McDonald's Marketing Strategies
Added on 2020-01-21
17 Pages5417 Words62 Views
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MARKETINGPRINCIPLES1
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................31.1 Different elements of marketing process in the context of Mc Donald's ..............................31.2 Explaining the different benefits and cost of marketing orientation to company .................4TASK 2............................................................................................................................................52.1 The various macro and micro factors that can impact the different functions of company .52.2 Proposing segmentation criteria for Mc Donald's in various markets ..................................62.3 Targeting strategy for new healthy range of products by Mc Donald's ................................82.4 Impact of buyer behaviour on marketing activities of Mc Donald's ....................................82.5 Positioning strategy used by company ..................................................................................9TASK 3............................................................................................................................................93.1 Developing products to sustain competitive advantages.......................................................93.2 Distribution system used by company ................................................................................103.3 Determining the prices for new products of company ........................................................103.4 Promotional policy for company.........................................................................................113.5 Additional elements of extended marketing mix of Mc Donald's ......................................12TASK 4..........................................................................................................................................124.1 Marketing mix for two selected segments for Mc Donald's ..............................................124.2 Distinction between marketing to business rather than consumers.....................................14CONCLUSION .............................................................................................................................14REFERENCES..............................................................................................................................162
Index of TablesTable 1: Different segmentation criteria .........................................................................................83
INTRODUCTIONMarketing is a managerial process that aims at offering the goods and services needed bycustomers by identifying their demands, preferences and taste. It further refers to a set of actionsof business that intents to provide right product, at right location, at perfect time and atappropriate price (Jobber and Ellis-Chadwick, 2012). Thereafter, marketing principles refers toblend of four marketing components including product, price, place and promotion. The keypurpose of marketing is to determine the marketing possibilities and use them to enhance thebusiness revenue and growth prospects. Therefore, marketing activities enable an organization tomake the best use of its resources. In this report, various aspects of marketing principles will be studied in the context of McDonald's. It is a leading fast food chain that is specialized in offering hamburgers, french fries,desserts, chicken etc. Company is offering its superior quality services in 119 nations acrossmore than 36000 outlets. In this report, benefits and costs of marketing orientation to McDonald's will be evaluated. Along with this, the impact of macro and micro factors on themarketing decisions of cited company will be described. TASK 11.1 Different elements of marketing process in the context of Mc Donald's Mc Donald's uses its marketing process for brand building by identifying the needs ofconsumers and making viable changes in its offerings. With this aspect, company aims atcreating distinct image of brand in the market (Sheth and Sisodia, 2015). Further, business entityfocuses on various elements of marketing procedure which assist in getting success in the presentdynamic market. They are: Identifying the marketing possibilities: It is a key process which assists brand indetermining the marketing opportunities that cater the needs of consumers and enhancethe image of Mc Donald's in the market. In this respect, increasing health concern hasinfluenced company to offer healthy items like, salads, smoothies, apple pie, seasonedfries, fish wraps etc (Nwankwo and Gbadamosi, 2010). 4
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