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Describe what you feel are McDonalds key definitions of marketing and how they focus on the customer in their marketing approach.

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Introduction

* Describe what you feel are McDonalds key definitions of marketing and how they focus on the customer in their marketing approach. All organisations need to be in touch with their business environment in order to make sure that what they do fits with customer expectations. McDonalds examines the positive way in which they respond to changing customer habits and increased levels of competition. Today, many people live busy lives and place great importance on convenience when buying and paying for goods and services. They are attracted by modern, quick service products such as drive-in car washes, mobile phones and ready meals. For many people (though not all), this emphasis on instant service is a winning formula, particularly for younger people and young families. However, research indicates that modern consumers of all ages are seeking experiences that are more individualised than in the past. In terms of the product life cycle, quick service restaurants have reached maturity in the UK and need an injection of fresh life through innovative ideas if their lifespan is to be prolonged. McDonald's is looking to provide appropriate solutions to these changing trends. In particular: * consumers are seeking more food variety and healthier eating -McDonald's is providing a more balanced offering that includes fruit, sugar-free fruit drinks for children and more chicken products * price is becoming more critical to decision-making - McDonald's has created an Extra Value Meal and a McChoice menu offering a flexible combination of drinks, sandwiches etc in addition to the meal, thereby providing excellent value for money. ...read more.

Middle

McDonalds has responded to the data they have gathered through market research by providing the best possible marketing mix (the four P's) for their customers. This involves providing: * appropriate products e.g. chicken as well as beef, salad items, and healthy drinks for children * the right price: in this case providing food and drinks in a value for money way * in the right place (at convenient locations) e.g. in shopping areas/malls * through the right form of promotions. McDonald's spends more on advertising its promotional offers than all of its competitors combined. Even mature markets can have gaps in provision that leave some potential customers unsatisfied. The McCaf� development is the result of intensive market research that has identified a group of potential customers that had remained largely untapped. McDonald's recognises the importance of listening to the needs and requirements of this substantial group of users. McCaf� provides an avenue for McDonald's to target these consumers by offering high quality coffee served by specially trained caf� staff in a caf� style environment. McDonald's has defined its target market clearly. TheMcCaf� target market is customers who appreciate quality coffee and who want an excellent product in an attractive, undaunting environment. This concept has already worked well in Australia and New Zealand where the caf� concept is less developed than in Europe and America. ...read more.

Conclusion

McDonalds "I'm lovin it" campaign marks a key milestone in McDonalds marketing revitalisation process. McDonalds countries will incorporate the "I'm lovin it" theme into advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives. The benefits of the campaign is the attraction to the youthful communities around the world, as each aspect of the "I'm lovin it" campaign shows off the way the youth culture of today in each country actually is. The limitations of the "I'm lovin it" campaign is that they could alienate their existing established customers who are currently outside of the 'youth' market as the campaign is entirely advertised for the youth market. The likes of Burger King, Wimpy and Wendy's as well as independent burger bars are not running such intense campaigns like the "I'm lovin it" campaign, which is advertised solely for youths. Established customers may treat this campaign as a threat because of their age, and decide to change which burger outlet they may eat at. As the market leader and as a pioneer of the Quick Service Restaurant concept, McDonald's has to respond to a changing business environment. It is well placed to do so. It has listened to its customers, and also observed them. Based on its research, it has launched McCaf� and McChoice - new products conceived and designed to complement and extend what it already offers and to keep the company 'ahead of the game' in an increasingly competitive market place. Marketing ...read more.

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