The Department of Marketing

Mc Donald’s Marketing Strategies in the U.S

Topic: McDonald’s Marketing Strategies in the US
Introduction………………………………………………………………………………3
Chapter One: Fast Food Industry Analysis 1.1 Rivalry Among Existing Firms……………………………………………………….4 1.2 Threat of New Entrants………………………………………………………………5 1.3 Bargaining Power of Buyers…………………………………………………………6 1.4 Bargaining Power of Suppliers………………………………………………………7 1.5 Threat of Substitute Product or Services…………………………………………….7-8
Chapter Two: Marketing Mix of McDonald’s in the U.S
2.1 Product……………………………………………………………………………..8-9
2.2 Price…………………………………………………………………………………9
2.3 Place………………………………………………………………………………..10
2.4 Promotion…………………………………………………………………………..10-11
Conclusion:
Final Recommendations……………………………………………………………….12
Appendix………………………………………………………………………………13-15
Bibliography…………………………………………………………………………...16
2
Introduction
There are many fast food restaurants in America presently; among them is Mc Donald’s, currently one of the most successful fast food restaurants in America. Mc Donald’s originally started out as a small restaurant that focused on burgers, fries and beverages. It was owned by two brothers Dick and Mac Mc Donald. Ray Kroc came along and saw their business and put forward an idea to establish Mc Donald’s as a bigger company by establishing them all over America. Mr. Kroc would later go on to modify the restaurant and buy out the brother’s interest in the business. He found the Mc Donald’s Corporation in 1955 and later bought the exclusive right to the Mc Donald’s name. By 1958 Ray Kroc had opened 34 Mc Donald’s restaurants. What had just seemed like a dream a couple of years ago had now become a reality.
These franchises seemed to do so well that Mr. Kroc opened 68 new restaurants in 1959. A lot of Mc Donald’s success had come