The paper 'McDonalds’ Marketing Mix " is a good example of a marketing case study. McDonald’ s is the largest fast-food chain of restaurants in the world, and its global standardization is a major cause of business success (Yeu et al. , 2012). As indicated in the case study, its sales and profitability are on the rise, an aspect attributed to the ability of the company to be highly responsive to its customers’ needs (Mujtaba & Patel, 2007). This report describes the segmentation approach and marketing mix of McDonald’ s, and recommends a greater focus on the Millenials as a target market, together with the most suitable marketing communication tools that would ensure further growth in sales. McDonald’ s’ Marketing Mix (7Ps) McDonald’ s’ 7Ps model, which according to Rose (2015) is prescribed by Booms and Bittner (1981) includes: Price Pricing at McDonald’ s is done in different ways depending on the buyer’ s location.
Price-setting is done objectively by assessing the costs, demand and competitor comparisons. Through this kind of process, the company has so far been able to become fully aware of exactly what the customers think of the products, and the kind of value they place on them, and therefore their ability to buy at given price levels. Product McDonald’ s food is standardized irrespective of the country.
The company however adjusts foods depending on the local legal frameworks and tastes. For instance, unlike in the UK, in largely vegetarian countries such as India, there are adjustments to provide extra vegetarian items on the menu. Even though there might be variations, however, the menu has the same basic structure anywhere hence a similar meal experience (Kaur, 2012). Promotion McDonald’ s expansion strategy places a considerable emphasis on the understanding of local cultures and conditions.
Because of this, the kind of approach to the promotion of the products is also based on local contexts. McDonald’ s promotion strategy is known for its sensitivity to local values while helping it to support a global brand (Kaur, 2012). Place McDonald’ s is a multi-national chain with a presence in over a hundred countries. In line with this global nature of its operations, the company has always sought to expand strategically while deeply assessing the local characteristics of the areas where it wants to set up a business.
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