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Mcdonalds case study marketing
Conclusion about mcdonalds marketing strategy
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For this assignment, I chose McDonald’s Singapore, as the product I am going to examine the marketing materials of and reflect on. I will subsequently attempt to construct a value proposition for it. McDonald’s opened their first restaurant in Singapore in 1979. And what an event that was – the world’s highest volume of hamburgers was served that day in October at Liat Towers. Today, over 120 McDonald’s restaurants island-wide serve 1.2 million customers each week. And around 9,000 employees keep Singapore’s favorite restaurant running ship-shape. I am going to look at its particulars using the 4P’s (Product, Place, Price, and Promotion) of the McDonald’s as a base for reflection. Studying McDonald’s Marketing Products Product McDonald’s …show more content…
Let focus on the signature collection price position, McDonald’s carefully consider Singapore reservation price, therefore, McDonald’s set the meal cost S$8.95 and a la carte at S$6.95, the price is within normal range cost per meal of daily food expenses in Singapore (Expatistan, 2017). The other marketing strategy is McDonald’s psychological pricing ($0.95) uses prices that appear to be significantly more affordable. Promotion McDonald’s campaign uses all kind of advertisement platforms from TV, radio, in cinema, online, using poster sites and in the press for example in newspapers and magazines, Point of sales display, mobile application with E-coupons and loyalty schemes in a way that provides the most effective results. For the McDonald’s signature collection, they successfully localize the menu in the marketing campaign. McDonald’s slogan “Now Everyone can Atas” it’s a Singlish (Singaporean English) to describe the McDonalds is able to sell high-quality burger at a reasonable price. (McDonald's, 2016). A value proposition for …show more content…
No matter where a customer goes in the world. The McDonalds experience is always reliable. Narver & Slater (1990) state that the seller (McDonald's) "creates value for a buyer in only two ways: by increasing benefits to the buyer in relation to the buyer's costs and by decreasing the buyer's costs in relation to the buyer's benefits". The signature burger offering a value for money product without costing the customer a premium in terms of time and McDonald’s slogan “Now Everyone can Atas” has reflected McDonald’s value. (Flamberg,
Knowing that Americans are constantly on the move, McDonalds gets to the point and in this persuades the consumer into buying their product. This McDonald’s advertisement ultimately describes a cheap alternative that contains a wide variety of different foods. From their promise of cheap good food, McDonalds then tops it off with exaggerating the actual size of each food item. Every item of food is placed neighborly close, making it appear as if all some items may come in a dollar bundle. Knowing that this is not true, the illustration of every item can be assumed that they were photo shopped for better presentation.
We asked respondents to judge McDonalds on the parameters taste of food, speed of service, cleanliness, ambiance and value for money, as to which is the most important one.
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
McDonalds Canada opened in 1967, thirteen years after McDonalds had taken the United States by storm. This was the first restaurant to be opened outside of the United States.
McDonald's Corporation is the largest fast-food operator in the World and was originally formed in 1955 after Ray Kroc pitched the idea of opening up several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in over 100 countries and have one of the world's most widely known brand names. McDonald's sales hit $57 billion company-wide and over $25 billion in the United States in 2006 (S&P).
The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014).
He saw how much potential the restaurant has, so he bought it out and opened one of the first franchises. Within the first year of Ray Kroc buying it, there were one hundred and two locations all around the world. McDonalds currently is one of the largest fast food restaurants in the world and currently has served over sixty four million customers through one of their thirty two thousand sites. It has almost become a way of life for America. Though, McDonalds started off as a small business between two brothers, it grew into one of the largest restaurant franchises in the world and greatly affects our society and how we eat our food.
To sum up all information above, it is understandable that McDonalds has positioned itself as fastest and cheapest fast-food retailer. According to this statement, the main competitive priority for the company is low-cost and dependability of their product. Nevertheless, McDonalds takes into account other competitive priority like high design-performance, credible consistent quality and cultural flexibility.
McDonald's was started in 1955 by Ray Kroc and has grown to more than 30,000 restaurants in 121 countries. McDonald's also had $10.1 billion in system-wide sales and $271.9 million in corporate profits on revenues of $3.7 billion in the year 2001.
An evaluation of the restaurant’s strengths, weaknesses, opportunities and threats served as the foundation for this marketing plan. The plan focuses on the restaurants marketing strategy, suggesting ways in which it can build on new customer relationships, and development of new food products and targeted to specific customer groups.
McDonalds provide high quality products, such as burgers, fries, drinks, muffins, etc, which are safe and reliable that it does what it is supposed to do, but not only does the quality of the products matter, the good value for money affects the business. E.g. buy one extra value meal and get one free with a food voucher that represents the offer only. They ensure that a high standard of the product is carried out at all times and they try to compete very competitively with other fast food businesses with their good value for money. Also a customer would know if the product is good value for money by checking in another food outlet like KFC for their services and products.
McDonald’s was the first company to try to export America’s fast food and changes in eating habits to other nations. McDonald’s has over
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
McDonald’s vision statement can be said that it wants to be the world’s best quick service restaurant experience. Being the best for McDonald’s means that it needs to provide the best of the quality of food products, services, and cleanliness and value so that it can make everyone of its customer smile (Schmitt and et.al, 2011). A vision statement of the company is an idea for how business can be eventually perceived and what actions it will be taking for coming 5, 10 or 15 years for i...
Product is fairly similar to competitors – the McDonalds menu is quite similar to many of its competitors such as Burger King and Wendy’s. This forces McDonald 's to have to lower its prices in order to continue to be competitive.