Professional Documents
Culture Documents
Programme: MBA
Semester: One
Introduction .
In fifty years ago. Companies have to adapt to the changing world in order to
survive or keep the position on the market. These changes are especially
profound for fast-food sector. Looking at the market leader provides good
understanding of this process .
McDonalds is one of the best known brands worldwide. it is one brand name
famous in the world . it has gone by many of stage of development to
keeping this kind of success. McDonalds has created a number of successful
marketing campaigns and slogans such as You Deserve a Break Today, Its
a Good Time for the Great Taste of McDonalds, and Food, Folks, and Fun.
Its current campaign, Im Loving It, seems on track to join the others by
helping the company reach record sales and growth despite difficult
economic times.
in this assignment I would like to find the core brand values of McDonalds.
and there is any changes over the years? Also there is any change its
strategy? and I will try to find Why or why not? Also What risks do you feel
McDonalds will face going forward?
I will answer all this Questions in this assignment,,,,,,
Analysis
McDonalds Brand
Brand name is the most important element when designing a brand. The
logo McDonalds use is strongly connected to the brand name. The capital
M, sometimes called Golden Arches, with the distinctive smooth shape
looks the same as the one in the name. This kind of smart connotation
increases memorability and recognition of the brand. The direct connection
between those two leaves no room for a mistake. Easiness on putting it on
any product offered or in any form of advertisement invented, is an
important brand building element. Having such a simple, and on the other
hand, so distinctive in shape and color logo allow legal protection that does
not need any other special effort
McDonalds Core Values
(values) are the basis for how to do business, and they are what set us
apart from the competition. They believe that creating an atmosphere where
workers, suppliers, and franchisees understand and embrace them values is
essential to the continued success. When we Looking at the brand equity
drivers, analysing its brand equity and positioning on the market will help to
understand the phenomenon of the Golden Arches. Is successful brand
building a key to success in todays world.On other hand what makes
McDonalds
strategy.
i would like to know what McDonalds marketing Strategy first , its content to
stapes;
A- Business strategy:
1. Running more outlets is main way at this stage.
2. The franchise chain will be an inevitable road to business expansion.
B- Competitive strategy:
1. Providing featured service and health products.
2. Achieving standardization in each process and areas of service.
3. Establishing a brand image that penetrates into the essence of every
detail.
4. Setting target market with clear personalized positioning
Differentiation strategy of McDonalds:
In differentiation strategy, fast food chains need to be more selective in
which products to offer & more creative in their promotion strategy.
McDonalds offers specialized (Regionalized) version of its menu. This leads
to differentiate the products from other competitor products as well.
Mc Grilled sandwiches in US & Canada.
Mc Chicken Premiere & Zesty chicken in UK, France, Italy & Belgium.
To overcome their healthy issues Mc Donalds added salads & other lighter
options to its menu & encourage people to visit more often.
Product adaptation in India- Vegetarian selections, No beef or pork items,
McMasala
Wide variety of menu items according to the Indian menu items;
Vegetable & non vegetable products.
Health conscious items.
Local flavors.
-Healthy damage.
McDonalds has been the target of a great deal of criticism in recent years
with public health officials with damning comments. ,
salt and sugar contained in the meals, with all being named by detractors as
key causes of obesity.
.Conclusion.
The aim from this assignment is to know the Brand name is the most
important and to know a core McDonalds brand and what kind of strategy
flow Through a combination of expanded product ranges, intense marketing
efforts and operational efficacy McDonalds has been able to defy the critics
and tough economic decisions McDonalds has been forced to contend with a
References.
http://www.assignmentpoint.com/business/marketing-business/mcdonaldsgolden-international-markets.html
http://www.mcdonalds.com/usa/eat/mcdonalds_menu.html
http://www.forbes.com/sites/billconerly/2013/02/20/uncertainty-and-riskmanagement-what-to-do-about-black-swans/
http://www.exed.hbs.edu/programs/csv/Pages/default.aspx?
utm_campaign=US++Creating+Shared+Value&utm_medium=ppc&utm_source=bing&utm_term
=strategy
http://my.monster.com.my/create_account.html?
spl=MYG_General_search&WT.srch=1&WT.mc_n=olm_sk_Google_Search_pai
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http://www.businessinsider.com/mcdonalds-changes-in-the-past-year-2013-9?
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http://books.google.com.my/books?
id=vwC1hGflZ4sC&pg=PA18&lpg=PA18&dq=kind+of+strategy+flowing&sou
rce=bl&ots=Fe_zOCHyET&sig=hHMlr2s1kOuQSif9juH1eNgpxU4&hl=en&sa=
X&ei=jt4JVKy2NtK8uATV4oKACw&ved=0CFIQ6AEwBg#v=onepage&q=kind
%20of%20strategy%20flowing&f=false
http://www.houzz.com/ideabooks/10545716/list/strategies-to-create-colorflow-throughout-a-home-a-case-study