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McDonald's Corporation Marketing - Research Paper Example

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McDonald's Corporation Marketing

McDonalds was established in the year 1955 by Ray Croc in USA as a retailer of snack foods like burgers. The company since then has grown by leaps and bounds with the company presently having its dedicated presence in about 118 diverse nations across the globe and an attractive product offering that includes famous products like Big Mac, Mc Nuggets, Quarter Pounders etc. McDonalds has about 33000 restaurants across the globe that provides the best experience at largely affordable price to the customers. McDonalds serves its customers through a dedicated employee base of over 1.7 million active employees who are determined to provide the best experience to the customers with a touch of excellence to satisfy the needs of the customers (McDonalds, 2011). The mission statement of the company is “be our customers' favourite place and way to eat”. ...
This was essentially a drive in restaurants that provided snack items for individuals on the drive. However after a few years this restaurant was closed off an official McDonald’s restaurant brand was launched in 1955. The restaurant met with good success and eventually sold 100 million burgers by the end of the third year into the business. By the year 1963 there were about 500 restaurants operating under the McDonalds brand name. Subsequently the company went public in the year 1965 with IPO of 22.5 US dollars as the price of a share. After three years the company went about to launch the product Big Mac that is one of the most popular burgers made by the company. The year 1981 marked the entry of the company in the international markets with the company making a foray in Spain, Denmark and Philippines. The company regularly launches new innovative products in its category to attract and retain customers (McDonalds-a, 2011). The business strategy of McDonalds involves a franchisee system under which the company expands through a network of franchisees located across the globe. These franchisees sell products under the banner of McDonalds. The franchisee model of the company is essentially in line with the firm’s strategy of thinking globally and acting locally. The franchisee is essentially a local partner and has considerable knowledge about the local market and consumer behaviour. This helps the company to add local tastes and flavours in the products as well as in the branding and marketing communications strategy. Under its franchising strategy McDonalds invests in aspects like real estate and the local partner is involved in store maintenance. In return the franchisee provides a fee to the ...Show more


MCDONALD’S Corp Contents 1 Introduction 3 1.1 History Development and Growth 3 2 Strategic analysis 5 2.1 Mission, vision and values 5 2.2 SWOT Analysis 6 2.3 Porter’s five force model 7 2.4 Organisational structure 10 2.5 Span of control 11 2.6 Franchising and subsidiary 11 2.7 Change in company’s strategy 12 3 Conclusion and recommendation 12 Reference 13 16 1 Introduction The present era of globalization has rendered a situation in which business organizations are essentially trying out new business strategies to create efficiencies in their business and create a competitive advantage…
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McDonalds Corporation Marketing Research Paper essay example
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