McDonalds marketing strategy

Introduction

McDonald’s, the now well known fast food chain, has gone a rather rough way in its spread of its marketing strategy, which dates back to 1950s when the chain had no really marketing professional. In the year of 1963, McDonald’s placed its first national advertisement in Readers’ Digest. It was not until the year of 1967 that the company had its first interior marketing apartment. Therefore, McDonald’s marketing strategy draws our attention day by day. This essay will discuss McDonald’s marketing strategy in four aspects, which are merchandise strategy, distribution strategy, advertisement strategy and localization strategy.

Merchandise strategy

McDonald’s most striking merchandise strategy is the complete series of value chain. The merchandise, service and entertainment facilities it provides make McDonald’s much more attractive because one need not go many other places to buy all the things they want to have with its complete and comprehensive value chain.

This value chain helps raise its awareness and reputation as well as widen its market share. The merchandise weighs the most among all the other factors in regard to the marketing strategy due to the fact that all the others will not be tenable without their basis, the merchandise. It is without doubt that McDonald’s enjoys better quality than its rivals, such as the often seen stores on the street, Dicos and Nemande for fu. The standardization of its product is another plus factor there. The product standardization shows itself in both quality and quantity. It can be shown in the followings regulations. Hamburger’s diameter is regulated to be 25 centimeters with its no more than 19% of fat. Any chip potatoes lasting over 10 minutes and coffee lasting over 30 minutes will be disposed of regardless of the excuses or difficulties. Even the size and shape of potatoes are strictly set. Every local stores abide by these rules to make itself acceptable and popular among the customers while stand up to scrutiny from its superior bodies. These all together become McDonald’s unique features and high qualities of its products, which in turn makes a considerable contribution for McDonald’s to retain and furthermore largen its customer base.

Distribution strategy

McDonald’s most striking distribution strategy is the precise set of its target market position. As a fast food chain, McDonald’s precise position of its target market to the children makes it possible to keep its customers stable and enough as well as widen it , which contains not only the children but also their parents. With a clear objection, distribution becomes much more handleable.

The specific provision of the distribution standard also functions similarly and positively. Whether it comes to McDonald’s own chain stores or its authorized operations, their options of premises go within strict rules. From the very beginning, the rule is that there should be at least 50 thousand populations around the premises spreading on a radius of 5 kilometers. As time goes by, this particular rule got loosened to a point that the premises should be nearby the busy districts such as large scaled mall, supermarkets, colleges and governmental institutions. This rule is still been followed today and is one of the significant requests to choice one to give authorization. With a clear object of specific customers and strict regulation of premises options, its distribution strategy functions in a positive way.

Advertisement strategy

Popularized advertisement strategy provides an effective way for McDonald’s to raise its awareness. Every season, McDonald’s puts out various kinds of advertisements, ranging from the widely reached television ones, the relatively cheap newspaper ones to the now modern Internet ones. The participation of super stars in them intensifies McDonald’s awareness. The original and interesting advertisements in different media effect the consumers both aurally and visually in diversified aspects and multidimensionality. Recently, with the popularization of micro blog, McDonald’s push out the interaction on micro blogs, which is another new method of advertisement strategy to promote market popularity and draw more consumers.

Localization strategy

Localization strategy paves a wide and bright path for McDonald’s to retain and largen its customers. Though countries around the world interact more closely owing to the globalization, each country has it own unique culture. Therefore, it is essential that McDonald’s adapt its specific strategies in different countries, because a well received product in one country may be offensive in another one. The pork in hamburgers should be replaced by chicken for example. While spreading its market share in China, McDonald’s make a great effort to be accepted by the Chinese. One strive may be that it adjust its recipes, containing Chinese featured factors to cater for Chinese customers’ taste and to express them. More localized efforts in terms of product innovation and publicity ways also help improve its local recept-ance.

Conclusion

In conclusion, doing marketing strategy is building a good reconception of the products on part of the potential customers. McDonald’s pays reverence to the market and strives to do a good job with regard to the marketing strategy in four aspects which are merchandise strategy, distribution strategy, advertisement strategy and localization strategy. It is necessary that the company plans its various kinds of operations in advance on the need of customers and according to customers’ amount of need, their purchase power, the request information and commercial field’s expectation. By adopting coordinated merchandise strategy, distribution strategy, advertisement strategy and localization strategy, McDonald’s supplies the customers satisfying product and service and realizes its company goal in general. Having done these things mentioned above, McDonald’s will definitely boast a much more promising future in the line of fast food not only in China, but also all around the world.

References

Malcolm McDonald. (2008). Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy [ILLUSTRATED]. London: Kogan Page

Parvez Azim;Samreen Azim. 2012. Impact of Constructive Marketing Strategies on Return (Revenue & Profitability): A Case Study of Mcdonald\\\'s. Journal of Asian Business Strategy: No.7, 153-169

Tălpău, A.;Boşcor, D. 2011. Customer-oriented marketing - a strategy that guarantees success: Starbucks and McDonald’s. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences: No.1, 51-58

Chan S. Yeu;Kong C. Leong;Lee C. Tong;Su Hang;Y. Tang;A. Bashawir;M. Subhan. 2012. A Comparative Study on International Marketing Mix in China and India: The Case of McDonald's . Procedia - Social and Behavioral Sciences:Vol.65, 1054-1059

Gauss M. Cordeiro;Elizabeth M. Hashimoto;Edwin M. M. Ortega;Marcelino A. R. Pascoa. 2012. The McDonald extended distribution: properties and applications. AStA Advances in Statistical Analysis: No.3, 409-433

本文来源：https://www.2haoxitong.net/k/doc/ca97abb9c8d376eeaeaa31e3.html