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Submitted By Mihnea
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Introduction of McFlurry product to McDonald’s restaurants on a new market – Marketing Plan
Keller Graduate School of Management – Online MM522
Mihnea Grecu

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Executive Summary

McDonald’s story started with the two brothers Mac and Dick McDonald in their restaurant located in San Bernardino, California. They were pioneering the idea that by limiting the menu items, lowering prices and introducing procedures for preparing the food, they would be able to serve more customer in a shorter period of time. The company as we know it today was founded by Ray Kroc. In 1954 Ray Kroc met the McDonald brothers and was impressed with their success in serving lots of customers in a short time and efficient manner. His conclusion was: “The customers need quality. This means a good service, but most important, fast. People look for an alternative to the traditional eating habits.” Negotiating a deal with the McDonald brothers Ray Kroc was able to open his first restaurant in Des Plaines, Illinois that allowed him to use their system and the name of the company. The core principles of McDonald’s philosophy that apply to each individual restaurant all over the world are: QSC&V (Quality, Service, Cleanliness and Value). In other words McDonald’s mission statement is: High quality products, served with a smile, in a clean environment at the lowest possible price.
Advertising billboards were used as a first advertising tool for the company starting with 1959.
McDonald’s target market is: kids, young customers, adults and elderly.
McDonald’s as a worldwide chain has multiple competitors and they differ from one market to another.
Due to inflation and economical situation, McDonald’s prices are adjusted to the purchasing power for each individual country and based on local competition.
McDonald’s is set up as a direct to consumer operation and

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