...Rana Moiz Rana (20132145) Mohammed Abo Agina (20132156) Yazan Abo Jawhar(20132172) Moustapha El Nadaf (20132132) Mcdonalds Research Report – Brand Image 1. Introduction – Background of McDonalds McDonalds is an American fast food brand, which has more than 35,000 local restaurants serving 70 million people in over a 100 different countries. McDonalds started in 1940 as McDonalds Bar-B-Q in San Bernardino, California, however it was shut down and re-opened in 1955 as, what would later be one of the corner stones of the McDonald’s franchise, self-service drive-in restaurant with a simplified menu consisting of cheap hamburgers, soft drinks, coffee, potato chips and a slice of pie. By 1965 there were over 700 McDonalds restaurants spread throughout the United States. McDonalds has catapulted itself to the forefront of fast food service and marketed itself as a franchisor and by the end of 2010 80% of McDonald’s restaurants were franchised which has helped the company achieve yearly growth in both sales and customer visits. McDonalds in Qatar is 100% owned by Al Mana Group, and has been operational since December 13th 1995 and has since opened more than 27 different restaurants in a variety of locations from stand alone to mall kiosks. 1.1 Introduction – Reason for research This research report is prepared in order for McDonalds to maintain and improve a strong brand image in relation to other fast food restaurants, which has been affected negatively...
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...Marketing Mix Paper El marketing es esencial para todas las empresas, sin ella la compañía probablemente no tendría éxito sin algún tipo de comercialización. El marketing no es sólo la publicidad como algunos podrían pensar, cuatro elementos componen el marketing mix. Se trata de productos, lugares, precios y promociones. Cada uno afecta el crecimiento de las estrategias de marketing de una empresa y tácticas de marketing de diferentes maneras. Una empresa que sabe todo acerca de la comercialización es el restaurante más conocido de comida rápida en el mundo: McDonald's. El producto es un elemento esencial que hace el marketing mix. “El área de producto se refiere al desarrollo del derecho del “producto” para el objetivo del mercado” (“”Perreault, Cannon & McCarthy, 2011). McDonald’s ha desarrollado el producto adecuado, sirve comida a millones de personas que consumen a diario en todo el mundo, el hecho es que el producto en general, es consistente y le gusta a la mayoría de las personas. “Los productos de McDonald’s son muy reconocidos, estos incluyen hamburgers regulares, hamburgers especiales como el quarter pounder y su especialidad el Big Mac por mencionar algunos. También ofrecen una variedad de comida de pollo, como los famosos nuggets y sándwiches de pollo, por la presión de la sociedad de esforzarse por comer más saludable, ofrece la variedad de ensaladas. Por supuesto sus sabrosos postres que son: sundaes, shakes, and apple pies, los productos de McDonald’s...
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...Introduction In August 2001, it was discovered that the McDonald’s Monopoly game was a fraud. Simon Marketing, which ran the game on behalf of McDonald’s was responsible for the fraud. An investigation was initiated pursuant to a confidential tip. The investigation was led by the Federal Bureau of Investigation and dubbed Operation “Final Answer”. During the investigation to uncover the fraud, the FBI used several different forms of surveillance. In this paper I will describe how the actual fraud was committed and subsequent aftermath of the investigation. Case Study The McDonald’s Monopoly game fraud was discovered in August of 2001, when it was revealed that certain employees of Simon Marketing and associates had colluded to defraud the McDonald’s Corporation in excess of $13 million worth of game prizes over the promotion period (Albrecht et al, 2012, p.210). The Simon Marketing firm was contracted by McDonalds to run their promotional sweepstakes games. The game prizes consisted of cash, vehicles, vacations and/or food prizes. According to Richard Dent (FBI Special Agent in Charge), the main players involved in the scheme were as follows; Linda L. Baker, 49, of Westminster, South Carolina; Noah D. "Dwight" Baker, 49, of Westminster, South Carolina; John F. Davis, 44, of Granbury, Texas; Andrew M. Glomb, 58, of Fort Lauderdale, Florida; Michael L. Hoover, 56, of Westerly, Rhode Island; Ronald E. Hughey, 56, of Anderson, South Carolina; Jerome...
