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Value Proposition Marketing - Assignment

   

Added on  2021-04-24

20 Pages4217 Words424 Views
Running head: VALUE PROPOSITIONVALUE PROPOSITIONName of the StudentName of the UniversityAuthor Note

1VALUE PROPOSITIONExecutive SummaryThe given report throws light on the customer perceived value proposition and the valueproposition offered by the company. The chosen company for the given assignment is the megafood chain restaurant named Mc Donald`s. The various aspects of the value proposition deliveredby the restaurant have been discussed in detail which is then followed by a comparison betweenMc Donald`s and its competitor Burger King. These two propositions have then been comparedto a benchmark standard of proposition in the relevant industry. The last section of the reportstates the ideal value proposition with methods of implementing the same. The conclusionsummarizes the findings.

2VALUE PROPOSITIONTable of ContentsIntroduction......................................................................................................................................3Identifying customer perceived value for customers using Holbrook` typology............................3Vision of Mc Donald’s................................................................................................................3Holbrook's typology of consumer perceived proposition............................................................6Comparison of Mc Donald`s value proposition with that of Burger King and benchmarking it toan illustrative proposition................................................................................................................7Mc Donald’s Value Proposition..................................................................................................7Value proposition Burger King...................................................................................................9Illustration of a Value Proposition for the fast food sector.......................................................10A new value proposition matching the value criteria of the customers.........................................11Value criteria of Customers.......................................................................................................11Suggested Value Proposition.....................................................................................................12Implementing the value proposition internally and externally......................................................13Conclusion.....................................................................................................................................15References......................................................................................................................................16

3VALUE PROPOSITIONIntroduction A value proposition can be defined as a statement of all the offerings which a companygives to its customers for a price (Andreson, Narus and van Rossum 2006). This serves as apromise that the company will exceed the consumers’ expectations. The chosen company for thegiven report is Mc Donald’s. Mc Donald’s is one of the largest food chain brands in the globe.The company has its operations in almost all the countries in the globe. The company is a fastfood company with restaurant facilities. The company started its operations in 1940 (Mcdonalds.com. 2018). The companyserves around 69 million customers every day in over 120 countries. The chain is famous for theproducts like cheese burgers, chicken products, breakfast items, happy meals, French fries,deinks, wraps and shakes. Recently, it had received a backslash from the consumers regarding itshealth oriented products and it then added fish, smoothies, fruits and salads to its menu. The given report will elaborate on the customer perceived values for the customer of Mc.Donald’s. It will also be comparing the value proposition of Mc Donald with Burger King andcomparing with the appropriate value proposition that should be present. The last section willgive details about an appropriate value proposition of the organization and suggest ways on theirimplementation (Baker and Saren 2016).Identifying customer perceived value for customers using Holbrook` typology

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