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Marketing Strategies Of McDonalds

Marketing Strategies Of McDonalds used for their Business

ABSTRACT

In contemporary business environment, the importance of international business has been increased due to intensive competition and dynamic business conditions. In this context, the paper will throw lights over international business and its related strategies undertaken by McDonald a multinational business organization. The main objective of the paper will be to reveal different type of marketing strategies implied by McDonald in the market of UK and India. The research work will be quite helpful for the researcher to understand different business strategies implied by an organization for the purpose of strengthening its presence in the international business presence.

For this research work, different research methods namely literature review methods and survey through questionnaire method will be taken into account. In this context, for the purpose of analyzing the findings revealed with the help of such methods, graphical and descriptive data analysis methods will be taken account in this research work. On the basis of analysis of primary and secondary data retrieved through different data collection methods, some important differences between marketing strategies of McDonald in two different markets namely UK and India will be revealed.

1 INTRODUCTION toMarketing Strategies Of McDonalds 

1.1 Introduction

McDonalds is the most popular restaurant chain that operates in the global business environment. One of the major factors behind the successful position of McDonalds in the global market is the marketing strategies followed by it in an effective way. McDonalds follow differentiated marketing strategies in different international markets. The formulation of the different marketing strategies is done by McDonalds’ management according to the taste and preferences of customers and their cultural values. These are the specific and differentiated marketing strategies that make the business organizations have a good degree of communication with the customer groups to know their preferences. These preferences are included by the marketing managers during the formulation of the marketing strategies to meet the marketing objectives to a successful level.

In its marketing strategies, McDonalds give specific attention to its advertising practices. The company gives serious consideration to its advertising practices. In addition to this, McDonalds do also follows the practice of the marketing campaign in order to do the promotion of the healthy and quality based food products produced by the company (Jargon 2011). Despite this, McDonalds do also focus on all aspect of the marketing practices and thus it follows marketing mix strategies in a significant way. In the marketing mix strategy, the company mainly focuses on the product / service, pricing, promotion and distribution strategies. In addition to this, McDonalds also focuses on the different aspects of the customer relationship management. The company focuses on different kinds of marketing practices in order to make its CRM strategies true and successful.

In this context, the following dissertation is mainly focusing on the analysis of marketing strategy of McDonalds followed in India and in the United Kingdom. The analysis of marketing strategies of McDonalds in the following dissertation is done to evaluate the effectiveness and significance of its marketing strategies in both the selected international markets to attain the marketing and other business objectives to a successful level. The discussion of the marketing strategies of McDonalds is done in order to identify and explore the degree of effectiveness to which the marketing strategies of McDonalds work for the organization in order to win the degree of success to a good level. The marketing strategies do provide various kinds of benefits to the organization. The dissertation would also include the significant points of the marketing strategies of McDonalds for it.

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1.2 Overview of McDonalds

McDonald at the present date is working as the most successful restaurant chain at the global level. The company maintains a high degree of success in the business market as it is providing highly quality based fast food products to customers. McDonalds has the highest position among all its existing competitors in the fast food industry. McDonalds has a large customers mass at the present date that has increased its sales and revenue to a high degree. From the analysis of the annual revenue of McDonald it has been analyzed that the company has been maintaining an increasing trend of revenue and during the year 2010, the company has had more than 22 billion dollar revenue annually as shown in the given figure (McDonald's Corporation: Dividend Stock Analysis 2011). At the present date, the company has employed more than 400, 000 people worldwide. It has its existence in major continents of the world including Asia, North America, and South America, Australia. At the present date, McDonalds is serving more than 64 million customers on a daily basis. The products of McDonalds are sold in more than 117 countries worldwide. McDonald has a consistent record growth in its industry. At the present date, McDonalds has a massive exposure at international level.

1.3 Background

This dissertation is mainly related to the subject of marketing. In the marketing research studies, the explanation of the marketing strategies and analyzing the subject related to those strategies is the most significant areas. The global business organizations that work in the different countries have to follow different kinds of marketing strategies in order to meet out the needs of the customers to the best level and to attract and keep those customers with the organization in the long run through following the cultural values of that country in the marketing strategies. The follow up of different marketing strategies in different countries is the most common business practice in the restaurant industry. In this relation to explore the use of different marketing strategies in different countries by the restaurant companies, McDonald is taken under consideration in this dissertation. The dissertation would mainly explore the marketing strategies followed by McDonalds in two international markets namely, India and the UK. McDonald follows different marketing strategies in the UK and India. The exploration of these marketing strategies is the main focus under this dissertation.

1.4 Aims

The main aim of this dissertation is to have familiarity with the major marketing strategies that are followed by the restaurant business organization in the global market to attract and retain the customers in the long run. This aim is mainly incorporated with the use of McDonalds as research setting in the following dissertation. The dissertation is mainly focusing on the specific marketing strategies that are followed by McDonalds in the UK and India. With the accomplishment of this aim, the dissertation would be able to identify whether McDonalds follows same marketing strategies in both the international markets or different strategies. In addition to this, with the identification of these marketing strategies their effectiveness and utilization for the marketing efforts and overall marketing process of the organization would be explored in an in depth manner. Overall the dissertation would focus on the marketing process of McDonalds in different international markets and their utility for the company. With the exploration of this aim, the dissertation would be able to find out the degree of effectiveness to which McDonalds become able to meet out the demands of customers in the international market with the use of its different marketing strategies and the significance of its marketing strategies for the company. In addition to these aims, the dissertation also has some specific objectives that are to be covered during the entire discussion of the research data.

