Marketing Strategies of Mcdonalds in India Essay

McDonalds was founded in 1943, and 1967 British Colombia was its first international expansion, advertising to middle and upper class. McDonalds decided to expand internationally, due to the enormous success in America. There was heavy research involved in the expansion. Through globalization and internationalization, McDonalds were able to develop marketing strategies according to cultural needs, to serve specific target markets. McDonalds enter India’s foreign market and 1996 and is a tough foreign market to enter, but with McDonald’s success they were able to earn high revenue in India. The success strategy is researching and the development of food. McDonalds thoroughly analyzed the preferred taste, especially to not offend locals. Their key to success is to “think global, act local.”

Every company has their own way to promote their products; McDonald’s is no different. The promotion strategy of McDonald’s could be classified into two aspects, which are the advertising promotion and sales promotion.

The marketing mix concept often referred to as the “4Ps” (McCarthy, 1964), as a means of translating marketing planning into practice (Bennett, 1997) is one of the fundamental concepts of marketing theory. Marketing mix is not a scientific theory, but merely a conceptual framework that identifies thee principal

McDonald’s has been a staple in the restaurant business for as long as most of us can remember. It has achieve around the globe, but not without overcoming a fair amount of challenges in its pursuit of the title “King of Fast Food”.

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

McCarthy used the ‘4ps’ to define the marketing mix. The ‘4ps’ are shown in the table below (3.1).

McDonald is a fast food franchise based in the United States and has various food outlets in other countries like India, United Kingdom, China, Japan, Canada and Australia. McDonald has been termed as the ‘World`s Local Restaurant’ because of its affordable take-out and sit down meals. The economic recession in the US in 2010 greatly affected businesses especially fast food restaurants whereby most small restaurants had to temporarily close their businesses. However, McDonalds remained afloat amidst tough economic times in the American market because of specific strategies which will be discussed.

The 4Ps make up a marketing mix - Price, Product, Place and Promotion. Nowadays, the marketing mix also includes several other Ps such as Packaging, People and Positioning. This essay focuses on

In this assignment I am going to evaluate the concepts and principles applied to the marketing of products by McDonalds and make recommendations.

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

The article summarizes how Jerome McCarthy who referred to the marketing mix as the four P's, defines how the elements are to be used. He states that marketers have these elements available to them to assist in developing a marketing strategy. However, the elements are more useful in developing long term strategies versus short term strategies from a marketing perspective. The article continues to provide a history of how the marketing mix evolved and how several variables were added to the original four P's outlined by McCarthy, but most academically accepted are product, place, price, and promotion.

The company researched for the purpose of this paper is McDonald 's. This company 's history dates back since 1940 when Mac and Dick McDonald initially opened McDonald 's BBQ restaurant located in San Bernardino, CA. In 1948 they shut down the restaurant, just to reopen it as a self-service drive-in restaurant. According to About McDonald’s (2012), their menu included only 9 items, such as: milk, coffee, soft drinks, cheeseburger, hamburger, potato chips, and a slice of pie. Potato chips were then replaced by French fries. The history of this company is significantly market by Ray Kroc, who in 1954 at a visit to McDonald 's in San Bernardino decides to have a franchise of McDonald 's. A year later, in 1955, he opens his first restaurant in Des Plaines, Illinois. The franchising plan allowed growth and by 1965 there were more than 700 restaurants across United States. McDonald 's

This report is being completed for the marketing unit. The purpose of this report is to produce a marketing audit of a company, which will consist of SMART objectives and aims. As well as showing a SWOT and Pest analysis of the company, this will give a good insight of how the company is doing. The audit will show what the company can do to improve themselves. The company that has been chosen for this report is McDonalds, this is because they are one of the most successful brands in the world and the number one fast food restaurant. The research that was carried out for this report mainly came from reading a range of books on Marketing, the Internet was used to research the company.

Marketing strategy is the outcome of certain principles and the principles involves various concepts and systematic approaches which are important in making decisions for the company. On the other hand the processes define the ways to achieve organizational objectives. It is necessary to identify the overall objectives, goals and mission of the company in order to devise the ways to achieve these objectives. As defined in the vision of McDonalds, the company wants to be the largest fast food provider across the globe and the mission of the company is customer centric. Two of the important principles that are necessary to be kept in mind while developing marketing strategy are:

"i 'm lovin ' it is a key part of McDonald 's business strategy to connect with customers in highly relevant, culturally significant ways around the world."