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Mcdonald Positioning Strategies

1. Review the current positioning strategies in McDonald

A. Price differentiation

Both McDonald and Burger King have the special value meal. But there are more discount offers in McDonald which are shown in following table.

McDonald | Burger King | * Specific meal are $20 from 5 to 9p.m | * Value menu | * Amazing value menu | | * Relax and refresh value card | |

Despite the more special offer, the regular meals in McDonald are between $25 to $30 while the value meals in Burger King are between $25 to $35. It can be seen that the regular meal in McDonald is even cheaper than the value meal in Burger King.

B. Channel differentiation

McDonald has larger coverage and greater convenience than in Burger King. Refer to the below table, it is seen that the channel in McDonald differentiate Burger King.

McDonald | Burger King | * 218 branches in Hong Kong | * 15 branches in Hong Kong | * 104 branches have 24 hour Mc tonight service | * Only 1 branch has 24-hours service | * 24 hour McDelivery Service | |

C. Product differentiation

McDonald has larger variety of the products than that in Burger King. The products in McDonald are fresh and innovative that fulfill with teenagers’ expectation who desire for freshness while the products in Burger King has smaller range.

New products are as follows:
McDonald | Burger King | * Le grand * Hotcakes Deluxe Breakfast * Grilled chicken burger, quarter Pounder with cheese | Tempting 3-in-1: * Pineapple Sweetness * Sultry Bacon * Meltillicious Cheese |

D. Image differentiation

McDonald has built up a distinctive image of burger restaurant in Hong Kong over the past few years. Since 2003, it repositioned “I’m lovin’ it” as a slogan, aiming at targeting the teenagers who are independent, affordable

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