Marketing Management Assignment in PDF

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT: MARKETING MIX RECOMMENDATIONS FOR
MCDONALD’S “FRIES”
Name of the Student:
Name of the University:
Author’s Note:

1MARKETING MANAGEMENT
EXECUTIVE SUMMARY
This report intends to offer a marketing mix recommendation for the French fries offered by
McDonald’s. For the attainment of this end, firstly the target market persona that the corporation
needs to focus upon for this product had been suggested. The target market persona that it needs
to focus upon is individuals (both male and female) related to the age bracket of 20-34 from
middle class background. Furthermore, the present marketing mix used by the corporation for its
French fries had been analyzed, that is, the product, place, price, promotion, people, process and
the physical evidence strategies of the corporation related to the concerned product. On the basis
of the shortcomings or the limitations of these strategies feasible or adequate recommendations
have been offered for each of these strategies used by McDonald’s for its French fries.

2MARKETING MANAGEMENT
Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Target Market Persona...............................................................................................................4
3.0 Marketing Mix Analysis and Recommendations......................................................................6
3.1 Product...................................................................................................................................6
3.2 Price.......................................................................................................................................8
3.3 Promotion..............................................................................................................................9
3.4 Place.....................................................................................................................................11
3.5 People..................................................................................................................................11
3.6 Physical Evidence................................................................................................................12
3.7 Process.................................................................................................................................12
4.0 Conclusion...............................................................................................................................13
References......................................................................................................................................14

3MARKETING MANAGEMENT
1.0 Introduction
McDonald’s Corporation, established in the year 1955, is an American fast food
restaurant chain which is presently operational in more than 119 different nations of the world
(Mcdonalds.com 2020). More importantly, the concerned corporation is known for the wide
range of its product portfolio which includes French fries, burgers, sandwiches, Snack wrap,
McNuggets, Chicken McBites, beverages, desserts and others (Mcdonalds.com 2020). In this
relation, it needs to be said that the French fries offered by the corporation not only superior in
terms of taste or quality in comparison to the same product offered by its rivals like KFC, Burger
King and others but also one of the highest selling product of McDonald’s as well. The target
market for this product is the individuals of both genders related to the age bracket of 8-45 years
of age from the middle and low income backgrounds. However, as stated by Mathur (2017), the
low customer loyalty along with low brand switching costs within the fast food industry had
significantly enhanced the brand switching tendency on the part of the customers. This in turn
had adversely affected the sales volume of the French fries offered by McDonald’s and also
negatively affected the profitability of the concerned corporation as well. It is in this background
that this marketing mix recommendation report will be written.
Baker and Parkinson (2016) are of the viewpoint that marketing management had become
an integral business process of the different business corporations and affords them the
opportunity to adequately promote or advertise the various products or services offered by them.
Adding to this, Olson et al. (2018) have noted that the corporations for adequately managing
their marketing process are required to firstly select a target market persona for whom the
product or the service offered by them would be intended. Next, they need to formulate effective