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Promotional Activities Used by Mc Donalds

   

Added on  2020-02-05

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MarketingPrinciples1

TABLE OF CONTENTSINTRODUCTION ..........................................................................................................................3TASK 1 ...........................................................................................................................................31.1 Various elements of marketing process of McDonald's........................................................31.2 Benefits and cost of marketing orientation for McDonald's .................................................4Task 2...............................................................................................................................................52.1 Micro and Marco environmental factors that influence the marketing decision of theMcDonald's..................................................................................................................................52.2 Segmentation criteria used for McDonald's products in different markets...........................62. 3 Targeting strategy for McDonald's hamburgers...................................................................62.4 Buyer behaviour affecting marketing activities of McDonald's............................................72.5 Proposing new positioning for a hamburgers of McDonald's ............................................7Task 3 ..............................................................................................................................................83.1 Product development in McDonald's to gain sustainable competitive advantage ................83.2 Distribution strategies used by McDonald’s.........................................................................83.3 Pricing strategy used by McDonald’s...................................................................................93.4 Promotional activities used by McDonald's..........................................................................93.5 Additional elements of the extended marketing mix...........................................................10TASK- 4.........................................................................................................................................114.1 Marketing mix for two different segments in consumer markets for McDonald’s............114.2 Differences in marketing products and services to businesses rather than consumers........114.3 International marketing differs from domestic marketing...................................................12Conclusion.....................................................................................................................................12References......................................................................................................................................142

INTRODUCTION In modern era, every organization seeks for ways through which they can gain highmarket shares and sales. Marketing is defined as the process of promoting and selling products inthe market. In the present scenario, the competition among business in every sector has becomeso intense that it is not easy for organizations to retain their old customers and attract new ones.Therefore, it can be stated that marketing plays very important role in businesses in order toincreases their sales and profitability. The present report is based on McDonald's which is a chainof restaurants that operates in many countries of the world. Further, established in the year 1940,it is considered as the world’s largest chain of hamburger restaurants (MacDonald's, 2016). Thisreport depicts various elements of marketing process of McDonald's. In addition to this, it alsoexplains some of the benefits and cost associated with marketing orientation of the organization.The present report also highlights the micro and macro environmental factors which affectsentire decision making process of McDonald's. TASK 1 1.1 Various elements of marketing process of McDonald'sIn the current scenario, McDonald's is facing tough competition from market players suchas Burger King, KFC and Subway. Now, the brand is required to carry out effective marketing inorder to maintain its leading position in the restaurant industry (BOSE, 2010). The majorelements of marketing process of McDonald's are mentioned below as: Market analysis- The process of marketing begins in McDonald's with analysis ofmarket. It can be stated that before developing its marketing process, the brand identifieschanging trends in marketplace. For example, it may happen that the customers aregetting more affected by social media marketing instead of newspapers advertisement.Therefore, in the stage of market analysis, McDonald's try to identify the factors whichaffect consumer behaviour (Brassington and Pettitt, 2005). Identifying target market- The second steps in the marketing process of McDonald's isrelated to identification of target customers and market. In this step, the organizationdetermines its target market and customers. Further, it is defined on the basis of age,income, gender and other factors. 3

Development of marketing objectives- McDonald is also required to develop its aim andobjectives regarding marketing. One of the main reasons why the brand developsobjectives is that they act as guidelines and provides direction (Jobber and Ellis-Chadwick, 2012). Some of the core marketing objectives of the brand include increasingsales, market share, getting competitive advantage etc. Formation of appropriate marketing mix: After determining all its marketing objectives,the organization develops an appropriate marketing mix to accomplish them. Further, itcan be considered as one of the most important part of McDonald’s marketing process.The marketing mix consists of seven major elements which are product, price, place,promotion, physical evidence, process and people. McDonald's defines each and everyfactor of marketing mix separately. 1.2 Benefits and cost of marketing orientation for McDonald's Marketing orientation can be defined as the process which concentrates on manufacturingand delivering of products and services which satisfy the need of people in market at its best. Inthe latter half of 20th century, the concept of market orientation started to develop amongcompanies. Most of the firms shifted their focus from product orientation to market orientation.In earlier days, one of the major strategic objectives of businesses was to enhance quality of theirproducts and services. On a day, they operate with key aim of satisfying need and demand ofpeople in market through their products (Nwankwo and Gbadamosi, 2010). One of the majorbenefits of marketing orientation to McDonald's is that it has helped the brand to carry out morefocused production. Further, it can be explained that by keeping consumers on priorities,McDonald's is able to develop products and services which best satisfy the need of all itscustomers. It has also helped the organization to enhance the degree of its customer loyalty.Other than this, by delivering products which meet customer needs, McDonald's is able to retainits old customers and attract new ones. It has also been able integrate all its function with onecore objective that is to meet the need of people in market. This has resulted in development ofmore concentrated strategy. In addition to this, it has also assisted the brand in carrying out moreeffective marketing, advertisement and promotional activities (Sheth and Sisodia, 2015).McDonald's is required to bear additional cost as it is not easy to understand the changing need4

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