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case study interview (CASE STUDY: MCDONALD'S (Progress and…
case study interview
CASE STUDY: MCDONALD'S
Vision and mission,values
Mission: To be our customer’s favourite place and way to eat
Vision: To provide Simple Easy Enjoyment to every customer at every visit
Values
quality
service
cleanliness
time
inspire people
customer's favourite place
Progress and achievements of McDonald’s in Malaysia
1982-Opening of
first restaurant
in Malaysia.
1988-opening of first-of its kind
drive thru
1990- Launched Ronald McDonald
House Charities
Malaysia
1994
-first ever delivery service
in Malaysia
1995-first ever fast food restaurant to
obtain
HALAL cert
2007
-lauched 24hrs service
over 70 restaurants nationwide
2013-opened its first restaurant at
Seri Iskandar
2014-
won Gold
at the Putra Brand Awards for the 5th year in a row
2017-
35th Anniversary
in Malaysia
Target Market
segment of demography method
family life cycles
age
Nationality
Income
Generation
Key drivers/Business strategies
SWOT analysis
strength
Intangible assets
Name recognition
Brand-loyalty
Positive company social-image- charity work
Market leader in mature market
possesses 3x sales volume of nearest competitor
Accessible locations
Strategic marketing alliances
movie tie-ins, McDonald’s brand toys
Scalable product marketing and pricing
test market product and price
established in delivery and drive thru
Proper training procedure
Weakness
Dissatisfaction with food quality
Susceptible to negative publicity
not much of a variation in seasonal products
Disputes with franchisees
regulation
franchise fees
opportunities
green energies and green packaging
advertise capability of enhanced WIFI service
customize menu to match regional culture
keep low cost menu
play space for children
upscale appearance
Threats
strict competition with other fast food outlets
customer focus on healthier dieting plans
blamed for increased obesity rate
marketing strategy to attract children is condemmed
Political factors
competitive strategy
organizational strategy
better restaurant operations
customer first
menu variety
convenience and day-part expansion
leveraging key consumer insights
branded affordability
Differentiation strategy
unique brand products
customized products for specific region in the world
celebrity endorsements
charities
games/promotions
online presence
company facts
product info
link 2 charity website
games promotion
Marketing Mix
Price
Promotion
Product
Place
Competitors Analysis
numerous fast-food chains
delivery service
minimize speed
minimize cost
make healthier menus
global aspects/expansion :growth,sales,market share
health issue
expand delivery service
Location and layout
Chillex Concept Cafe
Company & Key Person Description
Location Layout
Products & Services
SWOT Analysis
Competitive Edge & Financial Forecast
Plan for expansion
Key person & Company Description
vision
History
Product & Services
SWOT
Plan for Expansion
standadize procedure
mobile application
taxi service
Marketing Strategy
social media
paper advertising
