Table of Context
Segment and target Page
Competitive advantages Page
Distribution and channels Page 7
marketing mix page
1. D) Segment & Target
it’s hard to McDonald’s meet all market needs, so it has to focus one a group
of market we called segment and try to provide goods or service according to
your target habit , there are a lot of ways to segment market like physiographic ,
Behavioral and demographic which McDonald’s uses
McDonald’s in US has segmented their products by demographic,
psychographic and behavioral segment. They segmented their product and position
their product according to kids, student and family.
McDonald’s segmentation has
been done according to three basic
main target segments are children, youth and the young urban family. If they take children into
consideration, children are more attracted towards toys and delicious meals
including today’s youth prefer such places for their entertainment children attract
to McDonalds because they offer toys in each Happy Meal, there are many toys like
Walt Disney characters, it also provides special facilities like playing place
where children can play arcade games, air hockey, etc. This strategy is
targeting in making McDonalds a fun place where you can enjoy both playing and
eating. For families it has made different outlets
and meals which are suitable for takeaways. McDonald’s has made its environment
for students of school to hang out with their friends and can get their lunch
segmentation is based on personality, motives, and lifestyles. McDonald`s shows
that they really care and know their customers because they want to delight the
customer. For example McDonald`s change to the convenience and lifestyle of the
Indian consumers because Indian people has a huge vegetarian population so
McDonald`s invented with a different and new product line which includes items
like McVeggie burger and McAlootikki Burger. They also made McDonald`s as a
place to relax in India.
The main target is parents with
young children, young children, business customers, and teenagers. Perhaps the
most obvious marketing for McDonald`s is its marketing towards children and the
parents of young children. Ronald McDonald was first introduced in 1963 and
marked the beginning of their focus on young children as a critical part of
their ongoing business. Parents like to visit McDonald`s because it is a treat
for the kids, and the kids enjoy the cartoon like atmosphere. McDonald`s also
targets business customers as a part of their core business
The target market of McDonald`s is children,
youth and adolescents, men and women, students and families. They make
McDonald`s as a place to gather, relax and even entertainment. McDonald`s has
been directed as a family restaurant. Children are starting position by
introducing a new ad with product Happy Meal toys. Youth and adolescents make
McDonald`s a gathering place, and with the slogan "I`m lovin `it",
McDonald`s positioning place for all ages.
1. A) Competitive advantage
every customer can get service or product from different resources, the smart
and success business finds the way to gain customer over competitors and this
operation called competitive market strategies.
Competitive market strategies it’s
a strategy that strongly position the company against competitors and give
company the strong possible strategic advantages.
we’ll do is to show McDonald’s advantages and compare between other firms then
give another idea we think it will help McDonald’s too.
McDonald’s strive to be cost leaders in market
and offer product that other competitors can’t be achieved, in order to do this
you have to export your product by lower cost and best quality and to make
everyday operation in lowest cost.
competitive advantages is speed delivery of MacDonald’s food, In order to
maintain this advantage over other fast food chains, you must make the process
of cooking fast and simple, because it’s easy to new employees to learn simple
recipe more quickly.
advantages that McDonald’s has 33,000 units around the world comparing with
Wendy 9.792 stores and Burger King who has 12.512 stores.
The differentiation between product and the variety it has make a
strong point to McDonald’s, also the product adaption in different country to
meet customer need and want in fact McDonald’s has added Mccafe in many locations,
talking about location as point of opportunity, in my opinion McDonald’s can
investment place with good price because people know that new project
McDonald’s will open the project will make a lot of profit.
Arch Card is a pre-paid card that gives customers a quick and convenient way to
pay at McDonald`s and has a free Wi-Fi in over 11,500 restaurants when customer
can connect to internet easily.
in my opinion the best advantages McDonald’s has it’s McDonald’s brand, this
brand comes from a lot of experience, research and studies over years, serving
around 68 million customers daily in 119 countries it will give McDonald’s
strong brand which I think it knows around the world.
these competitive advantages meet McDonald’s both vision and mission which is
to be a fast food restaurant with the best service in the world, keep
progressing in a favorable direction as brand and delivers services with
superior goods for every customer visit McDonald’s.
C) Price of McDonald’s
Many people see McDonald’s as a
place to have a meal or snack at a reasonable price. McDonald’s restaurants
have an environmental impact as well, and with more than 33,000 restaurants in
119 countries, the cumulative effects are significant. Each McDonald’s restaurant is an investor in
its community through jobs, purchases and civic leadership. But every
McDonald’s is a resource user as well, So McDonald’s continue to work on
understanding our impacts and how to manage them more effectively.
Another way to determine their prices in different
countries, the easiest way is to look to your competitor’s price then set yours
this point consider by McDonald’s in every state, but here we want talk about 3
countries at least and explain another ideas considering competitors price
point in every state. The method in set a price is skimming, penetration and status
The main objective of the Price strategy was to make it
very affordable for a family to go out for breakfast, lunch or dinner and not pay
a lot of money. McDonald’s achieved this by making happy meals for children
that were right price, along with the everyday value meals and dollar menu
items. There are over 10 items on the dollar menu all day which makes it very
easy for customers to swing by for a quick bite to eat. McDonald’s also runs
many different specials for breakfast where they will make different breakfast
sandwiches 2 for $3. By doing this it allows for parents to feed two children
for the price of one. It also allows for more hungry people to make sure that
they will be full after they have eaten two sandwiches.
That was about USA but what about other country, for
example in Lebanon the price was set according to attitude of citizen there,
they love being from upper upper social class, so you will see responsible
price but higher than competitors, in UAE McDonald’s set high price too because
the salary and wages in UAE make customer pay whatever they want, another point
in UAE the growth of tourism and when the upper social class visit country they
will pay for high price.
McDonald’s restaurant on Egypt represent low price, this
thing return to many factors, the income of employees in Egypt does not allow
them to purchase expensive goods, so McDonald’s need to adjust with this wages
and salary, also the population of Egypt help McDonald’s to maximize profit
even when price is low, because when cost is low demand will raise then more
money will come.
1. B) Promotion and Distribution
The promotions aspect of the marketing mix covers all types of
The skill in marketing communications is to develop a campaign
which uses several of these methods in a way that provides the most effective
thing jump to mind when we see promotion is advertising but is not everything,
for example we have sale promotion, sponsor, event and exhibitions.
is first thing will talk about, McDonald’s advertising focus has been primarily
on the ingredients that go the food and where they come from McDonald’s
has successfully managed to create a positive image of its brand by television
commercials, newspapers and magazines.
imagery and messaging will also appear on McDonald’s delivery trucks when every
people can look at it even if they don’t have intent to pay it.
promotion are made to gain new customer so usually it will be for short-termed
specific strategies, however it made also to build strong ration with current
customer, simple example is gifts.
and sponsors while event is also a big opportunity for McDonald’s, FIFA World
Cup this event are waited by very number of people around world.McDonald`s try
in this atmosphere to target mass audience. For example in World cup 2010
McDonald sponsors the official restaurant of the 2010 FIFA World Cup South Africa.
And showed match over more than 32,000 restaurants in more than 100 countries
made a strength promotion activities