Effective Advertising Planning and Implementation Paper
McDonalds Fast Food
McDonalds is the largest chain of fast food restaurants that was founded in 1940 in San Bernardino, California by Ray Kroc. The company is currently headquartered in Oak Brook, Illinois. There are 47 million customers served each day in the franchise. The total employees that were recorded in 2008 were 40,000, which are spread all over the world, in 119 countries and territories. McDonalds has expanded into many international markets, and the firm has become the symbol of globalization worldwide (McDonalds, 2009). More than 70% of McDonald’s restaurants are owned and operated by local business people independently. Although they are one of the largest fast food restaurant chain in the world, their focus is not on being the bigger restaurant but rather on being the better restaurant. The customer-focus plan for McDonalds is to influence people on their products, place, price and promotion. McDonald’s applies a strategy model that is based on differentiation and cost based competitive advantage and fast service. People often come to a fast food restaurant on a quick break knowing what to expect. McDonald’s offers quality, convenience, service and value. McDonalds created the Happy Meal that includes a toy and was marketed to children to add a differentiating advantage in their markets. But not only did they add a toy, they also added a specific toy for a girl or a boy to bring a more personal experience for family dining or carry out, whichever each family decides on their night out. McDonalds advertising strategy is always changing and reinventing themselves to meet the current market conditions. The company is willing to modify its strategy depending on internal or external forces keeping them flexible and fresh to the public. Competition in the fast food market changes daily so keeping strategic...