...Summarize In the case study, the three significant reasons that had caused the market issue of McDonald’s from 1990s to 2003s were lack of preparation before the expansion, underestimate the competition, and fail to recognize the consumer demands. First, McDonald’s aggressively and rapidly expanded their business oversea without preparation, which led them to a wrong direction and lost focus. In addition, all the new employees weren’t trained well enough thus caused the decrease in quality of customer service, their products, and the sanitation. Second, while McDonald’s was solving their problems after the expansion, many new competitors have emerged during the gap. Third, the change of customer tastes was also a big issue that they confronted, and their new products such as pizza, the Arch Deluxe, and deli sandwiches failed to connect with consumers. However, McDonald’s chief executive found out that they got distracted from the most important and also the basic thing: “hot, high-quality food at great value at the speed and convenience of McDonald’s.” Later in 2003, they came up a strategic effort called the “Plan to Win.” and the structure is still continuous been using in every restaurant today. The core concept of “Plane to win” is focus on how to improve on the company’s 5 Ps – people, product, promotions, price, and place. They allowed local restaurant to adapt with the different culture and environment such as providing various kinds of food to satisfy the local...
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...McDonald’s Corporation Marketing Plan Susie Ransom MKT Abstract This paper discusses McDonalds Marketing Plan for the future. Below I will cover the goals and objectives of their current and future coals for the corporation. Topics that will be discussed include the Situation Analysis, customer environment, competition, economic growth and stability, political trends, technological advancements, sociocultural trends, marketing goals and objectives, marketing strategy, marketing implementation and finally the timeline in which it will take McDonalds to implement these goals. Executive Summary McDonalds is known as the world number one selling Fast Food Company. They serve their famous burgers and fries in over one hundred countries around the world. While the majority of their restaurants are stand alone, they also have many franchises that are owned by everyday people like me and you. Their franchises have been their ticket to success; they are the top in the fast food industry because they stay unified in quality and marketing aspects. No matter which type of restaurant, whether corporate or franchised owned. Although, McDonalds are number one in the industry, in order to stay in their position they need to increase sales through expanding into new markets. They have been successful in the past in China and other markets. One of their strengths lies in their versatility to adapt to the culture of foreign markets. By serving traditional cuisine along...
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...From September 16th to 29th, McDonald’s restaurants around the country gave out absolutely free small coffees to their customers during breakfast hours. The first free coffee giveaway took place around six months ago, and this past one was more or less a repetition of the first. McDonald’s released a statement that explained the reasoning behind the giveaway, which stated, “This event builds on McDonald’s first-ever Free Coffee Event launched in March, when the company gave away millions of cups of free coffee during the two-week period.” It’s also worth noting that McDonald’s has been undergoing horrible sales in eleven of the past twelve months. I think it’s safe to say that McDonald’s is hoping that this marketing maneuver will result in a turnaround in sales for the long run. The first step of the consumer decision-making process is problem recognition. It’s a well-known fact that a vast majority of Americans crave a cup of coffee in the morning, which is why coffee is such a huge business in the U.S. When most consumers think of restaurant coffee, they think of Starbucks, Dunk n’ Donuts, or Panera Bread. In my opinion, McDonald’s free coffee giveaway was an attempt to break into this list of high quality brand name coffee. McDonald’s had never been known for their coffee, but a year or so ago they started releasing a variety of coffee drinks labeled “McCafe,” that were basically a cheap version of the typical Starbucks coffee drink, such as the McCafe Latte or the...
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...McDonald’s Marketing Analysis I. Introduction As an international food giant McDonald's, founded in the mid-1950s the United States because of the time needed, founder of the American working class to seize the opportunity of rapid economic development under the convenient diet, targeting market segments and demand characteristics, the product of precise positioning and quick success. Today McDonald's has grown into the world's largest restaurant group in 109 countries opened a 25,000 stores, annual turnover of over 3.4 billion U.S. dollars. II. Analysis McDonald's can be seen from the development processing, McDonald's grasp of market segmentation for positioning is very accurate, which is one important reason for the success of McDonald's. Consumer market segments based primarily geographical factors, human factors, psychological factors, buy behavioral factors, each consumer group is a market segment, each segment is made with the same needs and desires of consumers buying group composed of McDonald's is based on geographic, demographic and psychological factors were accurate market subdivision, and implement the appropriate strategy to achieve its marketing goals. On geographical factors, different regions have different overall eating habits and cultural backgrounds. McDonald had adequate market research, a full analysis of regional differences. Things as who the U.S. Department of coffee taste is not the same, we must the market segments for different geographic...
