...Have you ever thought about why you are addicted to a certain type of food or treat? Most Americans in the United States are addicted to many types of fast food or restaurants, and if you are to, don’t worry it’s not your fault. So this gets us to the main question. How do fast food marketers target children? According to an important source called “the myth of choice: how junk food marketers target our children” fast food managers or marketers target children like me and you by placing ads about “delicious” fast food companies like McDonalds. Think of this, every time you see a fast food restaurant commercial on television, the food on the commercial looks super good. This is how the grab your attention and make you buy the product they sell....
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...the broad market into a smaller group according to different criterions and the target market is the group of customers a company wants to serve. “Market segmentation does matter as it helps to craft messages for a definite audience” (Diamandies & Kotler, 2015). For this paper, I have selected McDonalds for discussion. As a company McDonalds has a great reputation as Pfeffer (2006) suggested, “even if the world ends, McDonald’s would still be open”. This paper provides an adequate discussion regarding the market segmentation and positioning strategy followed by McDonalds. McDonalds has segmented its market according to demographic, psychographic, geographic, and behavioral characteristics. They also have segmentation among students, kids, and family. Their positioning strategy has given them an extra edge to become one of the largest chains around the world. Company Overview McDonald's Corporation has been the world's largest chain of hamburger fast food restaurants. It serves approximately 68 million customers in 119 countries in 35,000 outlets around the world. Richard and Maurice McDonald founded McDonald’s in 1940. In 1960, the advertising campaign named "Look for the Golden Arches" gave the company a great sales boost. In 1954, Ray Kroc joined and suggested to franchise the restaurants throughout the countries. McDonalds used its corporate logo from November 18, 1968 to 2006. McDonalds has a predominant market for selling hamburgers, variety of chicken sandwiches,...
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...McDonalds Tina Geer Marketing Management MKTG305-1303B-01 Jocelyn Dervis September 29, 2013 Abstract This paper is about fortune 500 company McDonalds. First it goes over their main line of business. Next it goes over when the company became international, summing it up to 118 internationally countries now today. Then it goes over house McDonalds Implements the 4p’s of the marketing mix. Finally it gives some differences between some of the international countries. There is a long list of fortune 500 international company in the service industry but one that stands out from them all is one that has been in business since 1940, McDonalds. McDonalds is a the worlds largest worldwide fast food chain restaurant. They operate their business to high standards of honesty and integrity. (McDonalds, 2013) There motto is quality, service, cleanliness and value. McDonalds main target segments are children, youth and young urban families. (McDonalds, 2013) They have many goals, some are: supply the world with quality service, quality food, at a quality price. (McDonalds, 2013) Another is help make the world a better place by using eco-friendly containers and support to the Ronald McDonald house charities. (Ronald McDonald House Charities, 2013) Ronald McDonald house charities is there to create, find, and support programs that will directly improve the health and well being of children. (Ronald McDonald House Charities, 2013) The charity believes that children heal...
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...countries daily. It all started out as a BBQ restaurant operated by Richard and Maurice McDonald in California, later purchased by business man Ray Kroc, who started as a franchisee agent. He oversaw its worldwide growth potential and bought the franchisee. Jack in the Box, also an American fast-food restaurant chain with over 2200 locations mostly throughout the west coast of the US. Founded by Robert O. Peterson, he mainly focused on the drive thru intercom perspective to increase his business. In this paper, we will discuss the target markets and an ideal opening location for both of these well-known American fast food restaurant chains. McDonald’s has a vast demographic target which is every segment of the demography. This demography is based on family life cycles, age, gender, sex, nationality, income, generation and race. Since McDonald’s is a world-wide corporation, they have different demographics in hundreds of countries. Their main target is towards adults and teens looking for a quick meal also, families with young children. McDonald’s main goal is to target anyone and everyone. Jack in the box started targeting young kids in the beginning of the franchisee to compete with industry giant McDonalds. They set out to change that motto in the early 1980 to target and attract older, more affluent ‘yuppie” customers with a higher quality, more upscale menu. They changed their target from children to adults because of the belief of booming their business through television commercials...
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...a company is termed as external environment. The first factor is economic factor. Economic factor is a type of factor which affects how a company markets its product, how much a company can spend on the success of the business and even the kind of target market a company will go after. Economic crisis has made McDonalds increase its prices because its supplies are becoming more expensive. Furthermore, the economic differences in different parts of the world have made a significant influence on price setting. The second factor is political factors which are that influences and limit businesses in a community. These include laws, agencies, groups etc. Research shows that McDonald is great political stability which has enabled the company make investments. One excellent thing about McDonald is that it is mostly based on Western countries where political and legal activities are stable. Socio-culture environmental factor: McDonalds is now operated in different countries. Therefore, as McDonalds operate it has to take into consideration the country their operating in food’s culture. For instance, Portuguese people are being offered a soup while people in Indonesia are enjoying something called McRice. Tecnological Context: McDonald have introduced new technologies in their cooking methods to minimize the fats and cholesterol in their food since consumers have been hammering the company on their high calorie foods. McDonald’s have also developed an online ordering and delivery...