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...MG209: Individual Assignment McDonalds Business Portfolio Submission Deadline: 12/12/14 Word count: 3, 163 Contents Page Introduction Page 3&4 Theme 1 Page 5 * Remaining Market Leader while doing business overseas * (i) Position and Structure as a Transnational corporation Page 5 * (ii) Focus on the Brand and Strategic Targets Page 6 Theme 2 Page 7 McDonalds External Dependencies and Influences on Structure * (i) Relationship with suppliers Page7&8 * (ii) The Contextualizing Industry and the government as stakeholders Page 9 Theme 3 Page 10 McDonalds Organizational Culture * (i) Company Culture in relation to strategy and structure Page 10 * (ii) Post Bureaucratic Cultural Control Page 11 Conclusion Page 12 References Pages 13- 15 Portfolio Pages 13 – 24 Acknowledgement I confirm that the work undertaken for this assignment is entirely my own and that I have not made...
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...Executive Summary McDonald’s Delivery is a new service to be introduced to Australia in the year 2012. The service is already booming in overseas countries such as Singapore and India and is looking to be implemented into the Australian society early this year. With such high demands for fast food and minimum competition in the market for low cost convenient food services McDelivery looks to be a successful and profitable service on introduction to the Australian society. This marketing plan assesses the internal and external environment in which the service will be a part of and how it looks to be a highly sought after service in Australia. Through the research displayed and signs from overseas the McDelivery service looks to be a highly profitable commodity for the McDonalds giant and looks to be a very fast growing and unstoppable service. McDonalds looks to attain market dominance with the introduction of this service. Situational Analysis - Demographic: In regards to the demographics of this particular service it would only be feasible to function in areas of a population density that is of a high level. In order for this service to be a success there needs to be population density and large demand for the product. If introduced to a low density area the service wouldn’t be profitable. - Legal: Legal forces that would affect this service would be fairly standard procedure such as insurance, licensing of drivers, using qualified staff and meeting laws with regard...
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...Segmentación en India Con el fin de desarrollar una estrategia de marketing, es muy importante para la empresa a entender a sus clientes objetivos. Si la compañía puede entender su cliente, entonces puede comunicar con su mercado de consumo. Mejor sabrá acercarse a sus consumidores y de manera más efectiva podría comunicar con los mismos y comercializar sus productos. McDonald´s ha segmentado sus productos de acuerdo con las bases de demografía, psicográficos y de comportamiento. Ellos han segmentado sus productos y posicionado sus productos de acuerdo con los niños, familias, y estudiantes. Pero no han segmentado sus productos de acuerdo con el grupo objetivo de adultos. Además, no han comenzado un segmento relacionado con desayuno en cada salida. Segmentación: La segmentación del mercado se define como la división de un mercado único en segmentos más pequeños. La razón básica de dividir el mercado en segmentos pequeños es hacer que sea sencillo para abordar las necesidades de los grupos más pequeños de los clientes y tratar de fabricar diferentes productos de acuerdo con sus costumbres de consumo. Particularmente se hace de acuerdo con las personas que tienen características similares. Se puede hacer sobre la base de la edad, sexo, estilo de vida, región, etc. La segmentación de McDonald´s en la India se ha hecho en tres bases diferentes: 1) Segmentación demográfica: Niños, Familia y Estudiantes McDonald´s ofrece diferentes productos como el Happy Meal que incluye un...
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...or services to the customers it is targeting. The action plan is called the marketing mix. The marketing mix is one of the biggest and most critical decisions that a company will make. A bad marketing mix can result in poor performance and the potential for financial losses. The marketing mix was defined by McCarthy forty years ago as the set of marketing tools that a firm uses to pursue its marketing objectives or goals (Kotler and Keller, 2006). The marketing mix is then broken down into four distinct categories. These categories are called the four P’s or product, price, place, and promotion. The goal of the four P’s will hopefully be the aim of attracting and retaining the customers or target market that a company has identified. All four P’s of the marketing mix are essential and are interrelated (Perreault and McCarthy, 2005). In order for a company to successfully implement a marketing mix, a careful and well researched market plan needs to be generated. The market plan should include a SWOT analysis. The SWOT analysis is an evaluation of a company’s strengths, weaknesses, opportunities, and threats. The SWOT analysis can help to identify the areas that a company can use to take advantage of and to stay clean of any roadblocks that might hinder a successful marketing mix. After an organization studies the elements of the SWOT analysis, the business will be seen more clearly, and the marketing mix will be more focused going forward (Davids and Newcomb, 2006). The four...
