...Product positioning map for McDonald's Submitted by Date of submission Product Positioning map Product positioning with MCD corporate strategy McDonald has perceived product-positioning maps in comparison to their corporate strategy do line up to what is expected. There are areas for improvement in relation to their direct competition in every town. In reference to EPS/EBIT, it is relevant to their strategy implementation. McDonald’s product positioning maps do line up with their corporate strategy. Their strategy or motto is “Plan to win”. When I think of a fast food restaurant winning, I think of winning over the masses of customer traffic. They certainly do this well. What makes up this strategy is; continued growth in the US and abroad, being a sustainable company, new items, new designs of business models, and remaining very competitive . (McDonald's, "n.d."). There is nothing about being the best quality, friendliest customer service, healthiest option, or most comfortable atmosphere. In these categories, I feel that they want to just do better than they have in the past with continued improvements. When you look at these product positioning maps, they tend to fall on the lower ends and very conservative in many fields such as atmosphere, quality, healthy choices, and limited choices (McDonald's, "n.d."). Areas they tend to do better than some of their competition is speed of service, taste, and price (McDonald's, "n.d."). This is in line with sales. These are...
Words: 950 - Pages: 4
...UNIT-IV Product positioning concept Although there are different definitions of Brand Positioning, probably the most common is: identifying a market niche for a brand, product or service utilizing traditional marketing placement strategies (i.e. price, promotion, distribution, packaging,and competition). Also positioning is defined as the way by which the marketers creates impression in the customers mind. Positioning concepts More generally, there are three types of positioning concepts: 1. Functional positions o Solve problems o Provide benefits to customers o Get favorable perception by investors (stock profile) and lenders 2. Symbolic positions o Self-image enhancement o Ego identification o Belongingness and social meaningfulness o Affective fulfillment 3. Experiential positions o Provide sensory stimulation o Provide cognitive stimulation Perceptual mapping Perceptual mapping provides answers to these vital questions: • What is your market position relative to your competitors? • What are your strengths and weaknesses? • Where are there gaps in the market? • How do you measure up to the “ideal?” • What strategies will improve your competitive position so that you are both relevant to the market and differentiated from competitors? The process includes developing the attributes—either functional, emotional, or both. Survey respondents rate the client brand and competitive brands on each of the attributes, and attribute importance and ideal...
Words: 1313 - Pages: 6
...Using Perceptual Maps in Marketing Krissinda Richards MKT 421 December 21, 2011 Dr. Dyrren Davis Using Perceptual Maps in Marketing In the world’s market things are constantly changing. Products are introduced, have a growth period, then it starts to decline and eventually replaced with something new.The Thorr motorcycle simulation describes how the product life cycle of the Cruiser Thorr develops and then slowly declines as time and people change. In this situation, the CruiserThorr has had a lengthy product life cycle and the know the question is should the company think of new ways to reposition the Crusier Thorr in the market to appease the next generation or come up with a newer more fashionable model to replace it. Thorr Motorcycles must determine the motorcycles position in the market using a perceptual map. This map will chart the consumer’s views about the Cruiser Thorr and help the company make a final decision. Perceptual Map In the first step of using the perceptual map is selecting the parameters in which to reposition the cruiser in the market. The optimal parameters chosen are the lifestyle image, price, service offerings, and quality engineering. The Lifestyle image is the most powerful characteristic because it is design to persuade the customer buy into the image and not the functional attributes of the product. Quality engineering covers the product design, engine capacity and design, styling and the uniqueness of the product. These are important...
