The paper "McDonald’ s Marketing Analysis" is an outstanding example of a marketing case study. McDonald’ s is considered to be one of the most prominent and popular brands across the global scene. The restaurant maintains its brand image by way of listening to its customers. Subsequently, it identifies numerous phases in the marketing process. It is important to note that the aspect of branding is used effectively to develop and maintain the personality of a given organisation, product or service offered. Brand image showcases the manner in which the consumers perceive the organisation as a whole.
At MacDonald’ s, the recognizable face is depicted by a much familiar logo- the Golden Arches. It is ascertained that the fundamental aspects that haves catapulted branding at the firm are inclined towards segmentation and experimentation. This has led to easier penetration of the brand to even the most reserved markets like in Japan (Andreani, Taniaji & Natalia, 2012). Segmentation is a value that the firm uses to promote its products across different niches. For instance, advertising campaigns in the US and Japan might be segmented with respect to the needs of the audiences.
On the other hand, the restaurant has continued to utilize the aspect of experimentation. This aspect promotes and maintains the already established McDonald's brand image given that it executed by way of adding or scrapping off certain foods from its menus in regards to the latest consumer trends and local tastes and preferences (Andreani, Taniaji & Natalia, 2012). For instance, in Japan, the restaurant has taken to ensure that in addition to the traditional menu there are also seasonal and limited-promoted items as a way of adapting to the ever-changing consumer tastes and preferences (Andreani, Taniaji & Natalia, 2012). Product Analysis McDonald’ s product development is designed in such a way that it meets the immediate needs of the customers beforehand.
The chain has been involved in extensive product development in different markets to suit the local needs of the customer.
Andreani F, Taniaji TL & Natalia, R. (2012). The Impact of brand image customer loyalty with customer satisfaction as a mediator in McDonald’s. Jurnal Manajemen Dan Kewirausahaan, 14(1), 63−70.
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MacDonald. (2014). McDonald’s Corporation: 2013 form 10-K. Retrieved on December 27, 2014 from http://www.aboutmcdonalds.com/content/dam/AboutMcDonalds/Investors/McDs2013AnnualReport.pdf