...The Motley Fool: McDonald's new menu item hints at new strategy Retrieved from http://www.usatoday.com/story/money/business/2014/03/21/mcdonalds-new-menu-item/6705499/ 6. Keith Nunes (2014, October 22nd). McDonald’s to focus on local, customization in 2015. Retrieved from http://www.foodbusinessnews.net/articles/news_home/Business_News 7. Adam Jones (2014, June 18th). Must-know: A company overview of McDonald’s. Retrieved from http://marketrealist.com/2014/07/must-know-company-overview-mcdonalds/ 8. Don’t just talk; register. (n.d). A McDonald’s Restaurants case study. Retrieved from http://businesscasestudies.co.uk/mcdonalds-restaurants/the-marketing-process/introduction.html#axzz3TmfHSNfl Don’t just talk; register. (n.d). Marketing Strategy of McDonalds. Retrieved from http://sales-management-slides.com/marketing-strategy-of-mcdonalds/ 9. Ana Pomposo Carreras. (2014, February 24th). What is the Secret to McDonald’s Global Branding Success?. Retrieved from...
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...McDonalds Tina Geer Marketing Management MKTG305-1303B-01 Jocelyn Dervis September 29, 2013 Abstract This paper is about fortune 500 company McDonalds. First it goes over their main line of business. Next it goes over when the company became international, summing it up to 118 internationally countries now today. Then it goes over house McDonalds Implements the 4p’s of the marketing mix. Finally it gives some differences between some of the international countries. There is a long list of fortune 500 international company in the service industry but one that stands out from them all is one that has been in business since 1940, McDonalds. McDonalds is a the worlds largest worldwide fast food chain restaurant. They operate their business to high standards of honesty and integrity. (McDonalds, 2013) There motto is quality, service, cleanliness and value. McDonalds main target segments are children, youth and young urban families. (McDonalds, 2013) They have many goals, some are: supply the world with quality service, quality food, at a quality price. (McDonalds, 2013) Another is help make the world a better place by using eco-friendly containers and support to the Ronald McDonald house charities. (Ronald McDonald House Charities, 2013) Ronald McDonald house charities is there to create, find, and support programs that will directly improve the health and well being of children. (Ronald McDonald House Charities, 2013) The charity believes that children heal...
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...Ghosh Asst. Professor & Coordinator, BBA Program. Submitted By: Moinul Haque ID: 11304045 Sharmin Sultana ID: 11304084 Ishita Hossain Keya ID: 11304055 McDonald’s Marketing Plan Table of Content | Contents | Page No. | I | Title Page | 1 | II | Executive Summery | 3 | III | Introduction | 3 | IV | Company’s Overview | 4 | V | Mission & Values | 5 | VI | Objectives | 6 | VII | SWOT Analysis | 6 | VIII | Product Profile | 9 | IX | Product Mix | 13 | X | Product Positioning | 14 | XI | Pricing Strategy | 14 | XII | Distribution Strategy | 15 | XIII | Promotional Mix | 15 | XIV | Budget | 17 | XV | Conclusion | 18 | XVI | Sources | 19 | EXECUTIVE SUMMARY McDonald’s have continued to build on their success as a trusted global consumer brand and grow their business by creating outstanding restaurant experiences for their customers. McDonald’s is the leading global foodservice retailer which has 34,000 local restaurants in 119 countries. McDonald’s goal is becoming customer’s favorite way and place to eat and drink by serving core favorites. In this our report we try to show that how McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process like- we will discuss about SWOT analysis, products profile, products mix, product positioning, pricing strategy, distribution strategy etc. Then, in this report we will be showed up the...
