Global trends of fast food industry

Global trends of spendthrift food pains immediately the food commercialise has started to change and people has stopped eating at planetary house they prefer to get easy and quick food thats the reason wherefore the spendthrift food compass eating place is the profligateest ontogenesis constancy in the solid ground at present. Tal queen mole rat to the highest degree McDonalds which started in the US in 1948 by two br forward-looking(prenominal)s, Dick and Mac McDonald, It then started to publish and at present it is stated in the top 100 transaction of the world (http//www.mcdonalds.co.in/history.htm) and has got close towhere around 34000 units around the world. (Http// en.wikipedia.org/wiki/mcdonalds) It came into UK in 1973 in England and was a great success and it came to India in 1996 (Bangalore). At present at that place be some where around ten thousand outlets world immense .It has got 500 eating places in UK and around 300 in India. As predication made by McDonalds they deviation to accept around 2000 units by 2010 in the UK. (http//www.mcdonalds.co.uk/history.htm) The information acquired is from the schoolchild folder of McDonalds and the present workers prep atomic number 18 been interview electronic anyy and finally McDonalds prescribed website. McDonalds came to India with a dine in restaurant in Bangalore that has special vegetarian burger lined by Mac veg. In additional to traditional Indian sandwiches, it incorporates Indian pets much(prenominal) as Chicken tikka. In its list of advanced sandwiches along with burgers, the com marker placard features appetizers interchangeable soups, fresh salads shakes and choice of ice-cream sundaes. (Ref http//www.mcdonalds.co.in/history.htm)Industry Global TrendsThe current spheric trends in international orbicular environment atomic number 18 growth of fast food perseverance. The fast food fabrication is growing at really(prenominal) fast rate. People now prefer eati ng at fast food restaurant rather eating at theatre. Office going students be major grocery servingd in fast food industry. closely food industry also accomplish people who do not want to go out, prefer eating at home confides home deli really services to the people with dodges of gain grounding the delivery place within 30 minutes. More to a greater extent companies be pickings prefer of the opportunities hold overseas by becoming a globally operating companionship and McDonalds is sensation of the top ten companies corporations of the world. Six major segments make up the fast food segment of the fast food service industry sandwich chains same McDonalds Sub focusing be the number maven segment, fol littleed by dinner houses.. Out of all Burger chains McDonalds has the largest market deal out 46% followed by Burger King with 21.7 %Some people say fast food is low nutrition food out-of-pocket to this some chain provoke started nutritious food like salads o ther(prenominal)as for the clients.The Competitive Global surroundings key market driversTaking the factor of competitive environment, in global environment controversy is major factor. Global competitive environment occurs when a firm takes a global view of disceptation and sets about tap simoleonss.(keegancreen,2005).The effect of global competition has been highly beneficial to consumers .Global competition expands the trim of growths and increases the likelihood that consumers give get what they want. (Keegancreen, 2005).Key players for market drivers in market be burger king and subway where each market drivers has it own selling cost.Back ground of steel enjoyment of grungeing in McDonaldsMcDonalds was started in 1948 by two brothers. First United Kingdom restaurant was open up in Woolwich, London. McDonalds came to India in 1996 in Bangalore. In 1973 1000 restaurants were opened in US, Japan, Canada England. . . In 1998 in India they introduced traditional burger called maharaja Mac, which become the propular burger in Indian marketAs far as role of branding is gull-to doe with the name is the rangygest strength, McDonalds has been around for long time and people know the name quiet closely. Taking in con aspectration India McDonald is having 50 % market parcel of land in fast food segment. All McDonald sites work to the CHAMPS standard. That is Cleanliness, Hospitality, Accuracy, Maintenance, Product and Speed. As a brand McDonalds has tie up with some international brand like nestle Pepsi. It also ties up with some pop TV celebrity who is working brand ambassador for them.Competitive Advantage study competitor in fast food industry where McDonalds is facing competition is from subway. The close big competitive advantage McDonalds is having over subway is McDonald is having their own restaurants as nearly as delivery services in India, where as subway save do take extraneous and eatings. The advantage of restaurant that M cDonalds is having so as result McDonald is trade to major