The Marketing Strategy Of Mcdonald's And Burger King

McDonald's Corporation is considered to be the largest fast-food operator in the entire World and was initially formed in 1955 after Ray Kroc had pitched the idea of opening up numerous restaurants founded on the original which was owned by Mac and Dick Mac McDonald. McDonald's in 1965 decided to go public and then introduced its flagship product, which was the Big Mac, sometime in 1968 (Botterill, 2007). Today, McDonald's functions beyond 40,000 restaurants in over 200 nations and have one of the world's most extensively recognized brand names. McDonald's sales started hitting around the mark of $58 billion corporation -wide and over $30 billion in the United States alone in 2012 (S&P).

In the Fast Food Industry research task, I did an extensive comparative study on McDonalds and Burger King. Paying special attention to Marketing and Social Responsibility areas, I then came to a conclusion of which Fast Food franchise is more successful and made recommendations for the “unsuccessful” company on how they can improve on their current business model.

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

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

Kroger tracks each customer as an individual and it has had a loyalty program for more than a decade. Kroger will send carefully designed coupons to an individual family and analyze each customer’s preferences. They create a DNA on each customer and to find out what drives their behavior. Now Kroger is cooperation with ISIS the mobile payment alliance. It means Kroger can know how the customer chooses to spend money and then can deliver coupons to the mobile app (Bells).

The focus of our project aims towards formulating strategies with an aim to meet customer needs and developing long-term and profitable relationships with those customers through the company’s products and services. The process followed while taking up this project was following the conventional methodology wherein the initial research was done to figure out the internal and external factors well to gain a clear understanding of the current situation by using various marketing frameworks. The information so obtained and consolidated was duly evaluated and analysed to figure out what marketing strategies would be best suited to the needs of the company in the current scenario.

When expanding into a global marketplace, companies must select a means of market entry. The decision to export, franchise, build a strategic alliance, establish a joint venture, and make a direct investment is based upon two things: an organization's interest in maintaining marketing control and how much of a financial investment it is willing to make. This holds true for 5 Bucks and Joe to Go, both of which are coffee retailers that want to enter emerging urban markets in India. 5 Bucks prefers to maintain greater control afforded by a joint venture and is willing to take on greater financial risk. Joe to Go, on the other hand, is not as willing to take on high levels of financial risk and is willing to rely on its franchisees to effectively market and brand Joe to Go in India. Both options require their local partners to adjust offerings to meet the needs of the local population while maintaining similarities in product, look, and experience across global locations.

“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key

McDonalds (McD’s) and Burger King (BK) are key players in the fast food industry and have been competing for many years. They both provide similar food that is prepared quickly for a low price. So what sets them apart? The difference between McD’s and BK is their corporate culture – operational management. The manufacturing method at McD’s follows the “Doing It All For You” versus “Having It Your Way” at BK.

Marketing plays the most important role for the success of a business. In this chapter, the business’ marketing objectives are laid out together with the plans or actions that will be needed to achieve these objectives. Furthermore, this chapter includes the profile of the respondents which aided the researchers to create this part of the feasibility study.

The purpose of this paper is to study the Panera Bread Company, and do a case analysis based upon the reading’s from the book Marketing Management: Knowledge And Skills, Eleventh Edition by Donnelly, and Peter (2013), and The 5 C’s and Strategic Marketing Basics (2013) due Oct, 22 2013 for the (MKT 6013) Market Management class at the TACOM campus of Lawrence Technological University, MI. This case involves the study of the Panera Bread company, which is a highly successful company competing for

In the United States and in China, McDonald 's remains the company 's main competitor. Its strengths include its vast brand recognition worldwide, its huge advertising spend and its locally adapted food menu (Jurevicius, 2013). This is contrasted by its weaknesses that include products that are not differentiated and its general unhealthy food menu (Jurevicius, 2013).

McDonald’s originated in America around 1955 and became a global fast food chain. Many organizations in the fast food industry sell the same product as McDonalds. After reviewing the market structures, I have chosen to classify McDonald’s as a monopolistic competition. Monopolistic competition is a market structure that numerous of firms sell products that are similar but not identical. (Colander, D. C. (2013)) This market structure was chosen due to Burger King, Wendy’s, Sonic and many more are selling the same products burgers and fries just like McDonalds but, with their own unique style and taste. The monopolistic market

McDonald’s is the biggest fast-food chain in the world. The McDonald’s brand is worth about 95 billion dollars U.S., which leads the next place restaurant, Starbucks, by 78 billion dollars U.S. (Statista) McDonald’s makes the most money in fast food on the planet. 27.57 billion dollars U.S. was made in revenue in 2012(Statista). Currently, McDonald’s has over 35,000 restaurants operating all over the world in over 100 countries, which adds up to serving around 100 million people per day(Statista). All of this wasn’t possible if it wasn’t for Ray Kroc. In 1954, Ray Kroc had used all of his life savings in a becoming the exclusive distributor for a company that distributed milk shake makers called Multimixer. Kroc had heard word that there was a hamburger stand in California called McDonald’s, running 8 Multimixers at a time and he wanted to know why they needed so many for one hamburger stand, so he went to California to visit the stand. Having a menu with not many items to choose from, Kroc was surprised at how many people were coming to buy McDonald’s food. Kroc was so intrigued, he asked the owners, Dick and Mac MacDonald, to open more restaurants, which he would do personally. The first McDonald’s restaurant that Kroc opened himself was in Des Plaines, Illinois in 1955, which had the first ever Golden Arches (6th most known brand in the world as of 2013)

"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."