Essay on Servqual

1092 Words Oct 23rd, 2014 5 Pages
Mc Donald’s
Value Creation
Presented By: Group 3 Section C Pulkit Garg(13DM141) Sankul Suri(13DM162) Priya Gupta(13DM138) Pulkit Gupta(13DM142) Roshni Bhoir(13DM156) Prathmesh Wadekar(13DM137)

Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald. In 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.

Some Facts
McDonald's is the world's leading food service retailer with more than 34,000 restaurants in 119 countries serving more than 68 million
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The challenge was to break that perception and gain acceptance as a family restaurant.”

As stated by Vikram Bakshi , Managing Director ** , North & East:
“It really doesn’t make sense to sell beef in a country where 85% of the population doesn’t eat or will even shun a restaurant where beef is served”.
**Role disputed till any notice from London Court of International Arbitration

Excellence in 5 Ps
Today we can see that McDonald’s has changed all these consumer perceptions by its unique value design, communication, delivery mechanism and despite increasing competition they are able to sustain these values. Company has established a firm brand image by creating value for customer in five marketing dimensions:

1. 2. 3. 4. 5.

Product Price Place Promotion Packaging

McDonald’s changed its product line altogether by adapting to Indian conditions. It included some Indian favorites like Aloo and Paneer items cooked with Indian spices. Product Elimination: Removal of Beef flavored products restricted to chicken, fish and lamb. Mc Aloo Tikki is the best selling product till now. It became possible by producing and selling the burger in Indian style. Same product variety and taste across India.

Recently the fast food giant has launched some new offerings:
Breakfast Meal Shake Shake Fries

McDonalds Aloo Tikki created a sensation in price obsessed Indian

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