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...paper discusses McDonalds Marketing Plan for the future. Below I will cover the goals and objectives of their current and future coals for the corporation. Topics that will be discussed include the Situation Analysis, customer environment, competition, economic growth and stability, political trends, technological advancements, sociocultural trends, marketing goals and objectives, marketing strategy, marketing implementation and finally the timeline in which it will take McDonalds to implement these goals. Executive Summary McDonalds is known as the world number one selling Fast Food Company. They serve their famous burgers and fries in over one hundred countries around the world. While the majority of their restaurants are stand alone, they also have many franchises that are owned by everyday people like me and you. Their franchises have been their ticket to success; they are the top in the fast food industry because they stay unified in quality and marketing aspects. No matter which type of restaurant, whether corporate or franchised owned. Although, McDonalds are number one in the industry, in order to stay in their position they need to increase sales through expanding into new markets. They have been successful in the past in China and other markets. One of their strengths lies in their versatility to adapt to the culture of foreign markets. By serving traditional cuisine along with McDonald’s original menu items they can successfully target other backgrounds...
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...They are products, place, prices, and promotions. Each affects the growth of a company’s marketing strategies and marketing tactics in different ways. One company that knows all about marketing is the most well-known fast food restaurant in the world: McDonald’s. Product is an essential element that makes up the marketing mix. “The Product area is concerned with developing the right ‘product’ for the target market” (Perreault, Cannon & McCarthy, 2011). McDonald’s has developed the right product. They serve food that millions of people consume on a daily basis. A piece of the appeal of McDonald’s is the fact that the product generally is consistent, and happens to taste the identical apart from coming from a different part of the world. McDonald’s products are very recognizable. They include regular hamburgers and speciality hamburgers that include, The Quarter Pounder with Cheese and The Big Mac. They also offer a variety of chicken items such as the famous nuggets and chicken sandwiches. Under the pressure of society and the strive to be more healthier., McDonalds also offers various salads and healthier options. Of course they still off desserts like sundaes, shakes, and apple pies. McDonald’s product has expanded to other options in order to keep up with the economy and consumer’s requests for quick to go’s. Snack item like side salads, and snack wraps have been brought to the menu in order to get ahead of call competitors. McDonald’s also branched out to coffee...
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...Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission Statement “McDonald's brand mission is to be our customers' favourite place and way to eat. Our worldwide operations are aligned...
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...McDonalds – is it a great restaurant chain serving tasty food, or the purveyor of a socially destructive obesity pandemic? Well that really depends on your point of view. However what we do know is that human opinions are reflective of the current moods of society. We see that all the time in areas such as fashion and retail. The success of the Apple iPhone took on a life of its own with people believing the iPhone was the must have device, despite the HTC getting near universal better reviews and ratings. People’s opinions about the iPhone had become self reinforcing through word of mouth. Examples! In Peru, Chevron is fighting for oil against the indigenous population. The government of Peru supports Chevron because it wants the oil from Chevron. At the same time, the government supports the police and blames the indigenous people for the deaths of the police. The indigenous people are simply fighting for their own land. Chevron, while bringing in huge profits for its shareholders, significantly harms both the earth and the people living on it in Peru. Still Chevron has a CSR program. In Thailand, Chevron launched a long-term CSR project to encourage students to develop their schools in an environmentally responsible manner, which would boost student awareness of environmental issues. Chevron cooperates with Chulalongkorn University to develop a master's-degree program in petroleum geology by providing $10,000,000.00 over the next five years. Although this is termed CSR,...
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...the business, information about the products, competitions that they are running, promotions and offers etc. But all of this information is presented in a really fun way. For example on the website they have red bubbles all over the page and each of these bubbles has one of these bits of information on them. If you hover over these bubbles then they take you to linked ages which give you more information also presented in fun ways such as videos. | The language used in the coca cola is quite complex and would only be understood by teenagers and older. Although Coca Colas target audience is everyone from children to the elderly they have made the language hard for children to understand because children wouldn’t visit their website and would instead be relying on their parents to buy them the product. Therefore it will be the adults visiting the website to look at the products and offers and not the children. | There is a whole range of information on the coca cola website about the products, competitions, business itself etc. They have information about all of the different coca cola products. For example they talk about the prices about these products, prices of them, packaging of them etc. They also talk a lot about the business in general. For example they talk about the history and how it was founded etc. They also include information about all of the competitions the business is running and also all of the offers and promotions that they have on. | The Coca Cola website...
