Background of Company

McDonald’s is one of the leading fast food chains in the international market. This document provides a detailed analysis of McDonald’s, including its key activities and value proposition through the business model canvas and value proposition canvas.

Running Head: MARKETING 0
Marketing
(Student Name)

MARKETING 1
Table of Contents
Background of Company.............................................................................................................................................................................2
Business Model Canvas of McDonald’s......................................................................................................................................................3
Value Proposition Canvas............................................................................................................................................................................5
References....................................................................................................................................................................................................7

MARKETING 2
Background of Company
McDonald’s is one of the leading fast food chains in international market. McDonald’s opened its small restaurant in the year
1940 in California. Raymond Krocand is the founder of McDonald’s that has changed the fast food industry in America by striving as
well as controlling the hamburger, milkshakes as well as French fries. The company has adopted effective marketing strategies that
made them successful in the global market (Howse et al, 2018).
In the following part there will be detailed analysis of McDonald’s, in which its key activities and value proposition will be
highlighted through business model canvas and though value proposition canvas.

MARKETING 3
Business Model Canvas of McDonald’s
Key Activities
Preparing
Marketing
Strategies
Communicate with
consumers
Preparing and
serving quality
food
Participation in
Employment
generation
Social services
Programs
Functional Fast
casual restaurant
Maintaining strong
relationship with
suppliers
Key Partnerships
Suppliers such as Coca
Cola, Simplot
Franchise Holders
Wholesalers
Other Commercial
Equipment’s
Sponsorship Deals
such as FIFA
Customer Relationship
Feedback Forum
provided to
consumers
Involvement in
Community Support
Focus on high
standard quality of
food
Support for
Environment
Provide detail
information about
McDonald’s which
include its services
Recent attempt to
change the image of
the company in the
eyes of consumers
Foods are provided
at nominal and
competitive prices to
the consumers
Provide discount
coupons to the loyal
consumers to
maintain healthy
Value Propositions
Provide
comfortable
environment to
the consumers
Provide services
of home delivery
for the
consumers
Maintain
consistency of
food quality
across the globe
It provide
diverse past food
menu
Premium items
intrude for
consumers
Customers Segment
Families
Young Generation
such as students
Employees those
who are busy
consumers
Health conscious
people
Broad Reach
Channels Key Resources

MARKETING 4
Own Outlets and Restaurants
Advertisement through Social media, Radio,
Magazines, Billboards as well as Newspaper
Mobile App
Sponsorship Deals- FIFA
Brand awareness campaign
Food Blogs
relationship with
them (Kane, 2016)
Capital
Employees (Cook, Servers and waiters,
Cleaning Staff)
Strategic Location
Suppliers
Utensils and Kitchen
Cost Structure
Employees’ Salaries
Maintenance of store
Other Equipment’s
Rent of Building
Carriage Charges
Payment of Taxes
Cost of Marketing
Purchase of Raw Material
Revenue Streams
Sales of Product
Royalty
Publically Traded company
Through borrowing from market
(Badal, 2017)

MARKETING 5
Value Proposition Canvas
Product
Gains
Cost Effective
Good Ambience
Quantity and Quality Pains
Gap time in Order
Expected Taste
Staff of Well Manner
Customer Jobs
Varity of products
Friendly Environment
Affordable for all age
Gain Creators
 Different types of
combo included in
menu
 Products are popular
among consumers
 Cooperation and
Leadership
 Do not require
waiting for waiter to
order food
 Free and casual
environment
provided to
consumers
Product and Services
Value: McDonald’s provide
different variety of burgers
and other means such as Big
Mac, Filet-O-Fish, several
chicken sandwiches, French
fries, snack wrap, soft-serve
cons, salads, shakes, Flurry
desserts, coffee, soft drinks,
McCafe Beverages and other
beverages and so on.
Location: McDonald’s has
expanded its business in the
international market. It is
majorly provided in
shopping malls and other
crowded places.
Target Segment: all age
group is targeted by the
company with the range
starting from 7 to 60 years.
Different Offers from
Competitors: Unique taste,
consumer friendly
environment, nominal prices
and different offers with
discounts ( Longacre et al.,
2016).
Pain Relievers
 Good Tasting
hamburgers, fries as
well as drinks that
provide value to the
consumes
 Kind fun through
excitement of
birthday parties,
relationship with
Ronald McDonald’s
as well as other
characters with the
feeling of special
gamily time.

MARKETING 6
References
Howse, E., Hankey, C., Allman-Farinelli, M., Bauman, A., & Freeman, B. (2018). ‘Buying Salad Is a Lot More Expensive than Going
to McDonald’ss’: Young Adults’ Views about What Influences Their Food Choices. Nutrients, 10(8), 996.
Kane, G. C. (2016). How McDonald’ss cooked up more transparency. MIT Sloan management review, 57(2).
Badal, A. (2017). McDonald’ss Corporation–2015 (MCD). Academic Journal of Business. Administration, Law & Social
Sciences, 3(2), 27-40.
Longacre, M. R., Drake, K. M., Titus, L. J., Cleveland, L. P., Langeloh, G., Hendricks, K., & Dalton, M. A. (2016). A toy story:
Association between young children's knowledge of fast food toy premiums and their fast food consumption. Appetite, 96,
473-480.