Marketing Communications -Mcdonalds

Only available on StudyMode
  • Download(s) : 491
  • Published : February 11, 2009
Open Document
Text Preview
Integrated Marketing



McDonalds Corporation

The history of McDonalds dates back to its early beginnings in 1940. The first restaurant was opened by 2 brothers Dick and Mac McDonald in San Bernardino California. The first franchised restaurant was later opened by Ray Kroc in Illinois, who later went on to purchase the brothers equity in the company and fuelled the massive worldwide expansion of the company that we see and know today. The corporate founding of McDonalds took place in 1955. Following the fluid expansion into worldwide markets, McDonalds has been likened with the symbol of globalization. From its initial roots, today McDonalds is a powerhouse of the food service retailer industry. With over 30,000 restaurants spread around the globe, McDonalds serves in excess of more than 52,000,000 people in over 100 countries each day. In the UAE itself, being founded in only 1994, they have 52 operational restaurants spread over the 7 emirates. In addition to this they hold the leading share in the globally branded quick service segment of the fast food industry.

Values & Mission
What differentiates one company from another are their values and missions. An understanding of McDonald’s values is one of the vital steps needed to proceed with the research for the proposal. McDonalds have five crucial values that are to: • Place the customer experience at the core of the organization,

• Commitment to the people and customers,

• Operate the business ethically,

• Giving back to communities and,

• Strive continually to improve.

Primarily, McDonalds state that the customers are core of the business activities, and their satisfaction is fundamental for the growth of the company and they are moreover the reason for their existence, due to this they place their experience and satisfaction at the central part of the organization, by provision of high quality service, in a clean and friendly environment in an aim to demonstrate appreciation.

Secondly, Commitment to people is another crucial role. It is one of McDonalds beliefs that in order to achieve high satisfaction, first a team of well-trained staff with diverse backgrounds, experiences and knowledge, operate together in an atmosphere that fosters respect to in the long run, attain high satisfaction, not only within the organization, but customer satisfaction and their continual successes.

Following this, McDonalds operate ethically, in dealing with customers by providing correct information to ensure, and they get what they are paying for. McDonalds Respect special needs of ethnic and religious backgrounds. They are proud that each and every team member local and globally, work together to achieve one main goal, which is honesty, fairness and integrity.

Fourthly, McDonalds are involved in various community activities to achieve one of their values, which is to give back to communities. One of their main activities is to support Ronald McDonald House Charities and by positively manipulating its size, scope and resources to give back to communities worldwide.

And lastly, strive continually to improve by responding and evolving with the ever changing market of not only the customers and their needs but also that of its employees and the running system of McDonalds.

McDonalds’ mission is self explanatory and taken directly from the company itself. McDonald's brand mission is to "be our customers' favourite place and way to eat." Our worldwide operations have been aligned around a global strategy called the ‘Plan to Win’ centralised on the five basics of an exceptional customer experience -- People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience. Our proposed objectives are based and are in line with the five McDonalds values explained above

Micro Marketing-SWOT
To analyse Mc Donald’s we need to look at the...
tracking img