Marketing Analysis: McDonald's Strategies in 'The Founder' Movie Clip

This report provides a comprehensive marketing analysis of McDonald's, using a clip from the movie 'The Founder' as a case study. The analysis examines the macro and micro environments, the marketing situation, and the application of the 7Ps of marketing (product, price, place, promotion, people, process, and physical evidence) within the context of the movie scene. The report explores how McDonald's adapted its business model, streamlined its menu, and innovated its service to meet customer needs, and discusses the marketing lessons learned from the success of the McDonald brothers. The report highlights the importance of customer-centric strategies, agility, innovation, and building a strong brand identity in the fast-food industry, and emphasizes the significance of these factors in achieving business success. The report concludes by encouraging readers to apply these principles in their own business endeavors, highlighting the potential for growth and profitability through effective marketing and a customer-focused approach.

TRƯỜNG ĐHNN –DHQGHN
KHOA KINH TẾ - TÀI CHÍNH
- - -    - - -
Class 20E4 – MARKETING
Members: Đỗ Trà My
Trần Nguyễn Bảo Hân
Phan Khánh Linh
Nguyễn Văn Lượng
Lê Duy Anh
Vi Hồng Sơn
Nguyễn Chước Minh Quân
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CONTENTS
A. Introduction a cut of movie “The Founder”.............................................................3
B. Video analysis from a marketing perspective
I. Marketing context in the video ..............................................................................3
1. Macro enviroment:............................................................................................3
2. Micro enviroment..............................................................................................3
II. Marketing situation in the cutscene.......................................................................3
III. Marketing in the cutscene....................................................................................4
1. Product .............................................................................................................4
2. Price .................................................................................................................. 5
3. Place .................................................................................................................5
4. Promotion .........................................................................................................5
5. People................................................................................................................5
6. Process .............................................................................................................. 6
7. Physical Evidence..............................................................................................6
VI. Marketing lessons learned from the video...........................................................6
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A. Introduction to the cutscene of “The Founder”
The clip is taken from 16:00 to 25:06 minutes of the movie. This is the part
where the two brothers who founded the McDonald's brand recount the process of
building and developing the store from the very beginning. Videos are their very
creative and unique marketing strategies to be able to attract and satisfy customers'
needs.
B. Video analysis from a marketing perspective
I. Marketing context in the video.
After going through many different jobs such as: driving a picture truck,
opening a movie theater, selling hot dogs and orange juice... but failed because of
problems related to geography, finance,... The two McDonald brothers decided to
move to San Bernardino to start a business and McDonald's was born.
1. Macro enviroment:
- Socio-cultural environment: In 1940, when car service shops were becoming a
trend.
- Demographic environment: large population size
2. Micro enviroment:
- Customors: There is a lot of potential due to the high population and high demand
for food.
- Competitors: Quite a lot of pressure from competitors when applying the
business model according to the majority, following the “trend”
=> However, the car service counter model has many shortcomings and
limitations, so Mac and Dick changed to the self-service model at the counter and
made many improvements and innovations in accordance with the times. more than
the needs and wants of customers, so it has become the only fast food restaurant in
town, creating success.
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II. Marketing situation in the cutscene.
McDonald's barbecue was born, the food menu is extensive and serves to
bring food directly to customers' cars. It has brought success to the restaurant. But
sales started to drop.
They change their business model and operating mechanism, menu with
Hamburgers, fries, and soft drinks. They change the way of serving: go to the
counter to pick up
instead of bringing food as before, the food is packed in disposable paper
bags,... They built an environmentally friendly model. Change the model to make
the order waiting time only 30s. After changing the operation mechanism, the old
guests have not adapted and got used to the new operating mechanism, which has
put a lot of pressure on the two brothers. The brothers thought to bring McDonald's
to the screen and hired celebrities, fireworks, and a circus at the opening party. This
attracted a large number of people to attend but encountered some problems. Later,
when the two brothers were discussing going back to the old model, a boy came to
buy goods, and then a car came in, two cars, three cars, and many more. They spread
the word about this unique McDonald's.
=> Do you think this is a random situation? Or is it influenced by some
other reason?
