Marketing Case Study : McDonald

Added on - 22 Nov 2020

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Marketing case study:McDonald
Table of ContentsIntroduction......................................................................................................................................3Part 1................................................................................................................................................3Part 2................................................................................................................................................6Part 3..............................................................................................................................................11Conclusion:...................................................................................................................................13References.....................................................................................................................................14
IntroductionMarketing is a process of assessing the needs and demands of customers and then maketheir product accordingly. If products are satisfying unmet needs of consumer then it helpscompany to make their brand equity higher(Lovelock and Patterson, 2015). For this report,McDonald is taken for consideration. It is one of the largest fast food chain in the world andheadquarters in Chicago USA.How company will opt different types of strategies to launch theirnew product in the UK market will be discussed.Different marketing philosophies andapproaches will be elaborated with functional example. Environmental analysis of company willbe done with different techniques like pestle. Swot will be done so to find out the strengths andweakness of company and how they can improve it to remain at the top of market. Differenttheories will be used to explain different aspects of company like brand building, STP, shapingthe market and its offerings etc.Part 1Nowadays company's try to be on the top of market by applying different types ofconcept so that they can provide better value for money to their customers. Due to whichcompany uses marketing concept, it is the strategy that companies used to identify the needs anddemand of customer. With the help of this they can implement this requirements of customers sothat they can gain a competitive advantage.Before explaining these concepts, two oldphilosophies will be discussed i.e., conventional and contemporary.Production concept:The main concept of production defines that the consumers will choose that product inmarket which is available easily and does not require too much cost to purchase. This is a basicconcept of marketing which is used by practitioners from past. With the help of producingmaximum units a business can grow itself in the market by availing recent products to itscustomers. McDonald is using this concept to increase their quantity of product they areproducing as it is helping them to make their products available all the time in stores. Customersprefers to eat those products which are already available in the store thus assist company todeliver the value of money they are paying.(De Mooij, 2018).
Product concept:In this concept, main focus of organization is to provide better quality of product to itscustomers. The quality of product should be innovative so that it would attract the customerstowards the company. In case of McDonald, company produces veg burger which is aninnovative product(Armstrong and et. al., 2015). McDonald uses this concept to make theirproduct according to customer needs and demands. With the help of this concept, company isacquiring more customers in different countries as they are satisfying the unmet needs ofpotential consumers.Selling concept:The selling concept states that the companies should focus on selling their productwhether the demand of customers is there or not. This concept also focus on increasing the salesthrough marketing. In this concept, as the motive is to sell the product that's why company hasopened different stores in single cities so that they can capture each and every customer in UK.For instance, McDonald has more than 200 stores all over world which depicts that theirdistribution channel is better as compare to other organisation. More importantly they use Sixsigma and just in time approach to improve their time to serve their customers faster.Marketing concept:It is the concept of marketing strategies in which the focus on to integrate thedepartments of organization to value for the customer. This strategy is applicable when the needsof customers are fulfilled by organization(Babin and Zikmund, 2015). McDonald usescombination of different marketing activities due to which they have acquired more customersand market as compare to their other competitors. This helps company to improve their goodwillin the mind of customers.For instance, McDonald launch various types of campaign in whichthey take feedback from their customers and then modify their product accordingly. By regularlycommunicating with their customers, they have made a favourable image in the mind ofcustomers. This also helps them while launching new product in the market.Societal concept:This concept is helpful in determining the needs, wants and interest of target market andto deliver the desirable satisfaction to the customers more effectively and efficiently. This is
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