...SHARON HUTCHINSON MODULE#: 01- MARKETING (G) NUMBER: RDIHCBF002G DATE SUBMITTED: 30/10/2009 TUTOR: MS. PAULA REILLY TABLE OF CONTENT 1. Introduction 3 2. Concepts and Process of Marketing a. Alternative definitions of Marketing 4 b. Main characteristics of a Marketing Oriented Organization 4 –5 c. Selling Concept with Marketing Concept which describe McDonalds 6 d. Benefits of implementing a Marketing Approach to McDonalds 6 – 7 3. Segmentation, Targeting and Positioning a. Two Marco and one Micro to marketing undertaking by McDonalds 7 – 8 b. What is Segmentation and Three criteria for McDonalds 8 c. The Target Market of McDonalds 8 - 9 d. What is buyer Behavior and benefit to McDonalds 9 4. Marketing Mix a. Analyses how McDonalds gain competitive advantage through 9 -10 their products b. Distribution Strategy used by McDonalds 10 c. Explain how prices set by McDonalds reflect their objectives and 10 - 11 marketing condition d. Methods McDonalds used to promote their products/services and how 11 effective they are. 5. Marketing Segments and Contexts a. Choose one McDonalds product and devices two marketing mixes 12 for the product b. Difference between marketing to organization rather than consumers 12 - 13 c. Explain how and why International Marketing differs from 14 - 15 Domestic Marketing for McDonalds 6. Bibliography and References 16 ...
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...BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT BACHELOR OF INTERNATIONAL RESTAURANT MANAGEMENT Course name: ADVANCED MARKETING Assessment: Assignment 1 : Essay Students name: SARAH BINTI ISKANDAR FAIZ Preferred name: SARAH Student # 640996 3. What is the purpose and what are the benefits of the marketing philosophy? How does it differ from past traditional philosophies? Give company examples (with appropriate referencing) to illustrate. Give examples to explain how companies are moving towards societal marketing within the hospitality and tourism sectors. An establishment of an organizations, business or products constantly applies marketing ideas by understanding customers need and developing the products and services to meet their satisfactions and needs. Peter F. Drucker who is a successful management consultant says “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Hospitality and tourism industry are rapidly changing and flexible therefore a combination of marketing concept or strategy will be needed and is also due to increasing level of globalization therefore trends and function has been constantly changing over the decades However the basics of marketing philosophy has constantly guiding one’s businesses marketing activities. Purpose of marketing philosophy means giving a complete customer his or her satisfactions by studying and analyze target market theirs needs...
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...MG209: Individual Assignment McDonalds Business Portfolio Submission Deadline: 12/12/14 Word count: 3, 163 Contents Page Introduction Page 3&4 Theme 1 Page 5 * Remaining Market Leader while doing business overseas * (i) Position and Structure as a Transnational corporation Page 5 * (ii) Focus on the Brand and Strategic Targets Page 6 Theme 2 Page 7 McDonalds External Dependencies and Influences on Structure * (i) Relationship with suppliers Page7&8 * (ii) The Contextualizing Industry and the government as stakeholders Page 9 Theme 3 Page 10 McDonalds Organizational Culture * (i) Company Culture in relation to strategy and structure Page 10 * (ii) Post Bureaucratic Cultural Control Page 11 Conclusion Page 12 References Pages 13- 15 Portfolio Pages 13 – 24 Acknowledgement I confirm that the work undertaken for this assignment is entirely my own and that I have not made...
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...| | | | | McDonalds & Starbucks Architectual Design, E-commerce Strategies and Service | [ ] [ ]Wayne McFarland JrGlobal Business Management Dr. Donna Galla July 22, 2012 | McDonalds & Starbucks Architectual Design, E-commerce Strategies and Service How do you think McDonalds and Starbucks are able to establish their brands to fit local markets through architectural design, e-commerce strategies and service to accommodate local markets and cultures? McDonalds marketing mix is strategic because of the diverse approaches that are used. They use a strategy that is known as the 4P’s (product, price, promotion, and placement) that they use that is a way of them carefully making decisions around their brand. One thing that has kept McDonalds striving in the local and global market is an idea they use similar to Starbucks “think global, act local”. This idea is what they use as well as Starbucks to combine globalization and internationalism into their strategic plan. For example, McDonalds uses pictographs (symbols instead of words and numerals) which in the international markets help employees ring up sales. By doing this McDonalds was able to maintain their strategy of all drive thru orders filled in three minutes or less. McDonalds also study the local culture of a country prior to entering it. By doing so they have changed some of their menu options to fit the local market. In China, the interior walls are covered with posters and...
