What Is Mcdonald's Marketing Strategy

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In fast food industry McDonalds is considered a King. For achieving such greatness and success McDonalds tried hard for number of years. For improving itself in a competitive fast food market McDonalds worked hard for ages. Here in this study international marketing strategy of McDonalds in India has been examined. With Comparative analysis, the focus of study is marketing strategy of McDonalds. It is found that McDonalds is adopting different marketing mix strategies at local level as well as globally. McDonalds is considered one of the best and successful food chain all over the world. Global expansion and effective management strategies have been adopted by McDonalds for entering in a new market and gaining foreign market share in fast…show more content…
Indian market in terms of economy is seem attractive as it ranked fifth largest emerging economy in the world (Hanson, 2005). Expenditure on non-alcoholic beverages and food was growing and also has peaked in 1995 which was the initial entry year of McDonalds even with low capita income level. Management of McDonalds took advantage from this and implemented consumer expenditure in their strategic planning. This growth was achieved by placing themselves as family place and targeting low to middle class market. For attracting this market and getting share McDonalds adopted the adjustment pricing strategies in India and provided lower prices as compare to United States. For appropriate pricing strategy rival multinational corporations were used as benchmark by McDonalds. This activity was done to abolish the best image among Indian public. In India McDonalds is seen as quick service provider restaurant. It offers MFY i.e. “Made for you” concept. This is a new concept that is adopted in cooking method. Food was prepared after placing the order by customers. Affordability in products has been foundation of global strategy of McDonalds. Some measure for achieving this includes long term vendor contracts, buying in bulks and manufacturing…show more content…
There is another core objective of McDonalds which is speed. To achieve speed objective McDonalds is providing different services includes dome delivery and drive thru. Flexibility is considered the main secret of success of McDonalds. As compare to competitors of McDonalds it is consider flexible food chain. McDonalds seems flexible whenever entering in a new market. This flexibility strategy made McDonalds a loyal restaurant. Changes made by McDonalds are always based on culture and taste of entering country. Flexibility is also seen in supplying of products from local suppliers. Its high and success brand recognition is one of the best competitive
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