Advertising Planning and Implementation Paper Name Date Instructor Effective Advertising Planning and Implementation Paper McDonalds Fast Food McDonalds is the largest chain of fast food restaurants that was founded in 1940 in San Bernardino, California by Ray Kroc. The company is currently headquartered in Oak Brook, Illinois. There are 47 million customers served each day in the franchise. The total employees that were recorded in 2008 were 40,000, which are spread all over the world, in 119 countries and territories.
McDonalds has expanded into many international markets, and the firm has become the symbol of globalization worldwide (McDonalds, 2009).
More than 70% of McDonald’s restaurants are owned and operated by local business people independently. Although they are one of the largest fast food restaurant chain in the world, their focus is not on being the bigger restaurant but rather on being the better restaurant. The customer-focus plan for McDonalds is to influence people on their products, place, price and promotion.
McDonald’s applies a strategy model that is based on differentiation and cost based competitive advantage and fast service. People often come to a fast food restaurant on a quick break knowing what to expect. McDonald’s offers quality, convenience, service and value. McDonalds created the Happy Meal that includes a toy and was marketed to children to add a differentiating advantage in their markets. But not only did they add a toy, they also added a specific toy for a girl or a boy to bring a more personal experience for family dining or carry out, whichever each family decides on their night out.
The Essay on Fast Food Contain Harmful Food Additives
In America, fast food chains are a significant symbol of the American traditional food trends which expand widely and grow fast all over the world. Thus, a large number of Americans eat fast food as their daily diet. However, these tasty fast foods are highly processed foods which are filled with plenty of chemicals, additives and preservatives. By adding these additives and artificial flavorings ...
McDonalds advertising strategy is always changing and reinventing themselves to meet the current market conditions. The company is willing to modify its strategy depending on internal or external forces keeping them flexible and fresh to the public. Competition in the fast food market changes daily so keeping strategic planning open and knew is a must for McDonalds to stay competitive in this high demand market. Over the past few years customers have become more conscious about what they choose for their diet. In response to that McDonald’s has added healthier items to the menu such as salads, fruits and smoothies. In 2007 the company gave children a choice among milk, fruit and vegetables, as well as apples cut like french fries rather than unhealthy french fries as a part of Happy Meal and used the movie Shrek to promote the healthier alternatives. McDonald’s also incorporates geographical strategic plans to keep them connected with individual markets. McDonald’s operations are divided into five regions: United States, Europe, Latin America, Canada and Asia/Pacific, Middle East, Africa which are further sub-divided into more regional segments.
In Europe for example, the focus is more on stores design and upgraded food range offerings for a more sophisticated premium product. Part of McDonald’s business strategy is also social responsibility which shows that the company is committed to environment, people practices, animal welfare, employment and diversity. In the United Kingdom McDonalds created an open dialog with customers and stakeholders to receive real feedback on products and service.
The Business plan on McDonald S Market Position
... development strategies, McDonald’s will maintain competitive in the market Fit with trends/markets in external environment that is influencing future growth and profitability– fast food trend ... French Fries Strong advertisement and promotion to market McDonald’s brand and products Weaknesses Unhealthy food image Customer losses due to fierce competition Quality issues ...
They also visited farms and suppliers for quality assurance and education. This provides extensive marketing and advertising information to better knowledge of customers and potential customers. McDonalds strives to be one of the quickest serving restaurants and provide outstanding quality, service, hygiene, and superior values to their customers leaving them happy and satisfied. Customers value high quality service bringing McDonalds repeat customer business worldwide. promotional strategy and Target Market of McDonalds
McDonald’s Corporation is one of the largest and the most famous and valued brands in the fast food industry, having franchises in 121 countries in serving 36 million customers a day and generating profits of over $3 billion annually. The differentiated market segmentation strategy has been successfully used by McDonald’s by targeting families, particularly children with their “Happy Meals” toys and reasonable pricing. Traditionally McDonald’s has used a low price strategy to offer a lower priced meal than other fast food chains to help gain the large-size families patronage.
The location of its restaurants has played an instrumental role in making McDonald’s successful. It was the first fast food chain to expand into the crowded downtown areas and suburbs of large urban cities (Greco & Michman, 1995).
With target marketing, a subgroup of the larger market is selected as the focal point for the marketing and advertising campaign. Target marketing uses demographic information so that the advertiser can select effective media to reach the segment targeted, McDonalds has effectively done this.
For one commercial advertisement it is possible to target multiple audiences at a time and achieve a wider spectrum affect. McDonalds is also involved in charity work throughout the world focusing on a global fundraiser which benifits Ronald McDonald House Charities. Helping children and families in need is one of the most important things that the global corporation does for the local communities. A large percentage of McDonald’s fast food chains worldwide are owned and operated by local businessmen and businesswomen individually and they support Ronald McDonald House Charities together.
The Essay on McDonald Human Resource Strategy
1. Consumer behavior: Consumer behavior is the study of individuals, groups or organizations in the way they choose, secure, buy of the products, services, experiences. It is based on consumer buying behavior to answer questions about what customers want to buy, where, how and how much they buy, when and even why they buy. When a company can really understand these questions, they can take ...
Comparing McDonalds with other fast food chains, it is not wrong to say that McDonald’s seem to be on the top of the fast food chain race. This is in large part attributed to the different strategies that the fast-food chain patterns in response to their customers in different geographic locations. The success of McDonald’s in the world wide markets has been the restraints tradition of adapting and responding to the conditions of local demand, such as serving a non-beef fast food in India and halal burgers in Saudi Arabia and other Muslim countries, while offering a teriyaki burger in Japan, and falafel in Egypt.
Another important aspect of McDonald’s strategy in world markets is its program to develop local suppliers, in Brazil where they invested a significant amount of resources into helping farmers master the cultivation of potatoes (Carrada-Bravo, 2003).
The success of McDonald’ is largely a result of articulation of its product and services with changing social and cultural conditions in the United States and then a global economy that enabled the fast-food industry to thrive and made McDonald’s triumph possible.
Promotional and advertising strategy enables the ability to disseminate information to a variety of people including different backgrounds. When companies have to promote their products they have to utilize a strategy that will catch the attention and interest of their target audience. Before an advertisement or promotional strategy is combined, the company already has an image which will reflect the target audience that their brand caters to. McDonalds has been reviewed on the basis of their promotional strategies, their target audience, and their appeal to the market.
On a larger view, McDonald’s is on the top of the race and seems to be doing well on its promotions capturing the family audience and attracting more customers than their targeted audience. It is safe to conclude that McDonalds’ is utilizing the right promotional strategies and targeting the right audience for their brands, resulting in their continued success in their respective fields. They are utilizing many effective techniques of the marketing in order to make their product stand out.
Creating time and time again innovative changes, adopting new ideas to target and attract more customers. This is why McDonalds is one of the best fast food chains of the world, providing outstanding quality, service, cleanliness, and value, so that they make every customer in every restaurant smile. Mission Statement: “McDonald’s vision is to be the world’s best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.
The Term Paper on Fast food industry 2
1. Executive Summary This report provides an analysis of the international marketing environment of fast- food industry in US and evaluates the international marketing activities of McDonald’s, which is considered a key player. Firstly, the PEST framework is used to analyse external environmental factors influencing the industry. The Porter’s Five Forces framework is utilised to analyse the ...
