Analysis and Description of McDonalds’ Dollar Menu

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The content of this document begin by introducing McDonalds’ and also explains the company’s dollar menu. The document also contains a description of my selected product; ‘the dollar menu’ in terms of the four utilities of customer value, mainly possession, time, place and form. The document also identifies the product’s target market in the US as well as in China, the competition of the product category in both home and foreign markets, it contains an explanation of how I would apply the segmentation, targeting, and positioning (STP) approach to market the product in the foreign market; it discusses the major environmental facts and trends in the foreign markets that might affect sales of the product, it explains how I would develop, execute and measure a campaign for the product considering the four p’s (product, price, promotion, and place) and lastly, it discuss the U.S. and international ethical marketing considerations.

McDonald’s Dollar Menu

McDonald's is the world's largest chain of hamburger fast food restaurants. The restaurant has locations in over 119 countries worldwide. The company began in 1940 and primarily sells hamburgers, cheeseburgers, breakfast items, soft drinks, chicken, french fries milkshakes, and desserts. The company also sells salads, fish, smoothies, wraps, and fruit. In response to changing economic trends and consumer incomes as well as spending habits, the company has expanded its menu to include the ‘dollar menu’ (Malcolm M. & Hugh W 2011).

The dollar menu is a group of menu items at McDonalds that are designed to be the least expensive items that are available for sale at McDonalds. The items are usually priced between $0.99 and $1.49. The dollar menu was designed by the...

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...markets that might affect sales of the product, it explained how I would develop, execute and measure a campaign for the product considering the four p’s (product, price, promotion, and place) and lastly, it discussed the U.S. and international ethical marketing considerations.

References

Donald L. Brady (2010) Essentials of International Marketing M.E. Sharpe

Kate Gillespie, H. David Hennessey (2010) Global Marketing Cengage Learning

Malcolm McDonald, Hugh Wilson (2011) Marketing Plans: How to Prepare Them, How to Use Them John Wiley & Sons

Shaoming Zou, Huifen Fu (2011) International Marketing: Emerging Markets Emerald Group Publishing

Vern Terpstra, James Foley, Ravi Sarathy (2012) International Marketing Naper Press

White, S. (2012). Principles of Marketing (1st ed.). San Diego, CA: Bridgepoint Education, Inc.

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