III. Marketing in the cutscene.
The two McDonald brothers have made changes in their marketing strategy in
the following aspects (7Ps) to attract customers and develop the brand:
1. Product
- Focusing on products that account for a large proportion of the structure of consumed
products: The old menu has been reduced from 27 dishes to focus on only 3 main
dishes: Hamburger, soft drinks and fries (87% of the menu). ) => Simple preset menu;
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focus on customers' main preferences and needs for fast food.
- Product design and packaging: using disposable paper bags instead of food stored in
plates, knives, and forks as before => is convenient, easy to use, and saves on cleaning
and sanitation costs. Environmental friendliness.
- Service:
● Abandon the car service model and replace it with a self-service model where
customers come to pick up their food and pay at the counter => save on labor
costs (staff bring food), diversify client.
● Abandon cigarette machines, gramophones, dining tables and chairs => save
space costs, and protect the environment.
● Waiting time is shortened from 30 minutes to 30 seconds => saving time, and
optimally satisfying customer needs: no waiting time.
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2. Price
Target customers: From the image of a boy at the end of the movie who buys 3
burgers for 35 cents, then young people to the elderly, etc. can pay for a meal =>
normal price, suitable for all types of customers => meet the needs of fast food for a
variety of customers.
3. Place
Identify potential market: After unsuccessful business in the old market, they
moved to San Bernardino City, California: new environment, densely populated, not
many fast food restaurants (supply < demand) => growth opportunities.
4. Promotion
- Promote promotion: Invite celebrities and influencers from Hollywood to
perform at the store opening => take advantage of the public's interest in celebrities to
PR for the store, and make people more aware of the brand.
- Building relationships with customers: The owner always cares about the
customer's feelings, is ready to give the boy a free burger => and builds support for
the brand through interaction and relationship building a close relationship with
customers => customers tell each other about the quality of the store's products and
services => more and more customers know and have a good impression of
McDonald's products to help the store increase profits => this is a free and effective
way to promote your brand
5. People
- Target market: Target a variety of customers. Thoroughly research the market, and the
number of customers who are in need and desire fast food => builds and develops a
store to meet those needs and desires.
- People directly related to the store: Store managers and employees
● Manage:
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o Have breakthrough, creative and new ideas, dare to think.
o Logical thinking is shown in the construction of operating procedures in
the kitchen.
o Arrange staff effectively, communicate and guide customers to
familiarize themselves with the new model.
● Employee:
o Friendly, professional, productivity.
o Synchronicity.
=> Create smooth coordination, contribute to development.
6. Process
- The world's fastest food service system: By setting up a kitchen with the links working
together and creating food within 30 seconds instead of 30 minutes like other stores
=> always ready for customers to use in the fastest time.
- Buy, sell, and exchange products on the spot: Customers come to order and take away
food at the counter of the store => convenient and fast
7. Physical Evidence
When people think of fast food, they immediately think of McDonald's. The
two founders have successfully built the brand into "tangible evidence" for customers
to visualize the service provided, which is the fast food industry. They have
successfully built their own personalized image, unlike any other store in the world =>
The factor that forms the resounding success of the brand as it is today.
VI. Marketing lessons learned from the video.
The success of the two McDonald brothers through the video has brought us
lessons about thinking, creativity, and unique marketing methods such as:
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1. Always put the needs and desires of customers first to guide marketing
strategies, make many target customers know - love you, and gradually they will
become trustworthy and willing to buy your goods more, …
2. Know how to apply appropriate marketing strategies (marketing mix) to
improve the business.
3. Must always be agile and change according to the market, seize every
opportunity, not be afraid to innovate and be different from the majority, must not
give up, must know perseverance and persistence.
4. Building a personal brand is very important. Creating a unique mark for
customers will contribute to helping businesses do good business, bring high revenue
and be able to compete with stronger competitors.
5. Also in the current 4.0 era, know how to take advantage of the Multi-channel
Internet LIGHT: Make useful information-sharing videos for the community and Post
on network channels daily so that more people know and love you. . At that time, you
will have many opportunities to accelerate Sales & Profit by 3 - 5 times or more.
Finally remember: “Inside you are a GREAT OPPORTUNITY, inside you are
a great businessman, inside you have many resources available to HELP OTHER
people from which to make a huge amount of money giant". Be confident, learn and
listen and success will come to you.
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