The paper "Strategic Management of McDonald's Company" is an excellent example of a research paper on marketing. McDonald's aims to counter the threat posed by full-service competitors such as KFC and Burger King. It seeks an integrated marketing communications campaign to reposition itself in the market. It is aimed at determining the target population's attitudes and perceptions of full-service restaurants. The research design was done through exploratory research that did a pilot survey among adults aged 18 and 49 through convenience sampling. Results A majority of the respondents eat at McDonald's at least once a month and in which more than 50 % were women.
43% also said they eat at a full-service restaurant at least once a week. Food quality, cleanliness, employee friendliness, and price were deemed very important for restaurant attributes. The majority of the audience listened to the radio and TV, especially during Primetime. They also made use of the internet and magazines which offer a good avenue for advertising. Conclusions and Recommendations Most people prefer to have takeouts rather than full-service restaurants. Most of the respondents asserted that they eat takeout once or twice a week as compared to once a month for full-service restaurants.
Persons with incomes higher than $45000 went to the full-service restaurants more than three times a week and took lesser takeouts. Restaurant qualities of food quality, price, employee friendliness, and cleanliness were deemed fairly important. Media habits showed that Prime Time was the best time for advertising as most people listened or watched TV at those times. It was recommended that a clear definition of objectives would lead to better research outcomes. The survey would also look at determining customer attitudes in relation to the competition.
Marketing ought to take advantage of the internet, TV, and radio in different formats and also target magazines with wide coverage and large audiences. Introduction and Problem Definition McDonald's is the leading fast food outlet in the US and is dominant in both the delivery and dining business in most states. The company had an annual turnover of $ 6 billion annually which is a big chunk of the fast-food segment which had a turnover of $5 billion of which a quarter is controlled by the chain (Baker & Mouncey, 2013 p.
415-433). This is more than double the market share of KFC and Burger King. The rest of the market share is held by local and other smaller chains such as Jollibee. In recent times the chain has faced increasing competition from other chains such as KFC, Burger King, and Jollibee. These are full-service restaurants as opposed to the McDonald model which emphasizes quick service with minimal contact. In order to keep up with the competition, there is a need for McDonald’ s to change its policies or modify them (Yin, 2002).
There is a need to change the design and dé cor of McDonald’ s outlets in order to be more appealing to a wider range of consumers.