Paper 2 section C essay 1
Question: “with reference to one or two organization that you have studied. Discuss how marketing strategies may differ in two cultures you are familiar with”
Marketing strategies are the ways in which a business offers the consumers a product, and also offers a way for the consumer to find out more about where to purchase the product and at what price. Marketing strategies include the 4 Ps: product, price, place and promotion and are used to increase sales revenue, profit and also customer awareness. Marketing strategies may differ between two different cultures, as the business has to appeal to two different consumer markets. For example Mc Donald’s in a country such as America would have the different
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They also have a wider range of product since in the United States a huge proportion of the population eat beef or pork which attracts more customers.
The price of Mc Donald product would also be influenced by cultures in the differing countries. The United States is considered a MEDC that is relatively economically stable, compared to parts of India which may still be seen as developing. Due to the United States’ high quality of life, many people eat at restaurants/ fast foods as it has become a lifestyle for them. Mc Donald’s burger is seen as something very common in the United States as many people that work go there for lunch. This allows them to set relatively high prices as they have a high demand for their product. India on the other has many other competitors such as KFC, Subway, and Baskin-Robbin etc. Therefore there is a lower demand for their products in India. So for them to be able to compete with the competitors they will have to sell products at a slightly lower or similar price to their competitors to increase sales.
The place and promotion of Mc Donald is also affected by the contrasting cultures of the two countries. Since in America Mc Donald is already a really well established franchise they will be needing less promotion such as advertising which will in turn reduce cost and increase profit margin. In India Mc Donald could use advertising to appeal to more customers, but the cost of
Cost is really one of the biggest differences between these two franchises. Aside from both places offering the dollar menu, their overall pricing on other items, is very different. A McDonald’s value meal can cost up to $4.00, whereas Burger King’s value meals can cost up to $6.00! Saving a few bucks by going to McDonald’s sounds a lot better than spending unnecessary amounts of money at Burger King. Just by looking at the sales difference between the two, you can see that people would agree. In 2009, Burger King’s profit dropped 10% in its second quarter, while McDonald’s sales grew a solid
What is marketing strategy? The process of matching the organisation’s strengths to the customer needs, with the aim of achieving a competitive advantage in the market. The combination of product, price, distribution and promotion most suited to a particular group of consumers. • Goal: the create a sustainable competitive advantage in the market • All the elements of the marketing strategy that lead to the development of the competitive advantage require good understanding of consumer behaviour Marketing strategy process: • 1. Segment: understand consumers a. Determine the dimensions (age, geography, subculture) b. Determine the heterogeneity c. Define the needs & goals 2. Target: choose consumers a. Evaluate each segment in
Marketing strategies are activities designed to fill market needs and achieve objectives through the marketing mix.
Brand Equity: McDonalds has built up huge brand equity. It is the no 1 fast food company in India these days by sales McDonald's India is a leader in the food
A successful marketing strategy will help a company to find out the trend and goals for its marketing. A strategy must elaborate how a company is going to present its products or services in ways that will satisfy a company’s consumer. The marketing strategies of Four Seasons are the following:
It entered in 1996 in India. This company is the world’s largest chain hamburgers fast food restaurants. It started in 1940 with two brothers Dick and Mac Mc Donald and was opened firstly in San Bernardino, California by Richard and Maurice Mc Donald. The headquarters are in US. It is serving 111 countries and to serving 69 million people. It is the symbol of globalization and spreading the American culture. The restaurant can be opened by franchisee, an affiliate or corporation. Its located in different locations like that of Mumbai, Delhi, Pune, Ahmedabad, Jaipur, Ludhiana and so on.
Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in
McDonald’s as we know is the biggest multinational-corporation in fast-food industry. McDonald’s is a symbol of American power and hegemony just like Coca Cola and Nike which its operations is all around the world. And how McDonald’s could successfully entering global markets ? the key components is its standardization in all McDonald’s outlets in the world known as QSC&V (Quality, Service, Cleanliness, Value). You can see and feel the same burger quality, same fast service, cleanliness of restroom and the same price in all McDonald’s outlets in every country. McDonald’s also made a strong relationship with supplier because this is another key success, every supplier which supply
Every organization needs to have a marketing strategy so that they know who are their competitors, which market they need to target, do they have resources to compete in that market and what strategies they need to adopt to gain competitive position in the industry. The most important thing is with the help of marketing, company is able to make people aware of its product.
Nowadays, the marketing concept has been broadened to have a strategic role in overall firm’s strategy rather than being just a part of functional management, this overlapping between marketing and strategic management has resulted in the increase of managers awareness about the importance of initiating marketing strategies in order to be able to compete effectively in the market. Hamper & Baugh (1990) offered a very interesting definition of strategic marketing, which says: “Although definitions for the term vary, we define marketing strategy as a consistent, appropriate and feasible set of principles through which a particular company hopes to achieve its long-run customer and profit objectives in a particular competitive environment”, thus a good marketing strategy is one that is dynamic, seeks profit opportunities and creates competitive advantage.
McDonalds marketing strategy is aimed at the fact that their focus is not so much on being the biggest fast- food restaurant chain. It is more focused on being the best fast- food restaurant chain. Their biggest marketing factor is the promise of being “fast and convenience”. Here, there are four marketing that are used by McDonalds which is marketing mix or also known as ‘4P’:
In comparison with its home country, operating in foreign country is not an easy task for any company. Due to different factors such as currency different, legal barriers, government regulations and cultural barriers multinational companies need to adjust their policies and marketing strategies according to the country.
Marketing strategy is the goal of the increasing sales and achieving the sustainable competitive advantages. Marketing strategy includes all the basic and long-term activities in the field of the marketing that deal with the analysis of the strategic initial situation of the company and the formulation, evaluation and selection of the market-oriented strategies and therefore it contributes to the goals of the company and its marketing objectives.
The marketing strategy should be tailored around the firm's target market; if this were not the case marketing would be then less successful. Each aspect of the marketing mix would need to be formulated with the target market (consumer) in mind. For example the design of the product would need to be such that it would satisfy the consumer's needs. If it did not consumers would see no need to have it and buy a competitor's product. The price of
2. Religious Views – As we know that some people are vegetarian’s and they don’t like to go such places. As McDonalds is using lot of beef to make their beef burgers and chicken as well. So this thing can also affect their business. Like if they will introduce their beef burger in India it will not be a good option as people don’t eat beef in India because of their religious values.