Various elements of the marketing process in McDonald's

Marketing Principles

TABLE OF CONTENTS
Introduction .....................................................................................................................................4
TASK 1 ...........................................................................................................................................4
1.1: Various elements of the marketing process of McDonald's.................................................4
1.2: Benefits and cost of a marketing orientation for McDonald's.............................................5
TASK 2............................................................................................................................................6
2.1: Macro and micro environmental factors influencing marketing decisions in McDonald's. 6
2.2: Segmentation criteria used for McDonald's products in different markets..........................7
2.3: Targeting strategy for a selected product/service.................................................................8
2.4: Affects of marketing activities in different buying situations..............................................9
2.5: New positioning for selected/service of McDonald's...........................................................9
TASK 3 .........................................................................................................................................10
3.1: Product development to sustain competitive advantage.....................................................10
3.2: Distribution strategies used by McDonald's to provide customer convenience.................10
3.3: Pricing strategies used by McDonald's to reflect objective and market conditions...........12
3.4: Integration of promotional activity to achieve marketing objectives.................................12
3.5: Additional elements of extended marketing mix for McDonald's.....................................13
TASK 4 .........................................................................................................................................14
4.1: Marketing mixes for two different segments in consumer markets with McDonald's
reference.....................................................................................................................................14
4.2: Differences in marketing products and services to business rather than consumers..........15
4.3: Difference between international and domestic marketing in McDonald's case................16
CONCLUSION..............................................................................................................................16
REFERENCE.................................................................................................................................17
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Illustration Index
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INTRODUCTION
Decision making is an important area of the organization which is supported by
arrangement of various tools and techniques of marketing. In the words of American Marketing
Association, the concept of marketing is defined as a procedure which involves planning,
processing and execution of product, its pricing, promotion and distribution. Customers have
been taken as a priority and thereby, core lies in focus to be made on fulfilling their needs and
desire. McDonald's is one of the largest and biggest chains of fast food restaurants in the world.
It has been successfully flourished to serve about 68 million customers at over 119 nations
(Marketing at MacDonald, 2011). With the provided case study, the marketing principles
followed by this fast food chain have been studied. In reference to the provided case study on
McDonald's restaurants, marketing processes, its strategies, new product development have been
covered in the present report.
TASK 1
1.1: Various elements of the marketing process of McDonald's
Marketing is defined as the process of management where goods and services are
produced in favor of customers. The core lies in fulfilling the demand and need of the customers.
This is made by the four aspects which are identification, selection and development of
a product, ascertaining of its price, choosing appropriate distribution channel
to reach the customer's place, and use of a promotional strategy.
Marketing processes plays significant role in determining the brand image of the
organization. As per given case study, McDonald's is well known for its brand. Therefore,
following elements of marketing process of McDonald's have been discussed as follows:
Planning
As per given case study, marketing plan of the McDonald's is created to meet its
objectives. They breakdown their long term objectives into shorter term measurable goals. By
the plan, this fast food chain ensures marketing actions and resources to work simultaneously.
Research
As referred from the case study, market research of the McDonald's takes into account
everything that affect customer's purchasing decision (Retseptor, 2005). With the use of various
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