"Marketing research is systematic problem analysis, model building and fact-finding for the purpose of improved decision-king and control in the marketing of goods and services." Philip Kotler Marketing research is to help the company to analyze detailed information about their customers in order to know their market need, size and competition. Through marketing research, companies can analyze the change in the market, customer behavior, buying pattern, the company’s preference, customer satisfaction, and sales trend. The reasons that a company needs to do a marketing research are to develop a new product or to improve the produce. As we as this, companies can use it design their new advertising and promotion. Accurate research is essential in creating the right marketing mix to win customer loyalty.
McDonald’s is one of the best-known brands worldwide, which is a multinational fast food chain restaurant. McDonald’s was found in 1940 in the America. In McDonald’s, they mainly sell hamburgers, cheeseburger, French fries, breakfast items, soft drinks, shakes and desserts. They target every customer from children to adult.
McDonald’s market research objective
McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile. Its main objective is to increase sales and meeting customer needs. It aims to continually build its brand by listening to its customers. McDonald’s seeks the information about the marketing mix. McDonald's faces competition from other businesses. As well as this, economic, legal and technological changes, social factors, the retail environment and many other factors affect McDonald's success in the market. As a result, McDonald use marketing research to identifies these factors and forecast how they will affect the willingness of people to buy....
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