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...In this task, I will be explaining the role of promotion within the marketing mix for McDonald’s. Product- The product is at the heart of the whole marketing process. A business must have the right types of products that meet the needs of the market, live up to customer’s expectations and deliver its said benefits. A quality product is one that meets both the wants and needs of its consumers. Example: “The Big Tasty, served with bacon, features a 100% beef patty with square cut lettuce, onions, two tomato slices, Big Tasty sauce and three slices of cheese, made with Emmental, all in a sesame-topped bun.” http://www.mcdonalds.co.uk/ukhome/product_nutrition.beef.204.big-tasty-with-bacon.html Price- Price is the next thing that is important within a company’s “marketing mix.” A promotional activity should inform customers of the price of the product being promoted. Although price may be an important deciding factor of the product being promoted, it also carries implications for quality and value. Pricing has a lot to do with how a product is perceived. If a product is priced too expensive for its perceived benefits, it will most likely not sell in significant volumes. However, if a product is priced too low, then it can easily be considered as somewhat inferior to its competition. In order for the company to find out how they can best fit into the competitive market, they must first take a good look at their competitor’s products and positioning. Example: Products such as...
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...Opdracht Marketing McDonald’s Ruben Velthuis 2V41C Inhoudsopgave: Pagina 2: Inhoudsopgave Pagina 3: Inleiding Pagina 4: Het bedrijf Pagina 6: Concurrentie Pagina 7: Positionering Pagina 8: Brancheverkenning Pagina 10: Marketingmix Pagina 11: Prijsbeleid Pagina 12: Promotiebeleid Pagina 13: Presentatiebeleid Pagina 15: Personeelsbeleid Pagina 16: Groeistrategieën van Ansoff Pagina 18: SWOT-analyse Inleiding De McDonald’s. Wie kent het niet? Iedereen is er wel eens geweest. Fastfood keten McDonald’s verkoopt wereldwijd hamburgers, friet enzovoorts. Wereldwijd worden hiervan dagelijks miljoenen van verkocht. Dit verslag is naar aanleiding van de opdracht die werd uitgereikt door de heer Tijman. De opdracht luidde om het marketing concept achter de McDonald’s in beeld te brengen. Om bepaalde dingen duidelijk te maken heb ik in dit werkstuk gebruik gemaakt van verschillende middelen. Onder andere bespreek ik de 4p’s (marketingmix), de groeistrategie op basis van het Ansoff model en een SWOT Analyse. Verder heb ik als doel de doelstellingen van McDonald’s goed in kaart te brengen. Het bedrijf McDonald’s is de bekendste fastfoodketen in de wereld. Wereldwijd heeft dit bedrijf vestigingen zitten. De bekendheid van de gele letter ‘’M’’, de Happy Meal, de BigMac maken dit bedrijf tot een icoon. McDonald’s levert allerlei producten in de voedselbranche. Variërend van burgers en McNuggets, tot complete menu’s. Een specifieke doelgroep...
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...Individual Innovation Paper McDonald’s Arch Deluxe EXECUTIVE SUMMARY Individual Innovation Paper: McDonald’s Arch Deluxe Analysis - Why It Failed INTRODUCTION McDonald’s has been in the hamburger business since the 1950’s and grown into a world-wide fast-food giant known for “Quality, Service, Cleanliness and Value”. As the McDonald’s empire grew so did their menu, it adapted to the tastes of their customers. In 1996 McDonald’s launched the Arch Deluxe; their answer to what adults want to eat. The public did not agree with McDonalds and the product was not successful. CAUSE OF PRODUCT FAILURE McDonalds advertising tried to show that the new Arch Deluxe was fancier than their other menu items and overemphasized the how adult it was. In the end the public did not agree and it ultimately failed. The Arch Deluxe did not make a rebound although over time they did add menu items with similar ingredients on the menu today. WHY DID IT NOT REBOUND? I believe the reason McDonald’s would not bring the Arch Deluxe back is because it is such a well-known financial failure for such a successful multi-national business. CONCLUSION The creation of the Arch Deluxe was not a big mistake in of itself, they wanted to create something adults would like to order and during research and design the testing groups liked the Arch Deluxe. The problem was with the way McDonald’s advertised and promoted the Arch Deluxe; they thought their idea was innovative and the advertising did not...
