International Business Assignment of Mcdonalds

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Table of Content
1.0 Introduction………………………………………………………….. Pg. 2

2.0 Overview of McDonald’s Corporation……………………………… Pg. 3

3.0 Marketing Strategy………………………………………………….. Pg. 3

3.1 Marketing Mix…………………………………………………… Pg. 4 – 6

3.2 Michael Porter’s Five Forces Theory ………………………….... Pg. 7 – 10

4.0 Conclusion…………………………………..……………………… Pg. 10

Referencing…………………………………………………….. Pg. 11 - 12

1.0 Introduction
It is important to implement marketing strategies in businesses for the organisation to get recognition or to enter a new market. Marketing strategies play important roles in business growth to create more awareness to the publics and to gain customers from competitors too.

2.0 Overview of McDonald’s Corporation
McDonald’s Corporation is so far the largest hamburger fast food restaurant in the world. The business began as a barbecue restaurant in year 1940 by Richard and Maurice McDonald. Further in year 1948, the business has changed to a hamburger stand. McDonald’s was founded by Ray Kroc, who actually founded the business and opened the 1st McDonald’s Corporation as a franchise agent in year 1955. Ray Kroc foresees the large potential business worldwide growth so he had subsequently purchased the chain restaurant from McDonald brothers. McDonald’s Corporation focuses on hamburger as their main product, they sell fast food and provided other beverages and it can be found in 118 countries. They have over 33,000 restaurants worldwide and employing more than 1.5million people to work in their corporation. (McDonald’s Corporation, 2011)

3.0 Marketing Strategy
Marketing strategy is the strategies that implemented in a venture to observe the company’s mission and overall operations. Through marketing strategy, there will be clear goals for the company to achieve. By understanding marketing mix strategy, the marketers can create demands and influence the customers with their own products by studying through 4P (Price, Product, Promotion, and Place) (NetMBA, 2010) McDonald’s Corporation is a multinational company. Every multinational company will have issues when they enter a new market. Michael Porter’s 5 forces theories help a business to identify their potential threats and how to gain the market and maintain customers from switching to competitor brands. (QuickMBA, 2010)

3.1 Marketing Mix
Marketing mix is where vary factors were mix together to achieve a perfect marketing plan. In a business, marketing mix plays an important role for the business to identify their potential market and to increase their profit levels. There are four elements in marketing mix, which are place, product, promotion and price. Each element has to appear at the right time to make the perfect match. (NetMBA, 2010)

3.1.1 Place
In marketing, place is a very important factor for a company to set up their business. It is where the businesses deliver their services or products to their customers. They need to identify the potential market so that they can operate their businesses at the right place. McDonald’s must see their targeted location and review the people’s lifestyle or culture. McDonald’s restaurants are available in almost all of the countries, either dine in or drive through. (NetMBA, 2010) Both indoor seats and outdoor seats are available in their restaurants. It makes their products convenient and easy to find for the customers. Cluster Analysis is where those individuals groups that is similar to each other but yet different. It can be identify by customers’ buying behaviour or demographic. We can find a lot of restaurants are located at the same area or some are just next to each other. Whenever there are fast food restaurants, there are McDonald’s restaurants located within the same area. McDonald’s can get information from the competitors easily when their competitors have better promotions than McDonald’s, or when their competitors have come out with new products. Distribution channels is the ways of the...
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