segments of market which other fast food chains are not doing. The second advantage McDonald is having is of online booking burgers in India, which has recently introduced, people who make up internet rise to power can order what they want and will be delivered to their place with scheme of 30 minutes. As we all now that McDonald is one of the fastest growing fast food restaurants in the world which came to India with one restaurant in Bangalore in 1996 and at present it has got more than 123 outlets.Global luckicipation and market served globallyTalking about the participation of McDonald, it has got more than 12500 outlets in more than 90 countries globally. They consist of 20% or their own restaurant but the rest 80% are either are given away as franchises or are licensed (www.answers.com/topic/mcdonald-inc). The pricing of McDonald is very nominal as it has a dream of opening 20,000 outlets by twelvemonth 2010 and h aving a McDonalds in either major city of the world. So fetching that into consideration they have their price very nominal and their major cigarette market is the center fieldclass people and students. They have got family packages for families and they are the only multinational in India which give the maximum discounts for parties. In India they have introduced some(prenominal) deals like re away for 2 just for Rs.99 1.29 only which includes 2 course meals. As the competitors are also trying to get these deals but there is a amount which is very less. There are many carry out coupons which are given at the universities to the students. At present there is a stark naked trend that has started in India of burger parties which the students find very convenient as it be less and you dont have to cook anything. Looking at the market of India McDonald has introduced many polar burgers only for India like aloo tikki (for vegetarians) etc. As having the flavours of India in a bu rger, it makes a different market for McDonald because there are still piles of people in India still prefer Indian delicacies. McDonald also give a potentiometer of charityprograms like McDonald (UK) supports the Starlight Childrens Foundation, a registered charity that whole kit and caboodle to b ripe(p)en the lives of seriously ill children by granting their wishes and entertaining them while they are in hospital. Wishes can lop from going to Disneyland, to meeting a favourite soap star or even winning the Grand Prix s foreverally year the demand grows for wishes, Starlight Fun Centres (mobile entertaining trolleys), Starlight Hospital Projects, hospital parties and outings. McDonald employees have been fundraising the length and breadth of the UK for Starlight and are ceaselessly looking for clean and innovative ways to raise further support. www.mcdonasl.co.uk/pdf/student_information.pdfRole, impact and importance of cultural issues and ethical motiveCultural issues and ethics play a very burning(prenominal) role in these parts of the world. Firstly taking India into consideration is that the biggest issue in India is that there is a ban on usage of beef in any form. So every multinational have to make sealed that there crossroad is 100% beef free and then only the government allows then to sell their product in the market. As taking into consideration that at once when India had a big demand for MacDonalds they started to invite beef burger, their market share had had one of the biggest downfall of the year as people stopped going to their restaurants till the time they built put up the trust of the people, by having stating on their restaurants and websites that We are proud of the food we serve and we take very seriously the responsibility we have to our customers to deliver hot, safe, pertly prepared and tasty food every time. We do not fling any beef or pork items in India. Only the freshest scandalmongering and fish products find thei r way into our Indian restaurants. www.mcdonaldsindia.com/ourfood/nonveg/index.htmlBy this McDonald had an upper manus in the market as they made sure that all their products are only of chicken, fish and vegetables only. i of the other issues in India is that out of every 5 Indians 3 are vegetarians, so McDonald also offers wide range of vegetarian burgers. As talking about importance of issues there is also big issue that is halal meats for the Muslim as there is against there righteousness to have any other cut of meat ,so McDonalds in India and some places in united kingdom state in there menu that the meat used is halal or not. Now if we look at the importance of the cultural issues and ethics then we can say if McDonald doesnt follows the criteria they are following right now and introduce beef in India it would hotshot to ceiling and the market value would fall.McDonalds advertizing and promotion in the U.K. and IndiaMcDonald is the part of the one of the largest chain . That is one of the most important reasons behind their advertising and promotion because they have to maintain their standard. Advertising and promotions are the marketing tools. McDonalds is far-famed for introducing the new burgers in the market. While introducing the new burgers in the market they ceaselessly keep in touch of the todays market trend. This will also important to reduce the risk failure. Their method of doing advertising and promotions in both countries are same. They do there advertising by many ways like television, radio and print.Global advertising may be defined as messages whose art, copy, headlines, photographs, tag lines, and other elements have been developed discoursely for their world wide suitability.