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...made compulsory for the fulfillment of P.G.B.D.M. course so that student get geared up to take a deep plunge on the corporate world. This project is the culmination of my odyssey of my two month of exclusive study and development at KANSAI NEROLAC PAINTS LIMITED. This gave me a lot of practical exposure and also gave me a wide scope to acknowledge the new elements in today’s market place. Marketing is no longer a mere part of company, but drives the company’s vision, mission and strategic planning. Marketing deals with the whole process of entering market, establishing profitable position and building customer relationship. Customer is the king and now they are dictators. Even MNCs move to any extent for customer delight and ecstasy. In the highly competitive environment increasing customer demand poses a question before each firm-How can firms survives and prosper effectively in such a cutthroat competitive environment? This is where marketing research can help by providing necessary link between the marketing functions to work as a cohesive functional unit. One of the fruitful marketing...
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...Name of the Organization The organization I selected is McDonalds. It is known to be a fast-food company. A business that primarily sells fast-food such as hamburgers, chicken nuggets, wraps salads, smoothies, fries, and ice-cream. This marketing plan for McDonalds is supposed to be developed for the company and to carry upon business practices in a justified manner. Basically, McDonalds marketing plan is position for the company to be made supported by the well-versed and such defined plan. Mission The mission of the company is to become the customer’s favorite place and way to eat. To be the best they will give great quality, service, cleanliness, and value. The growth will show the way the company aims more on offering customer’s with such superlative products and services. Vision The vision of the company is to maintain its position in the fast-food industry. For this, the company forms an effective connection with the suppliers to make the product flow proper. They are committed to their people as well. This leads to making situations highly effectived and better than before, because they like to see their customers smile in any way possible. ...
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...David Nygaard December 11, 2014 BUSA 300-2 The Four Ps of Marketing Before starting a business a person needs to think about many things; what are they going to sell, how their business will be structured, will they be publically owned etc. But some of the most important questions that need to be addressed come from the Four Ps of Marketing. The four Ps are: Product, Place, Price and Promotion. In simple terms it goes like this; what are you going to sell? Where are you going to sell it? How much will it cost and how will you get the word out about your product, if it were only that simple. Let’s take a look at three big companies and see how they answered these integral questions about their companies. WALMART/SAM’S CLUB Product WALMART/SAM’S CLUB has been one of the most successful companies of our day. They have been able to produce a massive company that has available everything that you might need. From car batteries to the shirt on your back, they have been able to get a foot hold in almost every market. Their product breakdown consists of: Grocery 56%, entertainment 11%, health and wellness 10%, hardlines 9%, apparel 7% and Home 7%. At their stores you can get tools to repair your care and also get dinner for the night all in one stop. Their products have successfully met the needs and wants of virtually everyone that has a need to go shopping. The reason why their products out shines their competitors is because it is the one stop shop for everyone...
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...orientation/approach can better be understood with the help of table of characteristics cum differences, which is given in the following pages. Have a look! Basis Management orientation Perception about market Ethnocentric Home-country orientation 1.Domestic market is superior Polycentric Host-country orientation Regiocentric Regional Orientation Geocentric Global Orientation Entire world is a single market that can be effectively tapped by standardised marketing strategy 1.Each national Markets can be market is differentiated distinctive on the basis of 2.Focuses on commom similarities 2.Focuses on regional between home differences characteristics country & foreign between home market country & foreign country 3.Considers foreign market secondary to and extension of domestic market Extension of Localisation/adap Trade-off domestic strategy tation( national between to foreign market responsiveness) standardisation & localisation Profitability Public acceptance(legiti macy) Marketing Strategy Global standardisation (global integration) Companies basic objective Both Both Profitability & Profitability & Public Public acceptance acceptance Mutually negotiated at all levels of organisation Type of Top-down governance Bottom up (each Mutually local unit sets negotiated objectives) between region & its subsidiaries Culture Technology HRM Practices Home...
