A Report on Mcdonald's Malaysia
To : McDonald’s Management.
From: Nurul Amirah Binti Umar Shaifuddin.
Title : A Report on McDonald’s in Malaysia.
Date : 14th December 2012.
1.0 Introduction
McDonald’s is the leading global foodservice retailer with more than 34,000 local restaurants serving nearly 69 million people in 119 countries each day. It all started with two brothers, Richard and Maurice McDonald pioneers in the fast food industry and were the first to use assembly-line format in a restaurant kitchen efficiently. In 1940, the brothers decided to open a small drive-in restaurant, because the only business that they had seen succeeding in the current economy was a little hot-dog stand. (Luxebery and Halberstam, n.d.)
Ray Kroc was the exclusive distributor of a milk shake maker called the Multimixer. Meanwhile, two brothers, Richard and Maurice McDonald owned and ran a hamburger restaurant in San Bernadino, California, in the 1950s. Ray Kroc heard how well the McDonald brothers were doing using his Multimixers to serve their customers. He met up with them and acquired the franchising right from them to run McDonald's restaurants. (McDonald’s Official Page, 2012)
2.0 Current Marketing Practice
The current marketing practice of McDonald’s Malaysia is called the “Three-Legged Stool”. It refers to three essential people: employees, suppliers and franchisees (sometimes referred as owner/operators) forming a close-kit foundation that supports the business (McDonald’s Corporate Responsibility Report, 2009).
The functions of the tree-legged stool as McDonald’s Malaysia core strength as a company. Each leg has its own function and important in make up its brand.
3.0 Current Marketing Mix
Marketing mix is the combination of the marketing tools that the organisation uses to achieve its marketing objctives in the target market (Kotler, Ang, Leong and Tan, 1999). Traditionally the marketing mix consisted of 4P’s; Product, price, place and promotion. According to Goldsmith (1999), in order to
From: Nurul Amirah Binti Umar Shaifuddin.
Title : A Report on McDonald’s in Malaysia.
Date : 14th December 2012.
1.0 Introduction
McDonald’s is the leading global foodservice retailer with more than 34,000 local restaurants serving nearly 69 million people in 119 countries each day. It all started with two brothers, Richard and Maurice McDonald pioneers in the fast food industry and were the first to use assembly-line format in a restaurant kitchen efficiently. In 1940, the brothers decided to open a small drive-in restaurant, because the only business that they had seen succeeding in the current economy was a little hot-dog stand. (Luxebery and Halberstam, n.d.)
Ray Kroc was the exclusive distributor of a milk shake maker called the Multimixer. Meanwhile, two brothers, Richard and Maurice McDonald owned and ran a hamburger restaurant in San Bernadino, California, in the 1950s. Ray Kroc heard how well the McDonald brothers were doing using his Multimixers to serve their customers. He met up with them and acquired the franchising right from them to run McDonald's restaurants. (McDonald’s Official Page, 2012)
2.0 Current Marketing Practice
The current marketing practice of McDonald’s Malaysia is called the “Three-Legged Stool”. It refers to three essential people: employees, suppliers and franchisees (sometimes referred as owner/operators) forming a close-kit foundation that supports the business (McDonald’s Corporate Responsibility Report, 2009).
The functions of the tree-legged stool as McDonald’s Malaysia core strength as a company. Each leg has its own function and important in make up its brand.
3.0 Current Marketing Mix
Marketing mix is the combination of the marketing tools that the organisation uses to achieve its marketing objctives in the target market (Kotler, Ang, Leong and Tan, 1999). Traditionally the marketing mix consisted of 4P’s; Product, price, place and promotion. According to Goldsmith (1999), in order to