McDonald’sMarketing MixKevin Conrad, Max Grover, Samantha Vinciguerra, Dan McKnightMGMT 473: Principles of Marketing ManagementProfessor Dunlop4 December, 2009Page 1
More than 50 years have passed since the first McDonald’s was opened in theUnited States and needless to say the Marketing plan has changed several times.However, the main goal of McDonald’s has always and will always be to provideexcellent service and good food at a reasonable price. McDonalds is currently the #1rated fast food restaurant in the world; maybe this is because there are over 30,000restaurants in the world and they serve over 52 million people a day, but regardless itwas/is necessary for McDonalds to have constant change and innovations added to theirmarketing scheme in order to remain the best rated.McDonald’s introduced their newest strategic plan in 2008, which they called“Plan to Win.” The objective of this plan was not to be the biggest fast-food chain but tobe the best fast-food chain in the world. To do this, McDonald’s implemented whatwould be known as the 5 P’s. They are Price, Promotion, Place, Products, and People.The main objective of the “Price” strategy was to make it very affordable for afamily to go out for breakfast, lunch or dinner and not break the bank in doing so.McDonald’s achieved this by making happy meals for children that were of right portion,right price, along with the everyday value meals and dollar menu items. There are over10 items on the dollar menu all day which makes it very easy for customers to swing byfor a quick bite to eat. McDonald’s also runs many different specials for breakfast wherethey will make different breakfast sandwiches 2 for 3. By doing this it allows forPage 2
parents to feed two children for the price of one. It also allows for more hungry peopleto make sure that they will be full after they have eaten two sandwiches.The second aspect of the marketing mix is Promotion. Advertising throughtelevision, radio, and billboards are great ways that McDonald’s promotes theirproducts and service. Over the years McDonald’s has used several slogans to leave animpression in people’s heads. Some of these include “It’s a good time for the GreatTaste of McDonald’s,” “Food, Folks, and Fun,” “We love to see you smile,” and the mostrecent slogan, “I’m Lovin’ it.” All of these slogans have been used over the years topromote McDonald’s and by doing so people remember the name and have becomeaccustomed to visiting nearby locations.Another strategy that McDonald’s used over the years was to promote theirfigure head, Ronald McDonald. Ronald is the made up character behind McDonald’scorporation for the past 50 years. He was originally introduced in 1963 and resembles aclown character that is considered #2 only to Santa Claus for the most recognized namein children’s eyes. There has also been a television show called, The Wacky Adventuresof Ronald McDonald,” which have variously been released between 1998 and 2003. Thisshow was great promotion for children and McDonald’s because it only happened a verylimited amount of times so kids were so excited when they actually got to experience itand it allowed for McDonald’s to expand revenues.McDonald’s continues to promote by using several athletes and celebrities toendorse their products. During the 2008 Olympics in Beijing, McDonald’s featured ninePage 3
Olympic and Paralympic Athletes on their cups and packages. McDonald’s also held aMarketing Campaign in Australia where there people could decide the name of a newburger about to be introduced. By doing such things McDonald’s is creating a betterbrand image and thus making greater profits.The third aspect of McDonald’s Marketing Mix is Place. Place has beenconsidered the most important “P” of the 5 P’s over the years because withoutnumerous locations throughout the world it would be impossible to reach the 52 millioncustomers a day and would make it hard for McDonald’s to be the world leader in thefast-food industry. Nearly 50% of the U.S. is less than three minutes away from theirnearest McDonald’s. This is a perfect example of why McDonald’s is the leader incustomer satisfaction. What kinds of people want to drive long distances just to getsome quality food at a great price? Not only is McDonald’s a great place to take yourselfor your kids for a deal, but it also allows for kids to enjoy a playground area at severallocations around the world. By offering the attractions of swings, slides and ball-pitsMcDonald’s is helping to promote exercise and nutrition in children’s diets.The forth aspect of the Marketing Mix for McDonald’s is Products. McDonald’soffers such a large variety of products that it allows for almost all people to be satisfied.Products range in the food department from burgers to chicken sandwiches to chickennuggets to apple pies to soft serve ice cream to apple slices. Along with the beverages,which range from soda to milk to apple juice to water to coffee. It is also important topoint out that McDonald’s now is introducing a Vegan Menu as well as a vegetarianPage 4
Menu in parts of the world. Another point of interest is that in places such as Europeyou can also sit down with your food and enjoy a beer. This is something that hasn’tbeen implemented in the U.S. but it could be a potential possibility in the future. Byhaving such a wide variety of product choices McDonald’s has made it hard for peopleto not dine-in or eat-out at one of their locations.The final aspect of McDonald’s Marketing Mix is People. This is unlike mostordinary Marketing Mix’s. The main objective when talking about the People aspect is todiscuss both customers and employees, because if the employees aren’t happy, they willbe more likely to take out their anger on the customer. This would result in bad serviceand publicity. McDonald’s does a lot of internal as well as External Marketing. They havefound that it is extremely important to show employees the proper respect andcourtesy that they deserve and by allowing for them to give input about things theythink should be improved or worked on is a great way of keeping everyone happy. Ifcustomers didn’t feel a great sense of appreciation when they walk into a location theyare much less likely to come back and be repeat customers. By doing research andtaking surveys, McDonald’s executives are finding out what people want and makingsure that customers and employees are completely satisfied.McDonalds has a target group of Families with children because it is considered atreat for the children and easy for the parents. It is considered more of an open, publicatmosphere when compared to a fancier sit down restaurant. They offers playgroundsand toys for the children at many locations. McDonald’s also targets people without aPage 5
