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The Marketing Mix: Product and Branding Strategies for McDonalds Company.
Pages 4 (1004 words)
This report is intended to conduct an analysis of the product and market strategies of McDonalds, one of the world’s largest fast food chains. McDonalds is spread across more than 32,000 locations. The huge success of the brand can be attributed to brand promises to which the company holds to.
The first part of the report will give an analysis of two main product attributes of McDonalds. A product positioning map will be used to analyze the strategic position of the brand in terms of the competitors. The next part of the report will give an analysis of the major branding strategies adopted by McDonalds. Product Positioning Map This part of the report is intended to provide an insight about the two major product attributes of McDonalds. No other fast food brand was as successful as that of McDonalds in terms of branding. This huge success can be attributed to the extreme focus given to product attributes. Quick Service and Family Orientation (Especially Children) are the two of the major product attributes of McDonalds that differentiate itself from the competitors. Based on these attributes, a product positioning map can be created for McDonalds. Refer Appendix 1. The product positioning map gives a clear representation of the focus given by various fast food market leaders. Quick service and family focus are two main attributes on which McDonalds compete. The map shows clearly that no other fast food brands focus on these attributes than that of McDonalds. Quick service is almost a common attribute for all the brands. All the competitors listed above scores good in terms of quick services. But none of these brands provide family focus in their advertisements. ...
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