Group Members

Sonia Bostan
Misbah Masood
 Introduction
McDonald's Pakistan
Vision, Mission & Objectives
SWOT Analysis
Competitor/ Environment Analysis
Customers Analysis
Market Segmentation, Target & Positioning
• In 1940…
• Dick & Mac
• In 1948…
• Founder of the
modern
McDonalds.

• In 1995
• Ronald McDonald made his debut as its
ambassador in the year 1953.

• The motto of the organization ,i.e., Quality,

Service, Cleanliness and Value was coined in the
year 1957.

• Currently McDonald's serves around 53 million

people worldwide everyday.
• McDonald’s started its operation in Pakistan

in 1998.

• All the franchises of McDonalds in Pakistan

are owned by Lakson Group of Companies.

• Its first restaurant opened its door to the

people of Pakistan in September 1998 in

Lahore.
• Karachi opens its first restaurant a
week after Lahore.

• Now 30 restaurant in 7 major cities of

Pakistan.

• McDonald's has a proactive approach

to charities and sponsorships.
There are now 34 restaurants in 8 major cities of
Pakistan.
• Karachi
• Hyderabad
• Lahore
• Faisalabad
• Kala Shah Kuku
• Sialkot
• Gujranwala
• Islamabad and Rawalpindi)
 "McDonald's Mission is to be the
world's best quick service restaurant
experience. Being the best means
providing outstanding quality,
service, cleanliness and value, so that
they make every customer in every
restaurant smile.”
McDonald’s vision is to make every
customer in every store smile. This
is a vision which maybe easy to
acquire through other ways but to
do it professionally is a totally
different thing.
 Corporate Objectives

 Long Term Objectives

• To serve good food in a friendly and fun
environment.

• To provide good returns to its shareholders.

• To provide its customers with food of a high

standard, quick service and value for money.
• A marketing plan must be created to meet clear
objectives.

• Results can be analyzed regularly to see whether

objectives are being met.

• Once marketing objectives are set the next stage

is to define how they will be achieved
• McDonald’s vision is to be the world’s best quick
service restaurants experience.
• McDonalds is committed to maintaining and
developing the best food products in the quick
service restaurant market.
• In order to deliver this, the company has made a
number of commitments to food safety and
nutrition.
• Products.

• Brand Recognition.

• Good communication and

friendly environment.

• Partnership with Coca Cola &

telecom companies.
• Product Variety
• More Advertising
• Drive Through
• Competitors in the fast food section, resulting in
low revenue.
• High employee turnover.
 Opportunities

• Reasonable Prices
• Opportunity to be Innovative
• Breakfast and Special Noon Meals
• Restaurants locations to attract more
customers.
 Threats

• More health conscious customers

•
• Foreign as well as local competitors
•
• Changing customer styles
• Emergence of new competitors in the fast
food section a threat.
 Competitors
• The major competition in local market faced
by McDonalds is from
• Kentucky Fried Chicken(KFC)
• Hardees
• Burger king
 Factors That Contribute Towards a
Competition Are

• Price

• Quality of Food

• Flavors

• Outlets
 Current Situation

Company resources

• Internal

• Financial

• People

• Time

• Skills
• Fiscal Year End: December

• Revenue (2008): 23522.40 M

• Revenue Growth (1 yr): 3.20%

• Employees (2008): 400,000

• Employee Growth (1 yr): 2.60%

 People

• McDonald’s understands the value of both its

employees and its customers

• It understands the fact that a happy employee

can serve well and result in a happy customer.
 Time

• Customer waiting at the queues to place order

• Customer waiting time

• Customer waiting time at the drive through

• Customer waiting for home delivery

 Skills

• At McDonalds educated young individuals are trained

at operational as well as international level

• Bench marks are set for individuals to meet on a

periodic basis

• Team work which is the key to success in this business

 Marketing Strategies

•
• Product
•
• Price
•
• Place
•
• Promotion
•
• Wide variety of menu
items.

• Local flavors.

• Regularly renewing the

menu.
• Product Line Pricing

• Promotional Pricing

• Penetration Pricing

• Value Pricing
• There are total 30 fast
food outlets of McDonald’s in
Pakistan, and they all are located in
famous areas.
• So far McDonald’s is only in Karachi,
Hyderabad, Lahore , Faisalabad,
Rawalpindi and Islamabad.
• In future , very soon planning to
expand in many cities in Pakistan.
• I’m lovin’ it campaign to attract family

• Feature artists to target teenagers

• The right message has to be communicated to

the right audience through the right media.
This gives rise to a question whether or not Pakistanis had been consuming burgers, drum
sticks and other such products that contained this meat? Was the meat even Halal or not?
China had shut down Shanghai Husi Food Company over charges of selling chicken and beef
beyond the date of expiry by declaring it fresh under new dates of expiry.

What must be shocking for the Pakistani consumers is the fact that the same company had
been exporting its meat to McDonalds.

The meat was distributed to McDonalds by Gam Corporation Private Limited and Siza Foods
Private Limited.

These meat products include McNuggets and McCrispy Burger Patty in Pakistan from Husi
Foods Company Ltd China.

Pakistan’s customs record shows that their latest imports were over 41 tonnes of chicken
products in May and over 71 tonnes in June this year.

According to McDonalds Director Marketing, their products are 100 percent Halal.

A video footage captured in China shows the staffers of the company in question woefully
violating the international health standards.

On the other hand, no mechanism is in place at federal or provincial level to inspect the
quality and other aspects of the imported meat.