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...or services that they offer. Through strategic management and operations, companies are able to integrate new and effective means of running their respective businesses. In turn, these strategies results in an increased profit of sales, stable market position and greater levels of customer loyalty. In the fast food industry, businesses such as McDonald’s must establish certain business and marketing strategies. Primarily, the main goal of McDonald’s, just like any other organization is to sustain their competitive advantage in the global market. Overview of the Company McDonald’s has a rich history that started out in 1954. The company was put to the spotlight by Ray Kroc. Throughout the years, marketing ideas have poured through and helped the company become one of the most renowned fast food brands globally. The trademark design for the fast food was carefully studied and it came with a happy clown character known as Ronald MacDonald (McDonald, 2012). McDonald’s trademark sandwich, The Big Mac, is one of the many innovative products, the happy meal approach was also a creative marketing tool used to entice children to eat at McDonald’s because of the toys or other novelty items they can get. McDonald’s restaurants offer a substantially uniform menu, common in the usual fast foods. Many fast food restaurants, including McDonald’s, offer hamburgers, cheeseburger, chicken sandwiches, French fries, salads, milk shakes and desserts. As the market had changed towards a healthier...
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...International Marketing Management Using Business Format Franchising as a Market Entry Method McDonald’s Student Name: Nursulu Student ID: Lecturer: Dr. Lester Massingham/ Dr. Tom Abstract This report is based on the advantages and disadvantages of business format franchising and the fundamentals of market entry methods. Using McDonalds which happens to be one of the largest food service companies in the world, the author of this paper will look into the concepts of various market entry strategies in comparison to business format franchising. This report will also look into various elements that will essentially be needed to be addressed. It will critically discuss the various aspects involved in franchising as a market entry strategy and focus on how business format franchising can assessed as an expansion strategy in contrast to other modes of entry. Contents A Brief Journey into the History of McDonalds 3 1.0 An Introduction to Franchising (Facts about Franchising) 4 2.0 The Advantages and Disadvantages of Business Format Franchising 5 2.1 Marketing Franchises Vs Marketing Standalone Enterprises 7 2.2 Brand Image Transformation – Maintained Brand Equity of Franchises 8 2.2 Franchise Marketing Mix Vs Other Entry Modes 9 3.0 Market Entry Methods 10 3.1 Direct Export & Indirect Exportation 10 3.2 Licensing 11 3.3 Contracting 11 3.4 Manufacturing Abroad 11 3.5 Joint Venture 11 4.0 Conclusions & Recommendations 12 Bibliography 13 List of Figures ...
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...Puneet Kumar Singh-1121041 R. Sushmitharekha-1121021 Priya-1121020 Vishakha Joshi-1121037 Samrita Mallick-1121025 Table of Contents • Introduction………………………………………………………2 • Market Segmentation of McDonalds………………..3 • Target Market of McDonalds…………………………...5 • Positioning of McDonalds Products………………….6 • Conclusion………………………………………………………..7 1 Introduction • Started by 2 brothers-Richard & Maurice McDonalds. Sell only Hamburgers. • Ray Kroc expressed interest in the business. • McDonalds operates on franchising model. • In 1965, it listed its shares on NYSE. • It has opened 34000 restaurants in 122 countries of the world. • It has a very large and diverse product line. McDonalds in India McDonalds entered India in 1996- JV between McD Corp & 2 Indian Businessman. Most of the restaurants serve only vegetarian food items. Most of the restaurants are located in malls, multiplexes, highways, metro stations etc. Located in Delhi, Jaipur, Mumbai, Gujrat, MP, UP, AP etc. 2 Market Segmentation of McDonalds Market segmentation is defined as dividing a single market into smaller segments. The basic reason for dividing the market into small segments is to make it simple to address the needs of smaller groups of customers and try to manufacture different products according to their consuming habits. Particularly it is done according to the people who have similar characteristics. It can be done on the basis of age, gender, lifestyle, region, etc. McDonalds in India segmentation...
