Marketing: Marketing Analysis Of Mcdonald's Company

Marketing Analysis of McDonald’s Company

Anuj Goel

Kathmandu College of Management

Executive Summary

McDonald’s is the world 's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries across more than 36,000 outlets. (McDonalds)

McDonalds target market is whole world on the basis of geography. On the basis of age group they are targeting kids, teenager, and adults. They position their product in the minds of customer by providing fast service, at low price, and tasty product. They adapt their product according to changing taste and preference of customers and also according to general taste and preference of people living in the particular country. They keep on bringing new

They have expanded their product categories. They keep on bringing new flavors, (MEYER, McDonald’s Marketing Mix (4Ps) Analysis, 2015)

Prices of products of McDonalds are medium priced it range from 25 to 200 IC. They use two kinds of pricing strategy and that is psychological pricing and price bundling. (MEYER, McDonald’s Marketing Mix (4Ps) Analysis, 2015)

Promotion mix used by McDonalds is mixture of advertising, sales promotions, public relations and direct selling. But their major focus is on advertisement and sales promotion. (MEYER, McDonald’s Marketing Mix (4Ps) Analysis, 2015)

McDonalds distributing strategy: McDonald’s restaurants are the most prominent places such as main road, commercial areas, malls, airport, and residential area. McDonald’s sell its products through restaurants, kiosks, website and McDonald’s mobile app. McDonald 's restaurant is operated by a franchisee, an affiliate, or the corporation itself (MEYER, McDonald’s Marketing Mix (4Ps) Analysis,

Modern is about getting the brand to where we need to be today and progressive is about doing what it takes to be the McDonald’s our customers will expect tomorrow. To realize this commitment, we are focused on delivering great tasting; high-quality food to our customers and providing a world-class experience that makes them feel welcome and valued.” (MEYER, McDonald’s Vision Statement & Mission Statement Analysis, 2015)

McDonald’s Mission Statement

McDonald’s mission statement is officially stated as follows: “Our mission is to be our customers’ favorite place and way to eat & drink. We’re dedicated to being a great place for our people to work; to being a strong, positive presence in your community; and to delivering the quality, service, cleanliness and value our customers have come to expect from the Golden Arches – a symbol that’s trusted around the world.” (MEYER, McDonald’s Vision Statement & Mission Statement Analysis, 2015)

The main objectives of the