Marketing Strategies and Competitive Advantage

This assignment explores the relationship between marketing strategies, consumer behavior, and achieving a competitive advantage. It delves into concepts like time-based competition, market orientation, and the use of various marketing tools to attract and retain customers. The analysis draws upon academic literature and real-world examples to understand how businesses can leverage marketing effectively for success.

MARKETING PRINCIPLES

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................1
1.1 Various element of marketing process of McDonald.......................................................1
1.2 Evaluate the benefit and the cost of market orientation to McDonald.............................2
Task 2...............................................................................................................................................2
2.1 Influence of micro and macro factors...............................................................................2
2.2 segmentation criterion used by McDonald.......................................................................3
2.3 Range of products that McDonald offers.........................................................................4
2.4 How buying behavior affects the marketing activities in different buying situations......4
2.5 New positioning strategy for hamburger of McDonald...................................................6
Task 3...............................................................................................................................................7
3.1 How McDonald products are developed so that the competitive advantages are sustained
................................................................................................................................................7
3.2 Distribution strategy adopted by McDonald....................................................................8
3.3 explain the pricing strategy adopted by McDonald..........................................................9
3.4 Analyzing the promotional activity is used by McDonald's to achieve marketing objectives
................................................................................................................................................9
3.5 Analyzing the additional elements of the extended marketing mix...............................10
4.1 Plan Marketing Mix for both the segment for McDonald..............................................11
4.2 Differences in marketing products and the services to business rather than consumers12
4.3 Difference between international marketing and domestic marketing...........................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Marketing principles can be defined as a process of formulation and execution of
schemes and strategy. Formulation of strategy refers to measuring the situation in which the
management operates. Strategic management refers to the related idea of strategic formulation
and strategic conceptualization of plan. In this context, present report is based on McDonald
which is a largest fast food chain. Further, McDonald has become best known fast food
restaurant. Moreover, cited company has almost 200 eating outlet and firm is promising to
double the chain in the coming decade (Cullen, Connor and Mangan, 2004).
Further, this report is based on the study of McDonald, the largest eating outlet in the
world. The concentration is given on corporate objectives, external and internal analysis of the
fast food center. The target of McDonald is lowering the cost and addressing through online
service offerings is the aim.
TASK 1
1.1 Various element of marketing process of McDonald
 Identification of the selling goal: McDonald targets specific segment of population in the
UK and other countries where the restaurant chain of the company operate.
 Making aim for the company: With uncertainty, McDonald is mainly concerned with
basic survival. To fulfil financial objectives of this financial institution uses the
marketing technique retrenching which means keeping the brand vital and keeping profit
levels high. This in turn helps bank during inflation and deflation and keeping the
sustainable growth (Blythe, 2013).
 Coming up of different Process – In eating outlet, to enhance their market shares,
marketing plans start with the general strategic business plan. McDonald addresses this
through physical, offline and online service offerings. With this they need to research the
target market then identifying rivalry (Tapp and Spotswood, 2013).
 SWOT analysis: It consists of strengths and weaknesses as well as opportunities and
threats which are present at marketplace. Supply chain management is one of the main
strength of McDonald which helps it in expanding their business operations and functions
on the large basis. Whereas firm have major threat from their competitors such as
Domino's, subway etc. Thus, y converting the weaknesses into Strengths Company can
take advantage from opportunities which are available in the market.
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 Environmental analysis: McDonald's also needs to undertake environmental analysis
which helps it in assessing the factors which have high level of influence upon the growth
and profitability aspect of the firm. Thus, company needs to make analysis of political,
economic, social, technological, legal and environmental aspects. Through this,
McDonald is able to frame appropriate marketing strategies and policies.
1.2 Evaluate the benefit and the cost of market orientation to McDonald
The cost and benefits of the market are Cost- The changes in preferences of customers
will affect the functioning of McDonald all over the world. High risk is associated with the
exposure and it leads to the uncertainty to carry out the various operations. The major issue is
related to the licensing, permits and approval which they need in the context to expand in the
other country. These are the cost that this eating outlet has to face.
Benefits- The return on equity and asset is high as compared to different eating outlets
which are present in fast-food industry of UK. The dividend yield is very high as it is marked as
the world strongest eating outlet as it is represented in different countries. Various range of
offering of the financial resources in respect to the various sectors and to become the largest fast-
food chain by market offering.
