What Is Mcdonald's Marketing Strategy?
The McDonald's Brand Identity
McDonald's is a global brand that is highly recognisable. McDonald's is a prime example of a business that has successfully used smart marketing to support impressive growth. McDonald's has a varied consumer demographic because of its mass marketing techniques and broad appeal.
The chain is most frequented by people under the age of 24. Both male and female buyers have low incomes and an affinity for fast-food. They are defined as brand-loyal, casual diners, with an average spend per customer of $7.79.
The brand collects primary market research data to guide its marketing strategies. Customer satisfaction surveys are conducted in-store, across its social media channels, and via the McDonald's mobile app to determine customer satisfaction regarding food quality, service, delivery, and more. The forum website, McDonald's Community, and other digital channels are monitored to capture interactions with and feedback from customers.
McDonald's uses traditional billboard advertisements that are similar to its broadcast ads in that they focus on the same marketing objectives and content. The company puts up billboards in prominent locations with high footfall and visibility to maintain positive brand perception and affinity among its target audience. McDonald's also does outdoor marketing.
Ambient advertising is placing ad material in unusual places on objects that are not usually used for promotional purposes. The brand's street markings across pedestrian road crossings are designed to make them appear as though they are a portion of fries, from a McDonald's branded fries' box. The brand uses online advertising to promote its products.
Pricing in McDonalds
McDonalds has kept its product width and depth limited. McDonalds studied the manners of the Indian clients and provided various menus as compare to the world market menu. The company does not serve beef, mutton, and pork burgers.
McDonalds offer vegetarian menu in India. The cheese and sauce are vegetarian. The company constantly improves its product and service in order to keep up with the changing tastes of its consumers.
Chicken Maharaja Mac and the Chicken McNuggets are examples of good examples. Business should consider the possible reactions from its competitors when it comes to pricing. The customer base of McDonalds can be seen by the fact that the pricing strategy was developed to attract middle and lower class individuals.
Market Segmentation of Fast Food Restaurants
There are videos and articles explaining market segment in relation to McDonalds, Burger King and other fast food restaurants. Answer the questions below if you read and understand the articles.
The McdonalDs Franchise System
The company is looking for opportunities in other countries. Mc Donalds does not want to destroy its Mcdonalds environment, but they want consumers to know that they are not a company with only exclusive markets, they want consumers to appreciate and recognise their brand image. Mcdonalds decided to sell its product through a franchise system.
The company wanted to control the quality of service and the environment of its food outlets. The company needed to be in every nation and market to expand. The company relied on technology and the internet to produce various advertising materials and open information to all the hungry consumers.
McDonald's has a unique way of addressing its customers and it also treats its employees well. The company emphasizes on its employees to be friendly and have affection for people, and they have a dress code to follow. Customer satisfaction is of paramount importance and the service delivery of Mcdonald's is given priority.
Employees are given ratings based on their performance and they are encouraged to make decisions. Quality and service are important. The brands and other brand information used in the Marketing Strategy & Mix section are owned by their companies.
Adaptation of Global Companies to Local Markets
It is important for a global company to be able to adapt to the local market. Effective communications are important. A global company should work with a professional translation service provider to ensure the accuracy of their translations. Some global companies that failed to understand their target markets and their various requirements lost their customers in translation.
McDonald's Inbound Logistics
McDonalds can replace value by matching the money customers pay with quality and diversity of products and services, which makes the customer feel more important than what they pay. McDonald's aims to make the customer happy by making food and the customers feel satisfied with the cost exchange. McDonald's is a good place to get advice for friends and family.
Business strategy is a long term planning of a business with specific goals and a specific time with the available resources. The top level of management created the management plan to make the business run in profit. McDonald's business strategy is to make food fast for customers at a very low competitive price but to also make money by reducing the cost of the product and expanding the business world wide.
McDonald's has a policy to be in the market as a leader. It keeps its cost low and gets more income by selling food at a cheaper price. The food made with the help of machine is considered more sanitary than the food made with human intervention.
The employees are provided with a database management system and computers so that they don't get confused. Each staff at Mcdonald's takes an average of one minute to serve the customer. The chairs are arranged in a way that makes it hard for people in the queue to get a seat.
It is hard to establish a brand name in the restaurant business as it requires a lot of investment and it is hard to get a restaurant license. There is a high cost of entry in the market. Large established companies like McDonald's are more likely to enter and achieve something within the souk, new entrants find it more difficult to get into and get a good meal.
Advertising in Fast Food Network
Fast food is a concept used in restaurant operations that involves mass production and preparation of ready-to- eat food products to accommodate a large number of customers and thus, increase sales volume, improve operational effectiveness and efficiency, and promote convenience by reducing waiting time. It has invested in advertising through both traditional and digital media. The company has seasonal advertising campaigns that are tailored to a particular occasion or event in the geographic market.
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