McDonald's Marketing Mix: 7Ps Analysis of the Fast-Food Giant

This essay provides an analysis of McDonald's marketing mix, focusing on the 7Ps framework: Product, Price, Place, Promotion, Process, People, and Physical Evidence. The introduction highlights McDonald's founding and global presence, setting the stage for examining how the company utilizes the marketing mix to launch products successfully. Each element of the 7Ps is defined and discussed in the context of McDonald's strategies, including product offerings like hamburgers and chicken products, pricing strategies that consider affordability and discounts, promotional campaigns to build brand image, the strategic placement of restaurants, efficient processes, quality staff, and the physical environment of the restaurants. The essay emphasizes how McDonald's adapts these elements to attract and retain customers, making it a leading force in the fast-food industry. The references section includes academic sources that support the analysis of marketing principles and their application in the business world.

ESSAY

Table of Contents
INTRODUCTION...........................................................................................................................1
REFERENCES................................................................................................................................3

INTRODUCTION
Mc Donald was founded in 1940, it was opened as a restaurant and operated by Richard
and Maurice McDonald, located in San Bernardino, California, USA. It was started as a
hamburger stand. It serves over 69 million customers all over the world. It sells cheeseburgers,
chicken products, French fries, soft drinks and breakfast items. Marketing mix are the 7P's of
marketing, which supports every company in launching its product successfully into the market
(Peter and Donnelly, 2011).
Use of marketing mix in regards to McDonald
Marketing mix is successful pillar for companies successful product launch in the market.
Here product mix of McDonald's analyses the company's brands which will cover 7Ps (Product,
Price, Place, Promotion, Physical evidence and process).
Product: It is something which can be consumed by consumers and for which they could share
their experiences (Wright and Watkins, 2010). A product might attract many consumers through
attractive packaging, taste, uses and preferences. McDonald's is one of the world's largest food
chains. As a product it sells hamburgers, chicken products, cheeseburgers, breakfast items, soft
drinks, milkshakes and desserts. Company as a product strategy serves extra items like salads,
smoothies, fish wraps and fruits.
Price: It is the cost plus profit of a product. This strategy is used by companies to attract more
customers at low prices with maximum benefits (Routledge. Chikweche and Fletcher, 2012).
McDonald's focuses on psychological strategies in its marketing mix which is affordable to every
customers. They as a pricing strategy, reduced the price of McDonald's product by more than
25%, which increases the demand of product. Company also offers discounts and bundling on
certain products to sold more products.
Promotion: This is an integral part of marketing mix for any company as it helps in building the
image of the company and extends the reach of company's products in the minds of wider
population. Better the promotional campaign better is the chances that products succeed in the
marketing. It is a game of attracting people towards firm's products.
Place: Using this element of marketing mix company thinks about what kind of places it chooses
for delivering its products. It states about the places through which company serves its
consumers. Companies ensures that the places that are chosen for the delivery of food and
services are easily accessible by the company.
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Process: It is the elements which is used by the company to carry out their various operations.
Better the process better is the chances of producing higher quality products. McDonald uses the
process mechanism that is very transparent. They take use of technology so that there is no
lagging in the various processes.
People: The staffs they have involved in their business process is the major concern of this
element (Powers and Loyka, 2010). High quality staffs are employed in McDonald so as to
assure that process runs smoother. They are known for their high quality services.
Physical evidence: This is used so as to ensure that company is producing what they have
promised to their employees. McDonald take use of this for achieving higher consumer
satisfaction which is necessary for the reputation of the firm as well as increasing the base
consumers.
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REFERENCES
Books and Journals
Peter, J. P. and Donnelly, J. H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano: Business pub., INC.
Wright, M. and Watkins, T., 2010. Marketing financial services.
Routledge. Chikweche, T. and Fletcher, R., 2012. Revisiting the marketing mix at the bottom of
pyramid (BOP): from theoretical considerations to practical realities. Journal of
Consumer Marketing. 29(7). pp.507-520.
Powers, T. L. and Loyka, J. J., 2010. Adaptation of marketing mix elements in international
markets. Journal of global marketing. 23(1). pp.65-79.
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