TASK 2
2.1 Influence of micro and macro factors
According to research, thousands of customers of McDonald find this eating outlet most
trustworthy. They are for interest, easy carrying of food or parcel. McDonald offers both
personal and business services to their B2B and B2C consumer. This fast-food company trade
with the both inbound and outbound business people an example of employee commitment is the
self-directed employee task group. Media helps the company to be known by its brand.
McDonald, the largest fast food chain must look after its food quality (Yu and CAI, 2007). Micro
environmental factors include suppliers, competitors, public, employees as well as investors
which closely affects the marketing strategies and policies of an organization. Thus, McDonald's
needs to be taken into consideration all these factors while making decision in relation to
marketing of product or services.
On the other side, macro environmental factors are those which generally impact
corporate performance from outside sources and some of them have been explained as below:
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Political factors– Political relation McDonald has never been participating in governmental
activities and has never provided aid for political activities. Whereas, in conformity with its
sight and foreign mission to be acknowledged as a company that is far-famed for being
protective McDonald systematically works for social upbringing for the society in line with
the Institution’s Societal Obligation policy that is CSR activities. Governmental policies
such as increase or decrease in demand can affect McDonald.
Economic factors- McDonald’s perspective on the mindset of the fast-food outlets stay
comparatively non-fluctuating. This is done in terms of quality growth, working capital and
earnings. This in turn helps the eating outlet in having adequately powerful opposition to the
international economic fluctuations.
Social factors- Corporal societal responsibility (CSR) programs undertaken by McDonald
mainly focus on rising the quality of educational activity in UK. These activities are chiefly
carried out by adjacent communities to eating outlets and other areas. Execution of CSR
programs yield economic aid, scholarships, launching of McDonald’s new restaurant and
exploding children motivation to eat. These activities are likewise held in collaboration with
different social group having broad and evidenced track record.
Technological factors- With upcoming of advancement in data technology, globalization and
fiscal activity consolidation united with rising cases and issues, provide McDonald as a
complex business. The Data Technology Guidance committee is accredited to ascertain and
monitor the different online eating business program.
2.2 segmentation criterion used by McDonald
The segmentation criteria used by McDonald are done on the basis of
demographic segmentation. In McDonald, there are many fast food items that are of different
prices for different income customers. Thus, this is the key factor for the eating outlet in order to
carry out the various operations in the market of UK. McDonald wants the customer to be well
aware about the various services in order to compete with the other and provide good customer
service. Competition is very intense in the eating industry. McDonald leverages all the activities
by the use of the social media in order to deal with the customer directly. According to these
segmentation strategies the purchasing power of employees are been seen and evaluates. This in
turn helps the company to know there customers and can walk towards the achieving the market
for McDonald,
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2.3 Range of products that McDonald offers
In broad terms, this strategy helps the McDonald to attain growth with same range of
services of Hamburgers within existing market of UK. The primary intention behind using this
scheme is to intensify the market portion. According to the present case, McDonald can exercise
this strategy in order to raise their level of transactions. Yet, operating in such a competitive
marketplace it is crucial for the eating outlet to indulge in brave attempt so that it can hold its
place in the present market as well as gain market share. Moreover, it said that the management
of McDonald to exercise this strategy to heighten fast food operations in present marketplace is a
strategy which emphasis shows the advantage of Hamburger for a particular market segment.
McDonald undertakes differentiated targeting strategies to achieve success in the competitive
business environment. It offers fast food product or services to their customers by taking into
consideration needs and wants of them. McDonald provides offers different products to
vegetarian and non-vegetarian customers and there by satisfy their needs and expectations. This
aspect reflects that firm offers wide range of product and services according to their desires.
2.4 How buying behavior affects the marketing activities in different buying situations.
Consumer buying behavior is considered as a mental and emotional processes and
organization in this strategy fast food outlet seeks development by targeting its existing services
to the brand-new market sections. Yet, sensing of the existing scenario of McDonald and
exploding rivalry, it is crucial for the management to intensify their business by targeting its
active scope of service to contrary market segment. This buying behavior could show important
function in raising eating outlet business to online so that they target many customers and yield
better results and outcomes. Moreover, by the means of this McDonald can conveniently cover
big geographical locations. However, this activity is centering on increasing commercial
activities through existing and new service range (Yu and CAI, 2007).
