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

McDonald's Marketing Mix

Extracts from this document...


McDonald's Marketing Mix Product: McDonald's offers a standard menu including burgers, chicken sandwiches, French fries, breakfast items, soft drinks, desserts and other items which vary by location of the branches. Food products are cooked in advanced, kept hot and packaged to order, allowing for a customer's short wait time. Due to changes in customer demands, McDonald's is constantly introducing new products and phasing out old products. Price: McDonald's implements various types of pricing models. There are three tiers. There is value pricing with its Dollar Menu, which was launched nationally in 2002. With the economic downturn at the time, this was a good way to keep and acquire new consumers. They also employ product line pricing for its regularly priced items. Included in its Value Meals are the sandwich, French fries, and a drink. Then they also have their more expensive premium items like the Angus burgers. McDonald's also does promotional pricing. Often times, there will be banners and posters advertising deals like "Two Sausage McMuffins for $3." Recently, McDonald's have also use penetration pricing, for its breakthrough into the coffee market. ...read more.


Customers may also need managing, as they affect the atmosphere in the restaurant and could make or break another customer's experience. Physical Evidence: McDonald's has a well-established brand and one of the world's most recognizable symbols, "the Golden Arches," which appeals to customers of all age groups and nationalities. The arches are a part of the restaurant design, which was later used in its logos. The food packaging is all very standardized with this logo. The interior design and layout of restaurants very similar, signifying consistency not only in their foods but in everything they do. It is important to manage the look of the restaurant, including hygiene. Process: The process of delivering the product and service is completely transparent. From placing the order to being able to see your food being prepared behind the counter to receiving your meal, every part of the process is available to the customer. In this way, it is extremely important to ensure that mistakes do not occur, and if they do, they are resolved quickly and efficiently. ...read more.


McDonald's makes an emphasis on reliability, to be able to provide consistent quality of service. Employees wear a standard uniform and are expected to provide friendly and quick service. In 1961, a training program called Hamburger University was launched for franchisees, operators, and managers learned the scientific methods of running a successful McDonald's. Here the training mission is "to be the best talent developer of people with the most committed individuals to Quality, Service, Cleanliness and Value in the world." Because production and consumption of this service occurs at the same time, it is important to also manage the customer's activities at the restaurant. They affect the atmosphere in the restaurant and could make or break another customer's experience. Recently there was a security issue where a customer was almost killed by two other customers. One employee recorded the incident and did not do anything to try to stop it. In critical situations like this, employees should be trained to know how to handle it. They have to make sure that all customers will be fine in a safe environment in the restaurant. After this incident, McDonald's claimed that more security cameras will be installed so that it serves as a warning for any future perpetrators that they will be recorded. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing 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 University Degree Marketing essays

  1. Buyer Behavior about McDonald

    The purpose of McDonald's doing this is to attract customers to their restaurant for the free breakfast repeatedly during promotional period, and after the promotion has ended, there are high possibilities that those customers will go back to McDonald's again to purchase their McD breakfast.

  2. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    Third - describes the long run sales and profit goals and marketing mix strategy over time. Business Analysis After the management develops the product concept and the marketing strategy, it can evaluate the proposal's business attractiveness. Management needs to prepare sales, cost, and profit projections and to determine whether they satisfy company objectives.

  1. Marketing Mix.

    Sources of secondary data include: * Periodicals. * Specialist marketing reports i.e Mintel * Industry magazines. * Chamber of commerce. * Government statistics. * Internet. * Professional bodies. * Trade associations. It is important that the validity of the data is checked and it is not out of date!

  2. In 1940 the McDonald's brothers, Dick and Mac opened their first restaurant in San ...

    There are a number of competitors but the main competitors are: * Burger King * Pizza Hut * KFC Interest Rates The higher the interest rates are the more interest the public will have to pay so this means the customers have less money to spend and this is the same principal as with the state of economy.

  1. What is the Marketing Mix?

    There will also be more free toys to collect inside the packs of monster munch under my new strategy, and if a deal could be reached with monster Inc then the toys could be incorporated by them. Finally we must look at the labelling of the new product.

  2. marketing mix

    turnover * Achieve a pre tax profit of �4000 in my first year of running AIM: My main aim is to be the market share leader within 5 years, these small objectives are to help me reach my main aim, I hope to reach all my stated objectives within the

  1. A critical investigation of the marketing mix of Vodafone.

    Vodafone also serve 12 million UK customers and deals with 50 million calls per day and 10 million text messages per day. They have roaming agreements with more foreign network operators than any other UK network, so the customer is more likely to be able to roam onto Vodafone when they come to the UK.


    But not all its diversification has been successful. It was this same tenacity that helped the BPL group floats a high-technology company in a very short time. BPL Mobile, one of the two cellular phone operators in the four Indian metro-Modi with Telstra, Max with Hutchinson, etc ? have tagged along overseas partners in their new ventures.

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