Case Study Of McDonald Marketing Principles

Marketing Principles

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1The various elements of marketing process......................................................................3
1.2 Benefits and costs of marketing orientation to McDonald's.............................................4
TASK 2............................................................................................................................................5
2.1 Micro and macro environmental factors influencing marketing decisions......................5
2.2 Segmenting McDonald's products in different markets...................................................6
2.3 Choosing target strategy for a range of products and services.........................................7
2.4 How buying behavior affects the marketing activities in different buying situations......7
2.5 Proposing a new positioning strategy for selected product or service.............................8
TASK 3............................................................................................................................................8
3.1 How McDonald's products are developed in order to make sure that competitive
advantage is sustained............................................................................................................8
3.2 Explaining distribution strategies.....................................................................................9
3.3 Explaining pricing strategies............................................................................................9
3.4 How promotional activity is integrated to achieve marketing objectives......................10
3.5 Additional elements of extended marketing mix............................................................10
TASK 4..........................................................................................................................................11
4.1 Plan marketing mixes for two different segments in consumer markets........................11
4.2 Illustrating differences in marketing products and services to business rather than
consumers.............................................................................................................................11
4.3 How international marketing differs from domestic marketing within McDonald's.....12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing principles includes set of strategies, processes, methods and standards that
help the organization to fulfill their marketing objectives like product development, customer
satisfaction and attracting more number of customers. Also, marketing helps in providing best
information to users so that sales of the firm can be enhanced. Business also tries to develop
effectual marketing tactics in order to develop communication among large set of audience (Dibb
and Carrigan, 2013).
In the current scenario, McDonald organization has been undertaken which is the best
known brand in the world. Business also focuses on building its brand through listening
effectively to its customers’ needs and requirements and fulfilling it in order to attain customer
satisfaction. By delivering the best quality products at effective prices it helps the firm to build
brand image in the market (Dinnie, 2010). Also, there are different marketing communication
methods i.e. advertising, promotions etc. which are used in order to create effective color, design
and images of the firm and make it a recognizable brand. Furthermore, marketing is the best way
which helps in identifying customer's needs and requirements and meeting those needs in an
effective way so that tough competition can be given to the rivals.
TASK 1
1.1The various elements of marketing process
Marketing can be defined as the process of communication among business and
consumers in order to attain desired objectives. Marketing can be stated as the business
orientation that aims at satisfying needs of consumers and attaining satisfaction. The different
elements of marketing process of McDonald's are as follows- Analyzing market and
environment- Here, it can be stated that management of McDonald is required to carry out
proper analysis by adopting strategic tool such as PESTEL, SWOT, Porter's Five Forces and
Value Chain analysis etc. so that proper market analysis can be done (Glanz, Bader and Iyer,
2012). Identifying the target market- Further, business is required to specify its target market
segment within UK and other countries so that suitable products can be provided to them. For
instance, it can be identified that people of UK prefer Chicken burger as compared to any other
variety so the company is required to focus on producing that thing to enhance sales as well as
customer satisfaction. Setting marketing objectives- McDonald's marketing objectives involves

profit maximization both in short and long term perspectives and increasing the sales in order to
enhance the brand value image. Further, business also aims to focus on corporate social
responsibility to attain desired goals. Dealing with different marketing mix elements-
However, the main significance of dealing with different elements of marketing mix states that
needs and wants of target customer segment needs to be fully understood by the management of
McDonald's (Henley, Raffin and Caemmerer, 2011). Implementation and control- It is the last
element of marketing process which helps in assessing the level of effectiveness of marketing
tactic and also essential improvement is required within certain aspects of marketing strategy that
requires changes within internal and external business environment.
Satisfying customer needs and wants- It is essential for McDonald's to provide adequate products
and services so that consumer satisfaction can be attained.
Marketing audit- It is a systematic way through which business can plan its strategies, objectives
and thus enhance the company marketing plan to attain goals.
SWOT
Strength- Business possess effective advertisement to enhance customer base. It also enhance the
brand image of firm in market. Further, it provides best working condition for its employees.
Weaknesses- People mostly avoid it due to health reasons.
Opportunities- Business has the opportunity to grow in different developing markets.
Threats- It possess threat from local businesses.
1.2 Benefits and costs of marketing orientation to McDonald's
It can be evaluated that business enterprise is required to develop its products and
services on either product oriented approach or on marketing oriented approach. Through the
marketing orientation approach, business aims to react what customers require. Thus,
management of McDonald's is required to make appropriate decisions on the basis of customer
needs and wants to attain satisfaction (Hung and Lin, 2015). The benefits of marketing
orientation approaches are business focuses on customer centric approach i.e. business aims to
provide significance to client's needs and wants and produce the product which is desired by the
customer so that best results can be attained. Also, firm aims to enhance brand value in front of
customers that helps in increasing customer loyalty and gaining high brand image within the fast
food market. McDonald's also focuses on developing its products and services as per the needs