Words: 711 - Pages: 3
...preparation of this project we have visited K&N’s outlets and its head office and had a meeting with marketing manager of K&N’s. The rationale behind visiting the company is to study and evaluate the marketing and positioning strategies of K&N’s products the history and development of the food market. The report starts with the basic history and introduction of the company, its products and competitors it also covers the general information of the market. The information presented in this report has been obtained from the company’s personnel consumers and the market and company’s websites. Group members Sheeba Siddiqui Syed Umer Noman Madiha Fazal Afsheen Raza Abdul Moiz Contents Introduction 3 History: 3 Working Process: 3 PRODUCTS: 4 CURRENT MARKET SITUATION: 4 COMPETITORS 5 Menu foods: 5 Man-o-salwa 5 Pk Foods 5 Dawn foods 5 Competing products 5 Earlier product to satisfy need: 5 Researching Organizational Marketing Positioning: 6 Target Marketing Segments 6 • Working Women: 6 • Kids : 6 • Business class 6 • House wives: 6 Market positioning AND Difference Promoted: 7 • Halal Product: 7 • M.S.G. Free 7 • Vaccinated: 7 • CARBONATE FREE: 7 Non-steroidal growth: 7 POSITIONING STRATEGIES: 8 • Advertisement: 8 • Backward integration: 8 • Recall SHORT expiry products 8 • Fish Free Feed: 9 • Case Study Accepted IN...
Words: 2045 - Pages: 9
...Report Outline 01. Introduction 03. An Overview of Nike 04. What is Perception? 05. Perceptual Mapping 06. Tabulated Survey Results 07. Findings 01. Introduction c/b 1.2 Origin of Report The report has been prepared for Mr. Junaid Khan, faculty at School of Business in North South University as a requirement of MKT344 course. This report is compulsory for students majoring in marketing. 1.3 Report Objectives We had the following objectives while writing the report (a). Investigate consumers perception on Nike shoes. (b). Identify underlying causes of perception. (c). Positioning of Nike in consumers mind. (d). Draw a perceptual mapping of Nike compared with other brands. (e). Analysis of respondents perception in terms of social class. 1.4 Limitations We had faced many obstacles in carrying out a successful survey. Some of the limitations faced were as (a). The survey sample was a negligible amount, that was 50 persons to obtain accurate answer. (b). The next problem was in assessing the true income level of respondents as people were not eager to disclose their true income. Surprisingly two respondents filled out the income level after making personal request. (c). The survey was carried out only in a porsche area of Dhaka city i.e. – in Banani not leaving a huge number of respondents outside the survey. 03. An overview of Nike 3.1 The Company “If you have a body, you are an athlete,” this was the saying of Bill Bowerman;...
Words: 1460 - Pages: 6
...3:People who are of mid-level income , they don’t want to perform surgery since expensive and want a substitute with is of same quality but at a more acceptable cost. | Targeting Evaluate market segments and choose the target segment.Market attractiveness criteria (segment size, segment growth, segment profitability etc.):Business strength criteria (resources, skills and competencies etc.):How would you rank the segments based on the market attractiveness and business strength (you are not going to use any sophisticated tools at this stage, simply rely on your experience and understanding): * Highest potential: segment x * Medium potential: segment x * Lowest potential: segment xYour target segment (one of the three): | Positioning Think about how you are going to position your product/service. Are you going to...
Words: 408 - Pages: 2
...MKTG 4120 Case Study – Positioning the ConneCtor 2011 Prepared by LI Danyang Sunny 1155002138 Question 1: Two dimensions were applied in this case since the third dimension did not capture significant variance compared with the sum of first two. (See Figure 1) The variance explained by the horizontal dimension (46.6%) was two times more than the vertical horizontal (20.8%), so the horizontal dimension was more than twice important in explaining customer perceptions than the vertical one. The horizontal axis associated mostly with attributes “Multimedia”, “Stylish” and “Monitor” while the vertical axis associated mostly with “Sturdiness”, “Light Weight” and “Connectivity”. (See Figure 2) From the perception map, Connector 10L performed the best in terms of Connectivity, Data Entry and Third Party Support. Moreover, it also had advantages on its weight. However, Connector 10L was not attractive enough to customers in terms of Multimedia Function, Stylish and Monitor Quality. It is noticed that there was a lack of other brands near Connector 10L’s position (Only Palm VII), which indicated a potential opportunity for new positioning – wireless access feature. (See Figure 2) Question 2: In the positioning map with Preference Vector, it could be found that Connector 10L is the 5th preferred brand chosen by participants, ranked after HP Jornada, Casio Cassuioeia, Compaq IPac and Palm VII. Overall preference for handheld devices increased with Memory, Software and...
