Marketing Essay

1668 words - 7 pages

The McDonald's Corporation, headquartered in the United States, is the world's largest chain of quick service fast food restaurants operating in around 119 countries with a customer base of 68 million. A McDonald's restaurant operates either through a franchisee or the corporation itself and its revenue stream includes rent, royalties and fees or the sales of products respectively.

McDonald's came to India in 1996. McDonald’s India has collaboration with local companies who manage the outlets. Vikram Bakshi, under Connaught Plaza Restaurants Pvt. Ltd (CPRL) manages the outlets in the Northern and Eastern Region through a joint venture, Smita Jatia, under Hardcastle Restaurants Pvt. Ltd., manages in the Western and Southern Region, as a development licensee.

Before coming to India, McDonald’s spent close to 5 years in vendor development so as to get the best menu suited to the needs and fitted to the cultural aspects in India. It also established the “cold chain supply system” across India to maintain the nutrition and freshness of the products. This was in conjunction with their philosophy of QSQV (Quality, Service, Cleanliness and Value) which still works as the primary philosophy through which it operates in India. After ensuring a strong supply chain network it opened its first outlet in Delhi in 1996.

After 10 years of operation, there are 242 McDonald restaurants in India which serves around 5 lakh customers every day. The McDonald’s burger served in India has 9 different ingredients. These are sourced from 35 suppliers across the country. It also ensures Vegetarian and Non- Vegetarian segregation right from the processing and only uses 100 % vegetable oil.

Not only did they establish the cold chain network, McDonald’s brought about a number of other innovative ways to enhance their SC capabilities. It got into oil alliances with Oil companies like BPCL and HPCL to procure cooking oil from them. It developed novel menus which provided on limited products on the menu, most of them requiring similar ingredients and hence was able to increase SC efficiencies.

Challenges faced by McDonald’s before 1996

We will study a few unique features they adopted to develop vendor relationships in order to build the existing supply chain that would meet the demands customer expectation and internal quality standards.

Managing the Supply Chain
Multilayered Network of Suppliers
The McDonald’s supply chain consists of food suppliers, distribution Centers for storage and distribution to outlets and a fleet of refrigerated trucks for transport of products.
Food Suppliers
Tier-I supplier provide processed products both vegetarian and chicken. There are 14 such core suppliers, one of them being OSI Vista Processed foods Pvt Ltd. that provides veg, chicken patties and lettuce.
Tier-2 suppliers comprise growers and processors and they provide organic food like lettuce and potato and other poultry items. The ingredients flow from Tier-2 suppliers to...

Find Another Essay On marketing

marketing Essay

592 words - 2 pages No organization will be able to survive, if it fails to market what it wants to. In India a saying goes like this -' Bolne wale ki basi bhi bik jati hai, na bolne wale ki taja bhi nahi bikati' (those who make marketing efforts are able to find customers even for rotten ones and those who remain silent in their marketing effort are not able to find customers for the fresh ones).This shows how important marketing is. Gone are the days of sellers

Marketing Essay

2460 words - 10 pages Executive Summary:The purpose of this report is discuss: What is marketing? Why "marketing is important and the role it plays in the profitability of the company.I use a toothbrush company: Oral-B as the example, talk about the influence of marketing to a company by Marketing philosophies, Marketing environment, Market analysis (STP) and Marketing mix (4"P"s).By this process, I find out: Marketing is a very important tool for company to win the


2478 words - 10 pages 1. Introduction:1.1 Purpose.The purpose of this report is to get all of the management employees of Proton in all of the departments outside marketing to familiarize with what marketing is and also to show its importance in the company.1.2 Background.Proton is the biggest Malaysian automobile manufacturer. Proton automobiles are available in many countries such as China, Singapore, Australia, Algeria and United Kingdom. Proton has commanded the


