Hi, I will now discuss the extended marketing mix of McDonalds. The extended marketing mix consists of the 4 traditional p’s supplemented by the 3 p’s according to Booms and Bitner. I will start with 4 traditional p’s. Price, Product, Place and Promotion.
McDonalds uses the ‘Going Rate Pricing’-strategy. This means that McDonalds prices their products according to the average market price. They do this because their isn’t that much difference between their products and the products of their direct competitors. They promote some of their products by offering them at a cheaper price. For example: ‘The Eurodeals’. McDonalds offers the consumer the ability to eat a hamburger or cheeseburger at the price of 1 euro. Every month they change the product that’s being promoted.
McDonalds sells consumer goods. People buy them because of the need they feel to eat McDonalds. McDonalds stands for a friendly, quick service and quality food. All over the world, McDonald’s products are the same and some of them have even helped building the brand. McDonalds uses it’s brandname in the name of their products. Think of the BigMac. It’s been around for decades and has created an image for itself. It’s become a real classic on the McDonalds Menu. The main product remains hamburgers. But it’s also possible to order a salad. This counters the criticism on McDonalds for not offering healthy food and causing obesity.
One of McDonald’s strengths is the convenient location of their restaurants. Situated next to highways and main roads, they are very easy to reach AND to notice. Next to every restaurant there’s the well-known pole with M for McDonalds. Although there’s ample parking at each restaurant, most restaurants have a McDrive. This concept allows the customer to order, receive and consume their food without even leaving the car. This way McDonalds provide the quick service they promise to their customers. Worldwide,...
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