Words: 1082 - Pages: 5
...Assignment #1 Market Segmentation and Product Positioning Noaman Siddiqui Marketing Management-MKT 500 Dr. Shirley McLaughlin April 21st, 2011 Abstract This paper will introduce a product and service which operates in the U.S. with the intent to expand within foreign markets eventually. The service that I chose is a current service in the food service industry that does exist but would benefit from enhancing it; there are market trends for the new service that would definitely satisfy potential customers’ needs and wants once the idea is brought to their attention. The goal is to bring the feel of the city’s fine dining and lounging experience to areas outside the city without having to travel far or spend more. The service is an interest of mine and would be a consumer product that would have market potential and become very profitable. The following objectives will be addressed: The marketing segment for the product and why? The target market and the reason why? A SWOT analysis for the company and last the market position for the product and service. Marketing Segmentation and Product Positioning The vision is to bring the feel of the city to suburbs and small towns outside of the city with an upscale restaurant and lounge. The restaurant will consist of lavish décor, delectable cuisines, yet affordable prices. The restaurant will service as a model for franchising therefore making it easier to expand and branch out among foreign markets. The marketing segment...
Words: 1680 - Pages: 7
...Presently the corporation is serving more than 68 million customers on daily basis with 35000 stores in around 119 countries. McDonalds works with the strategy of “Plan to win”. The product positioning map of McDonalds is in line with its Corporate Strategy. Since winning in the food industry means gaining large market shares, McDonalds is doing well in attracting customers and is a sustainable growth company. The company is better than its competitors in terms of speed of service, price and taste. However, the company is required to improve and do better than the past in the areas of quality and customer service in order to sustain in the competitive environment. Product positioning Map: The map represents the position or standing of the products and services in the market. The map consists of 2 lines (x and y axis). The products are positioned for various criteria like price, status, quality, and reliability. The below product positioning map shows McDonalds and Burger King’s product position is based on providing high quality products to its customers at low price. High Price Low Quality High Quality Low Price The concentration of Burger King is on narrow product positioning. As per the taste test research, the grilled taste of the beef and condiments were the most the preferred by the customers. While McDonalds continue with its generalist advertising approach...
Words: 655 - Pages: 3
...(influences, psych), how they buy (purchase process)…MASLOW=physiological, safety, belongingness, esteem, self actualization(growth not deficiency)…buying process(find inference point where customers decision affected by mktg tools)= problem ID, info search, compare alternatives, purchase decision, post purchase…analysis steps= competition @ each level(biz scope, mgmt. expertise, mkt position AND competitors profile- scope of mkt coverage, target mkt, positioning strategy, financials), evaluate them, forecast their moves, identify entrants…MDS=aimed @ changing attitudes, hard 2 interpret….new entrants= compete similar mkt, similar tech, similar customers targeted with diff products, compete in diff areas….likely when profit/growth/potential high, barriers/comp low…changes in mkt= deregulations, new tech, demographic shift, change in lifestyle…delta competition=experiment ideas to mkt share/profit…..MDS- competitive position in general, determine future positioning, and to establish perceptual goals for advertising. Attribute maps or scores –guide physical changes/focused advertising FORMULAS= sales= mkt size x mktshare/100 …mkt size= firm sales x mktshare/10……next per sales=next period mkt size x next period mkt share, next pei mkt size=this period mkt size x mkt growth rate….next...
Words: 297 - Pages: 2
...There are 3 sources of strategic positioning 1) variety-based positioning, 2) needs-based positioning & 3) access-based positioning.To build a strategy you need to make trade-offs & tighten the fit among a company’s activities. If there is no fit among activites, there is no distinctive strategy & little sustainability. There are 3 types of fit 1) simple consistency, 2) activities are reinforcing & 3) optimization of effort. Growth can be a trap in developing a strategy. 1. Operational effectiveness is no strategy Environment: companies must be flexible to respond rapidly to competetive & market changes, they must outsource aggressively to gain efficiencies because competitors can quickly imitate mgmt-techniques, new technologies, input improvements & superior ways of meeting customer’s needs. Definition Operational effectiveness (OE): It means performing similar activities better than rivals do & to better utilize inputs by, e.g., developing products faster. OE includes efficiency but is not limited to it. Some companies get more out of their inputs (within OE) because they: - eliminate wasted effort - employ more advanced technology - motivate empolyees better - have greater insight into managing particular activities/sets of activities Definition Strategic Positioning (SP): It means performing different activities from rivals’ or performing the same activities in different ways. positioning – once the heart of strategy – is...
