Market Intelligence at McDonald’s
Marketing
Table of Contents
Essay 1: Market Intelligence at McDonald’s 3
Information 3
Communication 4
People and Processes 5
Essay 2: Tassimo On-Demand Coffee Maker 6
Target Segments for Tassimo 6
Strategic Position and New Value Proposition for Tassimo 7
Essay 3: Influencing Car Purchase 9
Consumer Decision Making Process for Luxury Car-200 9
Tactics for Luxury Car Dealers 11
Reference 14
Essay 1: Market Intelligence at McDonald’s
Market intelligence is a process of providing valuable and relevant information to company regarding the prevailing condition of the market. In order to cater the market, it is very necessary to understand the market trends like clanging behavior of consumers, competitors’ movements etc. Therefore, each marketer needs proper information through an extensive analysis. McDonald’s is in fast food retail industry, and there have been significant changes in market behaviors as consumers’ preference, their economic condition are changing constantly with increasing number of new entrants. In the process of market intelligence for McDonald, there are three major areas that must be taken into consideration and these areas are ‘information’, ‘communication’ and ‘people and processes’. Each of these areas is explained below figuring out two major questions for each.
Information
There is a significant relationship between the market intelligence and marketing research and information is the factor that relates market intelligence and marketing research. In order to conduct accurate and relevant marketing research, marketing intelligence plays very crucial role by providing necessary information. However, McDonald must determine that what information it needs. In this process, there are two major questions relating to sources of information i.e. (1) What are the internal information sources? And (2) what are the external information sources?
The external sources of
Table of Contents
Essay 1: Market Intelligence at McDonald’s 3
Information 3
Communication 4
People and Processes 5
Essay 2: Tassimo On-Demand Coffee Maker 6
Target Segments for Tassimo 6
Strategic Position and New Value Proposition for Tassimo 7
Essay 3: Influencing Car Purchase 9
Consumer Decision Making Process for Luxury Car-200 9
Tactics for Luxury Car Dealers 11
Reference 14
Essay 1: Market Intelligence at McDonald’s
Market intelligence is a process of providing valuable and relevant information to company regarding the prevailing condition of the market. In order to cater the market, it is very necessary to understand the market trends like clanging behavior of consumers, competitors’ movements etc. Therefore, each marketer needs proper information through an extensive analysis. McDonald’s is in fast food retail industry, and there have been significant changes in market behaviors as consumers’ preference, their economic condition are changing constantly with increasing number of new entrants. In the process of market intelligence for McDonald, there are three major areas that must be taken into consideration and these areas are ‘information’, ‘communication’ and ‘people and processes’. Each of these areas is explained below figuring out two major questions for each.
Information
There is a significant relationship between the market intelligence and marketing research and information is the factor that relates market intelligence and marketing research. In order to conduct accurate and relevant marketing research, marketing intelligence plays very crucial role by providing necessary information. However, McDonald must determine that what information it needs. In this process, there are two major questions relating to sources of information i.e. (1) What are the internal information sources? And (2) what are the external information sources?
The external sources of