Mcdonald's Management Strategy

Topics: McDonald's, Brand, Hamburger Pages: 3 (934 words) Published: April 24, 2013
* I would consider McDonald’s to be a lovemark (high love and high respect), not a brand, since the company focuses on building a relationship with its customers, and the most important thing for them is you end up satisfied after consuming their products, which will make you go again. McDonald’s is a brand that has existed already for a lot of years which has made people to love the brand. McDonald’s is an icon for fast-food all over the globe. The bad part of having a company in the fast-food industry is that you have a wide range of competitors (Burger King, Wendy’s, Taco Bell, Chick-fil-a, in-n-out…etc)  In marketing your best strategy often depends on what strategy your competition is using. This is especially true if you are trying to compete with a No. 1 brand (in this case McDonald’s), perhaps the most difficult job in marketing. We are going to analyze the strategy used by Burger King years ago, trying to become the opposite of McDonald’s with absolutely no success. Their theme was ‘Grow up to the flame-broiled taste of Burger King’  since Burger King thought McDonalds target market was a younger crowd that consisted of kids attracted to Ronald McDonald the clown, the Happy meals and the swings of their restaurants. So the idea of Burger King was to position Burger King as the place who had outgrown the Happy meals and the swings. As it happened, Burger king followed the Kmart strategy of trying to outdo the competition rather than being the opposite of the competition. Bigger playgrounds and better kids meals was just some of the ‘better than’ strategies employed by burger king. ‘the better than’ strategies were mostly failures and a parade of CEOs have come and gone as Burger King tries to find a winning strategy to compete with McDonald’s. The average McDonald’s unit in the U.S. did $1,527,300 in sales last year. The average Burger King unit did $1,030,700. In Spain a couple of years ago Burger King was the leading fast-food company, but McDonalds’s...
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