Words: 3580 - Pages: 15
...consist of different brands, single family brands or an individual brand (380). For example, a cosmetic company's makeup. Another example would be life insurance (380). A product mix or product assortment, refers to the total number of items that a company offers to its customers for sale and can consist of various product lines (380). A company’s product mix will have a certain width which is how many different product lines the companies carries. Length or the total number of items in the mix. Depth how many variants are offered of each product in the line. And the consistency or how closely related the product lines are (380). For example, a company may sell multiple lines of products. Michelin has three different product lines: tires, maps and restaurant rating services (380). Branding is the method of...
Words: 1806 - Pages: 8
...Geography - Maps Continents and Oceans of the World There are 7 continents in the world 1. Africa 2. Antarctica 3. Asia 4. Australia 5. Europe 6. North America 7. South America There are 5 Oceans 1. Pacific 2. Atlantic 3. Southern 4. Indian 5. Arctic The Pacific Ocean is the largest of the world's five oceans, followed by the Atlantic Ocean, Indian Ocean, Southern Ocean, and Arctic Ocean. The ocean covers 71 percent of the Earth's surface and contains 97 percent of the planet's water. Map skills To use a map effectively you need to know how to read the information. This is done by learning basic map skills. Measuring Distance Being able to measure the distance between two points on a map is very important. It allows you to work out what distance is in real life. Every map is printed with a scale bar that converts the distance you measure on a map (usually in centimetres or inches) into a real life distance (usually in kilometres or miles). A quick way to measure distance is to count each square you cross on the map. Understanding Scale It wouldn't be possible for maps to show things the size they are in real life, so maps make things smaller using scale. Drawing something to scale means showing it at a different size to what it is in real life. When maps are drawn to scale things are made many times smaller than they really are. Because maps are important to a lot of people, this...
Words: 1426 - Pages: 6
...Physical Geography Chapter 1: The Discipline of Geography Principles of Geography Geography is the study of the distributions and interrelationships of earth phenomena. Geography is different from other disciplines in that it doesn't have a particular "thing" it studies. Botanists study plants, while geologists are interested in rocks. Geography is defined by its approach or methodology. Geographers describe their discipline as a spatial science. By "space" we aren't talking about celestial space. Geographers are concerned with answering questions about how and why phenomena vary across the surface of the Earth. For instance, geographers investigate patterns of vegetation as they relate to distributions of climate, soils, and topography. Geographers recognize the dynamic nature of Earth's physical systems. The physical geography of Earth changes in response to variations in weather and climate, the shifting of continents, and and the sculpting of coastlines by wave action. By recognizing the Earth system is dynamic, geographers take time into consideration when looking at the spatial patterns of Earth phenomena. Therefore, geographers are playing important roles in understanding the effects of climate change on earth systems. The role of geographers in assessing patterns of environmental change is a theme that reoccurs throughout this book. Figure 1.1 Folded Appalachian Mountains Linear folds of the Appalachian Mountains can be easily seen in this satellite image. (Source: NASA/GSFC/JPL...
Words: 8683 - Pages: 35
...front office manager of hotel Empire. He is facing a situation that a family is looking for two rooms for just one night. They are 4 persons. Parents are regular business traveller but now them with their two kids. They are not as business traveller that night. They are paying for one room $160 but hotels rack rate is $220. We advise Larry to reject the family booking to considering following points, Market Positioning: - Hotel Empire is a very famous hotel in that market. Hotels market position is very high. As they are mention the picked up six walk-in guests and three of them are walked from the Hotel The Astor. This hotel is competitor of Hotel Empire. Maintain loyalty of clients for future is very important for market positioning. Hotel is really having very much goodwill. As case stated the downtown hotels are evidently filling up tonight that means the market demand is there. To maintain Market positioning we must follows the target market and pricing principle. So Larry Tan must be reject this booking if they are not ready to convinced to maintain the market positioning. Target Market: - As mention in case Hotel Empire is nearby to full occupancy. Only two rooms are remained. Hotel has chances to be perfect fill but hotel have most clients...
Words: 543 - Pages: 3
