Personal Selling & Sales Management Sales Force: Kendall Aragon, Betty Diaz, Mariam Ahmed, Noreen Rashid, Gurpreet Dhami, Bruna Ludke, Doaa Borie

 Sales Force Role  Background Info  Product and Market Situation in UK  In Depth Analysis of Potential Market  SWOT Analysis  Positioning Map  Worldwide Perspectives  Sales Objective  Relationships/Account Management  Sales Strategy

 Objective: The Franchisee’s consideration for allowing Halal foods to be available for the Muslim communities within select areas of London  Viewpoints  Opportunity to gain a segment of the market that is being catered to by local halal meet shops and select fast food restaurants including, KFC.  To remain competitive in the market requires understanding our competitors strategy  KFC & Trials for Halal Long Term Store Consideration  Not only serving the European people, but also the array of diverse people that are living with London -google images, (2014)

 McDonald's $24 billion in revenue makes it the 90 th largest economy in the world  Present in more than 100 countries  52% of the market in world  More than 30,000 restaurants worldwide  Golden Arches symbolic of American culture around the world  Famous for Big Mac and French Fries Taiwan Japan Philippines Office for National Statistics(2014) Yahoo Finance(2014)

 Halal(permitted) Food: one of the most humane ways of killing meat  UK market represents around 4% of the total number of McDonald’s outlets worldwide, but 7% of global profits  Current Product Focus: Burgers & Kebab  321 Branches of McDonald’s in London  Muslim Population: 6 million in Britain, 3% are Muslims -Google Images(2014)

Self ActualizationEsteem NeedsBelonging NeedsSafety NeedsPhysiological Needs - qz.com(phot0)-(2014)

Strengths Global Brand Strong financial performance $24 Billion Worldwide in Revenue Worldwide Recognition Weaknesses Potential Trial Failures Time Consuming(Training) Advertising Costs Existing Competition(ex: KFC) Opportunities Job Opportunities for Muslims Meet Demands of Tourists Affordable Partnership(Franchises) Large Population of Muslims in London Threats New Rivalry Loss Revenue is not successful British Perception(Non Halal) Trial Failure in 2009 New entry to market Health Conscious Consumer

 Geographic Segmentation  By dividing parts of London, including West and East London, McDonald’s has the opportunity to not only serve Europeans but also Muslim’s  Demographic Segmentation  Being known for a kid friendly environment, by not offering Halal food for Muslims can prevent them from enjoying the “McDonald’s family experience” Google Images, 2014

Figures taken from Mintel database – Burger and chicken restaurants Aug % 34% 28%20%14%

For example: North West London – London Boroughs of Barnet, Harrow and Brent = 5 Halal branches = 6 Halal branches = 23 branches = 12 Halal branches

Large # of Halal Products High Price Low Price Small # of Halal Products Google Images, 2014

 Around the globe, McDonald’s stores are becoming certified for offering Halal based products  Australia-for example. ▪ There is a large Muslim population in certain parts of Australia -youtube.com, google images(2014)

 U.K. McDonald’s receives its meat supply from 100% British and Irish Beef and are made by our sole supplier in Scunthorpe  Other product supplements come from UK, Holland, France, and Thailand  All must meet McDonald's health standards Mcdonaldsindia.com(2014)

 Efforts in terms of distribution channels:  High bargaining power of buyer  Promote the product to final consumer Pull Strategy Reverse marketing

 Suppliers are an integral part of the company and its overall success  McDonald’s worldwide value building a mutual trust between suppliers with specific standards of quality, value, and cleanliness.  Potential Suppliers for Halal Meat  Najaf Halal Meats  Romford Halal Meats Ltd. -google images, najaf halal site(2014)

 Objective: To inform the Muslim community of Halal meat by offering it at certain McDonald’s franchises  Provide Advertising and Promotion for new product launch of Halal meat for certain regions. -google images(2014)

 Sales Force Role  Background Information  Suppliers Relationship  Worldwide Perspectives -google images(2014)

UK Essays, A. A.Implement halal meet throughout UK Mcdonalds branches 5. In-text: (UK Essays, 2014) Bibliography: UK Essays, A. A Implement halal meet throughout UK Mcdonalds 6. branches. [online] Available at: 7. mcdonalds-branches-marketing-essay.php#ixzz2t1sWOVmG [Accessed: 16 Feb 2014]. 8. Halal.com.Halal.comIn-text: (Halal.com, 2014)Bibliography: Halal.com Halal.com. [online] Available 9. at: [Accessed: 16 Feb 2014]. 10. david sexton. (2010). McDonald's finds its best major market in UK. Available: Last accessed 09/02/ salama. (2012). mcdonalds halal chicken gcc imports exceeds 12,000 tones in Available: Last accessed 09/02/ tundra tabloids. (2010). MCDONALDS FINALLY ADMITS TO SERVING HALAL CHICKEN TO UNSUSPECTING CUSTOMERS. Available: to-unsuspecting-customers/. Last accessed 09/02/ sean poultar. (2012). Fast food Britain: More than half our meals out are burgers or kebabs Read more: kebabs.html#ixzz2sq5SPdE9 F. Available: half-meals-burgers-kebabs.html. Last accessed 09/02/ Mintel database – Burger and Chicken restaurants August 2013 Accessed 16/02/ Accessed 16/02/2014.  -Google Maps: North West London Accessed on 17/02/ Accessed on 17/02/2014.  - KFC: Halal Accessed on 17/02/ Accessed on 17/02/2014.  - Nandos: Halal Chicken Accessed on 17/02/ Accessed on 17/02/2014.  -Subway: Halal Subway Accessed on 17/02/ Accessed on 17/02/2014.