Mcdonalds Campaign Paper

Targeting is a crucial skill for any marketer. They are told that in order to achieve effective marketing, one has to identify a target market and build loyalty with the consumers from the targeted market such that your brand is preferred over the competitors (Romaniuk, 2012).

Fast food restaurants have been enjoyed by billions worldwide for more than half of a century. Fundamentally, the Baby Boomer generation, born between 1946 and 1964 (Halls), was raised on these establishments. It was a simultaneous phenomenon; while multinational fast food giants such as McDonald’s saw their rise to prominence in the 1950s, the babies of this generation were just being born, and as they grew up, they were highly exposed to these corporations. Whether it was through watching the commercials marketed to children featuring the iconic Ronald McDonald, or by seeing the road signs of fast food establishments which were large enough to be seen from many blocks away, the ‘Boomers’ were a generation heavily influenced by marketing

McDonalds is one of the biggest fast food companies in the market share today. It has been running in over 119 countries, as well as they have acquired over 31,000 restaurants in the world now. McDonald’s brand mission is to be customers’ favourite place and way to eat, they are aligned around a global strategy called the ‘Plan to Win’, they also committed to continuously improving their operations and enhancing their customers’ experience. As we all know that McDonald’s had successfully achieved their goal through out the years. (aboutmcdonald’s, 2012) Apart from this, as McDonald’s is a worldwide company, they also had the social responsibility to return the community; therefore, the ‘Ronald McDonald House Charities’ was

Target market is the market segment to which a particular good or service is marketed. It is generally studied and mapped by an organization through lists and reports containing demographic information that may have an effect on the marketing of key products or services.

Thesis Statement: Although McDonald’s and Burger King are similar; they have evident differences in their advertising models, food and their commitment with the community.

Although McDonald’s succeeds in the community involvement aspect of their business, some stakeholders may believe there is more room for improvement in the company as a whole. While McDonald’s seems to abide by ethical practices in the public eye, many believe that they are not as dedicated as they appear. Members of the community may argue that, though McDonald’s does great charity work, the unhealthy products they serve contradict the efforts they put into improving the community. While most community focused stakeholders should be pleased with McDonald’s efforts, some believe that McDonald’s still has plenty of room to grow in this category. Because of this area for improvement, McDonald’s is only taking an accommodative approach, rather than a proactive “above-and-beyond” approach. Keeping the opinions of stakeholders in mind, McDonald’s constantly attempts to

McDonald’s Corporation is a multinational fast-food chain, established on 15 May, 1940 in San Bernardino, California, U.S.A. McDonald’s is well-known for their production of burgers in the fast food industry and are substantial players of delivering quick, reliable and convenient service to consumers. Since then, McDonald’s has been very successful in expanding its “Golden Arch” logo and methodology worldwide. Furthermore, McDonald’s is a dominant figure in the development of globalisation and has made an impact on food culture globally. McDonald’s menu expanded from cheeseburgers, French fries to include coffee, fruits, salads and wraps in response to target other consumers other than children and teenagers. They have been hugely successful for their spread of franchisees across the world. In addition, McDonald’s also aims to be sustainable economically, environmentally and socially across the world. It intends to achieve these three aims by implementing changes to its work ethics, suppliers and shareholders. However, in every success there are always criticisms. McDonald’s is often criticised for the food and its business practices, all of these factored into the health and wellbeing of every customer domestically and internationally.

McDonald’s needs to keep in mind these organizations because they work directly with McDonald’s. What McDonald’s does with their campaigns can directly affect them either positively or negatively.

Today’s organization revenue is 27,44 billion dollars with 85,706 million dollars brand value (Statista, 2015). Recently, people are becoming health conscious and a lot of other fast food chains are entering the marketing with healthier menus, which can be a threat to McDonald Corporation. This essay will argue that for this organization to stay successful it should find the solutions for it’s challenges, use the right segmentation and positioning strategies in the marketing of it’s products and finally employ the right promotional tools in order to further promote it’s brand.

A targeted group would be a group in which a researcher wishes to draw conclusions from. From research MTD has learned the importance of customer service satisfaction and marketing budgets for success in

McDonald’s is the biggest chain of fast food restaurants in the world. In 2015, company has 36,525 outlets worldwide in 119 countries (MCD Annual Report 2015, 2016, p. 13) serving more than 70 million customers on daily basis (Mackey, 2014). McDonald’s is operating in Informal Eating Out (IEO) segment (restaurant industry) and though it is the top brand in the world, year 2014 was difficult for the company. The global sales of the company dropped by 1% and operating income decreased by 4% (MCD Annual Report 2014 , 2015). McDonald’s brand image was negatively reported for unhealthy food and obesity among its consumers. McDonald’s is taking initiatives to improvise its menu, quality of food and the source of it. In a way, the company is also targeting different market segments and consumer age groups by ads and promotions and creating an emotional bonding with the brand (Blakely, 2012) (Dhaliwal, 2015).

The process of breaking down the total market for a product or services into distinct sub groups or segments, where each segment might represent a distinct target market to be reached with a distinctive marketing mix. The bases of segmentation are demographics, geographic, psychographic and behavioral.

The case I decided to do my critique on is called Our Food your Questions. The campaign was produced by McDonald’s in 2014. According to the PRSA Silver Anvil Award Entry the campaign was designed to get the restaurant out of its biggest sales decline in ten years. The decline in sales was attributed to misconceptions millennials had about the restaurant’s food.

Business plan - The ability to develop and execute a business plan. Manage finances well - Ability to manage finances including a thorough understanding of business financial statements.

SOCIAL RESPONSIBILITY: Healthy Growing Up: It’s a program designed to encourage students from kinder garten through third grade to adopt lifelong habits of good nutrition, exercise, and positive selfesteem, Book Some Time Together: McDonald’s partnered with the American Library Association to encourage families to read together through their local libraries. Cartoon All Stars to the Rescue: McDonald’s sponsored this animated, antisubstance abuse television special, which was broad cast on every major network in North America.