Mcdonalds Project
...GROUP MEMBERS:
SYED MUNWAR (22)
BALAJI P.S (07)
DEVVRAT SONI (13)
PRASANTH K (27)
SANDEEP S (35)
M.MADHU KIRAN CH (19)
ACKNOWLEDGEMENT
We would like to thank the Dean Professor Jaychandran and Professor Rajarshi Chakraborthy for extending their kind co-operation by supporting and guiding us in successful completion of this project on Services Marketing strategies of McDonalds’ .
Professor Jaychandran Professor Rajarshi Chakraborthy
TABLE OF CONTENTS
Contents
INDUSTRY PROFILE AND COMPANY PROFILE 5
Service Sector in India 5
The Indian Food Service Industry 6
Fast Food Restaurants (QSR) 7
Increased availability: 8
Novelty in terms of products and offerings 8
Convenience: 8
Seen as family venues: 8
Increase in spending power of urban youth: 8
India on Top 10 List Of Frequent Fast Food Eaters Globally 9
Worlds Oldest McDonald’s 10
HISTORY OF MCDONALD’S 10
MCDONALD’S IN INDIA 12
BRIEF OVERVIEW OF SERVICES MARKETING 15
Characteristics of services 15
Nature of Services 15
Service Marketing Mix 16
Difference between physical goods and services 17
Managing Service Quality 18
Other Considerations in Marketing Services Impact of Technology: 18
THE 7 P's ANALYSIS Of Mc DONALDS' 19
SERVICE RECOVERY STRATEGIES FOLLOWED BY MCDONALD’S 22
Emphasis on Local Management 22
. 22
Environmental Friendliness 22
Corporate...
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