...Research Report Team Rana Moiz Rana (20132145) Mohammed Abo Agina (20132156) Yazan Abo Jawhar(20132172) Moustapha El Nadaf (20132132) Mcdonalds Research Report – Brand Image 1. Introduction – Background of McDonalds McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, potato chips and a slice of pie. By 1965 there were over 700 McDonalds restaurants spread throughout the United States. McDonalds has catapulted itself to the forefront of fast food service and marketed itself as a franchisor and by the end of 2010 80% of McDonald’s restaurants were franchised which has helped the company achieve yearly growth in both sales and customer visits. McDonalds in Qatar is 100% owned by Al Mana Group, and has been operational since December 13th 1995 and has since opened more than 27 different restaurants in a variety of locations from stand alone to mall kiosks. 1.1 Introduction – Reason for research This research report is prepared in order for McDonalds to maintain and improve a strong brand image in relation to other fast food restaurants, which has...
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... either McDonalds describe the methods used to make marketing decisions based on the behaviour of the customers, competitors and the market environment. research can be used to decide if some restaurant needs to be closed if satisfactory profit is not Marketing Research: Marketing research is aimed to help organisations make effective decisions by providing by providing information that can inform the decision making process Different Types of Marketing Research: There are two types of marketing research, they are: Primary Research- Carried out to find new information required for a marketing research project, which has never previously been collected. Secondary Research- Makes use of work already carried out by someone else for some other marketing project or other purpose. Examples of primary research: * Observation- Useful when a topic first needs to be explored, for example how children play with a new toy. There is no communication between the researcher and the people being observed. * Experimentation- Researchers use it to try to identify the impact of a change in something such as price or packaging format while keeping everything else the same. * Surveys- Use questionnaires to collect data by face-to-face interviews, using the post, email, telephone or internet. Used to obtain data about attitudes, awareness, motivations and lifestyle. Examples of secondary research: * News reports- newspapers produce country and industry reports on a regular...
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...Executive Summary McDonald’s Delivery is a new service to be introduced to Australia in the year 2012. The service is already booming in overseas countries such as Singapore and India and is looking to be implemented into the Australian society early this year. With such high demands for fast food and minimum competition in the market for low cost convenient food services McDelivery looks to be a successful and profitable service on introduction to the Australian society. This marketing plan assesses the internal and external environment in which the service will be a part of and how it looks to be a highly sought after service in Australia. Through the research displayed and signs from overseas the McDelivery service looks to be a highly profitable commodity for the McDonalds giant and looks to be a very fast growing and unstoppable service. McDonalds looks to attain market dominance with the introduction of this service. Situational Analysis - Demographic: In regards to the demographics of this particular service it would only be feasible to function in areas of a population density that is of a high level. In order for this service to be a success there needs to be population density and large demand for the product. If introduced to a low density area the service wouldn’t be profitable. - Legal: Legal forces that would affect this service would be fairly standard procedure such as insurance, licensing of drivers, using qualified staff and meeting laws with regard...
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...Standardisation vs. adaptation international marketing approach with regards to McDonald’s operations in India Introduction The central purpose of the study is to determine the best international marketing strategy for McDonalds in India and shedding light on these strategies- Standardisation or Adaptation. Background McDonald's™ is a pioneer in the foodservice industry with over 32,000 restaurants in about 130 countries. The brand is handled and overseen by two following business organisations in India: * Connaught Plaza Restaurants Private Limited, headed by Mr. Vikram Bakshi, JV Partner and Managing Director, East and North India * Hardcastle Restaurants Private Limited, headed by Ms. Smita Jatia, Managing Director (MD), West and South India McDonalds believes in Q-Quality, S-Service, C-Cleanliness and V-Value. This motto is their driving force in the Indian marketplace. For McDonalds, India was the first country wherein no-beef or pork products were served. McDonalds in India catered to wants and needs of the people, with different menus as well as food processing plants for vegetarian and non-vegetarian customers. Currently, in India there are 300 McDonalds. Discussion Standardisation approach is quite different from the adaptation international marketing approach. When the needs and wants of the target market are same, standardization strategy comes into the picture. On the other hand, if the wants and needs of the target audience are different, and also...
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...CASE STUDY: MCDONALD’S Executive summary This case study looks to evaluate marketing within McDonald’s and will look into how it has affected McDonald’s in terms of its position within the market. Through research, a positive correlation has been revealed between how successful a company operates and how committed they are in terms of customer focus and its marketing strategy (Kloter and Armstrong, 2010). This study will demonstrate how McDonald’s marketing strategy has helped render the company a global success. This is shown through the SWOT analysis. This study has found that the pivotal ingredient in this company is the unique and effective marketing strategy. Also to be credited was that the strategy showed that there were areas which could potentially disrupt the current rate of success (in terms of monetary results) If they are not rectified. A recommendation could be to increase the amount of ‘Healthy foods’ McDonald’s currently offer, to do so McDonalds would need to invest more in their product segment of the marketing mix. Introduction In many cases a company does not become successful overnight. There are a number of key ingredients which need to be focused on, in order to achieve its potential. An important part of this is the ‘marketing strategy’. The majority of successful firms invest large sums of capital and time into tailoring their strategy focusing on the potential changes in customer levels, rivals and the environment (Bradley, 2005). McDonald’s currently...
