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McDonalds 15 Running Head: McDonalds Marketing Principle Contents

   

Added on  2020-03-23

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Running Head: McDonaldsMcDonaldsMarketing Principle
McDonalds 15 Running Head: McDonalds Marketing Principle Contents_1

McDonalds1ContentsIntroduction.................................................................................................................................................3Company Background.................................................................................................................................3Micro Analysis............................................................................................................................................3Customer.................................................................................................................................................3Competitor...............................................................................................................................................3Company.................................................................................................................................................4Macro Analysis...........................................................................................................................................5Political...................................................................................................................................................5Economical..............................................................................................................................................5Socio-cultural..........................................................................................................................................6Technological..........................................................................................................................................6Legal........................................................................................................................................................6Environmental.........................................................................................................................................6SWOT Analysis...........................................................................................................................................7Market Strategy...........................................................................................................................................7Segmentation...........................................................................................................................................7Demographic Segmentation.................................................................................................................7Psychographic Segmentation...............................................................................................................7Geographical segmentation..................................................................................................................7
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McDonalds2Targeting.................................................................................................................................................8Demographic targeting........................................................................................................................8Psychographic targeting.......................................................................................................................8Geographic targeting...........................................................................................................................8Differentiation.........................................................................................................................................8Fast service..........................................................................................................................................8Low Price products..............................................................................................................................8High reach...........................................................................................................................................8Positioning...............................................................................................................................................9Marketing Mix.............................................................................................................................................9Product....................................................................................................................................................9Price........................................................................................................................................................9Place........................................................................................................................................................9Promotion..............................................................................................................................................10Recommendations.....................................................................................................................................10Conclusions...............................................................................................................................................10References.................................................................................................................................................12
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McDonalds3IntroductionMcDonalds is, globally, the largest fast food chain based out of the United States of America (Forbes, 2017). The company is headquartered in California and has company owned outlets as well as franchise in over 120 countries (The Guardian, 2013). As on 2016, McDonalds was a proud owner of approximately 36900 outlets. The purpose of this report is to understanding the marketing intricacies of McDonalds on a micro and macro level with the help of marketing tools like PESTLE, SWOT and Marketing mix (4 Ps of marketing).Company BackgroundMcDonald was founded back in 1940 by brothers Richard and Maurice McDonald. The firm waslater purchased by their sole franchise distributer Ray Kroc. It is the world’s fourth largest private employer with over 1.9 million employees across the globe (BBC, 2012). McDonalds is currently conducting its business under the leadership of Andrew McKenna as Chairman and Steve Easterbrook as president and CEO. Micro AnalysisMicro analysis of any organization predominantly talks about analyzing elements inside the organization (Forbes, 2017).CustomerCustomers of McDonalds primarily include families and children who appeal to the happy meal, workers who wish to consumer burger on the go and students who are looking for inexpensive fast food joints (McDonalds UK, 2017).CompetitorFast food market held a value of over USD 539 billion in 2016 (Global News Wire, 2016). Hence the industry is filled with eminent players and who are consistently competing for market share. Competitors of McDonalds are global fast food chains with a remarkable international presence. Major competitors include KFC, Burger King, Subway, Pizza Hut, Domino’s Pizza,
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