...Marketing Plan There are a large number of consumers that are growing more attracted to a healthy lifestyle and an increasing number of consumers with medical issues dictating that they make healthier food choices. People are participating in more outdoor activities, doing more gardening and trying to live an overall healthy life. For many consumers it is much easier to eat healthy when preparing their own meals; however, this isn’t always an option. There are going to be times that they do not have time to prepare a lunch for work or are on the go. Fit Burger will be the solution for this consumer’s need. Fit Burger will provide a healthy and high quality meal with fast food convenience. Strategy and Positioning It has been identified that there is not a fast food option for consumers focused on health and fitness. The existing fast food options have attempted to offer a healthy alternative to their traditional menu; however, it appears that those few items are not the primary focus of the restaurant and this is reflected in their quality. In order to meet the needs of the consumer we will be launching Fit Burger. Fit Burger is a fast food restaurant with a primary focus on health and nutrition. The food choices will still include tasty options that cater to those consumers who do not consider themselves health focused. Menu The menu of Fit Burger will include selections for gluten free, diabetic, vegetarian, low fat, and organic focused consumers. By focusing...
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...to succeed. Tesco is the biggest private sector employer in the UK; the company has more than 360,000 employees worldwide. Tesco operates in 12 countries outside the UK, including China, Japan and Turkey. The company has recently opened stores in the United States. This international expansion is part of Tesco’s strategy to diversify and grow the business. Whether McDonald’s is the leading global foodservice retailer with more than 35,000 local restaurants serving nearly 70 million people in more than 100 countries each day. Tesco’s objectives are: * To meet the needs of customers by constantly seeking, and acting on, their opinions regarding innovation, product quality, choice, store facilities and service; * To work closely with suppliers to build long term business relationships based on strict quality and price criteria; * To provide shareholders with progressive returns on their investment improving profitability through investment in efficient stores and distribution depots, in productivity improvements and in new technology. McDonald’s objectives are: * To be the customer's favourite place to eat; * To provide its customers with food of a high standard, quick service and value for money. However, every business is setting up marketing objectives to help the business be successful. Marketing objectives are different from the business...
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...McDonald’s Marketing Analysis I. Introduction As an international food giant McDonald's, founded in the mid-1950s the United States because of the time needed, founder of the American working class to seize the opportunity of rapid economic development under the convenient diet, targeting market segments and demand characteristics, the product of precise positioning and quick success. Today McDonald's has grown into the world's largest restaurant group in 109 countries opened a 25,000 stores, annual turnover of over 3.4 billion U.S. dollars. II. Analysis McDonald's can be seen from the development processing, McDonald's grasp of market segmentation for positioning is very accurate, which is one important reason for the success of McDonald's. Consumer market segments based primarily geographical factors, human factors, psychological factors, buy behavioral factors, each consumer group is a market segment, each segment is made with the same needs and desires of consumers buying group composed of McDonald's is based on geographic, demographic and psychological factors were accurate market subdivision, and implement the appropriate strategy to achieve its marketing goals. On geographical factors, different regions have different overall eating habits and cultural backgrounds. McDonald had adequate market research, a full analysis of regional differences. Things as who the U.S. Department of coffee taste is not the same, we must the market segments for different geographic...
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...Marketing plan for McWendy 1. Company overview As one of the largest fast food corporation in Singapore, McWendy is a chain of fast food restaurant primarily sells taco wraps, salads and bread. While its main focus is fried chicken, McWendy also offers a line of grilled and roasted chicken, side dishes and desserts. McWendy has in the most recent, introduced a new chicken menu that includes chicken toss salads, snack wraps and local delights flavored chicken fries - Hainanese Chicken Fries. McWendy’s slogan is “ We do Chic-Ken Right”. Millions of people have come to love McWendy one of a kind chicken and Singapore style dishes. Essentially, McWendy serves estimated half a million customers every day around the world. 2. Target Audience Description McWendy's has different market segment as compared to street food store selling fried chicken. There is difference in terms of the needs of customers. Singapore being a multi-racial country, McWendy realized the importance of providing the food to HALAL group. McWendy focus on low to middle income group, targeting on men and women age 21 to 30 years old, especially for people with a busy lifestyle. These groups can afford McWendy without bursting their pocket. Hainanese chicken, being the local delights, is not only popular with the locals; tourists who visit Singapore will also be attracted to this new food product. In other words, the new hainanese chicken fries will be an iconic representative in Singapore. This...
