Marketing Strategies for McDonald's

Marketing

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
1: Marketing Theories......................................................................................................................3
Maslow's Hierarchy of needs.......................................................................................................3
The consumer decision-making process......................................................................................4
Porter's five forces.......................................................................................................................5
2: Marketing Models........................................................................................................................6
McKinsey 7S model.....................................................................................................................6
The Ansoff Matrix.......................................................................................................................7
The BCG Matrix..........................................................................................................................7
3: Range of Strategies......................................................................................................................8
Segmentation................................................................................................................................8
Targeting......................................................................................................................................8
Positioning...................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is one of the major terms of the business operations, where management of the
organization set a marketing team for covering purposes related to the marketing. There are
many strategies are uses by the marketing team to run their marketing activities in the particular
market effectively. Without marketing no one organization can easily achieve their business
goals in a specific time period. The marketing play great role in the promotion of the products
and services of nay organization. Currently many of the successful companies has hired some
highly qualified and skilful marketers in their business environment to achieve their decided
goals. Marketing is the organizational process which creating good relationship and satisfying to
the customers. This is the most powerful way to gain high attention of the people towards brand.
This report discusses the marketing structure for the McDonald's, and specially focuses on the
various marketing strategies which company currently employ in their business environment.
1: Marketing Theories
There are various theories are comes under the marketing which help to the companies to
get productive results from the marketing process.
Maslow's Hierarchy of needs
Maslow's hierarchy of need is basically a motivational theory which is based on the five
independent levels of human needs. In 1943, Abraham Maslow first introduced the Hierarchy of
needs theory. These main five levels of basic human needs are discusses below;
1. Physiological Needs: These needs refers to the basic needs of the humans called; water,
air, food, home, cloths, fire, and shelter etc. these are also main needs of the humans,
because without these all the elements humans are not easily able to survive in the world.
2. Safety Needs: Safety is also one of the major needs of human life (Glanz, Rimer and
Viswanath, 2015). These needs include environmental, physical and emotional safety,
and protection etc. There are some additional needs are also included in the safety term,
where humans need protection from the animals, job security, family protection, financial
security, security related to the health, etc.
3. Social Needs: Social needs of the humans include the need for care, love, belongingness,
affection, friendship, romantic attachments, and community groups, etc.

4. Esteem Needs: These needs are comes at the fourth level of humans basic needs. Esteem
needs are divided into two parts, the first one is internal esteem needs, which includes;
confidence, attitude, motivation, achievement, self-respect, competence, and freedom etc.
and the second one is external esteem needs, which includes; power, standard,
recognition, status, admiration, and lastly attention, etc.
5. Self-Actualization Need: This need include self potential and capability term of the
human, which indicates the growth factor in the daily life where human wants to live in a
progressive channel (Geisler and Wickramasinghe, 2015). In this need humans are desire
for achieve more creativity, knowledge, opportunities, and social service etc.
The consumer decision-making process
The consumers decision-making process according to the marketers cover in the five
major points. In which the decision-making process start with the specific need of the consumers
and finish at the point where they buy the needed product. This process of the consumer is
describe below;
1. Problem recognition: This is the first stage of the consumer decision-making process
where the consumers feel any need of the product. They feel something unsatisfied wityh
any particular product, and then they start preparing decision for buying that product,
which fully satisfied them after consumption.
2. Information search: In this stage consumers are take information about the particular
product in the market (Wedel and Kannan, 2016). They analyse the actual value of that
product. In the process of information search consumers are try to know all major aspects
of the products through near market, internet, magazines, advertisements, etc.
3. Evaluation of the alternatives: This is the third stage of the consumers decision-making
process. In this stage consumers analyse the alternative products of the product which
they want to buy. In which they compare the different products on the basis price,
availability, design, benefits, etc. and at the final result consumers go for buy that product
which suitable for their buying efficiency.
4. Purchase: In the purchase stage consumers are completely decided about what, where,
when they buy the product. This stage also refers to the actual purchase. On the basis of
for the mcdonalds reviews, feedbacks, and comments of the previous buyers, consumers
are comes the logical conclusion to buy any product and service in the market.