Marketing Plan On Mc Donalds

Place –

McDonald’s understands the importance of growth in the International market and plans to take advantage from the past experiences. For example, they used to add 300-400 restaurants a year in America no matter what the circumstances. This strategy created a gap between the competitor and them. It is now that they realize that they could have built more restaurants at such times when the competition was not so great. McDonald’s followed the strategy of globalization and still stands as a best example of “glocal” focus as they can now share ideas and practices across the border which helps with this competitive advantage and also strengthens its leadership position.

Price –

“Company has realized that despite the cost saving inherent and standardization success can often be attributed to being able to adapt to a specific environment. McDonalds has had to select right price for the right market. Highest comparative price for the big Mac is that of our own country, the UK.” (Vignali: 2001)

Promotion –

Promotion consists of 5 major tools according Kotler (1994), advertising, direct marketing, sales promotion, public relations and publicity and personal selling.  With the use of all these tools, McDonald’s localizes its marketing communication strategy to reduce the range of cultural or other differences that McDonald’s could face while entering any country. (Vignali: 2001)

People –

McDonald’s is committed to staff and promotions within which means that they have managers who understands corporate and local culture. For example, there is a Hamburger university in Chicago and its designed for Managers and Assistant managers and prospective franchises who provide trainings in 22 languages. All this is to ensure that the restaurant should always maintain the standards and this also explains globalization. (Vignali: 2001)

Process –

In over 100 countries there are about 25000 McDonald’s restaurants. They have a procedure to make the food identical as they follow standardization world wide. For example, 1 out of 2 fries must measure 75 mm, meat from big mac’s weighs 45 grams and is 20% fat. All the suppliers should meet all these specifications and McDonald’s demands to set them that way and if they cannot do this McDonald’s vertically integrated them. At the same time the procedure for making food in the restaurants is also identical around the world with the same layout of the kitchen considering local adaptation where there is a slight different menu in some countries. (Vignali: 2001)

Physical –

“This is the McDonald’s message in every franchise throughout the world. The customer knows that whatever McDonald’s they enter, the message of a family environment will be conveyed. It just depends on where you are in the world as to how the message is broadcasted. The traditional US value of “service with a smile” is embodied in the staff at all the McDonald’s restaurant throughout the world and is now characterized as an expectation of the McDonald’s consumers. It is these expectations that McDonald’s has to try to continue to keep their competitive advantage in the fast food sector” (Vignali: 2001)