...------------------------------------------------- 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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...report I will be describing how McDonalds and Tesco use marketing techniques to market there products. Marketing is the action or business of promoting and selling products or services, including market research and advertising, this is where a company advertises a product or service. The Ansoff matrix is a planning tool that combines a businesses marketing strategy with the firms planned direction and shows four different growth strategy’s in a table split into four different sections; market penetration, product development, market development and product/market diversification. McDonald’s will use a number of marketing techniques throughout their company in order for them to meet their objectives. One marketing technique they will use is diversification; Diversification is a corporate strategy to enter into a new market or industry which the business is not currently in, whilst also creating a new product for that new market (1). This is most risky section of the Ansoff's matrix, as the business has no experience in the new market and does not know if the product is going to be successful. McDonalds have used this strategy recently as they have introduced a new smoothie range into their stores. This is targeting the people who would like a healthy option as a pose to drinking something like a milkshake or a soda which both don’t appeal to people wanting to have a healthy drink with their meals. Another example of diversification within McDonalds is the new McCafé range this...
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...Introduction This assignment is based on the strategic management and leadership and it is discussed about the McDonalds. There are different types of skills such as personal skills and professional skills and as a manager it is required to have both types of skills to achieve personal goals and professional goals. From this assignment it is identifying the company strategic goals and the required personal and professional skills to achieve those strategic goals. Same time it is mentions the learning styles of those skills and evaluates the skills. It is mentioned personal development plan including budget reports, resources and time framework. It is important to evaluate the developments and the progress of the skills and it is able to use several methods to evaluate. There are several impacts from the self learning and it is affected for the strategic goals achieving. Therefore it is discussing all these areas based on the McDonalds case study and it is significant to get a clear idea about the skills of the individuals. Task 2 2.1. Personal skills audit evaluating strategic skills needed to meet current and future leadership requirements According to Boselie et al. (2005:4) there are different types of skills which should have with an individual and it is supports to perform in the business. Therefore it is required to have personal skills as well as professional skills to perform in the job. As a manager it is significant to have leadership skills with him and it supports...
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...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 Communication effective communication played a crucial role in serving customer . Verbal or communicating never means as an effective communication , there is sign and written language for those people or employees who are verbally impaired communication in all business should be handled professionally and customer's should never feel left out because you have suddenly decided to speak in a different language than they do. All the communication should be held in a professional and yet approachable manner, communication is referred to as soft skill. Because this is a skill that is learned gradually as you go on with experience, as well as being sustain by precise training McDonald’s adopts multi-channel communication methods to ensure that all its messages are delivered to staff. These include the use of print, online and other forms of technology such as video conferencing. Culture Culture is defined as a specific assemblage of mental, physical, and emotional knowledge of a society or a group of people in society and it contains, in addition to art and literature, the way of life and living, religion, value systems, traditions and beliefs. Culture affect business: Marketing: Right from the first day, McDonald realized the importance of marketing in the branding process. Marketing is a...
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...Chapter 1 PROBLEM AND ITS BACKGROUND Introduction Every student knows McDonalds inside and outside the campus, in every corner of the street, in cities even on commercial places in provinces. Child and adult are part for its everyday success. The fast growth of fast food industry in the Philippines led some observers to say that we are now on the burger generation. Integrated Marketing Communication (IMC) is an approach to brand communication where the different modes work together to create a seamless experience for the customers and are presented with a similar tone and style that reinforces the brands core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, personal selling, online communication and social media work together as unified force, rather than permitting each to work in isolation, which maximize their cost effectiveness (Clow and Baack, 2006). Marketers believe that quality products may not sustain its sales unless appropriate marketing communication is employed. Thus, IMC has been conceptualized to explore all the means in order to reach every member of the target market. For IMC to work well, it requires a lot of planning and right timing for its implementation. Food establishment like McDonalds utilize IMC to attain a variety of objectives. McDonald offer a pleasant alternative to eating where in one can choose any variety of foods and offers a well prepared hot...
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...Do you think McDonald's successfully followed the marketing process to establish its brand? Provide practical examples to motive your answer. What is a market process? 1. Locating and defining issues or problems. * Nature and boundaries of the situation. * Questions relating to the market strategy or implementation. * Defining issues or problems by taking account the purpose of study. * Relevant background information. * What information is needed? * How the information will be used in decision making. Issues and problems at McDonalds 5 May 2015 in CNBC News McDonalds can’t shake its image, McDonald has a problem of fast food (all that’s good is bad) Alan Siegel CEO of brands says the fast food behemoth has been reactive instead of proactive Mc Donald admits that tackling issues it faces is not moving faster turnaround time. McDonald changed Big Mac to McLean. 2. Statement of research objections * Creating a research plan in solving issues and problems identified * Framework or blueprint for conducting market research project * Details and procedures necessary for obtaining the required information * Purpose to design a study that will test the hypotheses of interest * Answer to possible questions to the research * Provide needed information for decision making As mentioned above McDonald is tackling the issues. 3. Designing the research...
