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McDonald's Corporation - Admission/Application Essay Example


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McDonald's Corporation

The four P’s; product, place, pricing and promotion of the marketing mix have been very effectively integrated to develop a comprehensive, innovative and competitive marketing strategy which tends to be the backbone of the company’s accomplishments over the years. Thus, the marketing model of McDonalds is certainly a striking one which can be followed effectively by other companies existing in the service industry McDonald’s Corporation with its headquarters in Oak Brook, USA is the worldwide leading chain of fast food restaurants. It operates in 119 countries serving more than 33,000 restaurants all over the world. It is one of the most popular international brands with a customer-cantered core strategy of ‘Plan to Win’. The company began in 1940 and since then it has not looked back, with increasing growth reported almost every year ("McDonalds," 2012). The products of McDonalds include various types of burgers, French fries, drinks and desserts. Consequently, the primary line of business is delivering quality fast food products to the customers along with excellent services and facilities. Names of 4 countries out of the 119 in which McDonalds functions are: United Kingdom, France, South Africa and India. One of the primary reasons for the company’s success is its exceptional Branding and Marketing strategy. Marketing entails determining the requirements of customers and satisfying those requirements in a better manner than the rival companies, thus winning the loyalty of the customers

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and developing a substantial market share. A company needs to identify its target audience and competitors prior to preparing a marketing mix and implementing it. SWOT Analysis accompanied with Market Research helps in finding about the target market and competitors operating in the economy. As far as customers are concerned, McDonalds is blessed enough to have a diversified audience in terms of age. It is a beautiful setting for a family to have fun and enjoy food. Children love McDonalds since it keeps attracting them by coming up with fresh menus, happy meals and toys ("McDonalds," 2012). Teenagers frequently visit McDonalds not just due to its delicious food but also because internet access is provided in many of the restaurants functioning in the McDonalds chain. Apart from that, Executives and Business people also visit McDonalds as its service is quick and efficient. In the case of McDonalds, there are a few fast food global restaurant chains that tend to give McDonalds a tough time, such as KFC, Pizza Hut and Burger King. However, after analysing its internal strengths and weaknesses; along with the opportunities in terms of customers and threats in terms of competitors, McDonalds sets its Marketing objectives and goals, subsequently, devising its comprehensive 4P’s Marketing Mix. With regard to Product, though McDonalds plans at delivering standardized products throughout the world; however, it pays equal importance to adaptability. This is illustrated in its concept of ‘think global, act local’. McDonalds respects the fact that every country has its unique culture along with variations in tastes, preferences, norms and regulations. Consequently, it attempts at moulding its products and services into that culture. For instance, in India, beef is not eaten by Hindus whereas pork is not eaten by Muslims. Therefore, while starting its business in India, McDonalds kept these factors in mind; and came up with innovative items such as Vegetable Burger and Maharaja Mac which is basically a mutton burger. Likewise, McDonalds has developed several variations of its original products in order to fit into the international markets. Place of the Marketing mix not only involves


McDonalds, the international leader in the chain of fast food restaurants has progressed by leaps and bounds ever since it was established in 1940. With array of products ranging from burgers to soft drinks, McDonalds continues to attract people of all ages and backgrounds from all over the world…
Author : brookehegmann
McDonalds Corporation essay example
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