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...looking for, then the business will be able to directly target their wants in their advertisements. The fast food industry excels at this strategy. They have identified their target customers as children, and they know how to construct advertisements to directly cater to their wants. Toys and colorful characters, like Ronald McDonald, make the unhealthy products that this industry is selling look attractive to children; the message is not what it purports to be. Due to the naive minds of children, advertising towards children has become a big problem for our nation. There is no doubt that the fast food industry has played a big part in our nation’s growing obesity epidemic, which will continue to grow if these companies are allowed to continue their successful strategies. These companies have been impugned. Through the inventions of the Internet and cell phones, there will only be more ways for fast food companies to reach out to children. The government should push to censor more minutes of fast food advertisements on kids’ television networks, regulate the number of advertisements that appear online on kids’ websites, and stop companies from targeting low class minorities who may not have a parent available to teach them healthy eating habits. Also, parents who are able to should take responsibility and show their children healthy eating habits, and limit time spent watching television. Obesity is a danger to children, due to the fact that it will be referenced many times...
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...Analysis on McDonald’s: Strength: * McDonalds has built up huge brand equity. It is the No. 1 fast-food company by sales, with more than 31,000 restaurants serving burgers and fries in almost 120 countries. Sales, 2007 (11,4009 million), 5.6% sales growth. The business was ranked number one in Fortune Magazine's 2008 list of most admired food service companies. * Globalization: 31,000 restaurants serving 120 countries. Of the 31,000restaurants at least14,000 restaurants in the US * Good innovation and product development. It continually innovates to retain customers in the business. * The McDonalds brand offers consumers choice, reasonable value and great service * Large amounts of investment have gone into supporting its franchise network,75% of stores are franchises * Loyal staff and strong management team. * Very strong brand name * Recognizable characters. One of the world's most recognizable logos (the Golden Arches) and spokes character (Ronald McDonald the clown). According to the Packard Children's Hospital's Center for Healthy Weight children age 3 to 5 were given food in the McDonalds packaging and then given the same food without the packaging, and they preferred the food in the McDonald's packaging every single time. * Large target group * New stores almost 100% guaranteed to succeed * Ability to adapt when faced with criticism * Play Area for children * Successful advertisement (i’m loving...
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...respond to them first and/or best will win. Thirdly, the marketing department does not have exclusive rights over this process. A good marketer will ensure all departments within a company have input into this process. Lastly this process has to be profitable for the company. The following describes the four P's of marketing: Products are the goods and services that the business provides for sale to your target market. When developing a product they should consider quality, design, features, packaging, customer service and any subsequent after-sales service. It also refers to the variation in a product range e.g. Cadburys has dairy milk Oreo, dairy milk whole nut etc. Place is in regards to distribution, location and methods of getting the product to the customer. This includes the location of your business, shop front, distributors, logistics and the potential use of the internet to sell products directly to consumers. Price concerns the amount of money that customers must pay in order to purchase your products. There are different pricing strategies e.g. McDonalds uses psychological pricing i.e. 99p menus whereas Cadburys uses competitive pricing for its basic product i.e. dairy milk. Promotion refers to the act of...
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...McDonald’s. Why is it important for a company to choose the most appropriate type of media in their promotional campaign? There are many advertising media options for reaching your target audience. Types of advertising media, and specifically explains how to choose the most or your advertising campaign will help you to choose the best advertising media available. McDonald’s Local media is way of promoting your product by using local commercial broadcasting channels. In other countries, such as the United Kingdom. A national launch is another way of advertising your product in a media. An example of this is advertising your company on TV on the main channel like ITV which are national channels. A well-known product will be advertised globally due to the success of the company, and this would normally be advertised in international channels. McDonald’s is well known company and so globally company which means that McDonalds get advertise everywhere in the world due the impact it has on its audience. This will allow the company McDonalds get a lot of view and get a lot effect on the audience, especially when hungry. McDonald’s is an international company which a well-known providing a food service. Which we see this when watching a movie and breaks come on we would see the McDonalds advert come up. Budget McDonald’s would pay to appear at the top of the trends list on Twitter’s home page, using the social-media site to drive people to its new commercials highlighting...
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...McDonalds and Obesity Identification of Main Problem In the United States and all over the world, government officials and health advocates have been cracking down on various marketers in hopes to slow down the growing number of obese people in the world. Marketers are being blamed for the 1 billion overweight adults and close to 155 million children. They claim that popular chain restaurants, such as McDonalds use celebrities and popular cartoon characters in their advertisements to influence young children into eating high – calorie, unhealthy foods. Analysis of Facts (Internal Environment) Strong brand name, large market share, and strong global presence are only a few of McDonalds known strengths, but it also has its weaknesses like every other company in the world. McDonalds has portrays an unhealthy food image, and uses advertising techniques that target children. McDonalds is one of the first and most popular fast food chains in the industry. Since its opening in 1940, McDonalds has turned into an international craze, having 31,000 restaurants in 120 countries and is continually increasing its exposure into new markets. With their 31,000 locations in 120 countries, McDonald's has a large chunk of the fast food market; it serves 47 million customers each day, and employs 1.5 million people. McDonald's operates its own restaurants and franchises its brand to local businesspeople and is well-established in Europe, Asia/Pacific Islands, the Middle East, and...
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