportunities

Weaknesses Threats

Minimise

Convert

Minimise

Match

Convert

© 2009 Berlin Asong. All rights reserved. 123

Market Penetration

Market Extension

Product Development Diversification

New MarketExisting Market

Existing Product

New Product

Ansoff (Growth) Matrix

Marketing Mix© 2009 Berlin Asong. All rights reserved. 124

Marketing Mix

Product

Price

Place

PromotionPeople

Physical Layout

Process

4Ps 7Ps

© 2009 Berlin Asong. All rights reserved. 125

Expand menu to include

wide variety of healthy options

1

© 2009 Berlin Asong. All rights reserved. 126

Continue to

differentiate the brand.

2

© 2009 Berlin Asong. All rights reserved. 127

Defend Key markets in

Europe, Asia-pacific and USA

3

© 2009 Berlin Asong. All rights reserved. 128

Simplify operations for

improved serv ices .

5

© 2009 Berlin Asong. All rights reserved. 129

Continue to offer

competitive pricing

4

© 2009 Berlin Asong. All rights reserved. 130

Better staff training for

improved serv ices .

6

© 2009 Berlin Asong. All rights reserved. 131

Seek to remove

“McJob” from dictionaries.

7

© 2009 Berlin Asong. All rights reserved. 132