Marketing Mix and Pestle Analysis of Mcdonalds in India

3095 Words Dec 8th, 2010 13 Pages
Mc Donald

Mc Donald Corporation based in New York is the biggest chain of fast food restaurants world wide. With over 70 years of industry experience the logo of the outlets perform well in these global destinations by providing burgers, chicken products, French fries, break fast, salads, shakes, soft drinks and desserts. McDonald India - a subsidiary of McDonald USA, is a joint venture company namely Co naught Plaza restaurants and Hard castle restaurants. Mc Donald’s have 50% equity share in both Joint Ventures. The former takes care of the Northern Markets and the latter looks after the western operations in India. The taste of the Chicken burger that one from Bangalore will be similar to that in Delhi if the point of purchase is
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In response to the obesity trends in western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruits. The Chain needs to do a thorough research before stepping in to the rural regions in India. They should study the food habits, morals, culture and social thinking etc before taking a call to enter.

Technological factors

As far as a food industry is concerned the technological factors need to be the latest and updated to get a competitive advantage in the market. This helps in all aspects of the business operation, starting from the procurement of raw materials, storage, processing of the same to produce the food, serving it to the customers in the highly desired form. The advancement of technology has helped Mc Donald’s in maintaining a good inventory system. The development in the communication sector enables them to maintain an “Inventory On Wheels” system. Mobile freezers are used for transportation between the stores and locations. The technological development in the storage systems helps to maintain the freshness of the meat, vegetables and raw materials and to provide the customers the same. The food usage of the latest technology in the process of food processing is implemented to ensure that the superior quality food is provided. Now coming on to the promotional

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