Singapdonald's Marketing Case Study

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

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

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,