Mc Donald's Marketing strategies

7/30/2019 Mc Donald's Marketing strategies

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Im Lovin itStrategic and Change

Management


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SEGi University

For Miss Malathi

Group Members

Kabiru Ahmed ShahirEddy Lim Song Chia

Wan Adib Akmal

Muhammad HidayatulahAhmed Abd-aldaem

Abu


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Company Background McDonalds the global fast food giant starting off as a single

small restaurant in 1940 by two brothers Richard and Maurice

also known as Dick and Mac opened a small driver-in eatery in

San Bernardino ,California .

The brothers brought a game changer again putting FAST in the

word fast food they reinvented their restaurant using their speedy

service system in 1948 .

In late 70s the 3000th McDonalds restaurant was opened in

Woolwich (south east London) in October the first in the UK.


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Company Background

The company admitted that NOBODY went in and Kroc

believed advertising was a worthwhile investment that

would ultimately reap dividends later decided to target

children with TV ads

today McDonalds has invested the concept of fast-food

restaurant and has more than 31,000 franchises in 199

countries and serves almost 47 million customers a day,but this success story like every other started somewhere

and by someone


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General Environment

General environment broad external conditions that may

affect the organization.

1. Economic:

it includes the impact of economic factors such as interest

rates, inflation , changes in disposable income and the stageof general business cycle.


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General Environment

2. Political/Legal:

federal, state and local government influence what

organization can and cannot do.

3. Sociocultural:

mangers must adapt their practices to the changing

expectations of the society


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General Environment 4.Demographical

trends in the physical characteristics of population such as

gender, age , level of education ,income, geographical location

5. Technological

is changing the ways the organisations are operating, so business

must address this issue and its impact on performance of

organization.


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Question B

Kabiru

Eddy

Hidayat

Evaluation on the influence of the

organizations general environment and

international strategies


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In t e rna t iona l S t r a t egy


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General Environment

The forces within the general environment, including politic

legal, economic, technological, socio cultural and international

forces,

To analyze the current status of McDonalds corporation, we

chose to use the PEST method to evaluate the followingcategories

P Political

E Economic

S SocialT Technological


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PoliticalEcological/environmental issue

Fast food industry giants such as Wendy's, Pizza Hut, and

McDonalds are some of the largest consumers of paper

products in the US. "Every year millions of pounds of

food packaging waste litter our roadways, clog our

landfills and spoil our quality of life.

The increasing interest in protecting natural resources and

preserving ecological balance


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EconomicalMcDonalds must consider economic challenges when expandinginternationally.

Low set up costs = rapid expansion

One of the challenge for fast food industry is that to keep the

price is low for the customer.

Franchising facilitates set ups

McDonalds corporation provides financing assistance and

training for new franchise owners to manage cash flow andkeep businesses profitable.


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Social Cultural McDonalds was face with health carges on the oil they

use and fries

Customers now opted for more healthier options like

subway which offered more of a variety for healthconscious customers

McDonald's faced cultural problems in entry in to most

countries in Asia such as India, Japan and Malaysia.


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Social CulturalTo ease customers concern about health issues, McDonalds hasmade changes to the following;

McDonalds changed its image vastly by evaluating the current

menu and making changes to it from using organic products torevising the whole menu entirely by offering salads andvegetarian burgers.

McDonalds serves a range of high-quality foods that can fitinto a balanced diet. The accurate and accessible nutritioninformation help guests make informed menu choices


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Technological

McDonalds has taken advantage of technology to streamline theirprocesses and improve efficiency.

Mobile Application You To Place Order At McDonalds Via mobile

The customers can place their order directly from their tables, dubbedas Touch Order. Its the first self-ordering system in the world touse

McDonalds has also implemented technology to improve supply

chain management, and allows customers to access this informationto make more informed decisions about what they eat.


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Global Strategy

Recent years have seen McDonalds

adapt to local regions by remodeling its

retail space while changing the product

line to appeal to local tastes

McDonalds may be able to cater to

local tastes as long as it focuses on its

core competency of fast food.

Global panthers Coca-Cola and

Olympic


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Global Strategy India

locally focused menu choices (using lamb meats

instead of beef meat keeping the religious sentiments of

most Indians)

McDonalds in India has specific menu items

For the vegetarian market (50% veg items)


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Strategy in Europe

McDonalds even further away from its core competency of

fast food.

In Europe, unfortunately, McDonalds is straying from its fastfood roots. In an effort to compete with coffee shops like

Starbucks, McDonalds is turning the restaurant space more

upscale and comfortable


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Strategy in China While offering the basic burger and fries, McDonalds in

China also offers:

Szechuan-style spicy chicken wings

Seafood Soup

Rice

Oriental Sauces

Taro and Red Bean Dessert


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Strategy In Malaysia Applying the Balance active life in

Malaysian market

The Halal Logo (no pork)

Double Cheeseburger, Spicy Chicken

McDeluxe and McChicken.

A new twist of the Triple

Cheeseburger the Double Spicy

Chicken McDeluxe , Double

McChicken and the MEGA MAC

Currently seasonal menu ( Beef and

Chicken Prosperity Burger )


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Recommendations

More Healthy Choices

Locally focused menu choices in certain countries Increase presence in Asian and African countries


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Thanks for listeningAny questions??


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Okay, I have a question

for you All

Do you feel that McDonalds foodcan be consumed every time or is

it unhealthy and toxic, or is it

more like a treat to be enjoyed onoccasion?


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The END

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Mc Donald's Marketing strategies