McDonalds Complete Market Integration - Essay Example

Summary

The paper "McDonalds Complete Market Integration" highlights that it is important to state that to keep ahead of the competition, McDonald’s employs a multifaceted advertising approach that employs print and digital media as well as promotional campaigns…

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Subject: Other
Type: Essay
Level: High School
Pages: 1 (250 words)
Downloads: 5
Author: faustoschneider

Extract of sample "McDonalds Complete Market Integration"

Probably the most common place that most people experience McDonald’s advertisements is the television. I have often seen McDonald’s advertisements on television that are aired between popular programs on various channels. Throughout the entire McDonald’s advertisement experience, the greatest presence is on television. Moreover, McDonald’s also utilizes the radio. Both the television and radio advertisement campaigns are distinctly noticeable with the “I’m lovin’ it” catchphrase in each media.

Similarly, McDonald’s has advertisements that are geared toward local newspapers and journals. These advertisements generally display new deals and discounts that are available in the local McDonald’s food chains.
Another significant area where McDonald’s advertisement is noticeable is various billboards and signage that can be seen installed on both local roads as well as highways. The billboards on highways are far larger and are more distinctly noticeable.

Other than this, McDonald’s often advertises itself by sponsoring various local, regional,l and international events. McDonald’s can be seen sponsoring Little League just the same as it sponsors the Olympic Games. The typical McDonald’s logo is highly noticeable in all these situations through the coolers of drinks that they distribute at these events.
As far as market integration is concerned, McDonald’s shows complete market integration. The myriad fast food outlets operated by McDonald’s throughout the country display similar price levels. This results from company policy that ensures that prices are the same for McDonald’s owned and operated outlets as well as for franchised outlets. Whether you eat McDonald’s in Miami, New York, or Houston, the price is the same. The concept behind market integration is that prices follow a distinct pattern over time in various locations for various products. (Rapsomanikis, Hallam and Conforti) The McDonald’s pricing model shows consistency with market integration and hence it can be said that there is market integration. Read More

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