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Our staff of freelance writers includes over 120 experts proficient in CREATING WORLDWIDE MARKET DOMINATION, therefore you can rest assured that your assignment will be handled by only top rated specialists. Order your CREATING WORLDWIDE MARKET DOMINATION paper at affordable prices with Live Paper Help!McDonalds has dominated the fast food industry for nearly three decades. With global sales of over $40 billion, its closest competitor, Burger King, would need over $7 billion in sales to take over the number one position in the industry. (Dailey, 000, p. 8) The company has achieved prosperity through the application of highly successful marketing procedures first in the United States, and then globally.These procedures include (1) educating their consumers, and () brand consistency.
When McDonalds first opened, they served people quickly and efficiently. Thats one of the things that appealed to Ray Kroc when he opened his own franchise. (McDonalds History, 001.) People learned to expect fast service and consistent food at each McDonalds as they opened across the country.
When McDonalds spread globally, they had to reeducate their consumers. Many customers were not familiar with the American menu of burgers, fries and shakes, or the concept of quick service. (Editors, 1, p. 1) Their first television ads in the United Kingdom showed the food, the restaurants, and stressed that McDonalds was new and different. (Editors, 1, p. )
McDonalds continued this marketing strategy as they opened other worldwide restaurants, and tailored their marketing to the local population. For example, in I6 in India, fast food was already a well-known concept. McDonalds tailored its menu to non-beef items like the Fish Sandwich, the McChicken Sandwich, and the Vege Burger with cheese. Consumers were already aware of the fast food concept, so McDonalds concentrated on building traffic. Their strategy was simple. Get them in. Trade them up. Get them back. (Shatrujeet, August 000)
Educating the consumer in India began with educating the fathers, who usually make the decision where to eat when the family eats out. Marketing studies showed that fathers thought of McDonalds as a drag on the wallet. To educate fathers on the value of McDonalds, television ads were created that showed the value of ice cream cones, and also showed McDonalds as more than just a restaurant, they treated it as a destination. (Shatrujeet, June 000)
McDonalds encourages their owners to be innovative. It was a Canadian restaurant owner who first created the McFlurry, by adding bits of candy bars to his milkshakes. McDonalds liked the idea, and adopted it system-wide. (Venkatarman, 000)
Brand consistency has always been a number one priority with McDonalds. Their food and restaurants are as recognizable in Hong Kong as they are in Hannibal, Missouri. This total reliance on consistency is McDonalds most effective marketing strategy, and has been for decades. The almost military planning of the company means that, from Birmingham to Beijing, if you walk into a McDonalds and order a Big Mac and fries, you know how it will taste and what the wrapping will look like. (Editors, 1, p. 1)
The company creates standards for everything from style of dress to exactly how much ice should be in each cup of soda. This strategy makes the consumer comfortable with the McDonalds brand, no matter where they are in the world. McDonalds is the most recognizable brand in the world. Their strict attention to detail has helped vault them into this position, and helps maintain their dominance over their competitors.
MARKETING MIX STRATEGY
A companys marketing mix is the combination of factors employed with respect to the Four Ps of marketing ? product, price, place, and promotion.McDonalds application of the Four Ps is discussed for each factor.
Product Strategies
As weve discussed, the product strategies employed by McDonalds include brand consistency and assessing location when creating a product mix. In India, beef is not served on the menu. A lamb burger called the "Maharajah Mac" is served as the mutton version of the Big Mac. In Israel, kitchens are maintained to Kosher standards, and in Saudi Arabia they close five times per day so customers and employees can pray. (Venkatarman, 000)
Company officials insist that their 6,000 restaurants have been uniquely shaped by the local cultures of the countries and regions in which they operate. They call this multilocalism." (Venkatarman, 000)
McDonalds also responds to consumer change, and add to their product mix when consumer tastes change. When consumers began demanding healthier fast food, McDonalds responded with items like the McSalad Shaker, and Fruit 'n Yogurt Parfait. (McDonalds Nutrition, 001) This flexibility, even when blended with such strict brand consistency, gives consumers more choices, and helps keep them coming back to try new menu items.
