Marketing strategy is an organization's strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The marketing strategy is the foundation of a marketing plan. Marketing Mix cooperates greatly with the marketing strategy. “Marketing mix and four P’s is when marketing their products firms need to create a successful mix of: the right product, sold at the right price, in the right place and by using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions: The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output”
McDonald’s Corporation is world-known leading fast-food retailer with more than 1.7 million employees worldwide and more than 34,000 restaurants. “McDonald's brand mission is to be our customers' favorite place and way to eat and drink. Worldwide operations are aligned around a global strategy called the Plan to Win, which center on an exceptional customer experience – People, Products, Place, Price and Promotion” (McDonald’s 2013). McDonald’s system is built on seven values called McDonald’s Values. -
We place the customer experience at the core of all we do. -
We are committed to our people.
We believe in the McDonald’s System.
We operate our business ethically.
We give back to our communities.
We grow our business profitably.
We strive continually to improve.
This paper analyzes McDonald’s strategy from marketing mix of 4P’s viewpoint: Product, Price, Placement and People respectively. Product
McDonald’s, as presented company sells high-quality and safe products. Also argues that in addition to products typical of the whole network stores such as hamburger (sold by the founding company) or Big Mac (sold from 1968), also sold "local specialties". Every country that McDonald’s is present in, there is at least one or a few special products. In Denmark, several products as Danish pastries were implemented into national menu as well as for breakfast specialty Danish bread. Products are served in disposable paper containers, with much colorful design and easily manageable for the customer. Given the negative comments regarding the composition of foods sold by the company, started in the packaging of their products display texts communicating the quality and diversity of supply of raw materials. Attacking several senses of the consumers send strong signal of marketing. Customer can usually find graphs and description on packages related with GDA, Guideline Daily Amounts - appropriate or recommended daily quantity, i.e. of the approximate quantity of calories (Pravdova, 2006). In 2013, McDonald’s launches new packaging campaign and new wraps, bags emphasized mainly food quality and freshness.
McDonald's presents itself as a company that sells high-quality food at a reasonable price. The menu persuades customers to buy more products, so that at each meal the money can be saved. This also applies to children's menu, Happy Meals which makes the attached toy attractive to the customers. In addition to the happy meals, they get a fries and drink. In addition to meals, the fries and drinks are attached. McDonald’s has special offers such as Coin-offers which is relatively cheap option, such as Cheeseburger for $1. These campaign increases specifically average check, which is amount of how...
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