McDonald’s is a popular food service company and it has a well-established firm in the UK. The food recipe and service quality, as well as the delivery time of McDonald’s, are favorable to the customers. These are the key issues for being successful at McDonald’s. Normally; McDonald’s has followed 3 core principles. The first one is speedy of services; the second one is quality of service, and reasonable and low prices of the foods McDonald’s evaluates the quality, service, cleanliness and value for determining the actual value of their firm. In the first stage; McDonald’s is very familiar to the customers for its hamburgers. At present; McDonald’s offers several numbers of foods and products in approximately119 countries around the world. McDonald’s has franchised its brand nearly 70% of the restaurants and their head office is situated in Oak Brook, Illinois. In the last 40 years; McDonald’s has performed its services from its 1249 stores in the UK.
In today’s competitive business world the success of an organization highly depends on how much an organization is able to meet customer needs and fulfill customer satisfaction. An effective marketing process serves this purpose. Using an effective marketing process starts with understanding the present market situation and identifying customer needs. After this, an organization adopts marketing plans and strategy, ensures customer satisfaction and better value, at last, capture value from the customers. An organization segments, targets, and takes a position in the target market. The marketing mix, promotional mix, pricing strategy all contribute to building up a profitable customer relationship. The efficiency of creative marketing enables an organization to spread its uniqueness in product and service providers which contributes to having a competitive advantage over the competitors.
Table of Contents
1.1 McDonald’s philosophy: The Holistic Marketing.
1.3 Relationship marketing.
1.2. Integrated marketing.
1.3. Socially responsible marketing.
Business for social responsibility.
- McDonald’s Environmental Marketing Analysis.
2.1. Macro environmental marketing analysis.
2.2. Micro-environmental marketing analysis.
- Brand Extension: Mc Halal Burger, Mc Halal Chicken Rap, and Mc Halal Kebab Role.
3.2. STP Processes.
3.2.1 Segmentation and targeting.
3.2.2 Targeting strategies.
Applying different segmentation strategies, McDonald’s target:
Key reasons for targeting these customer segments:
3.3 Marketing Mix.
3.3.5. Extended Marketing Mix.
The success factor of the McDonald’s is basically on the marking management function that indicates the three-legged system (Helen Armstrong, 2017). McDonald’s has applied the decentralized business method to grip the market and established the brand image. The differentiation strategy of McDonald’s is strong enough than the competitors in the market Samantha Nielson (2013). This system helps McDonald’s to attract and retain the target consumers. The relationship pattern with the customers depends on the marketing philosophy of the firm (Samantha Nielson, 2013). McDonald’s has used holistic marketing philosophy to gain customers’ acceptance and success of the firm.
In this paper; the main objective is to increase the brand image of McDonald’s in the market and increase the number of shares. For this reason; this study analyzes the current position of McDonald’s and environmental factors related to marketing management.
1.1 McDonald’s philosophy: The Holistic Marketing
The present marketing world is changing in nature. Only one strategy of marketing is not suitable or applicable for a longer period. Most companies give importance to service quality and customers satisfaction to grip the market (Aashish Pahwa, 2018). But the marketing strategy should be flexible and suitable for the present situation. At present; most firms like McDonald’s are depending on holistic marketing philosophy. According to this philosophy; business firms consider all related internal &external issues that directly or indirectly affect the business functions (Aashish Pahwa, 2018). Aashish Pahwa (2018) stated that firstly; the internal and external factors are to be found and then analyzed the factors to take accurate decisions on the marketing functions. In the case of McDonald’s, this philosophy is very suitable to grip the global market. This philosophy is very helpful to take decisions on marketing functions including relationship marketing, performance marketing, integrated marketing and internal marketing.
1.3 Relationship marketing
This competitive business world indicates that every firm including McDonald’s has imposed great importance on relationship marketing. The term relationship marketing is defined as a method of creating a well-developed and profitable relationship with the potential and existing customers by which customers are satisfied and loyal (Aashish Pahwa, 2018). Relationship marketing is an important tool to achieve the customer’s positive response that adds the long-term value of the firm. The main aim of McDonald’s is stated that “We place the customer experience at the core of all we do” (McDonald’s, 2018). Therefore; the strategy of relationship marketing of McDonald’s must be strong enough.
McDonald’s target customers include kids, adults and older persons. The customers’ satisfaction depends on the environment of the shops of McDonald’s and their service quality. McDonald’s took a “Plan to win” that normally depends on the services quality and marketing strategy (McDonald’s, 2018). At present; McDonald’s has followed QSCV strategy all over the world to control its foods and services quality and retain the consumers in all restaurants all over the world. To maintain the same quality products all over the world, McDonald’s needs to manage the same quality raw materials and the same type of production process. The menu of the foods should be same for all over the world with reasonable price. The health factors are considered because some foods have bad effects on health. The following points mention the foods menu for the different age’s consumers of McDonald’s (McDonald’s, 2018)……………………………………….