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(Source: Consumer buying behavior, 2012)
2.5 New positioning strategy for hamburger of McDonald
A positioning strategy is when a company chooses one or two important key areas to
concentrate on and excels in those areas. McDonald is the leading and the well diversified eating
chain which formulates in the effective accomplishment of the various aspects which relate in the
establishment of the dominant position in the market in order to carry out the core operations
related to food services of the various Hamburgers which are offered by them to the customer
(Rothaermel, 2012). McDonald has diversified their positioning strategy by the help of the
service distinction in the retail and the commercial sectors. They has entered into the core
business in other junk food sector which is increasing the functional activities at the greater
speed and ensure that the product offerings are diversified which leads to the customer
satisfaction and ensure the relative market share and also help to grow in the market. (Yu and
CAI, 2007). Further, the positioning strategy of McDonald's is prominent since the initial stage
of the incorporation.
Furthermore, that McDonald can use market improvement strategy for raising its fast
food business operations so that high demand can be attained and higher goods can be earned
through improved food technology and discounts rates. (Cant, Strydom, and Jooste, 2009).
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TASK 3
3.1 How McDonald products are developed so that the competitive advantages are sustained
McDonald provides the proper training to enhance their skills regarding the customer
handling and acquire the effective knowledge about the product and the services which they are
offering to the customer. They properly adopt the technology in an effective manner and ensure
that the various operations are completed with the help of the latest technology (Makos, 2015.).
They ensure that the various operations are carried out smoothly without any issue related
to the auditing. McDonald ensures that there is transparency in the work culture which shows the
credit worthiness of it (Blythe, 2013).
Along with it, company can also develop new product by undertaking the stage of new
product development. It helps organization in producing most effective product which helps
McDonald in building and sustaining competitive advantage over others. McDonald can easily
introduce unique product in market by encouraging their employees, directors and customer to
share their ideas and suggestion. Once suggestions are taken from others thereafter firm needs to
make screening of the ideas to assess their viability and suitability. After making screening of
ideas company make through analysis of the ideas that it will give positive return to the
enterprise or not. Thereafter, company makes assessment of their financial statement to assess
the cash position or aspect of firm. In the next step, McDonald make efforts to develop the
prototype of the product and launch it in the selected market segment with the aim to assess the
response of the customers towards new product. If outcome of responses of selected segment is
positive then company needs to commercialize the project otherwise ignore it. Through this,
company is able to launch the suitable product in the market as per the needs and wants of the
customers. Through this, company is able to build and sustain competitive advantage in the
strategic business arena.
3.2 Distribution strategy adopted by McDonald
Distribution strategy adopted by McDonald in diversifying itself into brand-new businesses
by coming up of new services for new markets. This can be unsafe for McDonald because
they are already facing such a huge competition in fast food chain market, management
will be incapable to thinking of new service development. Yet, the main purpose of
McDonald is to raise their business operations by going online and offering broad range of
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services to various areas in impelling and efficient way. Being a fast food company, this
institution concentrate on customers demand rather than centering on services. This will
help McDonald to develop profit margin and discount offers in proper manner that works
to fulfil the needs and wants of people in impelling and cost-efficient style (Yu and CAI,
2007). Besides this, McDonald offers free home delivery services to their customers to the
extent of predetermined distance. Along with it, company also delivers fast foods at home
by charging the fix amount after crossing such distance. Thus, one can easily order fast
foods and hamburgers through mobile phone. This aspect reflects that McDonald
undertakes direct distribution system to offer the fast food products or services to their
customers. Through this, organization is able to serve the large number of customers in an
effective manner and there by evolve satisfaction among them.
3.3 explain the pricing strategy adopted by McDonald
Pricing strategies of an organization is usually affected by the conditions of market such
as inflation and deflation. In addition to this demand of the fast food in the market have also high
level of influence upon the pricing strategies and policies of an organization. Usually customers
are highly sensitive in relation to the price so McDonald undertakes psychological pricing
strategy is adopted by the company on the basis of Psychology of the consumers. Where there
preference and needs are seen (Cant, Strydom, and Jooste, 2009). Beside this, McDonald also
makes use of competitive pricing strategy to attract their customers. Moreover, customer
compares price with the quality of the product or services. It is the main cause due to which
McDonald sets prices for their product or services by taking into consideration the pricing
strategies of their competitors such as Domino's, subway etc. Along with it, organization sets
high prices for their product when demand of the product is high. Through this, firm is able to
maximize their productivity and profitability aspects.
