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McDonalds’ Marketing Mix

Kerry Farr

MKT/421

June 20, 2012
Kristie Williams-smith

McDonald’s Marketing Mix

Because of the invention of franchising and the development of some of the most creative marketing and branding campaigns, McDonald’s is one of the world’s most well-known, valuable brands holding a leading share in the globally branded, quick service restaurant segment of the informal dining-out market in virtually every country in which they do business. As a leader in the fast food industry, McDonald’s is often targeted. Some of the ways McDonalds’ handles the attacks of the media and competition is by creating a market mix to highlight the positive impacts of the organization. McDonald’s must keep the strategic nature of its marketing efforts to stay on top and provide what the customers want. Marketing mix must focus on the product, pricing, promotion, and the placement of the item in order to make it successful. Marketing strategies must feature customer orientation, input, and accessibility in the fight to the top of the market. McDonald’s is no different as there was a comparison of McDonald’s compared to Wendy’s done. At first glance they may have appeared to have the same roughly marketing mix and target market. Both are fast food and provide similar products. However after looking closer one can recognize that McDonald’s primary target is children ages three through eleven and their parents. McDonald’s understood that the parent was .making the purchasing decision, most likely based on price. What McDonald’s decided to do was put a fifty cent toy in with the hamburger, French fries, and a drink and then gave it a special name called the Happy Meal. Then McDonald’s marketed the Happy Meal to the kids. If you ever asked a child where to buy a Happy Meal, they

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