Marketing Management Assignment 2022

MARKETING
MANAGEMENT

1
Contents
INTRODUCTION....................................................................................................... 1
Marketing Mix........................................................................................................... 1
Differentiation............................................................................................................ 2
Competitive advantage................................................................................................. 2
Commoditisation........................................................................................................ 3
Segmentation............................................................................................................. 3
Conclusion................................................................................................................ 4
References................................................................................................................ 5

2
INTRODUCTION
Marketing is playing a highly critical role especially when it comes to management of
competitive advantage and ensuring the growth of the organisation. It also plays an essential
role in the managing the image of the organisation and ensuring product success. This report
will present different strategies of McDonald’s marketing.
Marketing Mix
Marketing mix empowers marketing of the company as it addresses all the elements of the
marketing that can make it successful.
 Product: There are different types of products that are sold by McDonalds. These
goods are of high quality both in veg and non-veg segment. Some of the products of
McDonalds are Hamburgers and sandwiches, snacks and sides, deserts, beverages etc.
The service provided by the company adds value to the products of the company
(Yeu, et al. 2012). McDonalds use intensive growth strategies for improving their
product line.
 Prices: They are offering prices at lower cost. This company uses both bundle pricing
strategy and psychological pricing strategy. In order to optimise cost and product
value, they use strategies like Extra value meal and Happy Meal. Their profit margins
are on the lower side.
 Place: There are different distribution channels through which this company sells its
products. Some of the distribution places used by the company include Kiosks,
Postmates website and app and others, McDonald’s mobile apps. However most of
the sales by the company are through their restaurants (Al Badi, 2015).
 Promotion: There are different ways in which promotions are done by McDonalds.
Some of the ways are advertisements, public relations, direct marketing and sales
promotions. TV advertisements and online advertisements are the major source of
promotions for the company (Sameer, 2012). They also offer promotional discount
coupon for their loyal customers.