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... * Marketing Mix Paper MKT/421 August 1, 2011 Fritz Beiermeister * * * * * * * * * * * * * * * * The Marketing Mix What is marketing? The meaning that many marketing managers gain knowledge of as they start out in the marketing profession is: Putting the right product in the right location (place), at the right price, at the right time. The success of an organization depends on the success of marketing. Accounting, Finance, operations, and other functions of business will not matter if there is not a demand for the organization’s product or service (Kotler, 2009). The term “marketing mix” was coined by Neil Borden back in 1953 during his American Marketing Association (AMA) presidential speech. The marketing mix include the controllable variables the company puts together to satisfy the target group (Perreault, 2009). The consumer is not a part of the marketing mix, but should be the target of any organization’s marketing campaign. In 1960, Jerome McCarthy introduced the notion of the 4Ps – Price, product, place, and promotion marketing mix [ (Marketing Mix 4P's and 5P's by Jerome McCarthy, 2010) ]. For several years these 4P’s have been in use as the chief basis on which a marketing plan is based. All of the four P’s are needed for a successful marketing mix and campaign. Generally speaking, each of the four P’s has contributed equally to the whole marketing mix. ...
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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 companies need...
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...ASSIGNMENT BRIEF (I) Task One : Brief note on McDonalds McDonalds is one of the world’s leading fast food franchisee. They mainly concentrate on burgers with occasional additions with to suit the host country. They have designed meals targeted at adults to toddlers so as to reach wider range of audience. They operate in more then 119 countries and serve around 52 million customers per day which makes it a global brand. Globalization of McDonalds Globalization is the interlocking of different countries in the world in a political, economic, social and technological sense. People around the globe are more connected to each other than ever before. Information and money is exchanged at an alarming rate. Goods and services produced in one part of the world are increasingly available in all parts of the world. International travel is more common compared to earlier times. International communication is commonplace. This phenomenon has been titled "globalization." McDonalds Restaurants: Number by Region 1991 & 1996 Table [pic] Graph by Benjamin Holt, August 1999 Source: Human Development Report 1998 (www. global policy.org) The graph gives an example of how Mcdonalds have opened branches in various locations in such a short span of five years. Mcdonalds is a brand in itself and there hardly will be anyone who is not aware of their existence. The burger is an American food but Mcdonalds have gone to prove that it is accepted by 52 million people and is...
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...The purpose of this case analysis is to address the key marketing issue for the Hilton Hotels. The marketing strategies Hilton should pursue in the hotel and gaming markets will be discussed and recommendations will be made. In addition, the use and implementation of the SWOT analysis will be incorporated throughout the discussion. Information will be provided from the case study and the use of secondary resources for support of the marketing strategies recommended for the Hilton Hotels. Market Summary Hilton Hotels is one of the market leaders in the hotel and gaming industry in the United States. Hilton is a well-known and distinguished name in fine hotels across the United States and worldwide. In 1999, Hilton expanded aggressively by acquiring the Promus Hotel Corporation, Hampton Inn and Suites, Doubletree Hotels, Embassy Suites Hotels, and Homewood Suites. Hilton Hotels Corporation has grown to become the worlds most recognized and most successful hotel company (Hilton Innovation, 2007). With the 2006 acquisition of Hilton International, Hilton Hotels Corporation became a global force with more than 2,800 hotels in more than 80 countries throughout the world (2007). Market Demographics The demographics for a diverse company such as Hilton offer a wide variety of customers. Hiltons target market includes the everyday business traveler, families on vacation, leisure travelers, and the convention business segment. After the events of September 11, the hotel industry has...
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...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. McDonald's Corporation revenues come from the rent, royalties, and fees paid by the franchisees, as well as sales in company-operated restaurants. In 2012, McDonald's Corporation had annual revenues of $27.5 billion, and profits of $5.5 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, fruit, and seasoned fries. STRATEGIES McDonald’s utilized an intense, rapid expansion into foreign countries through three primary methods, franchising, company owned restaurants, and joint ventures. With the majority of international restaurants stemming from franchising agreements, McDonald’s management relied on this method to aid in the acceptance of a new style of eating into unfamiliar markets. With minimal risk and maximum gains, franchising continues to contribute heavily to McDonald’s international success. 1. Mcdonalds Plan to Win strategy which believes in maximising...
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...and locations during the last few years in answering this question). Consider where Starbucks is located, and markets that will be advantageous to Starbucks in the future in answering this question. Discuss how Starbucks entry approach is different/similar from strategies that McDonald’s uses to enter foreign markets. Are both companies currently competing head-to-head in certain markets? Explain. Be specific in your explanation and consider recent press releases and information from annual reports in responding to these questions. (9 points) Starbucks expands into global markets through joint ventures. A joint venture is, “an agreement under which two or more partners own or control a business” (Luthans & Doh, 2012 p. 625). Two businesses partners come together to pursue the same goal and opportunity. Starbucks entered a joint venture with Tata Global Beverages to begin opening and operating Starbucks cafes throughout India. An article titled Strategies for Researching Global Markets says, “In the U.S. close to two-thirds of Starbucks cafes are owned by Starbucks while outside the U.S. about two-thirds of their stores are partnerships” (Virginia’s Community Colleges, p. 1). We agree that Starbucks rapid growth strategy to join international joint ventures is beneficial. With a joint venture in foreign markets Starbucks gains improvement of efficiency, access to knowledge, mitigating political factors, and overcoming collusion or restriction in competition. Starbucks...