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...Management Information System(MIS222) FINAL PROJECT REPORT GROUP MAMBERS M.HASHAAM WAQAR (13106) MUHAMMAD AWAIS (12109) SHAHEER SHAHID (12133) NABEEL JAVED (11576) Nadeem Arshad (11328) Dated: 27th DEC,2012 SUBMITTED TO: SIR Dr. Zeeshan Bhatti Table of Contents ACKNOWLEDGEMENT---------------------------------------------------------------------3 EXECUTIVE SUMMARY--------------------------------------------------------------------4 HISTORY----------------------------------------------------------------------------------------5 McDonald’s Pakistan History-----------------------------------------------------------------5 Mission Statement------------------------------------------------------------------------------6 Vision Statement--------------------------------------------------------------------------------6 Product Line-------------------------------------------------------------------------------------6 Management Information System------------------------------------------------------------7 Applications of Information System---------------------------------------------------------7 Transaction processing system----------------------------------------------------------------7 Decision Support System--------------...
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...Management Information Systems for Tourism Hospitality Organisation Using Management Information Systems for Tourism Hospitality Organisation CONTENTS Introduction to the Project 2 Introduction to McDonald 3 Role of MIS within Tourism and Hospitality context 4 Importance of Management Information System for Hospitality and Tourism Industry 6 Use of IT System in an Organization to attain Competitive Advantage 7 Type of Database and Data warehousing in Tourism and Hospitality 9 Use of E-Commerce and MIS in the Industry 11 System Design Requirements of Tourism and Hospitality Business 14 Use of IT to Support Customer Relation Management 16 Role of Enterprise Resource Planning in Tourism and Hospitality 18 IT Security Issues within the Tourism and Hospitality Industry 20 Ethical and Privacy Issues on Use and Storage of Data. ...
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...Management Information System(MIS222) FINAL PROJECT REPORT GROUP MAMBERS M.HASHAAM WAQAR (13106) MUHAMMAD AWAIS (12109) SHAHEER SHAHID (12133) NABEEL JAVED (11576) Nadeem Arshad (11328) Dated: 27th DEC,2012 SUBMITTED TO: SIR Dr. Zeeshan Bhatti Table of Contents ACKNOWLEDGEMENT---------------------------------------------------------------------3 EXECUTIVE SUMMARY--------------------------------------------------------------------4 HISTORY----------------------------------------------------------------------------------------5 McDonald’s Pakistan History-----------------------------------------------------------------5 Mission Statement------------------------------------------------------------------------------6 Vision Statement--------------------------------------------------------------------------------6 Product Line-------------------------------------------------------------------------------------6 Management Information System------------------------------------------------------------7 Applications of Information System---------------------------------------------------------7 Transaction processing system----------------------------------------------------------------7 Decision Support System--------------...
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...Do you think McDonald's successfully followed the marketing process to establish its brand? Provide practical examples to motive your answer. What is a market process? 1. Locating and defining issues or problems. * Nature and boundaries of the situation. * Questions relating to the market strategy or implementation. * Defining issues or problems by taking account the purpose of study. * Relevant background information. * What information is needed? * How the information will be used in decision making. Issues and problems at McDonalds 5 May 2015 in CNBC News McDonalds can’t shake its image, McDonald has a problem of fast food (all that’s good is bad) Alan Siegel CEO of brands says the fast food behemoth has been reactive instead of proactive Mc Donald admits that tackling issues it faces is not moving faster turnaround time. McDonald changed Big Mac to McLean. 2. Statement of research objections * Creating a research plan in solving issues and problems identified * Framework or blueprint for conducting market research project * Details and procedures necessary for obtaining the required information * Purpose to design a study that will test the hypotheses of interest * Answer to possible questions to the research * Provide needed information for decision making As mentioned above McDonald is tackling the issues. 3. Designing the research...
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...BUS 2043 BUSINESS MANAGEMENT TABLE OF CONTENTS NO. | CONTENTS | PAGES | 1. | 1.0 Introduction of business management | 3 | 2. | 2.0 Background of the company 2.1 Type of company 2.2 Company structure 2.3 Products and services | 4-9 | 3. | 3.1 Organizational Environments and Cultures 3.1.1 General Environment 3.1.1.1 Economy 3.1.1.2 Technological Component 3.1.1.3 Sociocultural Component 3.1.1.4 Political Component3.2 Ethics and Social Responsibility3.3 Organizational Strategy 3.3.1 Five Industry Forces3.4 Designing Adaptive Organizations 3.4.1 Departmentalization | 10-18 | 4. | 4.0 Describe how the organization implements the selected topic in its operations.4.1 Organizational Environments and Cultures 4.1.1 General Environment 4.1.1.1 Economy 4.1.1.2 Technological Component 4.1.1.3 Sociocultural Component 4.1.1.4 Political Component4.2 Ethics and Social Responsibility4.3 Organizational Strategy 4.3.1 Five Industry Forces4.4 Designing Adaptive Organizations 4.4.1 Departmentalization | 19-25 | 5. | 5.0 Conclusion5.1 Summary of the analysis | 26 | 6. | 6.0 List of References | 27-28 | 1.0 Introduction As everyone knows that it is not easy to start up a Business and also manage a Business well because started up a Business need to go through a lot of challenges from different...