3.4 Analyzing the promotional activity is used by McDonald's to achieve marketing objectives
Organization can enhance awareness of different with the help of different marketing
tools that have direct impact on the sales, market share and interest of consumers. In this regard,
the management of McDonald’s applies below mentioned strategies and marketing tools to
manage communication with target consumers for attainment of corporate goals:
Advertisement: As per the case, marketing manager of McDonald’s uses various promotional
tools in order to advertise wide range of products and services. It includes TV adds, newspaper,
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radio, cinema and online electronic media. All these tools provide significant assistance to
management of food chain to enhance awareness of product (Palmer, 2009). The primary
objective all kinds of marketing activities is to increase sales and along with market share of
company. In this process, different marketing tools has found very effective to increase
awareness of different good and food product as per the interest of consumers.
These tools also support management for establishment of distinct image of company with
the help of unique offers and deals that play important role in order to influence perception of
other people as per the marketing goals of company. In the contemporary era, the management of
McDonald's uses wide range of online promotion techniques that are playing important role for
establishment of direct contact with consumers within less time cost (Proctor, 2014). In this
process, organization can advertise wide range of information associated with taste, quality and
variety food in the form of images, videos and discount coupons with the help of different social
networking sites and other websites. This technique speedily spreads information among mind of
various users. These tools help managers in attainment of wide range of marketing goals.
Direct marketing: In this process, the policy makers of McDonald's are applying wide range
of direct marketing method for handling wide range of marketing activities. In this, company
uses its sales person of door to door marketing (Niininen and et. al., 2012). In addition to that
management also uses several other tools such as direct marketing through telemarketing, direct
mails, seminars, customer loyalty schemes, exhibitions, demonstration and various other tools
that have been presented in case. With the help of this approach, McDonald's is able to establish
direct communication with target consumer as well as explains the unique feature along with
spread wide range of information associated with new offers and services. All these factors are
playing important role in order to attract new consumers and establishment of long term
relationship with existing consumers. By assessing views and suggestion of people, the
management is able to create distinct image of company with the help of some unique food
products and service (Madichie, 2009). This method plays very important role to increase sales
of new item so as application of creative marketing tools is identified as most important
approach for ensuring the success of organization. As per the above evaluation, it can be stated
that direct marketing has found an effective tool for establishment of direct communication with
target consumers that leads positive impact on corporate image of McDonald’s.
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3.5 Analyzing the additional elements of the extended marketing mix
The extended elements of marketing mix are providing some additional information
about different strategies of McDonald’s that support existing marketing activities along with
promotion tools. The evaluation of extended elements of marketing mix of McDonald’s is
carried out below:
 People: In this process, organization is required to carry out detail evaluation of
customer's requirement and has to appoint appropriate employee for physical and human
resources for attainment of business objectives.
(Clarck, 2007). McDonald's provides various kinds of training to employees through which
sales personas are able to facilitate best services to consumers handling consumers that lead
positive impact on satisfaction, so as company is able to establish long term relationship with
consumers (Doole and Lowe, 2008).
Process: The manager of McDonald's applies various strategies to present food products with
unique appearance. In addition to that, by developing appropriate strategies for transmission of
raw input such skills of employees and other system into final product, company will be able to
develop best Hamburgers (Palmer, 2009). The customers are offered different sample of food to
check the quality of the food, so as management is able to create unique image of company
(Cant, Strydom, and Jooste, 2009).
Physical evidence: The packaging of product along with the appearance of fixture of retail
outlets is creating great impact on consumer’s mind. In addition to that McDonalds resolve
different issues that are associated with the final food provided, management requires adopting
proper testing facilities for removal of adulterated items in different food before their delivery
(Proctor, 2014). Apart from that interiors are attractive and the fast food joint maintains a proper
decorum in all outlets situated in all over the world.
4.1 Plan Marketing Mix for both the segment for McDonald
This plan will aim on hamburgers as McDonalds is making a large mark of its presence in
UK. Further, the company process will be benefiting in Aim setting that allows for a faster
execution of McDonalds strategy. Without good coalition to strategy, every bit of forward
movement is a struggle. With everyone working together towards the same objectives, the
organization can execute strategy faster for different income group, with more malleability and
adaptability.
