MARKETING MANAGEMENT’SPRESENTATION

PRESENTED TO:MA’AM IZZA SHAHZADPRESENTED BY:MALIHA KHANMAHAM FATIMASANA RAJAAMNA KHANALI RAUF BUTT

TOPIC:

HARDEE’S VS MCDONALD’S

TABLE OF CONTENTS

Introduction Marketing strategy Mission, goals and

objectives Marketing Mix Comparison and

analysis Conclusion Recommendations

INTRODUCTION AND HISTORYHardee's Food Systems, Inc. is an

American restaurant chainEstablished in 1960Owned and operated by CKE Restaurants

5th largest fast-food restaurant chain in the United States after Subway, McDonald's, Burger King and Wendy's.

In 1960, Wilbur opened the first Hardee’s restaurant in Greenville that offered “charco-broiled” hamburgers, a drive-through window, and quick service.

By the end of 1960, 200 Hardee’s Restaurants opened across the country.

June 1961, Wilbur Hardee sold his half of the company to Rawls and Gardner.

In 1965. the first international Hardee’s Restaurant was opened in Germany.

In 1972, Rawls purchased 200 Sandy’s hamburger restaurant

Rawls served as Hardee’s CEO until 1975. Hardee’s introduced its breakfast trademark

biscuits in the 1970s During 1990s it became the 3rd largest fast-

food restaurant company in the world!

opened its 2,000th restaurant and acquired the 650-outlet Burger Chef business

In 2006 Hardee’s had 3,500 restaurants throughout 31 states and in 11 different countries.

In 2003, Hardee’s menu changed and the new Monster Thick burgers product line was introduced.

Operating in 30 countries. The first Hardee's restaurant in Pakistan was

opened at M.M. Alam Road, Lahore in 2009. known for Hand-Scooped Ice Cream Shakes

and charbroiled 100% Beef Thick burgers

MISSION STATEMENT To live the premium life with premium burgers. VISION Franchise growth is the future of Hardee’s brand. OBJECTIVES Supply the highest quality food to the customers.

To provide the best-in-class products and service.

To keep the guests coming for its innovative menu offerings and excellent guest service.

Provide 100% satisfaction to customers and maintain the level of excellent services among other competitors.

GOALS

To satisfy burger enthusiasts, who crave big, unique, delicious burgers.

To dominate the burger market. To operate in more and more countries

MARKETING MIXPRODUCT: Signature products

includesANGUS Thick burger®, Super Star®, Famous Star® and , premium Hand-Scooped Shakes made with real ice cream.

PRICE:• Use price skimming strategy,• charge high price due to substantial

competitive advantage PLACE: Karachi, Islamabad, Faisalabad, Lahore

PROMOTION: Hardee’s uses print and electronic media.They use social networks like Facebook to

advertise their products.

SWOT ANALYSIS STRENGTH:

Premium quality, service and delivery systems, facilities, best-in-class menu, innovative menu offerings, youthful brand image and edgy, “cut-through” advertising. 

Differentiated product Strong brand presenceThey offer “made fresh to order” productsDrink beverage with free, unlimited refills.

WEAKNESSNo breakfast and midnight dealsNo website for Hardees PakistanNo nutrition chartLower market share compared to

competitorsUndersized Parking spaceNo home delivery

OPPORTUNITIESThey should provide nutrition description

within menu.More premiums for kids Innovate with vegetarian menu itemsExpansion in untapped markets

THREATSHeavy advertisements by other fast food

restaurantsCompetition from other players i-e Burger

KingPeople moving away from fast food Increase in cost of raw materials

INTRODUCTION AND HISTORY Mc Donald’s is the

leading global food service retailer with more than 30000 local restaurants serving nearly 50 million people in more than 121 countries each day.

holds a leading share in the globally branded quick service restaurant segment of the informal eating

They serve World famous French fries, BIG MAC and Chicken Mcnuggets.

Founder was Ray Kroc

McDonald started its operation in Pakistan in 1998

McDonalds Pakistan is growing with focus to provide friendly and quick service experience to the customers.

McDonalds Pakistan is a part of Lakson group of companies

spindled milk shake maker called the multimixer.

Hearing about the McDonalds hamburger stand in California running eight Multimixers at a time, he picked up his car headed west.

It was 1954 He was 54 years old

he pitched up the idea of opening up several restaurants to the brothers Dick and McDonalds

“Who could we get to open them for us?” Dick McDonald says

Ray Kroc opened the Des Plaines restaurant in 1955 first day revenues - $366.12!

Kroc first “grill man extraordinaire, Turner is today the Chairmen of the board. In 1965 McDonalds went public with the company’s first offering on the stock exchange In 1985 McDonalds was added to the 30 company Dow Jones industrial average.

in 1973, the Egg Mcmuffin was developed by owner operator Herb Peterson.

In 1974 Fred hill of the Philadelphia Eagles teamed up with McDonalds to create Ron McDonalds House

Since 1979 the Happy meal has been making kids visits that much more special.

The smile known around the world”. In his first TV appearance in `1963 the happy clown was portrayed by none other than William Scott.

WELCOME TO MCDONALDS PAKISTAN Until now there are

eight stores of McDonald's, operating in Pakistan Sialkot, Faisalabad,

Karachi, Hyderabad, Rawalpindi, Islamabad, Lahore, Kalashahkaku

Pakistan the 113th country on the globe where the world renowned Golden Arches were unfolded

MCDONALD’S VISION McDonald’s vision is to

provide the world ‘best quick service restaurant experience. Being the best means providing outstanding ,quality service , cleanliness and value, so that they make every customer in every restaurant smile .