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...7/24/13 Marketing food: I'm loving McD's | warc.com About us▼ Help▼ Store▼ | Free Trial Log In Search ALL OF WARC Advanced Search Title: Authors: Source: Indexed in: Marketing food: I'm loving McD's Tom Roach Admap: November 2012 MORE ARTICLES ABOUT Brand and product choice Brand strategy Brand and product choice Brand strategy Show all Fast food, takeaway outlets Summary This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector. The Quick Service Restaurants sector has been steadily growing over the past few years, boosted by the smaller sub-sector of 'fast casual dining', while non-branded, independent restaurants are suffering. Reasons for this shift are that consumers need to trust the food offered, that they love brands and are looking for family appeal. McDonald's communications has been built on four marketing pillars: value, variety, favourites and trust, leading the way back to strong growth. Restaurants and takeaways Food, diet and obesity Marketing food: I'm loving McD's Tom Roach Leo Burnett If you enjoy this article from Admap, find out more about subscribing to Admap and Warc. This article may be shared or reproduced online, provided the contents are not altered and the source is acknowledged as: Reproduced from Admap with permission. © Copyright Warc. www.warc.com/admap Six years ago, the McDonald's brand was severely damaged by media castigation of the products'...
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...Burger King: Promoting a Food Fight In this presentation, we are going to discuss the promotional campaign of Burger King Cooperation created by the advertising agency Crispin Porter + Bogusky during the years 2004-2009. Before getting into the details of this campaign, let’s take a brief look at the company’s profile. Burger King is the world's #2 hamburger chain after Mc Donald. It opened its first restaurant in Miami 1954; ever since, the company has been continuously growing to become a symbolic American brand. The remarkable success it has gained, allowed franchise to be over 13000 outlets in more than 79 countries worldwide as of the end of the fiscal year 2013. Burger King has of course become known for the Whopper first introduced in 1957 and which has quickly became one of the best-known burgers in the world. Mission statement: Their mission statement is presented on their website in these words: “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization” In their mission statement, BK founders commit to offer a dining experience that stands out among competitors’ services. Objectives: Burger King’s campaign objectives...
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...Burger King: Promoting a Food Fight In this presentation, we are going to discuss the promotional campaign of Burger King Cooperation created by the advertising agency Crispin Porter + Bogusky during the years 2004-2009. Before getting into the details of this campaign, let’s take a brief look at the company’s profile. Burger King is the world's #2 hamburger chain after Mc Donald. It opened its first restaurant in Miami 1954; ever since, the company has been continuously growing to become a symbolic American brand. The remarkable success it has gained, allowed franchise to be over 13000 outlets in more than 79 countries worldwide as of the end of the fiscal year 2013. Burger King has of course become known for the Whopper first introduced in 1957 and which has quickly became one of the best-known burgers in the world. Mission statement: Their mission statement is presented on their website in these words: “We will prepare and sell quick service food to fulfill our guest's needs more accurately, quickly, courteously, and in a cleaner environment than our competitors. We will conduct all our business affairs ethically, and with the best employees in the mid-south. We will continue to grow profitably and responsibly, and provide career advancement opportunities for every willing member of our organization” In their mission statement, BK founders commit to offer a dining experience that stands out among competitors’ services. Objectives: Burger King’s campaign objectives...
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...BA 640 Case Memo 3 Subway’s Entry into the Japanese Fast Food Market 1. Background: * 1st store opened in Connecticut, 1965, began franchising in 1974 * Marketing strategy-healthy fast food option * Jared the Subway guy-spokesperson * 18000 stores in US, committed to international expansion * Looking for ‘high potential’ markets, ie. dense population, economic and political stability, preference for fast food options, disposable income * Very sluggish growth in Asian market 2. Japanese Food culture * Popularity of junk food * Smaller portions * View healthy food in terms of purity, organic, quality of ingredients * Local food is traditionally very healthy (rice, fish, vegetables, ect) 3. Competitors | # of stores | Pricing strategy | Advertising strategy/Brand Position | Target Market | McDonalds-market leader | 3000 | 100 yen menu, 500 yen basic set menu | Heavy TV advertising, seasonal product launches, low pricing strategy, local tastes (ie. Teriyaki burger) | Total market, plus children | Mos | 1435 | Higher prices, burger sets at 600 yen | Emphasis on quality, seasonal ingredients, burgers cooked to order, salad options, “Miffy” character | Women in their 20’s-30’s | Yoshinoya | 1031 | 300 yen and up | Traditional Japanese fast food, sells gyudon. Fast, cheap, convenient, 100 years of ‘tradition’. | Male students and workers | Starbucks | 702 | Sandwich 380 yen, coffee 250-330 yen | Convenience, relaxing atmosphere...
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...| I | Title Page | 1 | II | Executive Summery | 3 | III | Introduction | 3 | IV | Company’s Overview | 4 | V | Mission & Values | 5 | VI | Objectives | 6 | VII | SWOT Analysis | 6 | VIII | Product Profile | 9 | IX | Product Mix | 13 | X | Product Positioning | 14 | XI | Pricing Strategy | 14 | XII | Distribution Strategy | 15 | XIII | Promotional Mix | 15 | XIV | Budget | 17 | XV | Conclusion | 18 | XVI | Sources | 19 | EXECUTIVE SUMMARY McDonald’s have continued to build on their success as a trusted global consumer brand and grow their business by creating outstanding restaurant experiences for their customers. McDonald’s is the leading global foodservice retailer which has 34,000 local restaurants in 119 countries. McDonald’s goal is becoming customer’s favorite way and place to eat and drink by serving core favorites. In this our report we try to show that how McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process like- we will discuss about SWOT analysis, products profile, products mix, product positioning, pricing strategy, distribution strategy etc. Then, in this report we will be showed up the budget of McDonald’s. Finally, we conclude this report by showing some findings by ourselves and tried to recommend it. INTRODUCTION McDonald's is one of the best-known brands worldwide. We are living in an era of Globalization, where competition is...