(Keegan, Green, 2005)Advertising is classified as a hierarchy of effects position suggesting a sequence of events advertising is used to move people from a state of unawareness to purchase. Strong model shows that advertising gain attention.(Chee H, Har ris R, 1993)On their advertising in India they spent around 10 12 crores on the advertising and around twice of the U.K. on the other hand their competitors like subway they are spending around 9 10 crore and burger king is spending around 12 14 crores in Indian market. McDonalds do their advertising and promotions by several ways they distribute McDonald pamphlets and discount coupons in front of the schools and colleges and even on the high streets. They built up their horse barn on the busy roads like high street where they are doing their advertising of the new burgers or deals. In India know McDonalds used to put up their stalls in the marriages where they can attract lots of customer in ones, and they can show there quality of their food. One of the most important things of the McDonalds is its celebrated Ronald, its recognized as the universal symbol.One of the famous burger of the McDonalds named as double cheese burger by its name you got an indication that where is the conduct of the McDonalds because its jus for 99 pence.McDonald strategies in terms of quality product and serviceAs the power said earlier that McDonalds is the one of the most important brand for fast food lovers. For been a part of fast food lovers they have to maintain their quality of the product and service. That is one of the most important reasons that where ever you go around the world you will get the same reek and quality of the food and services. The quality of food of the McDonalds is the same around the world. veritable(a) in India the chips for the burgers is same as U.K. McDonald is world wide famous for its service. They never let their costumer down. Last year McDonalds have its scheme in India if you order your burger for home delivery you will get your burger in cardinal minutes otherwise if they late you will get your burger free. By this way they are showing the importance of the customer services in the market. stipulation of pricing and distribution cha nnels in both the countriesAs author said that earlier in the report that McDonalds main aim to the middle class market all over the world. They have lots of competitors in the market thats why they have to be very careful about their pricing. For a good healthy business pricing is very important. wrong is a major consideration for organisations. It is the one of the major element of the marketing mix that is capable of generating income, helping there by to achieve profit targets.(Chee H, Harris R, 1993)Channels of distribution are the link between producers and consumers or industrial users. Therefore a distribution channel consists of individuals and organisations that make products and services affable to the ultimate consumer.(Chee H, Harris R, 1993)McDonalds also having a very good brand image, which is one of the most important pricing objectives. Whenever they introduce their new burgers, they have their market targets for example cheese burger for the teenagers etc. When they do pricing in India, they always keep in mind that India is the price sensitive market. They always do cheap pricing in India because they aim to middle class people. On the other hand in U.K. it has very reasonable rates as compare to their competitors in the international market. In India you will get quadruplet vegetables burger in just 20 Rsp (around 1pound) and in the U.K. you will get veggie burger in 2.69 pound.Global marketing effortsMcDonalds holds the most markets share in the burgers industry. The McDonalds industry firms are famous for introducing new products at lawfuls shorts terms of time, the admittance of products that keeps with todays trends is also important to reduce the risk of failure. In this competitive world McDonald is a leader which creates new products for market as keeping in mind that customer will like it. McDonald always observes the market trends which regular changes according to customer needs. It always brings new products with differen t deals to survive in this competitive world, with high competition from the other top firms in the industry this will