Mcdonald's Marketing strategy
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This document presents information about McDonald's marketing strategies. It discusses McDonald's history and founding, segments of customers, products offered, objectives of promotion and corporate goals. It also provides an analysis of McDonald's marketing environment including SWOT analysis and discusses strategies around product, price, place, promotion and people.
Mcdonald's Marketing strategy
- 2. Marketing Management Presented to: ANWER ZAIB KHAN
- 3. Presented by • Muzamil shahroz (F15-1234) • Zain Anwar (F15-1280) • Talha Ashiq (F14-1306) • Zoha saleem (F15-1186) • Beenish Parveez (F15-1040)
- 4. McDonald’s
- 5. • MCDONALD’S PROFILE • McDonald’s was started by Richard and Maurice McDonald’s as a restaurant concept in California on 15th May, 1940 • Mr. Ray Kroc took over the rights from McDonald brothers and founded the McDonald's corporation on 15th April, 1955 • The headquarter of the McDonald’s corporation is at Oak Brook • Scenarios • Economic Slowdown • Health Conscious attitude of People • Increased Competition
- 6. • Fact And Figures • World’s largest chain of fast food restaurants • More than 62 million served daily • In 120 Countries • 36000 Branches • Sells more than 75 burgers every second • It currently employs around 600000 employees worldwide • Revenue Worldwide 22.6 $ Billions
- 7. • Mission And Values • McDonald's brand mission is to be their customers' favorite place and way to eat. • McDonald’s Vision Statement • McDonald’s vision is to make every customer in every store smile. This is a vision which maybe easy to acquire through other ways but to do it professionally is a totally different thing. • McDonald’s Values • Place the customer experience at the core of all they do • Committed to people • Believe in the McDonald’s System • Operate business ethically • Give back to communities. • Grow business profitably • Strive continually to improve
- 11. • Objectives of Promotion Strategy • Get them In • Trade them Up • Products • Hamburgers • Chicken Sandwich • French Fries • Soft Drinks • Breakfast Items • Deserts
- 12. Corporate Objectives To serve good food in a friendly and fun environment To provide good returns to its shareholders To provide its customers with food of a high standard, quick service and value for money. Long Term Objectives McDonald’s vision is to be the world’s best quick service restaurants experience. McDonalds is committed to maintaining and developing the best food products in the quick service restaurant market. In order to deliver this, the company has made a number of commitments to food safety and nutrition.
- 13. • Segmentation: • 1) Demographic Segmentation: • Kids, Family and Students • 2) Psychographic segmentation: • different personality traits, values, attitudes, interests, and lifestyles of consumers. • 3) Behavioral segmentation: • Occasions, for e.g. Birthday Parties of kids
- 14. McDonald’s Other Restaurants Mc Drive • Provide drive through service Solid Gold McDonald’s • Special them restaurant Mc Café • Café style Mc Express • Located in shopping malls
- 15. Sub Brands • Chipotle Maxican Grill • Donates Pizza • Sun Partners Advertising Ways • Bill Boards • Signage • Sponsors • Sporting Events • Makes Coolers & Orange Drinks With Their Logo
- 16. • Marketing Strategy of McDonalds • 5 points of marketing of McDonald’s • Product • McDonalds includes specific aspects of its service and products like packaging, looks and desirability. This includes non-tangible and tangible features of the services and product. • Place • n United States almost 50% of McDonald’s outlets are located three minutes away from each other. There are specific level of happiness and fun which McDonalds offers to its consumers. It offers value position that based on the requirement of the consumer. • Price • McDonald’s restaurant has specific value pricing as well as bundling strategy like combo meal, happy meal, family meal and happy price menu in order to improve total sales of the service and product.
- 17. • Promotion • I’m loving’ it campaign to attract family Feature artists to target teenagers The right message has to be communicated to the right audience through the right media. • People • McDonalds understands the significance of both consumers and employees. It understands the truth that happy workers can serve properly and led in happy customers.
- 18. • The IMC concept of McDonalds • The IMC concept of McDonalds fast food chains nowadays is linked with the efficiency of the capitalist and the practices of the American consumers. This includes hamburgers, cheeseburgers, chicken sandwiches, French fries, salads, milk shakes, desserts McDonalds and Market Penetration • McDonald's has a new strategy to penetrate the market. The object of market penetration is to sell more of the current product to the current market segment. The company has a strategy to add $125,000 additional new sales per store in new beverage sales alone.
- 19. • Micro Environmental Analysis • Micro environment covers the internal factors which influence the operations of organization. McDonald's is influenced by its internal factors .The internal factors are- • Suppliers • Competitors • Customers • Publics • Intermediaries • Suppliers • McDonald's has its own suppliers and it practices very close relationship with suppliers. • Competitors • As the global market of 21st century is highly competitive, McDonald's has some strong competitors, for example, KFC, Burger King, Pizza Hut etc.
- 20. • Customers • McDonald's is serving millions of customers daily. • The Public • McDonald's works with considering the power and importance of different groups for instance, Media, central and local government, financial community, consumer group, pressure group and so on. • Intermediaries • As the business operation of fast food chain is different from other hospitality organization like hotel or air lines or tour operators, the intermediaries are not required in this case.
- 21. • Macro environmental analysis • Macro analysis is also known as PESTEL analysis which stands for- • Political factors • Economical factors • Social factors • Technological factors • Environmental factors • Political factors • McDonald's business is also under the control of government's rules and regulations. • Economical factors • Due to international business operation, McDonald's faces different scale of tax and revenue measurement in different country.
- 22. • Social Factors • The life style of people is being changed and the demand of this change affects McDonald's. • Technological factors • . Modern and speedy distribution channels, easy and quick payment facility, customer entertaining equipment in store, wireless internet facility in all stores etc. can help McDonald's to keep on its success. • Environmental Factors • McDonald's is criticized for using some harmful elements for example, non-biodegradable substances for its drinks glasses.
- 23. • SWOT ANALYSIS • Internal Strengths • Experience • Brand Recognition • Good communication and friendly environment • Partnership • Attractive places • • Internal Weaknesses • Product Variety • Profit fluctuation • Employee turnover
- 24. • External Opportunities • Reasonable Prices • Opportunity to be Innovative • Sponsorships • External Threats • More health conscious customers • Foreign as well as local competitors • Changing customer styles
- 25. • Conclusion • McDonald’s has become market leaders and is continuing to grow. • McDonald’s is consistent with meeting its customers satisfaction. • In 2006 McDonald’s had 9 UK restaurants that opened 24 hours a day. Now the number is 567 as demand has increased for breakfast and late meals. • As you can see McDonald’s performance is growing greater by the years, this reflects why they are market leaders.