Mc donalds marketing mix
- 1. Kharkiv National University of Economics Department of Marketing and Management Presented by ANON Onesime Seraphin KHARKIV 2016 INTERNATIONAL MARKETING PROJECT
- 2. Explanation of McDonald’s choice More than 50 years have passed since the first McDonald’s was opened and unnecessary to say the Marketing plan of this company has changed several times. However, the main goal of McDonald’s has always and will always be to provide excellent service and good food at a reasonable price. McDonalds is currently the #1 rated fast food restaurant in the world; maybe this is because there are over 30,000 restaurants in the world and they serve over 52 million people a day, but regardless it was/is necessary for McDonalds to have constant change and innovations added to their marketing scheme in order to remain the best rated. I have chosen McDonald’s because I wanted first to understand how people perceive this international fast food in Ukraine. And second, to check the effectiveness of the strategy used to enter this market.
- 3. McDonald’s history in facts 1940 The first McDonald's restaurant 1948 A few changes to the restaurant 1949 French fries and milkshakes 1955 The first new location opens 1958 One hundred million burgers 1965 Public stock trading 1966 McDonald's on TV 1967 The first international store 1979 The Happy Meal 2002 McHappy Day 2005 Fifty years of service 2010s In July 2011 Opening of the largest restaurant in the world built on the 2012 London Olympics site
- 4. Results of marketing research Hypothesis: Principal: The brand name/reputation influences the purchasing decision of Ukrainian customers. Secondary: People buy our product because of the advertising, the packaging or the places feature (space arrangement and design, architecture, ambiance, etc…) Young people buy our product more than “old” or adults People buy our product because of the price. People buy our products because they are available.
- 5. Conclusion 1st conclusion: Our principal hypothesis was confirmed, because all the respondents are aware about the brand reputation. 2nd conclusion: This hypothesis was confirmed after processing the data’s. Some customers spend more time than they need to eat because of the atmosphere, Music, TV programs, etc. 3rd conclusion: young people purchase our product more than adults. This is our conclusion after processing the demographic and psychographic information’s of the respondents. 4th conclusion: this hypothesis wasn’t confirmed. Some respondents (7) found the products affordable but the products were qualified expensive by the rest (8). 5th conclusion: this hypothesis wasn’t confirmed because our respondent can’t get the products easily. They are not available in a lot of place.
- 6. Marketing mix for Ukraine (7P’s) Place: Our restaurants and drive will be clean, available, easy to find and attract the customers today and tomorrow. We create other restaurants to be available in other places and cities. We have a responsibility to manage our business in a friendly environment and to constantly hunt for ways to make a difference in the community. Price: We have a responsibility to maintain our values and high standards as we provide food that is affordable to a wide range of customers. McDonald’s price policy can fit to the market reality because for each country there is a rigorous pricing process that is used to determine the price for this market. Promotion: All of our marketing and communications will be relevant to our customers and aim to reinforce our brand image. And because our advertising campaign is already effective, we have a responsibility to maintain and build trust with all our stakeholders by ensuring that our marketing and communications efforts are truthful and appropriate by using other channel like public relations, sponsoring and community relations.
- 7. Marketing mix for Ukraine (7P’s) Physical evidence: McDonalds focuses on clean and hygienic interiors of is outlets and at the same time the interiors are attractive and the fast food joint maintains a proper etiquette at its joints. McDonald’s has a standard design for his outlets but once again it can be modified based on the location and the local but he tries to give the same facilities. People: Our well-trained people will proudly provide friendly, accurate and fast service that delights our customers. We have a responsibility to maintain an inclusive work environment where everyone feels valued and accepted, to provide training and other opportunities for personal and professional growth, and to promote job satisfaction. Product: We will serve food and beverages people prefer to enjoy regularly. We have a responsibility to give our customers quality product choices and to partner with suppliers that operate ethically and meet our high standards of social responsibility. Process: The food manufacturing process at McDonalds is completely transparent (the whole process is visible to the customers) and it remain the same all around the world except for the locals food that are introduce in the Menu (local). All the purchase points are also standardized. (take order, paying bills, cooking, etc…)
- 8. Advertisement to consumers My idea to McDonald's Ukraine McHealth : these last year McDonald’s has faced a lot of problems in certain countries because of the increasing of obese people in this countries. In addition to control of the raw materials, I suggest to create a “healthcare” when this day they won’t put meat in the restaurant. And they can also involve in charity to help some community and take the opportunity to reinforce the brand image.