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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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...process of splitting customers, or potential customers, in a market into different groups, or segments, within which customers share a similar level of interest in the same, or comparable, set of needs satisfied by a distinct marketing proposition” (McDonald & Dunbar, 2004). The basic and main reason for dividing the market into small segments is make more profit and to make it easier to address the requirements of smaller groups of customers and try to create different and other related products according to their intense lifestyles. Some of the basis of Market Segmentation depends on and affected by the following factors: • Gender: Men and women are different in their consuming habits and likings. Marketing strategy is required to address each market and each costumers. Producing bikes for females will be different that for males. Making bike helmets with pink colors and making helmets for men will be different • Age: The marketing strategy for teenagers will be different than seniors. • Income: High, middle, and low income are categories that the market will need to address their product accordingly. Other factors such as marital status, occupation, and geographic locations are other factors that need to be considered in order to have an effective marketing strategy....
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...McDonald’s Corporation Final Case Analysis March 2, 2010 McDonald’s Corporation As the world’s largest restaurant chain, McDonald’s has become the model of immaculate operations, superior products, and dedicated franchisees. From the humble beginnings as a San Bernardino, California drive-in restaurant, brothers Dick and Mac McDonald with the help of Ray Kroc made McDonald’s a household name worldwide. McDonald’s today is an organization which operates a worldwide franchise of restaurants which prepare, package, and sell quickly prepared and moderately priced foods from a limited menu. Restaurant managers operate almost 31,000 restaurants in more than 100 countries, serving 52 million customers. McDonald’s is a pioneer in food-quality, equipment technology, marketing, training, and operational/supply systems and set standards for the fast-food industry worldwide. The company’s strategic vision is to: I. Be the best employer for its people in each community around the world, II. To deliver operational excellence to its customer in each of its restaurants, and III. To achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald’s system through innovation and technology. The factors which will help the company achieve this vision include Customer Satisfaction, Kids (meeting their needs in dining), Untapped Markets, and being a good corporate citizen (Social Responsibility). One of the biggest challenges McDonald’s faces is...
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...The influence culture has on the success of an International Franchise: The case of McDonalds in East Asia and The Americas. Executive Summary In the last six decades, the significance of franchises worldwide has grown to such a large extent that many successful high street shops as well as restaurants have a link to franchising. This dissertation is going to discuss the means by which an international franchise can become successful through the incorporation of cultural adaptations in a foreign country. This discussion would be restricted to international franchises in the fast food industry examining the case of McDonalds in particular as well as how its global success has led to the term known as McDonaldisation. Definition of Franchise: The right granted by a company to an individual or group to market its products or services in specific territory. Definition of Culture: Ideas, customs and social behaviour of a particular people or society. (These definitions are from a dictionary, is that allowed?) LITERATURE REVIEW This literature review would discuss the evolvement of franchising as well as how it has spread on an international scale. It would further enlighten us on the benefits franchising brings to individuals and the economies of various countries. Lastly, it would highlight the birth of the McDonalds franchise as well as how this business medium has adapted to cultural differences in various countries in terms of the operations and its...
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...MCDONALD’S CORPORATION: THE PAST, PRESENT, AND FUTURE Table of Contents A. Introduction 3 B. Company Analysis: 1. Beginning of an Empire 2. InDepth Financials 3. Charitable Contributions C. Expansion Into Global Markets: 1. China 2. South Africa 3. Brazil 4. Saudi Arabia D. SWOT’S E. Recommendation F. Conclusion G. Sources 4 5 7 7 8 9 10 10 14 15 16 2 A. Introduction In beginning a new century the McDonald’s Corporation is looking towards the future, more specially in the area of global expansion. Gone is the traditional style McDonald’s that many people are accustomed with, McDonald’s are focusing on new innovative modifications to their menu, depending upon the regions culture, customs, and traditions. Opening coffee bars in the United States is also on the agenda for the world’s largest fast- food behemoth. McDonald’s, realizing a need for global expansion, diversified into other areas of the fast- food industry. Some of the company’s most recent and notable acquisitions were the Boston Market restaurant chain and taking a 33% stake in the United Kingdom’s Pret A Manger, a sandwich bar chain with more than 100 outlets across the United Kingdom (). When a firm decides to do business internationally, there are many considerations the entity McDonald’s weighed to choose the best strategy in going overseas. Some of the cross-cultural issues facing McDonald’s management are similar, however many practices vary depending upon which country the global...
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