McDonald's North America Marketing Plan

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Marketing Strategy The marketing strategy of the company is based on building the company brand. Branding is a very effective strategy to increase the customer retention rate. A branding strategy works better when a company has a long presence in the market since it takes time to build up brand value.


The company currently has a global presence in 118 countries. Mission McDonald’s mission statement is to be their customer’s favorite place to eat (Aboutmcdonalds, 2011). The mission of the company is achieved by offering a wide variety of products at low prices that provide value to the customers. The firm is also able to achieve its mission by offering its customers a McDonald’s location near their homes. McDonald’s is the industry leader in both sales and number of outlets with 2010 sales of $24 billion and over 33,000 stores worldwide (Annual Report: McDonalds, 2010). The employees of the company are well trained to provide its customers with an excellent level of service that will keep them coming back for more. Marketing Objectives The marketing objectives of the company are to continue growing the brand of the company, to satisfy the needs of its customers, and to maintain its leadership in the fast food industry. McDonald’s invests millions of dollars each year to ensure its marketing objectives are met. The annual advertising budget of McDonald’s is approximately $2 billion (Chicagobreakingbusiness, 2010). No other company in the fast food industry spends as much on advertising as McDonald’s does. ...
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