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McDonald's

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by

Kelsey MacNaughton

on 13 February 2014

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Transcript of McDonald's

Current MARCOM Strategy
Introduction
Advertising Management
Traditional media
Internet advertising
Other media & celebrity endorsers
Summary and Recommendations for the Future
History
Sells in 33,510+ restaurants worldwide
3,000+ owners
420,000 employees
119 countries around the world

Main Markets & Competitors
Latin America, Japan, China, USA (largest market)
The following companies are the major competitors of McDonald's Corporation:

Originally opened in California (Dick & Mac McDonald): 1940
Introduced French fries to the menu: 1949
First franchised McDonald's restaurant in Des Plaines, Illinois (Ray Kroc): 1955
McDonald’s goes public: 1965
McDonald's established its first international restaurant in Canada and Puerto Rico: 1967

Size & Ownership
$2 billion advertising budget
Television
Newspapers ads
Radio

Products
McDonald's is one of the world's largest foodservice retailing chains. The company's key products include the following:
Hamburgers
Cheeseburgers
Chicken sandwiches
Chicken nuggets
French fries
Salads
Pies
Cookies
Egg sandwiches
Biscuits
Bagel sandwiches
Muffins
Soft drinks
Coffee
Flavored tea
Milk shakes
Desserts and sundaes

Pricing
Strive to keep prices low
The retail food industry is highly competitive with respect to price and quality of food products
Distribution System
Brand and Branding Strategy
Targeting
Positioning
Use of Promotions
Chelsea Harstad
Kelsey MacNaughton
Shanda Guy
Jasmine Hall

McDonald's Website
References
Children
Youth
Young urban families
Adults/Families on the go
Children and Youth
Interactive
Nutrition Facts
Happy meals and Toys
Play Place
Aggressive Prices
WiFi
Objectives of Brand Strategy
Widening Customer Base
Re-inventing Its Brand Image
Stressing on the Value Aspect of the Consumer
Expansion of food items
Young Urban Families
Affordable
Quality
Good Service
Good Hygiene
Celebrity

Endorsements
On-the-Go
Drive-Thru
Quality
Locations
http://www.ask.com/wiki/McDonald’s _advertising
Maintain the core drivers of business:
People, Products, Place, Price, Promotion
Listen to the customers
http://finance.mapsofworld.com/brand/value/mc-donalds-strategy.html
Advertisements
Seasonal Menus and Items
Sweepstakes
Coupons
Premiums
http://www.labbrand.com/brand-source/mcdonalds-new-restaurant-image-shift-branding-strategy
http://newmarketingblogs.blogspot.com/2010/10/segmentation-targeting-and-positioning.html
http://www.scribd.com/doc/11520753/Marketing-Strategies-of-McDonalds
http://businesscasestudies.co.uk/mcdonalds-restaurants/the-marketing-process/the-4ps.html#ixzz2mGnNRAWZ
www.youtube.com
http://www.aboutmcdonalds.com/mcd/franchising/international_franchising.html
Objectives of Branding Strategy
Re-designed Restaurants
Enhance customer experience
attract a younger crowd
Soothing & Relaxing brand
Future Recommendations:
Summary
In order for McDonald's to maintain the successful franchise they have established they need to continue to follow consumer wants and needs as well as to maintain their stylish design.
McDonald's
geographic, demographic and cultural research.
121 countries worldwide
adjustments
failures
greater convenience
China
24 hour service

Lordstown, Ohio
Full transcript