lot of time who need a quick meal. They offer a drive through for convenience, whichbrings you delicious food to you fast and at a convenient price.We also created a SWOT analysis for McDonalds. Such strengths include: StrongBrand name, Customer Intimacy, Product Innovation and Supplier Integration. Webelieve these are the main strengths of McDonalds. However, weaknesses include Lowdepth of food because though there is a variety it still isn’t extremely large at everylocation and it is mostly fast food which doesn’t bring the best quality. We also decidedthat healthiness of the food was a weakness. This is because though it is quick andconvenient we all know it isn’t the best choice to eat. For opportunities we focused onthe prospect of the McCafe branching out to its own section with fancier snacks anddrinks. This would also bring McDonald’s a new product line. McDonalds also has a fewthreats, such as its competitors, like Burger King. Also, the threat of customer wantschanging and trying to adapt to the new customers would be seen as a threat.Page 6
McDonalds is an ever changing company and the fastest changing part of thiscompany is its marketing and advertisement schemes. McDonald’s has always tried tostay ahead of its competitors; therefore they will continue to invest in marketingstrategies for years to come. McDonald’s slogans will always be around so next time yousee the golden arches, put a smile on, and get fries with that.Page 7
Works CitedCoffee, Need. "McDonald's Strategic Marketing Mix -." Associated Content associatedcontent.com. 6 June 2007. Web. 30 Nov. 2009. donalds strategic marketing mix.html?cat 4 .Kroc, Ray. Grinding It Out The Making Of Mcdonald's. Boston: St. Martin's Paperbacks,1992. Print."McDonald's History -." About McDonald's. Web. 01 Dec. 2009. http://aboutmcdonalds.com/mcd/our company/mcd history.html .McDonald's USA. Web. 01 Dec. 2009. http://McDonalds.com ."McDonald's Marketing Strategy." 15 Oct. 2008. Web. 30 Nov. 2009. 08/10/McDonaldsMarketing-Strategy.aspx ."Ronald McDonald -." Wikipedia, the free encyclopedia. Web. 30 Nov. 2009. http://en.wikipedia.org/wiki/Ronald McDonald .Page 8
Page 2 More than 50 years have passed since the first McDonald’s was opened in the United States and needless to say the Marketing plan has changed several times.
Figure 1. Model of the Customer Market offering dimensions of the Marketing Mix (Lipson, et al.) Marketing mix development for target market process involves four important steps: 1. Division of the marketing mix into four component-mixes: the product mix, the terms of sale mix, distribution mix and communications mix. 2.
Apr 20, 2021 · Marketing: The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large. (Marketing Management 15e, Kotler and Keller, 2016) Marketing Management is the art and science of choosing target markets and building profitable .File Size: 720KBPage Count: 30Explore further(PDF) Marketing Mix of 4P'S for Competitive Advantage .www.academia.eduMarketing Mix of 4P’S for Competitive Advantageiosrjournals.org(PDF) The Evaluation of Marketing Mix Elements: A Case Studywww.researchgate.netMARKETING MIX THEORETICAL ASPECTSgranthaalayah.comTHE 4 P’S OF MARKETING MIXwww.angle180.comRecommended to you b
3. Marketing mix helps the organization in achieving their goals. 4. Marketing mix has to be reviewed constantly in order to meet the changing requirements 5. Marketing mix is applicable to only non-business organization 6. Four P's of marketing mix are independent of each other. 7. The customer is the focal point of all marketing activity. 8.
Introduction- Welcome to McDonald’s! Congratulations! You are now a McDonald’s employee. This might be your first job, a temporary job, or you might have transitioned to another McDonald’s restaurant. In any case, we welcome you to the McDonald’s family. This manual is a tool for you to use throug
Jim Johannesen Chief Operating Officer, McDonald’s U.S.A. 2901123 Sales 6.5% . Goal 50,000 Actual 62,000 211_01986 . Doug Goare President McDonald’s Europe. McDonald’s Europe 7,069 Restaurants 40 Markets 14 Million Customers per Day . Of Total 20% Restaurants 40% Revenues 38% Operating Income 282713 McDonald’s Europe. Jerome Tafani CFO
McDonald’s Plan to Win is a strategic blueprint that helps all parties in the System focus on the core drivers of McDonald’s business. McDonald’s objective of Plan to Win is to keep the McDonald’s brand relevant and meet the evolving needs of
McDonald’s Case History, 2006–2015 . Win,” clearly a play on the McDonald’s Plan to Win strategic document.11 . management on the part of McDonald’s was an “off‐base” argument. These analysts pointed to McDonald’s remarkable results that were envied by many. Stakeholders were already reaping financial rewards. On the other .
somewhere between the McDonald's in Tiananmen Square in Beijing, the McDonald's in Tahrir Square in Cairo and the McDonald's off Zion Square in Jerusalem. And it was this: No two countries that both had McDonald's had fought a war against r each other since each got its McDonald's. I'm not kidding. It was uncanny. Look at the Middle East .