Marketing Communication Plan - McDonald’s
Added on -2020-07-23
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MarketingCommunication
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................1Differences in marketing campaign in two different geographical markets..........................1TASK 2...........................................................................................................................................4Marketing Communication plan.............................................................................................4CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONMarketing communication is the most effective process for analysing needs and demandsof people in market place and develop various promotional strategies for increasing productawareness. This is the most crucial activity for all kinds of business organisations. This is one ofthe most effective tools which are used by firm for promoting their products and services toattract a large number of customers (Wallnöfer and Hacklin, 2013). This report is aboutMcDonald’s which is currently ranked as largest brand in overall worldwide. This brand servesits services in around 117 countries and adopts different marketing strategies for high successand growth. The main purpose of this report is to understand two market such as China and UKwhich are discussed in this project. They also adopt different promotional campaigns,communication elements mix and targetting customers in effective manner. Promotional mix thatincludes advertising, public relation, direct marketing, personal selling etc. TASK 1 Differences in marketing campaign in two different geographical marketsFor high growth and success, company adopts various modern technological andmarketing communication which makes it easier for McDonald's to market all their all productsand services at international level. Before making any strategic plan, this firm conducts a crosscultural analysis to compare all the differences and similarities between different geographicalmarkets. Cross cultural analysis is a helpful method for determining the suitable internationalstrategy (Marsden, 2010). Company covers customers from all geographic regions and countrieswhile making global marketing strategy in order to gain more profitability as well as productivityin minimum cost. McDonald’s does promotional campaign according to the geographicalsegmentation such as country, state, region, city and international region for increasing the levelof growth at global level. If is an effective tool for firm with a wide national and internationalmarket as assorted types of consumers are available in various regions who have different wants,needs, demand or cultural characteristics. It is important for all companies to promote products and services to increase their salesand revenue. For this, marketing is the most effective tool and method for promoting goodsbecause it is a bridge between consumer and good. Business organization uses four P's such asproducts, place, prices and promotion to communicate in an effective way with the customers.1
Promotion includes all forms of communication to the customers which involves public relationsor advertising. It is a major responsibility of marketing manager of McDonald's to select the bestform for promotion of their products and services to target large number of audience. Everycompany must focus on good marketing plan for increasing growth level in large market place.McDonald's face many challenges while entering into new markets to expand its operations(Kaplan, 2012). McDonald's in China: This firm has the largest restaurant chain across world. In the year1990, McDonald's established its stores in China whereas, in 1992, it opened its Beijing outlet. Inthe present scenario, there is around 800 outlets of McDonald's in China. There were no laws andpolicies related to franchise in China. It is the biggest problem for McDonald's to make itsexistence and operate services as people of China were so loyal towards Chinese cuisine and didnot prefer much variety of fast food. They preferred the traditional food and drink with differentcolour, flavour, fragrance and variety. McDonald's face many difficulties for adapting Chineseculture and their way of life for the growth of business and face huge competition as variouscompetitors are available there. 2Illustration 1: Classic and social media marketing, 2017(Source: Classic and social media marketing, 2017)
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