TAILIEUCHUNG - Marketing at McDonald’s

Our first order of business is to make certain that we are a good fit to work together. Part of that assessment will be a candid discussion about your expectations and goals. If the goals, or the timeframe for their achievement are unreasonable and depend too much on lucky breaks and good fortune, IdeaBridge will politely pass on the opportunity. We’ve worked extremely hard to build a stellar reputation for consistent results, and therefore will not accept projects or assignments from any group that has unrealistic expectations. If nothing else, we can help ground you in. | Marketing at McDonald s Careers at McDonald s Customer Services ư Marketing Qj Finance Franchising Stock Control Ù Recruitment Training Introduction McDonald s is one of the best known brands worldwide. This case study shows how McDonald s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organisation product or service. The brand image represents how consumers view the organisation. Branding only works when an organisation behaves and presents itself in a consistent way. Marketing communication methods such as advertising and promotions are used to create the colours designs and images which give the brand its recognisable face. At McDonald s this is represented by its familiar logo - the Golden Arches. In all its markets McDonald s faces competition from other businesses. Additionally economic legal and technological changes social factors the retail environment and many other elements affect McDonald s success in the market. Marketing involves identifying customer needs and requirements and meeting these needs in a better way than competitors. In this way a company creates loyal customers. The starting point is to find out who potential customers are - not everyone will want what McDonald s has to offer. The people McDonald s identifies as likely customers are known as key audiences. k The marketing mix and market research Having identified its key audiences a company has to ensure a marketing mix is created that appeals specifically to those people. The marketing mix is a term used to describe the four main marketing tools - the 4Ps. Marketing at McDonald s Page 2 By analysing detailed information about their customers as derived from ongoing market research the McDonald s Marketing department can ascertain information key to determining the correct marketing mix. 1 Which products are well received 2 What prices consumers are willing to pay 3

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