SYMBIOSIS LAW SCHOOL , PUNE

Business Studies
Internal Assignment 1
Analysis on McDonald’s SUBMITTED BY -
RUSHIL PUJARI - 22010126114
MANANNYA BHANDARI - 2201012611
AKANSHI ASTHANA - 22010126116
BHOOMI RANJAN - 22010126112
SOURISH SHETTY - 22010126113
INTRODUCTION -
McDonalds is a fast food chain dealing in variety of food items like burgers, soft drinks, fries, milkshakes etc. and a
variety of oriental vegetarian and non vegetarian items fitting the taste buds of indian taste lines.

Hardcastle Restaurants Pvt. Ltd. (HRPL). Owns & operates McDonald’s restaurants across West and South
India. It has a Master Franchisee relationship with McDonald’s Corporation USA and has been the custodian of the
brand since its inception in 1996 .

HRPL is a direct subsidiary of Westlife Development Limited (WDL), a company listed on the Bombay Stock
Exchange (BSE: 505533). It currently operates over 300 McDonald’s restaurants across 42 cities and 11 states in
West and South India.
WHAT McDonald’s STANDS FOR
Good Food

We take great pride in our food! It is made with the best quality, fresh ingredients which are sourced from our local suppliers

in India who have been our partners for over two decades. We serve food that not only tastes good, but also makes our

customers feel good. And so, we have been continuously enhancing menu and nutritional choices in response to customers’

needs and nutrition preferences. We take the well-being of our customers very seriously and we’ve worked hard on our

recipes and menu choice to reduce fat, salt and sugar in our food and provide our customers with wholesome food choices.

Good People

Our people make us the leaders that we are. Driven by a rich culture that has anchored the company’s position as the

world’s leading restaurant chain, McDonald’s, continual commitment towards its employees and consumers has become a

trademark for its success.

 Good Neighbours
We conduct our business in a way that is good for the people, good for the community and good for the planet.

We take our social responsibilities and our commitment to the society and ethics seriously.
 ECONOMIC OBJECTIVES
❖ Economic objective is the goal of a company to generate profits and work towards achievement of growth of the company
viz. Client acquisition, frequent innovation and utilisation of existing resources.
❖ Looking closely at how McDonald’s developed its pricing strategy in order to prove its brand globally - analysing 3 most
prominent approaches.

➢ The global giant localises its signature dishes.

The American fast-food giant had to overcome cultural, traditional and religious barriers. Competition with the local
vendors who served distinct fast food in different states of India created challenge in offering convenient, enticing,
varieties and low-cost snacks.What it really had to focus on was serving the assorted demands of people, by Localising not
only the output but everything at every stage of its preparation.
★ For example, They started localising all the kitchen tools in 2001. Each component had to be created locally, including the
furnishings, refrigerators, freezers, and chillers. In the majority of situations, their international suppliers collaborated with
regional companies to facilitate this.

Back then India mandated that McDonald's sell only vegetarian-friendly veggie items and demanded rigorous guidelines for food
preparation at McDonald's..
McDonald's effectively implemented its cost leadership marketing approach, with an overarching goal of growing market share.
➢ Secondly, surviving the price sensitive Indian Market
Although the Indian market was exorbitant, it eventually paid off.
Think globally, act locally is the pricing strategy employed by McDonald's.
Under which prices were kept low by -
● hiring and training unskilled workers instead of expert cooks
● employing limited qualified supervisors.
They tend to operate under “price bundling” in conjunction with “psychological pricing”, which
works by adopting discounts, using promo codes, offering combo meals, introducing happy hours etc. The goal is
to increase overall service and product sales. And utilise rates that appear reasonable such as Rs.199. The aim is to
attract consumers and persuade them to purchase more things.
Analysis of demand, rival pricing, expenses, a product's life cycle, regional considerations, governmental
restrictions, the state of the economy, and currency rates and a balance between quality and value are all factors
that go into McDonald's pricing decisions.

➢ Customer confidence and building familiarity

In order to grow economically in the long run, customer satisfaction and trust forms the foundation for any
company. To fulfil its ulterior motive, the American franchise adapts to methods such as kitchen tour and
passionate service to its customers.
In order to build recognition and increase customer base, it uses the Golden Arches, the Big M, Ronald McDonald,
etc.
 SOCIAL OBJECTIVES
Social Objectives are the objectives that a company has to achieve not for profit motive, rather for the benefit of the
society.

“Feeding and fostering Communities” as they say is their impact, below are their social objectives:
MISSION OF THE COMPANY
● A mission statement is an action based statement that describes the organisation’s purpose,
what they want to achieve and the reason for its existence.
● The mission statement of McDonald’s is “to make delicious feel-good moments easy for
everyone”.
● This statement basically states the significance of customers and serving them best-quality
food at low price. The statement also talks about good experience for the customers.
Below are the main points that the mission statement highlights:
❏ Delicious food and beverages :- McDonald’s wants to serve their customer appetizing food as
per the mission statement states. By using the word delicious in the mission statement, they
also want to show the desirability of their product. They want the customers to make the
company their major option, for food and beverage purchase decision.
❏ Feel-good moments :- The company gives attention to their customers having a good time and
a cheerful dining experience. A good experience means the customer will keep coming back to
have a good time.
❏ Accessibility :- The third point is about the ease for the customers. The accessibility,
convenience and affordability. McDonald’s tries to server good-quality food at low price. The
likelihood that a customer would consider McDonald’s as a major option also depends on the
factor ‘ease’.
❏ Global market reach :- With the use of the word ‘everyone’, the company targets the global
food service market, which means that McDonald’s views every person as a target consumer and
that, it is a worldwide operation.
VISION OF THE COMPANY
“TO MOVE WITH VELOCITY TO DRIVE PROFITABLE GROWTH AND BECOME AN EVEN
BETTER McDonald’s SERVING DELICIOUS FOOD EACH DAY AROUND THE WORLD”

McDonald’s vision statement states that the business aims to grow and make it a worldwide operation. The
aim is to open more restaurant locations and improve operational efficiency . The statement also focuses on
improving the restaurant business.
CONCLUSION and PERSONAL EXPERIENCES
McDonald takes the share on this attribute by providing the customer with fast and friendly services.
At McDonald you get your order usually within 60-90 seconds from the time it is placed.
Providing the customer fast and friendly services is the philosophy of McDonald. This is the big
advantage McDonald having over the other restaurant.
The customer satisfaction levels in better that the other competitor McDonald is having. If we
compare the space management Nirula's is having batter than McDonald and Pizza Huts Nirula.
The advantage McDonald having over the other restaurant is I) Ambiance ii) employ behavior iii)
cleanness
McDonald's created their structure according to their own specific needs
• McDonald's employees are highly motivated by the varying positions available and opportunities to
move up the corporate ladder
PERSONAL EXPERIENCE AND REVIEW -

McDonald’s PHOENIX
MARKETCITY ,PUNE

HUMBLE AND EFFICIENT STAFF MEMBERS WHO ENSURE

HYGIENE AND SPEEDY DELIVERY OF FOOD

TECHNOLOGICALLY ADVANCED
TO STAY IN COMPETITION WITH
OTHER COMPETITORS LIKE CCD
SAY CHEESE!!!!! AND BURGER KING