1094 words - 4 pages Marketing PAGE \* MERGEFORMAT 1 IntroductionMarketing is simply stated as the process a business takes to introduce product(s) and or service(s) in to the marketplace to potential consumers. In this paper I will describe Marketing and the philosophy behind it while explaining the important role Marketing plays in the success of an organization. I will also give some examples of how marketing can be used by a business by introducing what is


835 words - 3 pages Marketing is more than advertising and selling a product. The American Marketing Association (AMA) defines marketing as "an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Marketing is an analysis of a product at various stages of implementation into the public. It also dictates certain

Marketing - 3483 words

3483 words - 14 pages Marjeting Concepts1. What is marketing? What is the marketing concept and discuss its evolution. How does the marketing concept differ from the production and sales concepts? What are the conditions that must exist before an exchange can take place? Describe the variables of the marketing mix and how they interact.(i) Marketing: Marketing is the systematic process of identifying and anticipating the needs of actual or prospective customers for


1030 words - 4 pages Online Marketing Definition Online marketing has many different definitions. However, the most straight forward is “Any positive communication between distributor and purchaser through the digital area (Internet, forums, chat, e-mail, the web, etc.) Which provides for the exchange of requested or necessary information directed to a potential customer’s purchase and a continuing and profitable customer/seller relationship.” (Forester, 1999, p.3


1986 words - 8 pages Marketing Marketing is about understanding the customer needs and making sure that the products fit the customer’s needs as well as finding ways to influence the customer’s behaviour. Aims and objectives An aim is a statement of purpose that outlines what the business wants to achieve, it is a general goal e.g. to gain profit. An objective is a statement of how the business will achieve their aims it contains specific numbers and

Marketing - 789 words

789 words - 3 pages Marketing can be interrupted in several different ways depending on the services or product that is trying to be sold. There are many ways to advertise a product; one can promote a product visually on a newspaper, magazines, television commercial, or on the internet; it can also be advertised orally by word of mouth. I would define marketing as the way to advertise and promote a product that one is trying to sell. The purpose of this paper is to


1715 words - 7 pages This essay is a critical literature review of Relationship Marketing in relation to customer satisfaction, customer loyalty and technology. In this review, I will provide a brief orientation of relationship marketing; identify the benefits of relationship marketing for companies and customers and critically analyse the concept of RM with regards to customer satisfaction, customer loyalty and analyse the role of technology in relationship


1676 words - 7 pages Marketing Proposal For U17/9, Jalan Bukit Melawati Project84 units of Double-Storey Semi-Detached HousesThis marketing proposal is undertaken in response to the double storey semi-detached project development in U17/9, Jalan Bukit Melawati, 40160 Shah Alam, Selangor.Our company has stressed the important of exclusive appointment to enable it to pay full concentration on the project and to avoid any conflict of interest or double sales.Project

Similar Essays

Marketing. Essay

2269 words - 9 pages Marketing is marketingIntroduction: "Marketing is marketing, irrespective of the product or marketplace". This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix. While the overall sentiments of marketing hold true across product and market

Marketing Essay

1681 words - 7 pages Toyota Marketing MixMarketing 400December 4, 2009Toyota Marketing MixThe given study is grounded on the concept of marketing mix which is an inherent part of the marketing actions of a company. The marketing mix is an accumulation of the four elements of the market which are product, price, place and promotion. Each of the four elements have equal implication for the effectiveness of a company's marketing strategy. The companies operating in all

Marketing Essay 891 Words

891 words - 4 pages Define MarketingDefining marketing is not an easy task. My first thoughts of marketing were to define it as selling something to someone else or advertising a product to a consumer. It is true that advertising is a part of marketing and effective marketing leads to successful transfers of goods or services. This paper will present several different definitions of marketing. Based on these definitions the importance of marketing in organizational

Marketing Essay 1025 Words

1025 words - 4 pages Definition of MarketingI have always related marketing to advertising until reading more about this subject. This paper attempts to define marketing based on reading material and personal definition. To further define marketing, two different resources will be offered as well. The importance of marketing will be covered including three examples to support my explanation.MarketingMarketing is a process involving the execution of a conception and