mcdonalds marketing plan
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Case Study: McDonald’s
Sept. 15, 2013
The function of this discussion is to identify the product, price, place, and promotion strategies of the McDonald’s Corporation. As a business owner with 20 years of experience, I offer these findings: the corporate strategy for McDonald’s product is a threefold approach using strategic flexibility, the pricing strategy is based on low price/high volume, the corporate strategy concerning place is push/pull, and the strategy for promotion focuses on saturation. The prognosis for the future is that McDonald’s will continue to increase its annual revenue and stock prices over the next five years. The purpose of this report is to show my working knowledge of the 4 P’s of marketing. Please evaluate this report and prepare for discussion on Wednesday.
Product
The corporate strategy for McDonald’s product is a threefold approach using strategic flexibility. The three components are permanent, temporary, and local product. Each “layer” of the product strategy fulfills a distinct purpose. The main purpose of the permanent items is to ensure that there is always something familiar for consumers on the menu (1). The temporary products function as a development strategy to give customers a new experience and to experiment with products that may become permanent (1). As McDonald’s expands internationally, the local products have been created to meet consumer demands in particular markets (1).
The way that McDonalds’ implements its business level strategy is through product differentiation, such as the company’s response to criticism and the public’s increasing desire for healthier items. They are continuing to develop healthy versions of popular menu items, such as the Egg White Delight McMuffin, which succeeds in cutting fat and calorie count (2).
On a functional level, products such as the McArabia Tagine, available across Morocco, serve to support the
Case Study: McDonald’s
Sept. 15, 2013
The function of this discussion is to identify the product, price, place, and promotion strategies of the McDonald’s Corporation. As a business owner with 20 years of experience, I offer these findings: the corporate strategy for McDonald’s product is a threefold approach using strategic flexibility, the pricing strategy is based on low price/high volume, the corporate strategy concerning place is push/pull, and the strategy for promotion focuses on saturation. The prognosis for the future is that McDonald’s will continue to increase its annual revenue and stock prices over the next five years. The purpose of this report is to show my working knowledge of the 4 P’s of marketing. Please evaluate this report and prepare for discussion on Wednesday.
Product
The corporate strategy for McDonald’s product is a threefold approach using strategic flexibility. The three components are permanent, temporary, and local product. Each “layer” of the product strategy fulfills a distinct purpose. The main purpose of the permanent items is to ensure that there is always something familiar for consumers on the menu (1). The temporary products function as a development strategy to give customers a new experience and to experiment with products that may become permanent (1). As McDonald’s expands internationally, the local products have been created to meet consumer demands in particular markets (1).
The way that McDonalds’ implements its business level strategy is through product differentiation, such as the company’s response to criticism and the public’s increasing desire for healthier items. They are continuing to develop healthy versions of popular menu items, such as the Egg White Delight McMuffin, which succeeds in cutting fat and calorie count (2).
On a functional level, products such as the McArabia Tagine, available across Morocco, serve to support the