Term Paper on Marketing Process of Mcdonald's Corporation

1851 Words8 Pages

This study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process.
Company Profile

McDonald's Corporation is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.
McDonald's primarily sells hamburgers,
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For example:

These examples represent just a few of McDonald's possible customer profiles. Each has different reasons for coming to McDonald's.
Using this type of information McDonald's can tailor communication to the needs of specific groups. It is their needs that determine the type of products and services offered, prices charged, promotions created and where restaurants are located.
To meet the needs of the key market it is important to analyse the internal marketing strengths of the organization. Strengths and weaknesses must be identified, so that a marketing strategy which is right for the business can be decided upon.
The analysis will include the: • company's products and how appropriate they are for the future • quality of employees and how well trained they are to offer the best service to customers • systems and how well they function in providing customer satisfaction e.g. marketing databases and restaurant systems • Financial resources available for marketing.
Once the strengths and weaknesses are determined, they are combined with the opportunities and threats in the market place. This is known as SWOT analysis (Strengths, Weaknesses, Opportunities, and Threats).
The business can then determine what it needs to do in order to increase its chances of marketing successfully.

Marketing objectives

A marketing plan must be created to meet clear objectives. Objectives guide

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