To achieve their vision they are focused on three world wide strategies.Be the best employerDeliver operational excellenceAchieving enduring profitable growth

MCDONALD’S MISSION AND OBJECTIVES McDonald mission:

“ McDonalds mission is to be our customers favourite place and way to eat with inspired people who delight each customer with unmatched quality, service cleanliness and value every time. We invite you to be the part of this winning team and give yourself to an opportunity to grow with the family of people striving to create smiles on the face of millions of people every day.

Objectives: “We are the world’s favourite restaurant

because we give customers what they want- great food and great experience.”

Michael Quinlan, Chairmen McDonalds: McDonald’s objectives are to attain QSCV at all of its

restaurants, where:

Q is Quality S is Service C is Cleanliness V is Value

Marketing objectives:A marketing plan must be created to

meet clear objectivesThey can be related to market share,

sales and goals reaching the target audience and creating awareness in the market place

GOALS OF MCDONALDS: Serving 100% more fruit, vegetable, low fat

dietary or whole grains in nine of its top markets.

to serve good food in a friendly and fun environment, and to provide good return for its shareholders.

to focus on maintaining their position and continue to develop both their burgers and healthier alternatives.

SWOT ANALYSIS OF MCDONALDS STRENGTHS:

A strong image well repute organization No compromise on quality of products. A self-service criterion saves a lot of cost. Different incentives or packages for children. Quality raw material (ingredients) in all products. Working environment in McDonalds is very friendly and

all the employees of the company are treated as a member of McDonald’s family.

Well documented strict and fair criteria for recruitment of employees.

Good working conditions. Celebration of main events e.g. Independence Day.

WEAKNESSES:does not consider other fast food

chains as its competitors at least middle class cannot enjoy

McDonald’s products more frequently.

All raw materials are imported from different countries which increase the cost of production.

OPPORTUNITIES:expanding its business to other cities of

Pakistan By increasing consciousness of low fatty

foods which are being provided McDonalds (vegetable oil).

Increasing disposable income in upper and middle social classes of urban areas

THREATS:Threats for new entrantsImposition of taxes on fast food

industry including sales tax.Complex rules and regulation

imposed by government.

MARKETING MIX AND MARKETING STRATEGIES OF MCDONALDS Pricing strategy:

customer determination of value is an important determinant of the price charged

Danger of using low pricesDeciding a price to be fully aware of

brand and its integrity

McDonalds’ strategy is to offer quality food quickly to customers at a good value

differentiate itself from other fast food restaurants by offering a variety of menu items

free toy with happy meal.

PROMOTIONAL STARATEGY: Advertising through billboards, television and radio Use of different slogans

“It’s a good time for the great taste of McDonalds” “Food, Folks or Fun”, “We love to see your smile” or the recent slogan, “I’m loving it”

contains a playing zone for children

PLACE STRATEGY: 27 restaurants in 8 major cities of Pakistan

11 in Karachi 1 in Hyderabad 10 in Lahore 1 in Faisalabad 1 in Kalashahkaku 1 in Sialkot 1 in Rawalpindi 1 in Islamabad

Mostly McDonald’s branches are located near:Offices Posh shopping centersNear housing societiesSchoolsCollegesUniversities

PRODUCT STRATEGY: customer requirements changes over time. In order to meet

these changes, McDonald’s has introduced new products and phrased out old ones and will continue to do so.

These are some products that McDonalds offer to its customers: Big Mac, Filet –o – Fish, Mcchicken with cheese , Beef

burger, Cheese burger, Big Mac meal, Happy meal , Fries , Cold drinks, Tea, Coffee, Cones, Sundaes

COMPARISON AND ANALYSIS McDonald’s offers a variety of products. Their

menu consists of pancakes, coffee, chicken burgers, chicken nuggets, beef burgers, ice creams, shakes and much more. They also have special meals for kids.

Hardee’s is known for its juicy thick burgers all over the world. Hardee’s became popular in Pakistan even though their prices are higher than McDonald’s. Hardees took no time to grab the attention of the people of Pakistan with their distinctive flavours in burgers.

Hardee’s has an edge over McDonald’s due to its mouth-watering thick burgers

McDonald’s chicken meals are more popular as compared to its beef burgers.

Hardee’s has offered charbroiled burgers for health conscious people, while McDonald’s has offered no such burger.

Hardee’s prices are higher than McDonald’s.

Hardee’s provides no free home delivery service.

McDonald’s advertises more than Hardees.

Both are growing successfully in Pakistan.

McDonald’s earns more than Hardee’s because it has more outlets than Hardee’s in Pakistan.

Hardee’s is the fastest growing chain in Pakistan and delighting the customers with its innovative and premium products.

CONCLUSION Best fast food restaurants in the world. Have caught the attention of burger

enthusiasts and food lovers. The innovative menu offerings and

premium service of Hardee’s are its key popularity factors, while McDonald’s is famous for its delicious chicken products.

Focusing on their products Hardee’s should keep on working

towards its production expansion and growth and they should provide free home delivery service, and focus on increasing their franchise

McDonald’s should focus on offering innovative and healthy products for health conscious people and food lovers.

RECOMMENDATIONS

For Hardee’sDelivery serviceTake away outletsWebsite Parking spaceAdvertising

For McDonald’sOpen more franchiseReduce their pricesIntroduce more innovative productsIntroduce different spicy saucesShould bring a veggie menu