Marketing Analysis: Case Study on McDonald's Marketing Principles

This case study provides a comprehensive analysis of McDonald's marketing principles. It begins with an introduction to the company and its market position, followed by an exploration of the core marketing concepts including the marketing process, benefits and costs of a marketing orientation, and the concepts of segmentation, targeting, and positioning. The analysis delves into the macro and micro environmental factors influencing McDonald's marketing decisions, proposing segmentation criteria and targeting strategies for specific products. Buyer behavior is examined in relation to McDonald's marketing activities, and a new positioning proposal is suggested. The study then examines the individual elements of the extended marketing mix, including product development, distribution, pricing strategies, and promotional activities. The paper concludes with a discussion of the planning of the marketing mix, differences in marketing products, and the reasons behind the differences between international and domestic marketing, offering recommendations for future success.