Marketing Strategies of McDonald’s


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Marketing Strategies of McDonald’s (Final Project Report)

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Page Length : 77


McDonald’s is a globally successful fast-food restaurant. From the time of its birth it has gain enormous success and is growing at the international level. The powerful entry through franchisee system the standardization and adaptation strategy play an important role in gaining the huge success of McDonald’s and brand image of McDonald’s.

McDonald’s strategy of standardizing their products on its preparation, techniques of presentation along with the adaptation strategy has created a difference in McDonald’s as compared to that of its competitors.

Marketing being my subject interest knowing the strategy of one of the most successful company will really help me out. Thus, I have chosen McDonald’s as my study of subject for my 100 marks project in TYBMS. This has really helped me out to know lots of marketing techniques and practically understand the McDonald’s strategy of standardization and adaptation.


In the project focus has been made on McDonald’s franchise in India. The challenges faced, their target market, segmentation strategies. The supply chain of the company and its ability to provide best quality food at the best cost. The 5 P’s of McDonald’s and the various schemes provided by the company to its employees while working in McDonald’s and even after their retirement from the company. McDonald’s as a service industry its life cycle is also studies. The present strength and weakness of the company and the future opportunities and its future threats are also study for better analysis of McDonald’s marketing in India.


Studying McDonald’s and its marketing system has helped me a lot in understanding the marketing subject in a better manner. And it will be helpful for me in near future.


Sr. No. Title PAGE NO.  
 I.            Declaration

II.            Certificate

III.            Acknowledgement

IV.            Executive Summary

Chapter I:-Introduction 01-05
2. HISTORY 03-04
Chapter II: – McDonalds In India 06-13
1. The Indian Beginning 06-08
2. Our Vision 09
3. Challenges In Entering Indian Market 10
4. Segmentation ,Targeting And Positioning 11-13
Chapter III: – McDonald zing The Suppliers 14-22
1. Supply Chain
Chapter IV: – Marketing Mix 23-29
1. Product 23-24
2. Place 25
3. Price 25-26
4. Promotion 26-28
5. People 28-29
Chapter V: – Mc Employee 30-35
1. Employee Benefits 29-30
2. Facilities 30-31
3. Employee Recognition 32
4. Retirement Benefits 33
Chapter VI:-McDonalds’ In Service Industry
1. McDonalds’ Experience 34-35
2. Moment Of Truth 35-36
3. Importance Of Product Life Cycle 36-37
4. A Perfect Example Of Revitalizing Product In Decline Stage 37
Chapter VII:- Analysis 39-42
1. Competitors Analysis 39-40
2. SWOT Analysis 42
Chapter VIII: – Exhibits 43-48
1. Indian Menu 43
2. Survey Questionnaire 43-48
Chapter IX: – Need For Mc delivery And Kiosk 49-56
1. Mc delivery 48-52
2. Kiosk 53-56
Conclusion 57
Bibliography 58
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Marketing Strategies of McDonald's

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Indian Institute of Computer Application (IITCA)

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Roop Chandra




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