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...International Marketing Management Using Business Format Franchising as a Market Entry Method McDonald’s Student Name: Nursulu Student ID: Lecturer: Dr. Lester Massingham/ Dr. Tom Abstract This report is based on the advantages and disadvantages of business format franchising and the fundamentals of market entry methods. Using McDonalds which happens to be one of the largest food service companies in the world, the author of this paper will look into the concepts of various market entry strategies in comparison to business format franchising. This report will also look into various elements that will essentially be needed to be addressed. It will critically discuss the various aspects involved in franchising as a market entry strategy and focus on how business format franchising can assessed as an expansion strategy in contrast to other modes of entry. Contents A Brief Journey into the History of McDonalds 3 1.0 An Introduction to Franchising (Facts about Franchising) 4 2.0 The Advantages and Disadvantages of Business Format Franchising 5 2.1 Marketing Franchises Vs Marketing Standalone Enterprises 7 2.2 Brand Image Transformation – Maintained Brand Equity of Franchises 8 2.2 Franchise Marketing Mix Vs Other Entry Modes 9 3.0 Market Entry Methods 10 3.1 Direct Export & Indirect Exportation 10 3.2 Licensing 11 3.3 Contracting 11 3.4 Manufacturing Abroad 11 3.5 Joint Venture 11 4.0 Conclusions & Recommendations 12 Bibliography 13 List of Figures ...
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...In this report I will be describing how McDonalds and Tesco use marketing techniques to market there products. Marketing is the action or business of promoting and selling products or services, including market research and advertising, this is where a company advertises a product or service. The Ansoff matrix is a planning tool that combines a businesses marketing strategy with the firms planned direction and shows four different growth strategy’s in a table split into four different sections; market penetration, product development, market development and product/market diversification. McDonald’s will use a number of marketing techniques throughout their company in order for them to meet their objectives. One marketing technique they will use is diversification; Diversification is a corporate strategy to enter into a new market or industry which the business is not currently in, whilst also creating a new product for that new market (1). This is most risky section of the Ansoff's matrix, as the business has no experience in the new market and does not know if the product is going to be successful. McDonalds have used this strategy recently as they have introduced a new smoothie range into their stores. This is targeting the people who would like a healthy option as a pose to drinking something like a milkshake or a soda which both don’t appeal to people wanting to have a healthy drink with their meals. Another example of diversification within McDonalds is the new McCafé...
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...McDonalds Enterprise skills McDonalds restaurants are run by franchisees and business managers. In order to generate revenue and profit they need to have the ability to coordinate resources to ensure the business is successful. In addition to this, many skills are required which include taking risks when needed and exploiting opportunities. These enterprise skills contribute to the business achieving their aims and objective, which is critically important for them as a business. Self confidence and motivated management is key to Business managers and franchisees. As a business, McDonalds require highly motivated managers to achieve success. The McDonalds website also states they need to have good communication skills, and be a brilliant multi-tasker. http://www.mcdonalds.co.uk/content/dam/McDonaldsUK/People/Meet-our-people/mcd_prospectus.pdf A business manager works with a team of 80 and a business with an average turnover of £2 million. This indicates their significance of their role and highlights how good communication should be. McDonalds has a flat hierarchy which enables business managers to communicate well with their staff. They can offer efficient training to their staff which therefore helps the business run more smoothly. They also have to maintain motivation which will help their team work more efficiently which will maintain their customer base and generate profit. This will consequently contribute towards their aims and shareholder return. High levels of confidence...
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... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...Integrated Global Marketing Capella University 5/17/2013 Nasir Khan | Abstract: This paper focuses on the marketing part of McDonalds. It highlights how the McDonald marketing department uses different kind of promotions to attract customers and what kind of campaigns they run. This paper also go in detail about how McDonald segment their customers, how they price their menu , how they take care of their suppliers and how they use the new and old technology to advance themselves. Introduction: Two brothers, Richard and Maurice McDonald founded McDonald’s in 1937. The brothers developed food processing and assembly line techniques at a tiny drive-in restaurant east of Pasadena, California. McDonald's headquarters are based in Oak Brook, Illinois. McDonald's Corporation is a franchises who operates McDonald's restaurants in the United States, Europe, the Asia/Pacific, the Middle East, Africa, Canada, and Latin America. McDonald's menu offer various food items, soft drinks, coffee, and other beverages, as well as breakfast menus. There are 34,480 restaurants operated by this company as of December 31, 2012 in 119 countries, of which 27,882 were franchised or licensed, including 19,869 franchised to conventional franchisees, 4,350 licensed to developmental licensees, and 3,663 licensed to foreign affiliates; and 6,598 were operated by the company(Yahoo, n.d.). Most of the McDonald's restaurants are owned and operated by franchisees which means that they makes most of...
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