• 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...

Introduction

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.

Middle

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.

Conclusion

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

or


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

    consumers Inelastic demand- not too affected by price, especially inelastic in short run because it is not easy to make changes in production methods Fluctuating demand- more volatile than that for consumer goods and services. Acceleration effect: a certain rise in consumer demand can cause a much larger increase in

  2. Buyer Behavior about McDonald

    For the organization we chosen, McDonald's, the process of classical conditioning is as follow: McDonald's and the Classical Conditioning 2.1.1 The Concepts of Classical Conditioning So how do classical conditioning works on McDonald's? We will discuss on two of the concepts of classical conditioning, the repetition and the stimulus generalization.

  1. marketing mix

    My service will try and differentiate and the brand is the key to this. I will gradually start to lower my prices as there is competition, and try and find different ways to penetrate the market. Promotions will become more widespread and better variety if media will be used, to keep customer awareness I will do heavy advertising.

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

    aims to continue to deliver these through focused customer services and commitments to remaining at the front of service developments. Vodafone also continue to massively invest at a rate of �10 million per week into building a network which allows the customer to make more calls from more places and

  1. The Marketing Mix

    meeting the expectations of the customers Also it is important for a business to look at how their competitors are dealing with their customers and how they are satisfying customer needs. In addition J-Sainsbury's talk to customers in focus groups on topics such as service, value for money and non-foods

  2. Marketing Mix.

    Coca-Cola threatened legal action against UK retailer Sainsbury after introducing their Classic Cola, which displayed similar designs and fonts on their cans. Internet branding is now becoming an essential part of the branding strategy game. Generic names like Bank.com and Business.com have been sold for �m's.

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

    When there is low inflation can be an advantage and disadvantage so if inflation is too low the demand is low and companies cannot put the prices up so less profit is made but when it is low to an extent this means that there is more money in the economy therefore more money to be spent.

  2. Operations Management - The production system, which is being analyzed, is that of Valentinos ...

    - The food must also be seen as being 'trendy'! The idea of such a product being trendy doesn't seem important if you are only specifically targeting one segment of the market e.g. family meals. If you want to expand your customer base you must try to make yourself appealing to that segment of the market e.g.

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