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...7/24/13 Marketing food: I'm loving McD's | warc.com About us▼ Help▼ Store▼ | Free Trial Log In Search ALL OF WARC Advanced Search Title: Authors: Source: Indexed in: Marketing food: I'm loving McD's Tom Roach Admap: November 2012 MORE ARTICLES ABOUT Brand and product choice Brand strategy Brand and product choice Brand strategy Show all Fast food, takeaway outlets Summary This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector. The Quick Service Restaurants sector has been steadily growing over the past few years, boosted by the smaller sub-sector of 'fast casual dining', while non-branded, independent restaurants are suffering. Reasons for this shift are that consumers need to trust the food offered, that they love brands and are looking for family appeal. McDonald's communications has been built on four marketing pillars: value, variety, favourites and trust, leading the way back to strong growth. Restaurants and takeaways Food, diet and obesity Marketing food: I'm loving McD's Tom Roach Leo Burnett If you enjoy this article from Admap, find out more about subscribing to Admap and Warc. This article may be shared or reproduced online, provided the contents are not altered and the source is acknowledged as: Reproduced from Admap with permission. © Copyright Warc. www.warc.com/admap Six years ago, the McDonald's brand was severely damaged by media castigation of the products'...
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...How are customer’s tastes changing in the fast-food industry? What impact do these changes have on McDonald’s? There are lots of obese in America. In America we can go to a drive up window and receive a fast, hot meal in less than 3 minutes. Everything is about fast. Mc Donald’s captured lot of market when fast food trend started. But customers are now looking for healthy options. Customers are substituting healthy food for a quick cheap meal. A healthy diet, healthy habits, can change our life. Customers are trying to eat fish, chicken and vegetables to stay healthy. Customers looking for better dining experience. They are looking to get food faster with high scale dining. They are also looking for quality salads and better quality food. These changes are great for world, but it is decreasing the Mc Donald's profits. Mc Donald’s changed their ambience and atmosphere to attract more people. They also added kid’s game area to attract more kids. Mc Donald’s added chicken items to their menu, also added more varieties to the menu. Mc Donald’s also started McCafe to attract coffee lovers. Question 2: How well these changes in customer tastes and preferences being reflected in competitive strategies in the industry? The restaurant industry is a mature, heavily segmented one from fine dining to fast food. This would indicate that the established restaurant chains – Burger King and Wendy’s specifically – are failing to come across with these customer preferences in their competitive...
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...largest segments of the food industry. In 2003 sales for US consumer food-service market totaled approximately $408 billion. The sandwich sales represented $64 billion and the future growth in this segment was expected to be only around 2% annually. McDonalds and Burger King were the earliest and most aggressive hamburger chains to begin to expand around the world. Lasr few years , there was an explosive growth in foreign markets offset slowing growth in the United States and with the economic downturn, more people are cutting back on how much they spend when eating out, and therefore, are turning to fast food restaurants. 2.What does your 5-forces analysis of the fast-food industry tell you about the competition facing McDonald’s? With the Porter 5 forces model we identify that in general MacDonald and its competitors (Burger King, Wendy’s, Hardee’s, Jack in the Box, Sonic) are active in making fresh moves to improve their market standing and business performance by introducing innovation in their product and launching a lot of outlets. With those substitute products competitors need to compete on price and convenience Secondly, buyers are more focusing on value and healthy foods = it can force McDonald and its competitors to offer product innovation to attract buyers and match with buyers requirements. Finally, new entrants have the first mover advantage and grasp suppliers and consumers. 3.What forces are driving changes in the fast-food industry...
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...1940 by the original McDonald brothers, Dick and Mac. Later in 1954, Ray Kroc became the first official franchisee appointed by Dick and Mac McDonald in San Bernardino, California. Soon after, Mr. Kroc opened his first restaurant in Des Plaines, Illinois, and the McDonald’s corporation was created. The new franchise began to grow rapidly as a result of its success. It wasn’t long before the 100th McDonald’s restaurant opened in Chicago in 1961. Less than ten years after the opening of Ray Kroc’s restaurant the company began to expand all over the United States. Ray Kroc bought all rights to the McDonald’s concept from the McDonald’s brothers for “2.7 million in 1961.”[2] McDonald’s continued to have enormous growth during the 1960’s. In 1963 alone, McDonald’s sold their one billionth hamburgers, opened their 500th restaurant, “Ronald McDonald” made his big debut, and McDonald’s net income exceeded $1 million.[3] In 1966 McDonald’s was first listed on the New York Stock Exchange, and in 1967 McDonald’s went global. The company kept expanding with the introduction of the “Big Mac” and the opening of its 1,000th restaurant, which was where it all started- in Des Plaines, Illinois. McDonald’s began to mature...
