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Mc Donald Strategy

Mcdonalds

introduction to company:

McDonald's Corporation is the world's largest chain of fast food restaurants. It operates in 119 countries through 31,000 restaurants worldwide, employing more than 1.5 million people. The corporation functions mostlt by means of franchisees.
McDonalds is one of the many corporations that have successfully used a combination of various marketing strategies to be a globally successful organisation.

Product Mix

McDonalds operates in 3 major categories of food items/ product lines:
1. Snack foods
2. Desserts
3. Beverages
The major product line is of the Snack foods division while Desserts and beverages are relatively more secondary in nature.
Width of product mix : 3

Snack Foods
Snack Foods segment can be segmented into categories on various bases:
1. Vegetarian/ Non Vegetarian
McDonalds india offers 4 varities of Vegetable burgers, 2 other snacks and french fries. In the non-veg segment, it offers 4 different burgers and 1 other snack.
2. Price
McDonalds products can be divided into 2 major categories on the basis of price.
Low Price (Rs. 20-50): 5 Snacks.
Medium Price(Rs. 70-90): 3 Snacks.

Desserts
Desserts offered are Ice Creams and Pies.
Variable for division: Price and Consumer preferance and taste.
Low Price: SoftServe Ice Cream cones.
Medium Price: 3 types of ice creams and 2 varieties of pies.

Beverages
3 types of beverages are offered namely, Soft drinks, Coffee and tea.
Variable for division: Consumer preferance and taste.

Market Segments

With only 1 major product line, the bases for market segmentation can be:

Geographic:
McDonalds in India has focused on the urban markets with major concentration in the metro cities.

Demographic:
Age : The target segment for McDonalds on this basis has been the younger generation focusing on children, adolescents and people under the age pf 30.
Income: The target segment has primarily been the middle income group families....