The paper "McDonald’ s Marketing Strategies" is an outstanding example of a marketing case study. McDonald's is one of the world’ s leading companies in the fast-food restaurant industry. It is an entity that provides a wide range of products across the country. Its products include hamburgers, French fries, chicken products, sandwiches, breakfast items such as the Egg McMuffin, soft drinks, shakes, desserts, salads and other localized offerings such as fish and lamb (McDonald's, 2013). McDonald's is a highly successful company, and its success is largely attributed to its business model, as well as its marketing strategy.
Its marketing strategy, “ think global, act local” represents a convergence of globalization and local culture (Vignali, 2001). On the market situation, the company leads the market with 40% ($680 million) of the market share (Adams, 2013). Accordingly, the company’ s market share has been increasing steadily over the last five years. The company’ s steady increase in market share is attributed to its wider product line, cheaper products as well as the regular introduction of new choices to persuade its consumers. On its competition, the company faces stiff competition from KFC and Carl’ s Junior.
McDonald’ s current marketing strategy has been to offer value to its consumers through the provision of quality products at a cheap price. In its effort to be competitive, the company continues to develop new high-quality products in the market. Marketing Objectives McDonald’ s marketing objectives have been extremely essential in guiding the company to attain its marketing targets. Its objectives allow the company to concentrate its limited resources on its most favorable opportunities with the aims of improving sales, as well as achieving a maintainable competitive advantage.
The company’ s marketing objectives comprise both short-term and long-term activities in marketing (Solomon, Marshall & Stuart, 2012). These activities involve the strategic examination of the initial position of the company and the creation, assessment and choice of market-oriented plans. Thus, these activities add to the company’ s goals as well as its marketing objectives.
Adams, C. (2013). Macca's main man predicts price war. The New Zealand Herald, 3 March. Retrieved on March 5, 2013 from www.nzherald.co.nz
Homburg, C., Sabine, K. & Krohmer, J. (2009). Marketing Management - A Contemporary Perspective. London. Routledge.
Cohen, W. (2005). The Marketing Plan. New York: John Wiley & Sons Inc.
Doole, I. & Lowe R. (2008). International Marketing Strategy: Analysis, Development and Implementation. London: Cengage Learning.
Laermer, R. & Simmons, M. (2007). Marketing. New York: Harper Collins.
Manning, B. (2012). Mike moore's lamb burger idea becomes reality. Retrieved from The New Zealand Herald: www.nzherald.co.nz
Maxwell, J. (2012). Lamb burgers mean more than just a quick snack for farmers. Waikato Times, 21 August. Retrieved on March 26, 2013 from www.stuff.co.nz
McDonalds (2013) Our story. Retrieved from March 29, 2013 from http://mc.donalds.co.nz/about-us/our-story
Solomon, M. R., Marshall, G. W., & Stuart, E. W. (2012). Marketing : Real people, reall choices. New Jersey: Prentice Hall.
Stuff (2013), McDonald’s pulls claim 95 c in dollar stays in NZ, Accessed on 27th March 2013 from http://www.stuff.co.nz/business/8171241/McDonalds-pulls-claim-95c-in-dollar-stays-in-NZ
Vignali, C. (2001). McDonalds: “Think global, act local”- the marketing mix. British Food Journal 103(2): 97-111.
Ward, K. (2004). Marketing finance - Turning marketing strategies into shareholder value. Burlington: Elsevier Butterworth-Heinemann.