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...division for travel and hospitality division. Green started his career there ad showed great promise to climb the adders of the company fast. Not only was Green good at his job he was promoted at the age of only 28 to Senior Marketing Specialist only after working for less than a year with the company. Actions of Green vs. Expectations of Davis When Green took the position of Senior Marketing Specialist his directives were to identify industry trends and develop new business opportunities and also establish sales goals Sasser & Beckham (2008). Davis expected him to communicate with him on his projects and travel schedule he also wanted his presentations to be back up with market data. Green on the other hand acted independently visiting prospective clients and not following any directives given to him by Davis to ensure that he used data as well in is meeting with clients. Individual agendas of Davis and McDonald Frank Davis was not happy with the promotion of Thomas Green and to Senior Marketing Specialist as he was not someone that he would have chosen for the position as he was only with the company one year prior to his promotion. Davis felt that Green lacked the experience for the job; however his concerns were over ruled by the vice president McDonald. Davis agenda in this situation was to prove that his reservations about Green were correct and that they should go with and candidate of his pickings he had his own biases also he was challenged by Green at the first...
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...Answer 1 - Work styles and personalities of Thomas and Frank Davis are poles apart. Frank is the Marketing Director and Green is freshly promoted senior marketing specialist . As we read the case study, we could observe that Frank Davis focused on sales goals where as Thomas would focus on clients and their needs. Frank depicts that with planning and great sales strategies , the sales targets would be achieved and there would be boost up in the growth of the company. However, Thomas only focuses on the ideas of the product and tries to convince how the product would generate profits. Frank's work style included presentations , spreadsheet models and market survey and data , where as Green's was approaching clients personally. Answer 2 - As observed in the case study, we could say that the actions of Thomas did differ from expectations of Frank Davis. Being the Market director , Frank expects information regarding plans and schedule of his subordinates. However, Green doesn't provide the information of schedule of his meetings with clients and meets them without any notice given to Davis. Moreover, Frank expects to receive follow ups by Green when it is requested ,yet Green doesn't level up to the expectations. Frank Davis expects everyone in the department to have a positive attitude towards sales target and achievement , but Green doesn't possess such quality and has negative attitude which is not acceptable to Davis. Answer 3 - Thomas Green joined Dynamic...
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...446 Marketing in a Global Economy By Elizabeth Fletcher Evangel University Degree Completion Program Cohort 34B May 8, 15, 22, 29 & June 5, 2008 Associate Professor Elizabeth Fletcher EMAIL: fletchere@evangel.edu Office Phone: 865-2815 ext. 8112 Business Department Chair (Suite AB107) "Marketing requires separate work, and a distinct set of activities. But, it is a central dimension of the entire business. It is the whole business seen from the point of its final result, that is, from the customer's point of view. Concern and responsibility for marketing must permeate all areas of the enterprise." Peter Drucker, Management Course Description This course provides the student an opportunity to understand the decision-oriented realm of marketing in modern profit and not-for-profit organizations. Through a broad introduction to marketing concepts, the student will gain an understanding of the roles and operations of the free enterprise, competitive market system in the American and world economies. Through exposure to the "language" common to marketing managers, the student's development of relationships with business entities, governments, and associations will be enhanced. Course Objectives The student is provided the opportunity to understand the fundamentals of marketing for applications in modern organizations. By the end of the course the student will be a more intelligent consumer and citizen. The student should develop an appreciation of marketing application...
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...Science vs. Art Marketing Similarities and Differences of Analytics and Creativity in Marketing A common misconception about marketing amongst those who are unfamiliar with the field is that marketing is simplistic and its value not as necessary as “hard skill” fields such as finance and accounting. However marketing is the key to optimum success in that a carefully concocted balance between creativity and analytics are necessary for brand recognition and profit. It involves science marketing, which involves predominantly market research, focus group studies, and data analysis, along with art marketing, focusing on creative strategy and branding. Although it may appear these focal areas of marketing are from opposite ends of the spectrum, they share several similarities and depend on each other to thrive. According to BusinessDictionary.com, scientific marketing is the “application of analytical testing and statistical methods in gathering and interpreting market information”. It is the understanding of society’s demand through predominantly scientific testing and reasoning. Scientific marketing requires fluency in statistics and figuring out consumer behavior through demographics and numbers derived from data mining from digital outlets and marketing information systems, focus groups, referring to rivals, experimental research, and tapping into marketing partner expertise. The market research process involves defining the problem and researching objectives, developing...
