Digital Marketing Strategy of McDonald's and its Competitor Burger King

Running Head: DIGITAL MARKTING 0
Digital MARKETING

DIGITAL MARKTING 1
Table of Contents
Question 1..................................................................................................................................2
Question 2..................................................................................................................................2
Question 3..................................................................................................................................3
Question 4..................................................................................................................................3
References..................................................................................................................................5

DIGITAL MARKTING 2
Question 1
McDonald’s is an American fast food chain, which is operated by the Richard and Maurice
McDonald in California and United States. It serves about 68 million customers daily in 119
counties. The first business as hamburger was converted into the franchise later on. Currently
the company is operating at the lower revenue of US$ 22.820 billion and is operating at near
about 37241 restaurants worldwide (McDonalds, 2018).
The current offerings by the McDonalds are burgers, French fries, wraps and deserts. Apart
from this there are certain meals and combos provided according to the needs and preferences
of different customers. The classic meal of the McDonalds is suitable for the family and the
Mcsaver Breakfast meal is economical and affordable by all (Pasquier, 2015).
Talking about the positioning of the McDonalds, it has made itself the family and the youth
oriented franchise serving each class with different varieties of menu. The positioning
strategy includes the development of the unique image in the head of the customers by
developing the strategy according to the target audience. Originally the mascot of the
McDonalds was the man with the chef’s hat and in the year 1967 the company come up with
the idea of the clown which attracted the kids and gained much of the popularity since then.
Apart from the clown the taglines used by the McDonalds was relatable with the customers.
The usage of the local advertising channels is again the attractive initiative to boost the sales.
The target market of the McDonalds mainly includes the youth, kids and the families for a
routine hangout. The kids and the teenagers are the core targets and the families are getting
influenced by the culture and adopting the same (Weerawardena, 2018).