A McDonald’s Restaurants case study

1. The marketing process
A McDonald’s
Restaurants case study
Presented By :
MAHIR KAZI (05)
MBA SEM II
S.K.S.B.M
H.N.G.U Patan

2. INTRODUCTION
The first McDonald's was built in 1940 by the McDonald
brothers (Dick and Mac) .
Started off as a hot dog stand in CA [1937]
The McDonald brothers realized that hamburgers were their
most profitable menu item, and changed their business to
serve a limited menu.
McDonald's is one of the best-known brands worldwide.
McDonald's continually aims to build its brand by listening
to its customers. It also identifies the various stages in the
marketing process.

3. Company Use Marketing communication methods, For
advertising and promotion, are used to create the colours,
designs and images, which give the brand its recognisable
face.
identifying customer needs and requirements, and meeting
these needs in a better way than competitors.
McDonald’s is a large corporation in the fast food industry.
They have been around since 1955
when Ray Kroc started the chain of McDonalds. They have
been growing ever since.
The majority of the restaurants are owned through franchises.

4. • They employ 447,000 people
• They have over 3,200 restaurants in over 119 countries.
• The majority of the McDonald’s franchises are owned
by individual franchises.

5. Market research
1. Economic changes(e.g. rising living standards)
2. Legal changes (e.g. changes in laws about packaging)
3. Technological changes (e.g. new food production
techniques)
4. Social changes (e.g. changes in patterns of eating out)

6. Meeting the needs of key audiences
• A parent with two children might visit.
• The children want to visit McDonald`s.
• A business customer.
• Teenager visit McDonald`s.
• Visits McDonald`s to give the children a treat.
• As it a fun place to eat.
• Visits McDonald`s during the work day, as service is quick, the
food tastes great and can be eaten in the car, without affecting
a busy work schedule.
The Pound saver menu is afforedable, and there is internet
access in some restaurants.

7. SWOT ANALYSIS
• Strengths (internal) :
E.g. The brand , and detailed market research to create
the right ,marketing mix.
• Weaknesses(internal) :
McDonald`s has been around for a long time (therefore
important to keep innovating).
• Opportunities(external) :
E.g. increasing numbers of customer looking for food
that is served in a quick and friendly way.
• Threats(external) :
New competitors changing customer lifestyles.

8. The marketing mix

9. MARKETING MIX (4 P,s)
•Locations
•Logistics
•Servicelevels
•Channelmembers
•Channelmotivation
•Marketcoverage
•Advertising
•Personalselling
•Publicrelations
•coupons
•Discount
•Budget
•Listprice
•Discounts
•Financing
• High price
•Functionality
•Appearance
•Quality
•Packaging
•Brand
•Service/Support
Product Price
PromotionPlace

10. Product

11. Price

12. Place
Place in the marketing mix, is not just about the physical
location or distribution points for products. It encompasses the
management of a range of processes involved in bringing
products to the end consumer.

13. Promotion

14. 1. What products are well received?
A careful market survey before launching a product helps to
know the requirements of the customers. It could be achieved
through a detailed survey of selling brands with popular names
by knowing the consumer insight preferences. Any product
launched without knowing the real market trend and demand
will get no acceptance by the consumers. Conversely the
product introduced to market after deeply knowing the market
and customer insight with new ideas and innovation before
they imagine will grab the market with emotional attachment to
the product.

15. 2.What prices consumers are willing to pay?
The difference between the maximum price that consumers are
willing to pay for a good and the market price that they actually
pay for a good is referred to as the consumer surplus.

16. 3. What TV programmes, newspapers and
advertising consumers read or view?
• Advertising media selection is the process of choosing the
most efficient media for an advertising campaign. To
evaluate media efficiency, planners consider a range of
factors including: the required coverage and number of
exposures in a target audience; the relative cost of the
media advertising and the media environment. Media
planning may also involve buying media space.
• Digital and social media are changing the way that
consumers use media and are also having an impact on
how consumers acquire product information.

17. 4. What restaurants are visited?
A restaurant is a place where you can eat a meal and pay for
it. In restaurants your food is usually served to you at your
table by a waiter or waitress.