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MARKETING STRATEGY OF Mc DONALD’S IN INDIA
I UNDERSTAND WHAT PLAGIARISM IS AND AM AWARE OF THE UNIVERSITY’S POLICY IN THIS REGARD
I DECLARE THAT
THE WORK SUBMITTED BY ME IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF
DEGREE BBA (3 CONTINENT) ASSESSMENT IN THIS “MARKETING STRATEGY OF MCDONALDS IN INDIA” “IS
MY OWN;IT HAS NOT PREVIOUSLY BEEN PRESENTED FOR ANOTHER ASSESSMENT.
a) I HAVE NOT USED WORK PREVIOUSLY PRODUCED BY ANOTHER STUDENT OR ANOTHER PERSON TO
SUBMIT IT AS MY OWN.
b) I HAVE NOT PERMITTED,AND WILL NOT PERMIT ,ANYBODY TO COPY MY WORK WITH PURPOSE OF
PASSING IT OFF AS HIS OR HER OWN WORK.
c) THE WORK CONFORMS TO THE GUIDELINES FOR LAYOUT ,CONTENT AND STYLE AS SET OUT IN THE
REGULATION AND GUIDELINES.
DATE ………….. NAME NIKHIL JAISWAL
ENROLMENT NO A7010415003
AMITY UNIVERSITY,
LUCKNOW CAMPUS,
UTTAR PRADESH.
STUDENT’S CERTIFICATE
DATE……………….
SIGNATURESIGNATURE SIGNATURE
EXECUTIVE SUMMARY
INTRODUCTION
COMPANY PROFILE
AN INSIGHT
RESEARCH METHODOLOGY
DATA ANALYSIS
RESULTS AND FINDINGS
CONCLUSION
BIBLOGRAPHY
EXECUTIVE SUMMARY
Revenue US$
28.1057 billion
(2013)
US$
27.567 billion
(2012)
Operating US$
income 8.7643 billion
(2013)
US$
8.6046 billion
(2012)
Total US$
equity 16.0097 billion
(2013)
US$
15.2936 billion
(2012)
STRENGTH
Strong brand recognition.
Strong product value.
Strong international presence.
Customer intimacy.
Product innovation.
Strong distribution network.
WEAKNESS
High overall cost than rivals.
Unable to capitalize on the trend towards the organic
food.
Children as their main target audience.
Considered as junk food.
OPPORTUNITIES
Acquisition of other restaurants.
Provide optional allergen free food items such as Gluten
free and Peanut free.
Advertising strategies.
Healthy hamburgers
Partnership with UAE govt. to reduce carbon footprint.
COMPANY ‘S PROFILE
RESEARCH METHODOLOGY
In application of market research the research has to go
through several steps or stages and thesesteps are following:
Step 1: Defining the Problem,Defining the problem is the
most important part of the market research process, because
wrongdefinition misdirects research.The type of research to be
carried out, the question to be raised, and the sampling
procedure to befollowed and the data to be collected, all
depends on the current understanding of the problem. One of
these factors isBrand Name.A major step in the conduction of
market research is the decision regarding the nature of
researchdesign we are selecting for the purpose of our
study.The benefits of research design are that it evaluates
client¶s need in terms of results and theanalytical work on the
gathered data that will convert it to useful findings for the
management.The selection of a particular design depends on
the causality of the variables involved.** (Since I don¶t want
to calculate any causality between any variables therefore
descriptiveresearch is preferable)For the purpose of my study
I intend to take up descriptive design .This covers research
design that are intended to produce accurate description of
variablesrelevant to the decision being faced, without
demonstrating that some relationship exist
betweenvariables.Decision maker very often choose or are
willing to accept descriptive data, which would permitonly
inferences to be drawn about causationHere I am using cross-
sectional design to produce a picture of the phenomena in
which thedecision maker is interested.
Observation
Focus Groups
Surveys
Behavioural Data
Experiments
Observation Research
Fresh data can be gathered by, observing the relevant actors
and setting.
Focus Groups
A Focus Group is a gathering of six to ten people who are
invited to spend a few hours with askilled moderator to
discuss a product, service, organization, or other marketing
entity. Themoderator needs to be adjective, knowledgeable on
the issue and skilled in-group dynamics.Participants are
normally paid a small sum for attending. The meeting is
typically held in pleasant surroundings and refreshments are
served.
Survey research
Surveys are best suited for descriptive research. Companies
undertake surveys to learn about people¶s knowledge, beliefs,
preferences and satisfaction, and to measure these magnitude
ingeneral population
MARKETING STRATEGY
WEBSITES
WWW.marketing91.COM
WWW.studymode.COM
WWW.icmrindia.org
WWW.scribd.com
BOOKS
MARKETING MANAGEMENT BY KOTLER,KELLY
BASIC MARKETING-STRATEGIES BY WILLIAM PEREAULT
MAGAZINES
B2B MARKETING