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...affiliate of Harvard Business School. W. EARL SASSER HEATHER BECKHAM Thomas Green: Power, Office Politics, and a Career in Crisis Another long day at the office had drawn to a close. Thomas Green felt the pulsing in his temples that usually preceded a migraine. As he stepped outside Dynamic Displays’ corporate headquarters in Boston, the brisk air made him catch his breath. It was now February 5, 2008. Green could not believe that in five short months his dream promotion had turned into a disaster. When Green had been promoted to his new position in September, he was a rising star. Now, he would be lucky to celebrate his one-year anniversary with the company. His boss, Frank Davis, had sent the division vice president, Shannon McDonald, two scathing emails criticizing Green’s performance. Green and Davis had yet to see...
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...Date – 13th July , 2015 To, Mr. Thomas Green Senior Marketing Specialist Display Dynamics. Subject: Recommendation to improve the crisis situation between Mr. Green and Frank Davis Dear Mr. Green, Please find an attached report on the recommendations to ameliorate the crisis situation between you and Frank Davis. The recommendations have been made after incisive analysis of the circumstances and their affect on the existing situation. Apposite suggestions have been offered after analysing the pros and cons of each option depending on their viability. I believe a little alignment in the working style as per the expectations of Mr. Frank Davis would help in creating a status quo. Best regards, Adrian Bale, Royce and Mathers Consultancy Encl. 1) Executive Summary 2) Detailed Report Table of contents Executive summary……………………………………………………………………….4 Problem analysis.........................................................................................................5 Problem statement………………………………………………………………………..6 Prioritized criteria………………………………………………………………………...6 Options…………………………………………………………………………………...6 Evaluation of options…………………………………………………………………….7,8,9 Recommendation…………………………………………………………………………10 Action plan……………………………………………………………………………….10 Contingency plan………………………………………………………………………...11 Executive Summary: In March, 2007 Thomas Green was recruited by Dynamic Displays for an account executive...
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...P1- Describe how marketing techniques are used to market products in two organisations. Marketing is the process in a business that it’s publicising the value of a product or a service to the customers with the aspiration of selling the product or the service; it is a demanding business function in order to attract customers. Tesco and McDonalds are the two chosen businesses where I will be looking at their objectives and marketing objectives; as well as at the marketing techniques used in order to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution...
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...headquarters in Boston, the brisk air made him catch his breath. It was now February 5, 2008. Green could not believe that in five short months his dream promotion had turned into a disaster. When Green had been promoted to his new position in September, he was a rising star. Now, he would be lucky to celebrate his one-year anniversary with the company. His boss, Frank Davis, had sent the division vice president, Shannon McDonald, two scathing emails criticizing Green’s performance. Green and Davis had yet to see eye to eye on work styles or market trends. Tension had also risen when Green did not enthusiastically endorse the sales forecasts made by Davis. Green felt the forecasts were either overly optimistic or outright fabrications. Before he left for the day, Green had reread the series of emails regarding his performance and was certain that Davis was setting him up to be dismissed. Davis’s most recent email had made it clear to Green that his position as a senior market specialist was in jeopardy. He did not have much time to rectify the situation. McDonald had emailed a formal request to him that afternoon, asking for his perspective on his performance and how he was going to improve the situation. With this in mind, Green started his commute home and began to analyze what went wrong and what he could do to save his job. Company and Industry Background Dynamic Displays was founded in 1990 as a provider of self-service options to banks via Automated Teller Machines (ATMs)...
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...works in a company called Dynamic Display. After five months of working as an account executive, Green was directly promoted as the Senior Market Specialist by the vice president of the company’s travel division Shannon McDonald. However, Frank Davis, Green’s boss, did not intend to choose Green as the new senior market specialist and he is very unhappy about Green’s performance and working attitude three months after the promotion. After Green learned that his boss had been emailing McDonald regarding his concern about Green’s performance, Green was very worried about the situation and did not how he should explain his perspective to McDonald. Analysis: Although Green is willing to achieve a high selling growth for the company, he concentrated too much on achieving the goal instead of observing the surrounding situation. Moreover, Green did not have enough managerial experiences so he was not able to deal with issues based on a structural and long-term view; that's why he decided to avoid interactions with Davis instead of making improvements or rebuilding his relationship with Davis after Davis first criticized him. Their divergence in work style and personalities also contributed to the problem. For example, Davis prefers using memos or presentations when a meeting is set up, while Green would rather talk to his client directly or talk about things face to face. In addition, lack of communication further deteriorated the situation between Davis and Green. Despite...
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