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...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...
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...* ------------------------------------------------- MCDONALD’S RESEARCH * ------------------------------------------------- * ------------------------------------------------- Identify the key characteristics of the products and/or services and their significance to the market. The McDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving around 68 million customers daily in 119 countries.[4][5] Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27 percent over the three years ending in 2007 to $22.8 billion, and 9 percent growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes, and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, fish, wraps, smoothies, and...
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...Table of Contents The Impact of Globalisation on Multinational Companies 2 Introduction 2 McDonalds’ Introduction 3 Globalisation and McDonald’s 3 Globalisation strategy of McDonald 5 1. Think Globally but Act Locally 7 2. Pricing 8 3. Advertising/Promotional strategies 8 4. Social responsibility 9 Challenges for McDonald 10 Conclusion 11 Reference 12 The Impact of Globalisation on Multinational Companies Introduction Globalization is a term used to describe the trend of growth; trade practices between undertakings perform beyond the geographic and economic boundaries, so that they exist (Waters, 2001 Brinkman, Brinkman, 2002). Globalization is used to describe the nature of the dominant international trade and business, as they are no longer limited to serving specific groups of consumers in the country (Levy, Hammond and Gross, 2003), the globalization of the increase is due to the expansion of economic and capitalist drive to achieve growth, and taking existing resources , improve the degree of efficiency of the operation. Thus, globalization is also very closely related to the outsourcing companies seeking to existing units, the production moved to another country, economically sensitive wage labour. A typical example of this is the first McDonald's in 1955 as a company in California, opened in 2013, is now in 195 countries and has more than 30,000 restaurants. This process, because it is difficult to control, some multinational companies responsible...
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...P5 - Design a promotional campaign for a given product/service to meet the needs of a given campaign/creative brief. In this assignment, I have a friend who is setting up a sandwich and snack bar to provide lunches for workers at a local industrial estate. To help him out I have agreed to design a promotional campaign. It is essential for this sandwich and snack bar to be located inside the local industrial estate. The sandwich/snack bar is aiming to provide lunch to the workers working at the industrial estate on a daily basis, which includes a seating area. To start of the new snack bar/sandwich bar, employees working at the snack bar would be handing out free samples of the fresh different flavoured sandwiches, Panini's, and samples of any other quick snacks. This will be done in order for the customers/consumers, specifically workers at the local industrial estate to experience the extravagant flavouring and taste, which will encourage them to come inside and buy more. The sandwich/snack bar will market the products sold at the sandwich/snack bar as healthy and nutritious as all the products which will be sold at the sandwich/snack bar would be made freshly and all ingredients and within comes with 100% fruit juice and a bag of either fruit or fruit salad. This will be a good idea, as nowadays many people seek to eat healthy therefore with the 100% fruit juice and the bag of fruit salad will encourage people to buy a quick tasty snack or a sandwich with their chosen flavours...
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...I have indicated the extent to which I have collaborated with other students, whom I have named. CLEARLY PRINT Name: | Student ID No: | Signature: | Nisa Unothai | 566110520011 | | Lin Xiao (Rebekah) | 576110520002 | | QinXueFei (Sophie) | 576110520006 | | Li Minyi (Maple) | 576110520007 | | Zhou zhiyu (Jayce) | 576110520010 | | Padcharee Klahan | 576110520015 | | | | | | | | Tasks 1. Select the specific Brand of fast food chain or coffee shop chain e.g. KFC, Starbuck Group 3 selects Kentucky Fried Chicken (KFC in short name) which is an international brand providing fast-food restaurant in many countries. 2. Discuss the similarities and differences of their implementations of marketing mix strategies between two countries e.g. Thailand versus China or Australia. A comparison table format including texts, pictures and video link are recommended. Use components of marketing mix strategies below as possible discussion components: 3.1 Components of Marketing Mix Strategy | Thailand | China | Product |...
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...Marketing strategy In-N-Out’s marketing strategy will involve developing a unique “more for less” positioning based on the quality of their products, their excellent service, and quick but comfortable atmosphere. The company will establish differentiation from its competitors by offering a good quality and healthy veggie patty option for the non-meat eaters segment of the fast food market. The veggie patty will focus specifically on the vegetarian/non-meat eater market which includes all ages. Subsets include health conscious and socially responsible eaters, as well as vegetarians and vegans. In-N-Out is positioned on an “more for less” proposition. This differentiates it from its competitors by emphasizing its great quality at low prices....
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