1.5 Objectives

The research objectives of this dissertation are mainly surrounded around the research aims specified in the above section. In the association of the research aims, the major research objectives framed for this dissertation are specified under the following points:

  • Having familiarity with the different marketing strategies followed in the international restaurant industry by the major restaurant chain of the world.
  • To identify the major marketing strategies followed by McDonalds in the different international markets having customers of different cultures.
  • Examining the reasons that are the base for using different marketing strategies in the different international markets and their utility in those markets.
  • To have identification with the significance of the identified marketing strategies for McDonalds in the international market in order to have favorable survival in the long run.
  • Making researchers acknowledged with the marketing process of McDonalds that is followed in the international restaurant industry to have a successful position ever.

All these research objectives are quite effective to cover the major research topic and research problem framed in this dissertation. The development of the research objectives is done with the consideration of the major points that are needed to be covered in the following research work.

1.6 Research Questions

Every research has a specific research question that provides direction to the research. The research question is mainly framed on the basis of the research topic. While developing the research question, the aims and objectives of the dissertation are kept in the mind at a significant level. The particular researches can also have multiple research questions to cover all aspects of the research. In this series, the major research questions for this dissertation are summarized as under:

  • What marketing strategies are followed by McDonalds in Indian and UK market to have its successful business position?
  • What is the significance of using different marketing strategies in different markets by McDonalds?
  • Are the marketing strategies followed by McDonalds in the international market are customer centric?

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1.7 Research Rationale:

Each research work has some significance in its related research area as well as the research setting taken under consideration for the research work. In this context, the following research work has a greater significance and scope in the marketing field. In the marketing research related studies, focusing on the marketing strategies is the most important area. This research study would be quite beneficial for the entire international restaurant industry to have acknowledgement with the major marketing strategies that they can follow in the international market. In addition to this, this study would also improve the marketing process of McDonalds by specifying any problems in its marketing strategies. The marketing managers of the company that are working in the international market would be able to acknowledge whether the marketing strategies followed by them are quite significant for their future business practices or not. The things explored in the research work would help the marketing managers of McDonalds to find some new aspects that they can include in their marketing strategies to make them true. Despite the related research field, this research study would be equally significance in the academic research work related to marketing. In the management related research studies, marketing is also an important area of research. Under the marketing research area, the study of a particular organization’s marketing strategy is the most important research subject. This research would add quite new information in the existing information stock in the field of marketing. The students of the marketing subject would be able to use this marketing strategy in the form of an important source of information for the research purpose in order to make their research works more specified.

1.8 Organization of the Research Work:

This research work is mainly organized in the form of some sequential chapters that are to be developed in a structured manner so that the entire research project can be accomplished in a perfect manner. In this context, the organization of the research work is discussed under the following chapters.

Chapter 1 Introduction

This is the first chapter of the dissertation. In this chapter, mainly the research background is discussed. In addition to this, the aims and objectives of the research as well as the research question is also explored. The introduction chapter is also providing rationale of the research study.

Chapter 2 Literature Review:

This is the second chapter of the dissertation. This chapter is mainly developed in the form of a conceptual framework. Under the literature review section, some literary sources are taken under consideration for the research purpose in order to find out the theoretical data for the research work so that literary evidences can be provided to the research work in a significant way to support the results and findings of the research work.

Chapter 3 Research Methodology

This is the third chapter of the dissertation. In this chapter mainly, the research methods followed under the dissertation are discussed and defined. The research methodology section is including the methods of data collection, data analysis, sampling and ethical issues. This chapter is most significant because it frames the base of the entire dissertation.

Chapter 4 Analysis and Discussion

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In this chapter, the findings of the research work gained from the data analysis are summarized with the use of the appropriate data analysis method. The findings gained from the data analysis process are discussed in detail under the discussion section. The analysis and discussion chapter is providing the base to reach the research results in the most significant way.

Chapter 5 Conclusion and Recommendation

This is the last chapter of the dissertation. In this chapter, the major results of the research gained from the data analysis and discussion are summarized in a precise manner in order to make address the research question and aims and objectives in the most significant way. On the basis of the results, some specific recommendations are also provided in the chapter in context to the future research work and the marketing managers of McDonalds.

REFERENCES

  • About McDonalds. 2012. [Online]. Available at: http://www.aboutmcdonalds.com/mcd/our_company.html [Accessed on: 24th March 2012].
  • Axinn, W. G. and Pearce, L. D. 2006. Mixed method data collection strategies. Cambridge University Press.
  • Bernard, H. R. 2011. Research Methods in Anthropology: Qualitative and Quantitative Approaches. 5th ed. Rowman Altamira.
  • Boone, L.E. and Kurtz, D.L. 2011. Contemporary Marketing. 15th Ed. Cengage Learning.
  • Boyer, R. and Drache, D. 1996. States against markets: the limits of globalization.
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