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For monitoring and control in McDonalds, the purpose is to insert a time line for each
strategy such as for promotion in the operational Plan is to give order to the great many tasks that
need to be done. There are always limited resources. So in this eating outlet, at any given time,
decisions need to be made as to priorities and where work effort should be focused by the people.
There is no use focusing work effort on strategies that do not need to be completed on deadlines.
This is the process of McDonalds.
4.2 Differences in marketing products and the services to business rather than consumers
There are different dimensions through which McDonald are carrying out the respective
operations to make the product offering to the customers by keeping in mind the needs which are
specifically determined in order to meet the specific criteria. There are different aspects that are
helping the organizations to expand across the boundaries as they are not restricted in their
nation borders. The marketing of product and the services of McDonald's is quite diversified in
the business context rather than the consumer. The marketing differs over the various
perspectives that are discussed below:
As there are various different companies that are making the similar product offering as
McDonald's is making that realizes the buying process is hard to save the money and time as
they are also offering the same product (Johannessen, 2009).
McDonald's also integrates the different prospects to expand the sales cycle with the help
of the different means that creates awareness as they focuses over the relationship building and
the communication to generate the maximum market share to carry out the business and
maximizes the value of the relationship (Cant, Strydom, and Jooste, 2009).
The cost of the sale is very expensive as they are making the offering from the business
to the business as the business market is more expensive and is typically higher as the transaction
of the marketing the product of the McDonald's is taken into more consideration rather than the
consumers as they need to expand their market share to generate the profit out of it.
4.3 Difference between international marketing and domestic marketing
There are ample amount of services and the product offerings that help to enter into
the new market. As this determine the effective allocation and the promotion of the
products and the services that they are offering to us to grow and there are several
strategies that are adopted by McDonald to drive the success dimension while making the
offering in the other nation and entering the international market for the purpose of
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marketing the products and the services offered by it.. The difference between the
international marketing and domestic marketing is discussed below:
Origin Global marketing Local marketing
Explanation It is the aspect which is
adopted by the business to
make the offering within the
different nations in order to
maximize the profits that will
be generated while making the
offering (Carter and et. al.,
2013).
This is the aspect which is
concerned with the marketing
of the product within the
boundaries of the nation itself
and provides the easy access to
the local market commodities.
Barriers to entry It include the various barriers
to make the entry as huge
tariffs rates are imposed on
McDonald's to make the entry
into the market.
As the entry is very easy as
McDonald’s are carrying out
the operations within the
boundaries of the nation itself.
Currencies The currencies get changed
with the entry of the
McDonald's into the
international boundaries as the
exchange are made on the
basis of the different
currencies
(Blythe, 2013).
The product which is offered
by McDonald's are exchanged
on the basis of the currencies
which is prevailing into the
market of the customers
(Carter and et. al., 2013).
Cultural dimensions As the culture differ from
nation to nation and it is
essential to consider while
making the offerings as
As McDonald's are established
over a long period of time and
the product offering is made as
per the cultural dimensions
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McDonald's has to consider
the different culture
dimensions while making the
offering into the international
markets (Bowman and
Gatignon, 2010).
while making the offering into
the domestic market.
Government system In context to make the entry
into the new market
McDonald's has to follow the
proper framework which
defines the rules, regulations
and the policies to exchange
products as well as expand the
offering dimensions (Carter
and et. al., 2013).
In order to generate the ample
amount of revenue the
government framework is
defined as the minimum
interference by their hand
which helps McDonald's to
make the offering as they are
less bounded with the different
policies within the nation
boundaries.
Competition As there is an intense
competition into the
international market as
McDonald's are emphasizes on
expanding their product
offering into the market.
As the competition is not
intense within the domestic
market as McDonald's has very
few competition as there are
very less food chains that
operates within the market.
CONCLUSION
From this project report it can be concluded that the various elements that influence the
entire functioning of the product and the services that are offered by McDonald's with the
concern to expand the market share and generate the profits with the proper implementation of
the specific strategies that help to expand the product offering into the different segments to
position the product so that it is customers are able to meet the needs as per their specification.
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With the proper analysis the products are developed to meet the competitive advantage and
sustain in the market in which it is making the offerings.
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Online
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