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McDonald's Case Study - Idea of Marketing

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McDonald's is the world's leading fast food service with over 30,000 restaurants around the world. This company is currently led by Mr. Jim Skinner, which titled President and CEO of McDonald's Corporation. The global head office is in Illinois, United States of America. In the year of 1940, Richard and Maurice McDonald from California started a restaurant. Eight years later, they introduced a 'Speedy Service System' which officially constitute the origin of modern fast-food restaurant.

The idea of marketing began when Mr. Ray Kroc went to California and was amazed by how fast the customers were served. Mr. Kroc was a milkshake machines (Multimixers) seller and the McDonald brothers had eight for their business. Subsequently, Mr. Kroc approached the brothers and sold them an idea to open more restaurants in which he can sell eight more Multimixers in each restaurant. Since the brothers did not have the desire to expand their business, Mr. Kroc became their exclusive franchisee agent for the entire country.

In 1955, Mr. Kroc formed a new franchisee company McDonald's System, Inc. The primary concept of McDonald's was to prepare the food first before the customer orders so they could finish the transaction within minutes. Some of the foods that were served at that time were hamburgers, fries and drinks. Some of the competitors were Ruby Tuesday and Fuddruckers.

McDonald's expanded internationally in the year of 1967 in Canada. Now it is all over the world in 117 countries serving 60 million people every day. In Malaysia, the food had become localized for instance fried chicken and porridge. On the other hand, they also carry out corporate social responsibilities like using environmental-friendly packaging for take-outs. Besides, they engage with Non-governmental Organization which is also known as NGO's like the World Wildlife Fund (WWF) and other similar organizations to get their cooperation in improving the environment.

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