Case Study 1 – McDonald’s External Analysis (mODULE 2) Industry – global fast-food retailer‚ US based Product segment – burgers‚ French fries‚ nuggets‚ beverages and coffees and cakes in McCafe Current life cycle position in the industry – mature stage TEMPLES Technology (+) – adding technology to make drive-thru‚ ordering and payment processes easier Economic (-) – GFC during 2008-2009 affected US and the rest of the world which led to the declines in consumer wealth and purchasing power‚ and a
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chat‚ meet up or even work. We’re a neighborhood gathering place‚ a part of the daily routine – and we couldn’t be happier about it” (Starbucks‚ 2012). In 2009‚ along with the expansion of economic crisis and especially the strong development of McCafé‚ the same business model of coffeehouse chain as Starbucks under the support of McDonald’s brand name‚ Starbucks therefore come up with a new advertising campaign to recruit the attentions from its new customer segmentation (the young people) via
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Mission & Values McDonald’s brand mission is to be our customers’ favorite place and way to eat and drink. Our worldwide operations are aligned around a global strategy called the Plan to Win‚ which center on an exceptional customer experience – People‚ Products‚ Place‚ Price and Promotion. We are committed to continuously improving our operations and enhancing our customers’ experience. McDonald’s Values We place the customer experience at the core of all we do. Our customers are the reason
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Question 1 Describe the 7 Ps of marketing and provide examples with which you are familiar. Question 2 Discuss the importance of the ‘marketing mix’ to the success of a firm. 7Ps of marketing: Philip Kotler elaborated McCarthy’s (1960) traditional marketing mix; according to him it consists of 4Ps namely Product‚ Price‚ Place and Promotion. These 4Ps of marketing mix were considered as the main areas where marketing managers try to use limited business resources to achieve their objectives
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smoothies that McDonald’s can. • With 808 restaurants in Australia‚ out of which roughly 30% operates 24/7‚ McDonald’s offers widest availability and greatest convenience than any of its competitors. • In 2009‚ McDonald’s introduced McCafe that offers finely brewed made to order coffee drinks that has been a great success. It means if smoothies can be properly positioned keeping consistency with brand’s core values‚ people would also love it. • In Australia‚ McDonald’s good relationships
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A Case Study Analysis: The McDonald’s Corporation Kerry-Ann Richards Marketing Management – 706 Lasell College Abstract This case analysis assessed‚ The McDonald Corporation and its position in the fast food industry. The study reviews the industry‚ the corporation‚ its major competitors and its future in the industry. McDonald’s is a market leader in the fast food industry and continues to make strides in the ever-changing market. It is recommended that McDonald’s continuously develop
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management in Australia‚ 3rd edn‚ McGraw Hill‚ Sydney. Diane Kubal; Michael Baker; Kendra Coleman Performance Improvement; Mar 2006; 45‚ 3; ABI/INFORM Global Text book Maffei‚ Steven1 Review of Business; Fall2010‚ Vol. 31 Issue 1‚ p91-97‚ 7p Becker‚BE‚Huselid‚ Ma & Ulrich‚ D 2001‚ The HRM scorecard: linking people‚ strategy and performance‚ Harvard Business School Press. Kleynhams R.‚ Markhan L‚ K.‚ and Van S.‚ Human resource Management‚ 2nd Edition‚ Person Prentice Hall‚ South Africa(2006)
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prices that the companies offer has given rise to a competitive situation in the companies (Borden‚ 1984). Marketing activities in companies are framed based on the ‘marketing mix’ of the company (Borden‚ 1984). The marketing mix framework consists of 7Ps considering the modern scenario (Booms and Bitner‚ 1981‚ cited in Rafiq and Ahmed‚ 1995). This is an improvement over the original marketing mix of 12 elements (Borden‚ 1965‚ cited in Rafiq and Ahmed‚ 1995). The marketing mix of a company plays a very
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Ever since man started trading goods‚ marketing was created. Marketing has evolved and there were several phases in its evolution. First‚ there was the production of the product‚ with no consideration on customers’ wants and needs. Secondly‚ customer’s wants and needs were not really considered as products were pretty much standardized. Lastly‚ products were differentiated and a focus on customer ’s wants and needs came to the forefront of business concern‚ which was the needs and wants of customers
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travelers‚ due to its location‚ internationally recognized brand name Best Western (BW)‚ worldwide reservation system provided by BW and medium price. The essence of approach guests is stated suitable strategic choices and marketing plan‚ which come from 7Ps: promotional and communication mix activity‚ place‚ product‚ price‚ physical environment‚ people and process‚ e-marketing is noted as an specific area to explore. The rest of the report is organized by flow of ideas which are focusing on critically
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