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Transcript of McDonald
Rachele The local market network and the customer profile The competitive advantages and sustainable capabilities The Interaction with the environment and corporate social responsibility What are we going
to find out? McDonald started its activity in 1940 in California, and nowadays it has more than 33500 restaurants in 119 countries all over the world McDonald opened its first restaurant in India in 1996
in Vasant Vihar (New Dehli). Nowadays the company has 271 restaurants in India and 42% of the Indian fast-food market McDonald 6 years before its entering started a cooperation with the local supplier ensuring the proper food processing technology
today the company works with 38 local suppliers with a long term commitment;
95% of the needed raw materials are produced locally The main distributor is Radhakrishna Foodland Ltd that offers to McDonald a completely dedicated distribution and supply chain Food diversity is an implicit characteristics of Indian diversified culture Network Consumer Profile Traditionally Indians like home-cooked meals, however the influence of the western culture started changing this habit
Family is the principal target
In India 31% or more of the population are vegetarian and 85% doesn't eat beef Religious consumers! Cows are sacred to Hindus, and Muslims do not eat pork Going for snacks is most preferred time for visiting fast food outlet followed by dinner and lunch. Young consumers of fast foods visit fast food outlets one to two times in a week or in a month. It is not a regular behavior of their eating habits. Consumer needs and consumer values Clean and friendly location
Menu must respect cultural differences Price is very competitive
A family place
Young parents relaxing while children are playing Convenient to spend time in McDonald Competition Competitive advantages External Environment Matching strategy Corporate social responsibility Thank you for
your attention!!!!! International and local competitors Kfc
Domino Hyderabad House
Narula's McDonald is the leader of the market and KFC is the main competitor. Kfc came in India before McDonald, but it wasn't successful WHY? Protest from anti-multinational group
animal right protector (PETA) Special Menu with vegetarian selection to suit Indian preferences
Alliance with petrol station
Home delivery Alliance with oil companies to open "Drive-Thru" Aim to more than double sales by 2014 Hindustan Petroleum
Indian Oil (New agreement) Strategic Positioning We decided to principally focus on RELIGION and secondly on government Government influenced the entry time in the market As already stressed stringent religion rules influence the McDonald strategy Religion Acquisence
(Passive strategy) Education system Influence
(Pro-active action) Respect of local culture
Child-girl care for equal opportunities Legitimacy