MC Aloo Tikki in NZ
MC Aloo Tikki in NZ
MC Aloo Tikki in NZ
This study throws light on the plan to Introduce McDonald Aloo Tikki in the New Zealand
market and other aspects related to such plan. Objective behind such plan is to provide a
healthy vegetarian Burger at low price to the customers of McDonalds and also give a Rich
veg. Burger to the people who like to have vegetarian food. This product will make provide a
great option to people who only eat vegetarian food. As McDonalds company main motive is
to provide Healthy fast food to society at a low price and which is also rich in quality at the
same time, this product will add towards such motive of the company. McDonald Aloo
Tikki was first introduced in India and was an Instant success in the market and also helped
the company to have a upper hand on their competitors like KFC, Burger King and other such
company.
Internal situation:
world as possible.
For such mission McDonalds provides franchisees along with the required machinery
and equipments with basic food supplements. McDonald has a huge Human Resource
to its Name all around the world with around 420,000 employees.
These resources help it to achieve its goals and objectives and such is the result that
McDonald stands among the top company in the Industry.
External situation:
Market situation:
Currently McDonalds hold the top most position in the market with highest market
share in comparison to other companies. McDonalds has 36258 restaurants around the
world in 119 countries.
McDonald has been able to gain such position in the market due to its ability to
understand the customer behaviour and identifying their needs which is food of
optimum quality at a low price. Customer wants that they should get their moneys
worth which they are spending.
SWOT Analysis:
Strength: McDonalds is carrying on its business since 1955 and 20 of its top 50
higher level corporate staff started their working at restaurant level and around 70,000
of its managers and assistant managers are promoted from restaurant staff.
McDonalds Strength is also its diversified income from different countries around the
world.
Weakness: High turnover ratio of McDonald results in higher money being spent on
Training of employees. McDonald is yet to move towards the trend of Organic food.
Opportunity: McDonalds has a great opportunity to introduce a healthy hamburger
in todays health conscious world along with allergen free food like without peanuts
and without gluten.
Threats: McDonalds has been criticized many times due to its ad campaign attracting
as small child as one year and growing old & still enjoying the meal at McDonalds
and many a times is been sued due to same. McDonalds also faces threats from its
competitors like Burger king, star bucks, KFC, and other such restaurants.
Marketing objectives:
Menu of McDonalds in New Zealand serves mostly Non-Veg. Items as their food products.
Introducing A veg. Burger like Mc Aloo Tikki at low price will also attract vegetarian
people and that would finally result in the increase in market share as more & more people
would come for such product with proper promotion and marketing. People of all age would
like to have Mc Aloo Tikki and on its success more Veg. Items can be included in the menu
of McDonalds.
Financial Objectives:
Many fluctuations have been seen in the profit of McDonalds in the resent years. The
financial motive behind such product is to give a sort of stabilization to the profit of the
McDonalds by increasing the customers and ultimately increasing the profit of the company.
This will lead to less fluctuation in the profit of the company.
Societal objectives:
One objective behind introducing such product is to promote veg. Food among the people.
There is no doubt that Non-veg. Food is necessary by a step has to be taken to stop the access
intake of Non-veg. Food. Access intake of Non-Veg. Food will only harm the balance of
nature earth. So to promote veg. Food such step has been taken by Introducing Mc. Aloo
Tikki.
Marketing strategy:
Marketing strategy shall focus basically on the organisations potential as well as existing
customers and shall seek to earn profit through customers satisfaction with an integrated
programme. When product is new more emphasize shall be laid on pricing, distribution,
promotion and product with a view to counter competition from rival. Promotion of the
product shall be such that it should provide a brief description of the product along with its
price.
Marketing programmes:
Product: Mc Aloo Tikki is a little tikki delight with a potato, peas and bread based patty
thats placed between two light, fluffy buns and tomatoes, onions, special veg. sauce and
ketchup. There isnt anything flashy in this product excepting the ketchup.
Pricing: The price of the product shall be low such that it can be a meal that can satisfy the
wants of the customers at a low price. The profit margin shall be low so that price can be low.
The price of Mc Aloo Tikki in NZ market shall be around 2 NZ Dollars.
Place: Mc aloo tikki shall be available at all the outlets of McDonalds in New Zealand.
Tikki can be outsourced so that it can be served fast to the customers and a lot of tym can be
saved.
Promotion: For the promotion of Mc Aloo Tikki, there is no better than that of mass
media, hoardings, etc. It can be promoted on television through an ad which shall show a
brief description of the product along with its price. TV ad can be stopped after the successful
establishment of the product in the market.
Internal marketing: Internal marketing of the product can be done by using the words of
Mouth by the employees of the company.