Mcdonalds Public Relations Study

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.”

It is known that most products go through a ‘product life cycle’, which sees all kinds of product will eventually go to the ‘decline’ stage. The marketing research discussed in the pervious part is vitally important to understand the changing wants and needs of customers. McDonald's constantly works to satisfy customers by developing new products to appeal them. For example, McDonald's introduced a variety of salads to appeal to the healthier conscious customers (Yahoo! Contributor Network, 2005), and recently, McDonald’s added a new product line named ‘great taste of America’ so as to attract young customers. (UK McDonald’s, 2012)

Types of marketing mix that McDonald’s use to achieve their marketing goals are longer operating hours, everyday value meals, and optimizing efficiency in the drive-thru. McDonald’s also uses marketing campaigns. In 2007, McDonald’s used the Shrek movie to give children a choice between milk, fruit, or vegetables as part of their Happy Meal. In addition to their commitment with children, McDonald’s is

Hungry Jack’s has done the same but chosen to heavily target the adult and teens segment. Positioning is developing a product that occupies a clear and desirable image in the minds of consumers, and creating a perception of superior customer value (Armstrong et al. 2015). McDonald’s is considered a market leader with the largest market share, introducing new products and ideas such as the loose change menu which differentiates it from Hungry Jack’s, a market follower simply holding on to its share and allowing McDonald’s to lead. Their advertising lines also distinguish the products with McDonald’s ’ famous line “I’m lovin’ it” suggests more emphasis on service, ambience and overall experience rather than just the physical product that is implied by Hungry Jack’s line “the burgers are better at Hungry

The target audience for my chosen brand, McDonald’s, is ever changing. Mainly, McDonald’s in Singapore has always attempted to target the children. This, in turn, leads to the process of

McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 119 countries serving 47 million customers each day. It is one of the worlds most well-known brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in every country they do business. McDonald’s marketing strategy is having friendly people serving the right product with affordable prices. McDonalds’s showcase their restaurants as clean, comfortable and welcoming, and create promotions that resonate with key consumer groups. They want to stay in tune with customer’s lifestyle.

I, Tayneata M. Starr, decided to discuss McDonald’s for this strategy report. McDonald’s began in the 1940’s as a “mom & pop” bar-b-que diner in San Bernardino, California by Dick and Mac McDonald (“McDonald’s History,” n.d.). In December of 1948, McDonald’s was rebranded as a self-serve drive-in restaurant (“McDonald’s History,” n.d.). The original menu was comprised of nine items, with the staple product being the “15-cent hamburger” (“McDonald’s History,” n.d.). Today, McDonald’s is a publicly traded organization that operates in the United States, Europe, Asia, Africa, Canada, and Latin America (“MCD Profile,” n.d.). As of December 2015, McDonald’s has 36, 525 restaurants in operation, offering products such as soft drinks, hamburgers,

I take this opportunity to express my sincere thanks and deep gratitude to all those people who extended their whole hearted co-operation and have helped me in completing this project successfully.

The positioning of McDonald’s was as a family restaurant and also it’s being made as children friendly’s place. Their main focus was getting on price penetration.

Ronald McDonald was opened by McDonalds in Asia in 1996 for the house welcomes families with critically ill children to stay at the house while the children are undergoing treatment in a nearby children’s hospital. The house provides the needs of the families and Ronald McDonald visits the children in the hospital to bring them joy

Firstly, I would like to that my supervisors Dr. Jacqueline Whalley-Ogier and Prof. Ajit Narayan for their guidance throughout the project. They helped me and my team so much in decision making and progression of this project. Their constant feedbacks and optimistic viewpoint gave us the great motivation and also made us belief in ourselves and in our ability to complete this project.

McDonald 's has found itself as a company of improvements. They are always seeking to make their company stand out and constantly change. They do this through tackling different audiences at different times. Watching multiple commercials, one can quickly notice who the commercial is aimed for. An example of this would include the company 's signature Happy Meal commercials. Generally aired on tv networks including Disney Channel, Nickelodeon, and Cartoon Network, these commercials are filled with modern and popular characters to gain a child 's interest. These commercials are aimed to target the 3-12 audience. Another commercial aired was one named Salad

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’:

The organisation that provides the product or service, including any mission statements, visions or goals.

This case study discusses how McDonald’s India managed to buck the trend in a struggling economy, its early years and business strategy to get more out of its stores in India. The case also briefly discusses how McDonald’s adapted to local culture in India, its localization and entry strategy, its strong supply chain and pricing strategy.