| Summary | | | | Marketing mix. |
| Over the past few years the Indian economy has | | | | * To understand consumer perception and to find |
| undergone drastic changes- changes that have had | | | | buyer behavior towards fast food. |
| the market flooded with multinationals and a variety | | | | * To Compare Service quality of Competitors |
| of products. There has been a sudden upsurge in the | | | | vis-à-vis McDonalds |
| Indian industry and exponential growth in specific | | | | * To find out the ways by which McDonald's can |
| industries. Today's companies work in a war zone of | | | | improve upon its service quality and bring more |
| rapidly changing competitors, technological advances, | | | | satisfaction to customers and thus add value to its |
| new laws, managed trade policies and diminishing | | | | bottom line. |
| customer loyalty. | | | | Conclusions |
| In today's world of cutthroat fierce competition, | | | | * McDonald takes the share on this attribute by |
| customer satisfaction is very essential to not only | | | | providing the customer with fast and friendly |
| exist but also to excel in the market. Today's market | | | | services. |
| is enormously more complex. Henceforth, to survive | | | | * At McDonald we get your order usually within |
| in the market, the company not only needs to | | | | 60-90 seconds from the time it is placed. Providing |
| maximize its profit but also needs to satisfy its | | | | the customer fast and friendly services is the |
| customers and should try to build upon from there. | | | | philosophy of McDonald's. This is the big advantage |
| The project title "Marketing strategies and | | | | McDonald's is having over the other restaurants. |
| International Business strategies adopted by | | | | * The customer satisfaction levels are better than |
| McDonald's" is the analysis of the service Quality level | | | | the other competitors McDonald's is having. If we |
| of fast food industry. This project involves the | | | | compare the space management Nirula's is having |
| service level provided by McDonald's and its | | | | better space management than McDonald and Pizza |
| competitors. The survey was conducted so as to | | | | Hut. |
| analyze the service quality prevailing in the current | | | | * The advantage McDonald having over the other |
| industry and the improvement that can be made | | | | restaurant is I) Ambiance ii) Employee behavior iii) |
| upon it. | | | | Cleanliness and iv) Price. |
| Market research study has been conducted in order | | | | * There is a price and service quality factor today, |
| to bring out the picture of service quality that exists | | | | which the customer is looking for. It is giving an edge |
| in this industry and the difference in service quality | | | | to McDonald's over Nirulas and Pizza Hut. |
| that exists in the market. Like what are the | | | | Limitations of Study |
| customer's preferences about the hospitality provided | | | | 1. Certain limitations were inherent with this project |
| by the fast food industry. | | | | work. |
| After this a comprehensive and comparative analysis | | | | 2. 100% response rate was not found from the |
| has been made and conclusion has been made | | | | respondents. Some extent of biasness was found |
| keeping in mind the detailed analysis of the findings, | | | | because of Brand loyalty while answering the |
| which has been collected through the market | | | | questions. |
| research. | | | | 3. Potential biases such as reluctance of consumers, |
| Research Objective | | | | executives etc. |
| The primary objective of study was Marketing | | | | 4. Lack of interest of the respondent was one of |
| Strategies adopted by "Mc Donald's". This objective is | | | | the major problems. |
| supported by four secondary objectives, achieving | | | | 5. The Geographic extent of this study was limited to |
| them will lead to the fulfillment of primary objective. | | | | the Delhi market only. |
| They include: | | | | 6. The research only tries to present a bird eye view |
| * To understand the marketing strategy of | | | | of the entire gamut of Indian Small appliances Market. |
| McDonalds with respect to targeting, positioning and | | | | |