Pricing Strategies
Pricing strategies since the first McDonalds opened have always been to offer competitive pricing, with good value for the customers dollar. In many countries, prices are kept extremely low on some items to bring in customers, and keep them coming back. So sprung the Happy Meal concept, where kids got a burger, a Coke and a toy, all for Rs 45. (Incidentally, the toy alone cost more than the meal.) The value-for-money proposition hit home. Another pull was the ice cream cone for Rs . (Shatrujeet, June 000)
These strategies are employed throughout the company, and revised for each country and location. Marketing has been de-centralized from the corporate headquarters. Now, advertising is handled separately in each country, and is geared more specifically to each market and its consumers.
Place Strategies
McDonalds place strategies include global expansion and fast food dominance. Brazil is a prime example of how McDonalds franchises operate at the community or country level. In Brazil, McDonalds employees and suppliers are all local. The potatoes and beef cattle are raised in the Brazilian countryside. (Venkatarman, 000) Not only does this strategy keep products fresher and readily available for delivery to the consumer, it also adds to the local economy.
Its been said that distribution is a key component of a competitor or branding. McDonalds place strategies keep them number one in the fast-food market.
Promotion Strategies
As weve discussed, promotions often stress value to the consumer, and also may promote some products at a loss in order to bring in customers. Global marketing strategies are geared to the locale, and owners are encouraged to gear their menus to local tastes, as well as the global standards of the company. In India, for example, The new baselineMcDonald's mein hai kuch baat - is in keeping with the 'make Mac the destination' strategy. McDonald's is not a 'food place' alone. It's an experience. (Shatrujeet, June 000)
CONCLUSION
Is all of McDonalds global marketing successful? No. Witness the famed McLibel court case in Britain in 17. McDonalds sued two British environmentalists for leaflets they handed out, which took a negative view of the company and its products. McDonalds won the case, but lost their image in Britain. Almost overnight, McDonalds was being talked of in the same breath as the worst excesses of American corporate culture. (Editors, 1, p. 4)
Even with an occasional PR disaster, McDonalds is the most recognizable brand in the world, outpacing even Coca-Cola in popularity and recognition. McDonalds has created their global dominance by building a continually consistent brand, value for the consumer, and educating consumers in the nuances of fast food. It is almost impossible to fathom what might topple McDonalds, forcing the burger behemoth to bid adieu to the No. 1 slot it has so formidably carved out. (Dailey, 000, p. 8)
References
McDonalds Corporate - Financial Press Release 01/4/001. McDonalds Corporation. 4 January, 001.
http//www.mcdonalds.com/corporate/press/financial/001/014001/index.html
Editors of Forbes. McDonalds on the Forbes 500. Forbes Magazine. 001.
http//www.forbes.com/finance/lists/8/000/LIR.jhtml;$sessionid$0RYKOYAABWA1QFIAGWCFFI?passListId=8&passYear=000&passListType=Company&uniqueId=LPV&datatype=Company
McDonalds Corporate - History. McDonalds Corporation. 001.
http//www.mcdonalds.com/corporate/info/history/index.html
Dailey, Patricia B. Numbers Game. Restaurants & Institutions 15 July 000
v110, i1, p8.
Editors.How McDonalds Conquered the UK. Marketing 18 February 1
pps. 1-5.
Shatrujeet, N.McDonalds Pumping up the Volumes. AgencyFaqs!August 000 http//www.agencyfaqs.com/www1/news/stories/000/08//56.html
Shatrujeet, N. McDonalds Bringing up Father. AgencyFaqs! 1 June 000 http//www.agencyfaqs.com/www1/news/stories/000/06/01/44.html
Venkatarman, Bina. McDonalds' 'Multilocalism. The Earth Times 0 June 000
http//www.earthtimes.org/jun/business_investingmcdonaldsjun0_00.htm
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