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...Marketing insight of Macdonal in VietNam. While in viet nam mardonal stores provide marketing strategies based on customer psychology. stores are equipped with Mp3 to customers can listen to music according to their individual preferences. Besides providing high-speed wireless systems to customers dowload music and watch movies in tablet or phone. Mardonal products are manufactured according to international standards should create the trust of customers viet nam. 24 HOUR Vietnam will be the McDonald's restaurant serves fast food first open 24/7 in Vietnam, to give you and your family delicious meals in a comfortable space and safety at any time in day. DRIVE-THRU In 1975 in the US, McDonald's was the first restaurant to serve in the model drive-thru, buy food without parking, the guests busy just pulled into a windows box sales, order food and are receiving right there. Today, 65% of McDonald's restaurants worldwide are windows delivery characteristics. Vietnam will be the McDonald's fast food restaurant first to bring this model to Vietnam. Consistent with the lifestyle of the local people, facilities as well as the effectiveness of the model will bring you hot dishes, fresh and qiuckly. Mc CAFE In addition to fast food coffee mardonal also provide our customers needs. Mr Cafe meets the elements of space, quality and professionally prepared - McCafe is the place to satisfy all. McAfee makes you feel very comfortable and interesting and offering a friendly and professional...
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...Marketing Research Paper August 27, 2014 McDonald's Corporation The very first McDonald's was opened up in 1940. The name of the first McDonald’s, which was located in San Bernardino, CA, was McDonald's Bar-B-Que (Farfan). It was a typical 1940’s drive-in with roller-skating car hops (Mcdonalds.com). Richard "Dick" McDonald and Maurice "Mac" McDonald were the original owners (wm2@doney.net). The menu included 25 items, but simplified it to hamburgers and potato chips in 1948. Their McDonald’s was shut for three months, and in December, 1948 they reopened it as a drive-through restaurant (Mcdonalds.com). In 1949, milkshakes were added to the menu, and French fries replaced the potato chips (Farfan). In 1953, Stanley Meston designed the Golden Arches (Mcdonalds.com). Ray Kroc learned about the first McDonald's in 1954 when he tried to get them to buy a milkshake machine. He became a franchise manager in 1955. He also helped McDonald's open a franchise restaurant for the first time in Des Plaines, Illinois (Farfan). Ray Kroc purchased the interests and right of the McDonald’s name for the price of $2.7 million in 1965 (About McDonalds). McDonald’s has their own school to train employees called Hamburger University (H.U.). The Hamburger University was opened in 1961, located in the Elk Grove Village’s basement in Illinois (Mcdonalds.com). When employees graduate from Hamburger University they receive a Bachelor of Hamburgerology degree (About McDonalds). Their training statement:...
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...FINAL PROJECT REPORT GROUP MAMBERS M.HASHAAM WAQAR (13106) MUHAMMAD AWAIS (12109) SHAHEER SHAHID (12133) NABEEL JAVED (11576) Nadeem Arshad (11328) Dated: 27th DEC,2012 SUBMITTED TO: SIR Dr. Zeeshan Bhatti Table of Contents ACKNOWLEDGEMENT---------------------------------------------------------------------3 EXECUTIVE SUMMARY--------------------------------------------------------------------4 HISTORY----------------------------------------------------------------------------------------5 McDonald’s Pakistan History-----------------------------------------------------------------5 Mission Statement------------------------------------------------------------------------------6 Vision Statement--------------------------------------------------------------------------------6 Product Line-------------------------------------------------------------------------------------6 Management Information System------------------------------------------------------------7 Applications of Information System---------------------------------------------------------7 Transaction processing system----------------------------------------------------------------7 Decision Support System----------------------------------------------------------------------9 ...
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...MarketLine Case Study McDonald’s Corporation Case Study Remaining relevant in a health conscious society Reference Code: ML00001-040 Publication Date: January 2012 WWW.MARKETLINEINFO.COM MARKETLINE. THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED MCDONALD’S CORPORATION CASE STUDY © MARKETLINE THIS PROFILE IS A LICENSED PRODUCT AND IS NOT TO BE PHOTOCOPIED ML00001-040/Published 01/2012 Page | 1 OVERVIEW Catalyst McDonald's Corporation is one of the world's largest foodservice retailing chains. The company is primarily known for its burgers and fries, which it sells through more than 32,000 restaurants in 117 countries. In 2010, the company served an average of 64 million customers per day. It primarily operates in Europe, Asia Pacific, and the Americas. The company is headquartered in Oak Brook, Illinois and employs about 400,000 people. McDonald’s has been able to successfully increase revenues and profits in recent years in spite of much negative publicity and an increasingly health conscious public. This case study shows how the company has achieved these goals in a difficult trading environment. Summary McDonald’s has, to a great extent, defied recent difficult economic conditions and continued to experience strong sales and profit growth in recent years, as it has been able to attract diners with an improved and expanded product range while remaining competitive on price. McDonald’s has been the target of much criticism in recent...
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