Mc Donald
Introduction
The McDonald’s Restaurant story began in 1954, when a self-employed salesman named Raymond Kroc sold a popular milkshake mixer in Southern California, thus since then the company contains over 30’000 quick-service outlets in 122 countries around the world. As the company began to be a big success around the world, Mr. Urs Hammer, CEO of McDonald’s Switzerland got the green light from the executive board of Chicago to open a Hotel, in Zurich. Hence, the Golden Arch Hotel opened its doors in March 2001.
In this report, an investigation of the different aspect of the hotel will be made in comparison to the case study written by Stephan Michel in 2005. First of all the marketing mix shall be analyzed and explained in comparison to the hotel and a clear evaluation of whether these aspects were important in the success of the Golden Arch Hotel. Then, a SWOT analysis has been made in order to be able to distinguish the hotel from its competitors, but also to understand why did McDonald’s company decided to enter the hotel industry. Following, will be the values and how the Golden Arch Hotel attempted to create value for its customers. Finally, an overview of the concept of the hotel’s positioning and of the market segmentation was reached.
Question 1: Explain the additional 3 Ps of the 7 Ps model and illustrate with many examples from the case study. Analyze and explain how each one of those characteristics is important in the success of the Golden Arch Hotels. Sarah Cloé Lambert
Product
Since 1954, McDonald’s has always been in the restoration business, it was only in 2001 that they decided to branch out into the hospitality industry. When the Golden Arch Hotel opened in Zürich, Switzerland, it consisted of 211 rooms and a restaurant of 170 seats including drive through. The hotel and the restaurant, which was opened 24/7, were separated into two distinguished buildings allowing “exclusivity” to the
The McDonald’s Restaurant story began in 1954, when a self-employed salesman named Raymond Kroc sold a popular milkshake mixer in Southern California, thus since then the company contains over 30’000 quick-service outlets in 122 countries around the world. As the company began to be a big success around the world, Mr. Urs Hammer, CEO of McDonald’s Switzerland got the green light from the executive board of Chicago to open a Hotel, in Zurich. Hence, the Golden Arch Hotel opened its doors in March 2001.
In this report, an investigation of the different aspect of the hotel will be made in comparison to the case study written by Stephan Michel in 2005. First of all the marketing mix shall be analyzed and explained in comparison to the hotel and a clear evaluation of whether these aspects were important in the success of the Golden Arch Hotel. Then, a SWOT analysis has been made in order to be able to distinguish the hotel from its competitors, but also to understand why did McDonald’s company decided to enter the hotel industry. Following, will be the values and how the Golden Arch Hotel attempted to create value for its customers. Finally, an overview of the concept of the hotel’s positioning and of the market segmentation was reached.
Question 1: Explain the additional 3 Ps of the 7 Ps model and illustrate with many examples from the case study. Analyze and explain how each one of those characteristics is important in the success of the Golden Arch Hotels. Sarah Cloé Lambert
Product
Since 1954, McDonald’s has always been in the restoration business, it was only in 2001 that they decided to branch out into the hospitality industry. When the Golden Arch Hotel opened in Zürich, Switzerland, it consisted of 211 rooms and a restaurant of 170 seats including drive through. The hotel and the restaurant, which was opened 24/7, were separated into two distinguished buildings allowing “exclusivity” to the
References: Anderson, J and Narus, J (2004). Business Market Management: Understanding, Creating, and Delivering Value. New Jersey: Pearson Education. P.173-221. Brooksbank, R. (1994). The Anatomy of Marketing Positioning Strategy.Marketing Intelligence & Planning. 12 (4), pp. 10-14 Fifield,P.(2007)Marketing Strategy, the difference between marketing and markets 3rd edition Kotler P., Bowen J., Makens J. (2010). Marketing for Hospitality and Tourism. 6th Ed. New Jersey: Pearson Education. Marketing, business - The 7 Ps of Marketing | Entrepreneur.com Medico, K (2013). Needs, Wants and Gotta-haves. Class, Swiss Hotel Management School. Process - Marketing Mix Stefan Michel . (2005). McDonald 's Adventure In The Hotel Industry. Golden Arch Hotel. TB 0109 Sun,S