When the Dick and Mac McDonald opened their first restaurant in San Bernardino, California in 1948, they never could have imagined the extraordinary growth their company would experience. From modest beginnings, they found a winning formula selling high quality products quickly and low-cost. It was not until 1955 when Ray Kroc, a salesman from Chicago, became involved in the business that McDonald’s really began to flourish. Kroc realized the same successful McDonald’s formula could be exploited throughout the United States and beyond with the use of franchising. A franchise is an agreement or license to sell a company’s products exclusively in a particular area, or to operate a business that carries that company’s name.
In 1955, Kroc knew that the key to success was through rapid expansion; thus, the best way to achieve this was through offering franchises. Today, over 70 percent of McDonald’s Restaurants are franchises. In 1986, the first franchised McDonald’s opened in the United Kingdom. Now, there are over 1,150 restaurants, employing more than 49,000 people, of which 34 percent are operated by franchisees. Moreover, there are over 30,000 these restaurants in more than 119 countries, serving over 47 million customers around the world. In 2000 alone, McDonald’s served over 16 billion customers. For perspective, that number is equivalent to providing a lunch and dinner for every man, woman, and child in the world! McDonald’s global sales were over $40 billion, making it by far the largest food service company in the world.
In addition to the local flavors that have been created in the US, McDonald’s international restaurants have been conforming to local, regional, and ethnic tastes, too. In a recent McDonald’s case study this was explained further: “For example, ‘Maharaja McBurger’ is a vegetarian burger marketed in India. The special requirements for ‘Kosher’foods are followed in Israel. Similarly, McDonald’s offers ‘Halal’ food in Muslim countries such as Saudi Arabia, UAE, Kuwait, Indonesia, Malaysia, Pakistan, and Bangladesh. During promotions, McDonald’s also introduces several other products. For example, its ‘Prosperity Burger’ is popular in China, Taiwan, Hong Kong, and Singapore at the time of the Chinese New Year celebrations. In order to respond to the growing phenomenon of health consciousness, McDonald’s has moved in favor of lean ground beef, 100% vegetable oil, 1% low-fat milk, low sodium, and low fat. This product strategy shows that McDonald’s is interested in becoming part of the culture and is looking for ways to appeal to the market internationally
Kindly Answer the following questions, you may use this link
1-What’s the Macro environment factors that might affected Macdonald’s performance in the last ten years in Egypt?
2- What age group is Macdonald’s targeting all over the world?
3-What’s the social class is Macdonald’s targeting all over the world?
4- Kindly Analyze Macdonald’s Marketing Mix.
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