The Marketing Strategy of Mcdonald's

I. Introduction The biggest fast food chain restaurant in the world is McDonald’s. This report will show the marketing strategies of McDonald’s, facing Burger King as one of its competitor. In this case, it also affects in McDonald’s success. There are some issues that make McDonald’s a good competitor achieving growth economic, advanced technologies and many more issues. McDonald’s also has been using two marketing strategies such as advertise and promotion . Besides that, McDonald’s would be able to know what its strengths and weaknesses. In addition, the unique yet memorable logo had been applied by McDonald’s so that can leave a deep impression to customers. In this report, some point will be exposed 4Ps that about strategies have been done by McDonald’s and SWOT analysis that about the way how McDonald’s competes its competitor and effectively gain more loyal customers.

Fig.1.Growth Economic of McDonald’s (source from http://retailsails.com )

II. History and Background A. McDonald’s Richard and Maurice (the McDonald brothers) opened a small drive-in bistro the first restaurant called McDonald’s that started in the year 1940, in San Bernardino, California. The very first menu that McDonald’s serves consists of 25 barbequed food. This restaurant ran ‘carhop’ service which meant waitresses sometimes using rollerblades, in order to serve food to people in their cars at drive-in restaurants. Even though McDonald’s just earned in $200,000 per year, the two brothers chose to close and renewed the McDonald’s restaurant by selling hamburgers, French fries, chicken, desserts, milkshakes and many more. Based on the information of the McDonald’s history, the most popular food in McDonald’s restaurant are its hamburgers. Richard and Maurice decided to revolutionize their restaurant by using new system as known as “Speedee Service System” (refer to appendix

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