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    Kartik Vora
    McDonald's began in 1940 as a restaurant owned by brothers Dick and Mac McDonald in California. It became a franchise and was led to worldwide expansion by Ray Kroc. It went public in 1965 and has since dominated the fast food industry as the largest chain with over 31,000 restaurants in 119 countries serving 47 million customers daily. Nearly 15% of restaurants are directly owned and operated by McDonald's, with the remainder run as franchises. The document proposes introducing a new "Vegetable Chicken Burger" product in 1300 UK McDonald's locations over 3 months to achieve a 2% market share with daily sales of £1,166,100 and total revenue of £10,494,900.

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    Kartik Vora
    219 views2 pages
    McDonald's began in 1940 as a restaurant owned by brothers Dick and Mac McDonald in California. It became a franchise and was led to worldwide expansion by Ray Kroc. It went public in 1965 and has since dominated the fast food industry as the largest chain with over 31,000 restaurants in 119 countries serving 47 million customers daily. Nearly 15% of restaurants are directly owned and operated by McDonald's, with the remainder run as franchises. The document proposes introducing a new "Vegetable Chicken Burger" product in 1300 UK McDonald's locations over 3 months to achieve a 2% market share with daily sales of £1,166,100 and total revenue of £10,494,900.

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    McDonald's began in 1940 as a restaurant owned by brothers Dick and Mac McDonald in California. It became a franchise and was led to worldwide expansion by Ray Kroc. It went public in 1965 and has since dominated the fast food industry as the largest chain with over 31,000 restaurants in 119 countries serving 47 million customers daily. Nearly 15% of restaurants are directly owned and operated by McDonald's, with the remainder run as franchises. The document proposes introducing a new "Vegetable Chicken Burger" product in 1300 UK McDonald's locations over 3 months to achieve a 2% market share with daily sales of £1,166,100 and total revenue of £10,494,900.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    219 views2 pages

    Background

    Uploaded by

    Kartik Vora
    McDonald's began in 1940 as a restaurant owned by brothers Dick and Mac McDonald in California. It became a franchise and was led to worldwide expansion by Ray Kroc. It went public in 1965 and has since dominated the fast food industry as the largest chain with over 31,000 restaurants in 119 countries serving 47 million customers daily. Nearly 15% of restaurants are directly owned and operated by McDonald's, with the remainder run as franchises. The document proposes introducing a new "Vegetable Chicken Burger" product in 1300 UK McDonald's locations over 3 months to achieve a 2% market share with daily sales of £1,166,100 and total revenue of £10,494,900.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
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    Background:McDonald's business began in 1940 as a restaurant opened by two brothers, Dick and Mac McDonald in San Bernardino, California.

    The founding of the present day McDonald's Corporation dates back to April 15, 1955 when a franchised restaurant was opened by Ray Kroc in Illinois. Kroc was responsible for leading the corporation to worldwide expansion. McDonald's became a public corporation, listed on the stock market in 1965. McDonald's eventually has dominated the fast food industry for years as the market leader. It is one of the world's largest chain of fast food restaurants, found in 119 countries with over 31,000 restaurants worldwide and more than 1.5 million employees. The chain serves about 47 million customers a day. McDonald's primary products include hamburgers, cheeseburgers, French fries, soft drinks, breakfast items, and desserts. It has recently added to its menu coffee, salads, wraps, and fruit. McDonald's earns revenue in several rolesas a franchiser of restaurants, operator of restaurants, and investor in properties. Nearly 15% of McDonald's restaurants are owned and operated by the company directly. The remainder of the restaurants, about 85%, are operated by others through franchise agreements and joint ventures.

    1. Executive summary
    This assignment will focus on a brand and product line extension of McDonald's Restaurant. Every year McDonalds produces some new food products for the variation of the customer choice . Here I want to introduce a new product named " Vegitable chicken Burger '' . I have targeted three months sale from January to march in 1300 McDonalds outlets in England to see the UK market value of this product. The primary marketing objective is to achieve a three month UK McDonald's market share of Minimum two percent with unit sales per day 30 unit in each restaurant. If per burger price imagine 2.99 so 1300 restaurant sale value is 1,16610 per day. The primary financial objectives are to achieve three months sales revenue of 10,494,900in uk. If I will successes of new product line extension so I can continue a year.

    2. Situation analysis
    The situation analysis describes the market, the company's capability to serve targeted segments, and the competition. McDonalds is the no: 1 fast food chain stores with a 40 million customers visiting it per day. It has over 30,000 branches in 120 countries. It derives 80% of its revenues from eight countries like Canada, Brazil, Germany, France, Japan, UK, Australia and US. The greatest strength was creating an image in the minds of the people and introducing them to the fast food culture. Delivery speed, customer care , value

    and cleanliness are the core strengths. McDonalds created a corporate symbol and their advertisement campaigns were highly successful in establishing the brand image and logo in the minds of the millions. Our Two main competitors generally identified with McDonalds are the Burger King and the KFC. McDonalds marketing strategy is concerned with the internal resources and external environment. But my new product 'vegetable chicken burger' are not facing competitor exiting product line so I can established without completion and monopoly marketing strategy can be used appropriately.

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