Marketing_Unit_5_Ip

Abstract McDonald’s is known all over the world. Every kid knows who Ronald McDonald is and knows they get a toy with their meal. This paper will cover what kind of company McDonald’s is and a few different countries McDonalds operates in. This paper will also go over the product, place, promotion and pricing of McDonalds. This will also cover the difference in marketing McDonalds in two different countries.   Unit 5 Individual Project Introduction McDonalds is a fast food restaurant better known for Ronald McDonald and the Hamburglar. The first McDonald was built in 1954 in San Bernardino, California. In 1955 Ray Kroc opened a McDonalds in Des Plaines Illinois, creating the McDonalds Corporation (A brief history of McDonald’s, n.d.). McDonalds has anything from hamburgers, cheeseburgers, chicken sandwiches (grilled or fried), fish sandwiches and chicken nuggets or chicken selects. Describe Main Line of Business of the Company McDonald’s is known across the globe for their arch. They serve anything from cheeseburgers to pizza in some countries. Their main goal is to serve customers a fast and easy meal and make money in the process. McDonald’s is the number one fast food restaurant and has over 32,000 restaurants worldwide (Helm, 2010). Name Four Countries in which the Company Operates McDonald’s has 13,381 restaurants in the United States alone. The United States has the most McDonalds than any other country. Japan has 3,598 McDonald restaurants; Japan is the second place country for number of McDonald’s in the country. Andorra is near the bottom of the list with only having 3 McDonald’s in the whole country. Then there is Iraq, Iraq is at the bottom of the list with only having 1 McDonald’s in the country. There are six countries in all with only one McDonald’s in the country. All together there are 32,000 McDonald’s worldwide (Vadnai, 2011). Implementation of Competition McDonald’s does several different things to outdo their competition. They are always advertising on television and coming up with new foods. They are always looking at different ways of catching someone’s eye. McDonalds is one of the few fast food restaurants to stay open all day and night, and was one of the first to offer a dollar menu. McDonald’s also catches the eye of our youth, with having the fun characters like Ronald McDonald and the Hamburglar. McDonald’s also catches the eye of many people because they help so many different charities, for example they donate a certain percentage of each happy meal sold to the Ronald McDonald houses. McDonalds also offers a different menu in different countries depending upon what is eaten in each country (Vadnai, 2011). Implementation of Target Market McDonald’s general target market is American families. With over half the restaurants in the United States alone, they really have to concentrate on keeping the American people coming to McDonald’s. They offer a play place for kids to play once they have finished eating their meal and there is always the best toy in the happy meal. McDonald’s is contracted to Walt Disney to have the latest toys with the newer movies that Disney and Pixar put out (Helm, 2010). Implementation of Product Strategy McDonalds is always looking for ways to improve their product. Being the number one fast food restaurant in the world they concentrate on catching the young children as costumers and keeping them all throughout their life. McDonalds always keeps up with the marketing environment, by staying up with the latest trend in society. McDonalds has paired up with the Environment Defense Funds (EDF) and are making their packaging environmental safe. McDonalds makes different menus for each different local cultural area the restaurant is in. When thinking of new products and packaging they always use the 3 journalisms, which are unique, delight and surprise. This keeps customers attention during times of change (Product Strategy, 2009). Implementation of Distribution Strategy McDonalds is in the direct market. One has to go right to McDonalds to buy their product. With McDonald’s being the number one fast food restaurant they have to determine how they will get their product on the market. Building new McDonald’s is one of doing this. McDonald’s must choose a city that they will get business at, this is why you do not see McDonald’s in smaller cities. How much business would they get if they were to build a McDonald’s in a town that in unincorporated' Finding highly traveled areas is also a good marketing strategy. This will catch the people who are traveling and need something quick and cheap to eat. Implementation of Communication Strategy McDonalds does a lot of their communications through the television and radio. The television commercials inform people of the new food they have and any promotions they have at the time. This also catches the younger children’s eyes by McDonald’s advertising the happy meals and the toy that is featured in the happy meal. Implementation of Pricing Strategy McDonalds does everything they can to make their food as cheap as possible. They take into consideration what the product cost and employee costs. With keeping prices low like the dollar menu this keeps customers coming back and they sell more food this way (Helm, 2009). Differences in Implementation: From One Country to Another With McDonalds being a global company they have to take into consideration what each country eats so they can do their menu accordingly. In the United States most of the menu is hamburgers and cheeseburgers, the United States McDonalds does not serve spaghetti, however in the Philippines the McDonalds there does. Due to the fact that McDonalds is global, they have to take into consideration on what each ethnic place eats for food. They cannot sell a hamburger or chicken in a county that does not eat this type of food (Putnal, 2010). References A brief history of McDonald’s (n.d.). Retrieved from http://www.mcspotlight.org/company /company_history.html Helm, B., (2010). Ethnic Marketing. McDonald’s is loving it. Retrieved from http://www .businessweek.com/magazine/content/10_29/b4187022876832.htm Product Strategy, (2009). Retrieved from http://productstrategy-amy.blogspot.com/ Putnal, O., (2010). McDonald’s global menus. Retrieved from http://www.womansday.com/Articles/Food-Recipes/11-Global-McDonald-s-Menu-Items.html Vadnai, A., (2011) McDonald’s Franchise. Retrieved from http://www.mcdpressoffice .eu/pressreleases/article96.php