By Amy Cooper,2014-05-21 18:04
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Executive Summary

    1. McDonald's Corporation was founded in 1940 in San Bernardino, California. Nowadays, it has been the worlds largest ch

    ain of fast food restaurants, which owns thousands chain stores around the world, serving nearly 52 million customers daily. McDonald's mainly sells hamburgers, French fries, chicken products, salads, breakfast items and soft drinks. It also offers desserts, fruits and vegetables. Actually, the company has also expanded the McDonald's menu in recent decades to include alternative meal options, such as salads and snack wraps, in order to capitalize on growing consumer interest in health and wellness. It also provide Happy Meal which presents amusing toys for children. McDonalds always try to appeal to a wider ra

    nge of consumers.

    2. Many McDonald's restaurants have included a playground for children and advertising geared toward children, and some have been redesigned in a more 'natural' style, with a particular emphasis on comfort: introducing lounge areas and fireplaces, and eliminating hard plastic chairs and tables.

    3. The advertising message 'Im lovin' it is widely known by

    young people. Each McDonald's restaurant is operated by a franchisee, affiliate, or the corporation itself.

Situation Analysis



    McDonald’s is invariably devoted to innovating and reform.Thecorporation provides convenience for its customers, not only through how fast it serves customers, but also in the locationof its outlets. Freestanding restaurants are positioned so that youare never more than a few minutes away by foot in the city or by car in the suburbs. McDonald’s is trying to tuck restauran

    ts into schools, stores, and more.


    1. Their biggest weakness is the negative image of their food. Their food doesn’t have a good public image.

    2. Declining market share.

    3. Weak product development.

    4. Quality and taste of products.


    To those who decide to build a career at McDonald's, the opportunities for growth are remarkable. A prime example of where a career at McDonald's can take a person is that of John B

    etts, McDonald's Canada's President, who began his career asa McDonald's crew person in Windsor, Ontario. And Louie's McDonald's success story is common at McDonald's Canada - there are incredible career opportunities available and weare committed to promoting from within for all our employees.


    The key threats to McDonald’s domestically are the lack of gr

    owth opportunities. The market is well saturated, and it would difficult to achieve double-digit growth. Other concerns are a newfound emphasis on healthier eating. Most of McDonald’s most popular fare probably in some small way contributes to the increasing incidence of cancer, heart disease, and diabetes among the population.

    But I feel the key threat to McDonald’s continued success is it

    s very universality. Because McDonald’s are everywhere, the dining experience is never special. And as Baby Boomers grow

     up and become more rich, it is likely that they will leave behind their fast-food ways, if only to step up to moderately priced restaurants.

Market Positioning

    McDonald's positioning is the world's best quick service restaurant. Being the best means providing outstanding quality, service, cleanliness, and value, so that McDonalds make every cu

    stomer in every restaurant smile. McDonalds wants to make s

    ure that it is unique in the fastfood market.

Marketing Objectives

    A marketing strategy must be created in order to determine the means by which a set of clear objectives may be met. Long-term objectives are broken down into shouter-term measurable targets, which McDonald’s uses as milestones along the way. Results can be analyzed regularly to see whether objectivesare being met. This type of feedback allows the company to change plans and allows flexibility. Once marketing objectives h

    ave been established, the next stage is to define how they will be achieved. The marketing strategy is the statement of howobjectives will be delivered. It explains what marketing actions

     and resources will be used and how they will work together.

Target Marketing

    McDonald's target market is any person and any age, regardless of family life-cycles, nationality, incomes, generation, race and party groupings.

    Marketing Strategy


    McDonald's sells hamburgers, various types of chicken sandwiches and products, French fries, soft drinks, breakfast items, and desserts. In most markets, McDonald's offers salads and vegetarian items, wraps and other localized fare.


    The customer’s perception of value is an important determinan

    t of the price charged. Customers draw their own mental picture of what a product is worth. A product is more than a physical item; it also has psychological connotations for the customer. The danger of using low price as a marketing tool is that the customers may feel that low price is indicative of compromised quality. It is important when deciding on the price to be

     fully aware of the brand and customers minds.


    1. To begin with, thinking of the standards established by the

     local McDonald's is to find their own position of the target market , adjusting in accordance with local conditions. They save more money, and are not afraid of wasting more time on the site. However, they generally will not allocate huge funds todevelop new markets, but to find their own market. Meanwhilethey not only think that they have their own space, but also choose to achieve complete copy shop. Using a vivid metaphor,

     they will not be tailored to each individual. What they need to do is to find clothes they wear.

    2. Development of the chain's logo is the size of the expansion of its headquarters on the premise that the overall advantages of a unified control play, and the first step towards this goal is selecting the appropriate shop to the maximum extent possible to copy, so that more standardized stores will bring the total More simplified management of the Department. At the

     same time ,McDonald's chain of choice for the development of the three conditions which is the success of the "location, location, location" have to choose the target market in order to speed up the chain's pace.


    1. McDonald's has for decades maintained an extensive advertising campaign. In addition to the usual media (television, radio, and newspaper), the company makes significant use of billboards and signage, sponsors sporting events from ranging from Little League to the Olympic Games. Nonetheless, television

     has always played a central role in the company's advertising


    2. To date, McDonald's has used 23 different slogans in United States advertising, as well as a few other slogans for select

     countries and regions. At times, it has run into trouble with its campaigns.

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