help him to keep one step ahead. The role of marketing within the McDonald is to sure that the needs of customer are met and the business makes profit. McDonald has a broad range of customers as well as their burgers are popular throughout the world. Firstly we have to understands that what exactly customer needs? by and by analysing their feedback try to put in the restaurants. Actually the marketing team plays an important role in organisation. It helps the organization to increase the sales profitability and develop new products with promotions. According to McDonald restaurants international, India is top fifth market for McDonald who growing very faster in todays world .McDonald hopes to increase their outlets in India to 170 by the ends of 2006 from the present figure of 121. McDonald introduced delivery service, something new that no other restaurant was do ing. Home delivery was a success for McDonald and subway. The competition looking for new methods of increasing their customer basis. Many fast food chains mulish to diversify the customer and bring new offer as well as product for those who dont like burgers (e.g. deli sandwiches, cheese breads, cheese bites, salads etc). They all try to come up with some new, bigger, better burgers at a low price. McDonald has always new marketing strategy for upliftment in this industry. One of their main strategies that they still follow today is diversification of the products. McDonalds is always adding something new to their menu, trying to reach new markets. Another strategy they used in the past and still using .McDonald is always trying to come up with some new idea to make a burger into something slightly different. It shows different enough that the customer will ideate its a new products launched.As you now McDonalds as a global marketing topic in India and u.k, so I will do swot anal ysis on McDonald Company. Firstly we taken the strength of company name recognition is unmistakable is big strength for them because they serving to consumer from a long time. Most of their competitors dont have free home delivery only restaurants which help a lot to increase in the regular sale. They provide very nutritional and well- equilibrise meals to customer. McDonalds does have restaurants to run is also a weakness which is higher(prenominal) viewgraph costs, due to the restaurants that other competitor doesnt have it so result of higher overhead cost must be charge its is not low cost producer. This is another weakness for McDonalds they have lost their lot of customer due to competition with competitors. McDonalds opportunities are a lot, they can increase there revenue through introduced new burgers and increase brand loyalty. .McDonald have threats from competitors well, right now there is one closest competitor is subway. Subway having more competitive price than McD onald. It is generally lower than McDonald. Subway was very paying when they promote their deal of delivery a sandwich within 5minutes and that to the costumer can see and tell the fillings of their meal.CONCLUSIONAt last I will conclude that McDonald has a successful history in the past of introducing different type of new burgers product to increase sales and reach new customer. McDonald is always searching for new market and follows new trends in the markets. To introduce new products at regular interval of time makes the leader of fast food industry in todays world. The level of success that achieved to McDonald due to introduced double cheese burger as well as promotion of product in the market. The more expensive advertising campaign than in past campaign but the potential for a successful product will cover the cost and bring in substantial profit. The advertising of the product is very important but the promotion of this product along side for market. The promotion may be h ad to be bigger and better than the competition or the product may need to be altered to give it that little bit of edge over the competitions.RecommendationI would personally recommend to McDonald Company to open more outlets in India especially express outlets which help a lot to increase the share in the markets. As you now express highways is growing faster in India which help a lot to company get more customers easily as well as customers to get better and good quality of food for (e.g. If I am going for long journey suddenly I notion hungry on the highway I get McDonald I think its great idea for launching new products and giving new deals in India. As some of rural area people would like to have some fast food.)AppendicesTIME PLAN AND MINUTES OF MEETINGOctoberNovember declinationJanuaryResearch workProposalReport writingPresentation and abidanceMeetings2nd 1530 to 1600hrsseventeenth 800 to 900 hrssixth 1100 to 1300hrs15th 1225 to 1430hrstwenty-seventh 1630 to 1745hrs4th 12 00 to 1500hrs17th 1200 to 1400hrs26th 1100 to 1400hrs16th 1200 to 1500hrs17th 1700 to 2200hrs23rd 1200 to 1800hrs24th 1300 to 2000hrs