• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our GCSE Marketing and Markets section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related GCSE Marketing and Markets essays

  1. edexcel Marketing Assignment

    It also shows that the lowest number of people that shop for tracksuits at JD Sports were 4 people at a price range of �20 -�40. (4.1) The problems or issues came across in this question is similar to that in bar chart figure 4.

  2. Business Studies Assignment Marketing

    To keep it ahead of its competitors a lot of work needs to be put into promotion more than anything so the bowling alley can attract as much people as possible. SWOT Analysis The strengths, weaknesses, opportunities and threats of the bowling alleys marketing strategies are as follows: * Strengths-

  1. Free essay

    Marketing Simulation Game

    This is advantageous because team-working skills are necessary for effective performances in reality. It is Problem-solving Inclined: According to Pellegrino and Glaser (1982), knowledge and understanding of the general problem-solving strategies is acquired through practical resolution of very complex problems (Proserpio & Luigi, p.2).

  2. Strategic Marketing Report - Virgin Trains

    10.4 Promotion Promotion is used throughout the world and it is used to: * Make consumers aware of the availability of their services * Inform consumers of the benefits of their service over another (Theirs or a competitors) * Stimulate demand for their service * Provide incentive to purchase and

  1. This coursework entitled "Marketing" is about creating a marketing strategy for a new or ...

    For example, changing features of the product so it appeals to different people - more luxuries for those better off, different size engines, etc. The next stage is to set the marketing objectives considering the corporate objectives. This provides targets for the department.

  2. This report will focus on the adult palliative care provided by SAH proposing a ...

    opportunity for SAH as do the relatively un-chartered territory of corporate sponsorship. Developing long term relationship with corporate donors represents a further opportunity with in the market. 6.4 Threats The major threat to SAH is the demographics affecting volunteer resources.

  1. Marketing Strategy - Nintendo Gamecube

    X-Box has been intent on getting the word out about the release of the X-Box, and so their advertising has been everywhere! I don't really think that this much advertising is necessary, because the company did not produce anywhere near the number of consoles it expected to sell in the first week of release.

  2. Produce a marketing strategy for a new or existing product

    And showing that the bottom half is what Cosmopolitan caters for, and are the popular readers of Cosmopolitan. Because it is difficult for Cosmopolitan cater for all age ranges I have come up with a solution that will try to overcome this problem.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work