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...The Marketing Mix The Marketing Mix The objective of this document is to gain an understandable idea of the marketing mix. The marketing mix is an indispensable element of every firm’s marketing arrangement. The marketing mix includes four key facets recognized as product, place, price, and promotion. The mix is the arrangement of the entire four groups in which a thriving marketing movement is generated. In an effort to identify with the elements of the marketing mix every category should be examined independently and the link connecting each one of the marketing blend or mix must be tackled. First, product is the piece of the marketing mix that pertains to the blueprint and formation of the tangible item or service that is presented to the consumer. Therefore, product is noticeably vital to the remaining parts of the marketing mix because the creation offered will mainly be the foundation for producing the additional three elements of the marketing line of attack. Hence, the business is required to follow a line of investigation concerning the target market to come to a decision if a potential product is in fact wanted by the purchaser. Thus, if the company discovers considerable desire for the product then the company should advance toward the designing course of action. As a result, the firm will set the scale of the value concerning the product with the price of the product in an effort to realize a sense of balance that produces an item that is extremely appealing...
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...------------------------------------------------- Principles of Marketing ------------------------------------------------- BUSS 402 ------------------------------------------------- McDonald’s ------------------------------------------------- By ------------------------------------------------- Natalia Mitsukova ------------------------------------------------- W1333555 ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- ------------------------------------------------- Reflect and Evaluate the Marketing Principles of McDonald’s Important marketing principles For a global company such as McDonald’s operating in 118 countries it is very important for the company to be responsive to changes in local culture, tastes and preferences. More traditional marketing theory tended to support a ‘think global, act global’ approach purported by Levitt (1983) to marketing. However, contemporary marketing theory suggests that international...
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...1. Here is a list of Chipotle Mexico Grill core competencies: o High quality products with the best raw materials o (naturally raised beef, pork and chicken) o Healthy ingredients o Good, clean and friendly environment o Provide customers with a fast-casual dining experience at an affordable price o Fast-service o Serve alcohol 2. The SWOT analysis reveals that Chipotle will be very attractive in the future. They do many things well that will continue to create a profit and benefit the company. Here is the SWOT analysis for Chipotle: Strengths: • A well-recognized brand in U.S., U.K., Canada. • An employee strength of around 30,940 • Use of naturally raised meat and organic ingredients in cooking. • Strong presence with around 1262 branch locations • Positive brand image with customer loyalty • Innovative ways of publicizing and advertising the brand. Green architecture of buildings, use of environment friendly material in construction • All restaurants are owned by the company and not franchised • .Online order and delivery Weakness • Comparatively high priced menu items due to use of natural and organic ingredient • Limited choice of menu • Major presence only in U.S. and Canada • Availability of specific sourced foods Opportunity • Expansion in untapped regions and countries • Addition of new items to the menu • Growing trend of health consciousness amongst people • Commercial products • Beer Threats • .Intense competition from...
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...Situation Analysis In order to advise Suzanne in the best way, we have compiled the following SWOT analysis, which outlines positives, and negatives that currently revolve her franchise and the current solution that she is proposing to the issue that she is facing with her store. External Assessment Environmental and Industry Strengths: Suzanne’s restaurant is one of the number one fast food companies by sales, thus she is part of a company that has a very strong brand recognition and reputation, it is said that there are over 30,000 McDonalds restaurant in 119 countries Weaknesses: With the seniors dominating her store she can gain some negative publicity, and this can result in her store being seen as the seniors store and with social media these days this can be spread very quickly and to other stores. Opportunities: Some positive opportunities that derived from this issue are that if she can turn this into an opportunity and implement the bingo games into her store. This could result into growth into her store and in other countries. Threats: Being in the fast food industry Suzanne is can be faced with a lot of government regulations with regards to health issues. Currency exchange and commodity price fluctuations could also be threat to Suzanne’s store. Internal Assessment The Organization Strengths: McDonalds is said to be a community oriented socially responsible co, they successfully and easily adapt their global restaurants to appeal to the cultural...
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...* ------------------------------------------------- MCDONALD’S RESEARCH * ------------------------------------------------- * ------------------------------------------------- Identify the key characteristics of the products and/or services and their significance to the market. The McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[4][5] Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, and...
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