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...concept of balance scorecard was introduced by Kaplan & Norton (1992, 1996, 2007) and they argued that that balance scorecard is a useful tool that tells managers how organization is performing in relation to strategic objectives of organization. Kaplan & Norton(1992) state the four perspectives which are financial perspective,customer perspective,internal business process perspective and learning and growth perspective.These four perspectives are used by managers in order to measure and analyze information. Kalpan and Norton explain these four perspectives which are effective in brand management and manger should make these perspectives to address both short and long term objectives of organization before making decision of marketing mix of that brand. One can effectively manage their brand image by using these four perspectives.Aaker (1991) find that by providing high product differentiation leads to the firm to charge high price from customers. Most...
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...*/introduction Critically evaluates the marketing planning process Discusses impediments to effective implementation of marketing plan Introduction The leading exponents of the marketing planning have been warned of the communications factors, operational, cultural and managerial in which frequently impede the effective implementation of the marketing planning programmers in the past two decades. (Cravens, 1998; Doyle, 1998; Greenley, 1982; Leeflang and de Mortanges, 1996; McDonald, 1992a, b; 1995; Piercy and Morgan, 1994; Jain, 1993; Simkin, 1996a, b; Verhage and Waarts, 1988). There have some specific guidance are offered in the recent years to assist marketing managers overcoming those internal organisational and in pre-empting forces (cf. Cravens, 1998; Dibb et al., 1996; Lings, 1999; Piercy, 1997; 1998; Simkin, 2000). Yet, the recent research has shows barriers to the implementation of programmes and marketing strategies. (Dibb and Simkin, 2001; Simkin, 2000). Another key barrier is indicating impeding the deployment of effective marketing practices used to be the lack in most marketing function or either in organisations. (cf. McDonald, 1992a, b; Piercy and Morgan, 1994). The research are shows this is a no longer to the case with the bulkiness businesses professing to have a marketing department undertaking not only promotion and customer research,but are relate to the Kotleresque textbook approach to marketing management (Dibb and Simkin, 1997; Piercy...
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...Wrexham, UK 15th November, 2012 To, The Marketing Director Nike, UK Subject: A study of changes in the Sportswear market in India in the past decade with focus on footwear sector. Analysis and suggestion about the marketing techniques that need to be implemented for the launch of a new product. The study also includes formulating a Pricing strategy and various promotional measures to be opted by Nike. In today's competitive market, companies always try to introduce different types of products and creative marketing approaches so as to showcase the uniqueness in their products and to survive in the dynamic marketing environments. Nike, the American multinational company is a leading manufacturer and supplier of sportswear, apparel, accessories and services and holds the top spot in supplying athletic shoes and apparel throughout the world. The company, today is among the most valued brands. (Skoloda, 2010) The product is due to be launched in India, which holds the top spot in terms of being among the fastest growing economies in Asia and is the most preferred markets for multinational companies. Indian economy is growing at 8.8%, which is among the best in Asia. (Nobrega & Sinha, 2008) Changes in the Sportswear market over the last decade: As Isaac Asimov once said “The only constant is Change” so is it. The current markets are ever changing. Philip Kotler & John Caslione (2009) state that “Turbulence is the new normal”. Companies...
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...factors in establishing the new chain include sourcing Australian suppliers who can provide locally grown fresh produce and intermediaries such as logistics management who assist with identifying suppliers and distributors. Key public are important in providing communication such as government regulations, the general public’s views in regards to the new product and media coverage of the new differentiated product and the impact it is having on societies new health conscious consumers. The current competition from major fast food outlets such as direct competitors McDonalds, Oporto and Subway and indirect competitors Sushi Train, Eagle boys Pizza and KFC may impact on the new low calorie fast food chain The company’s overheads and expenses should be aligned with the overall objectives of the company in relation to its profit margin. The prices of the low calorie products will be based on target costing whereby other marketing mix factors will be tailored to fit the price set for the market. External factors such as environmental...
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...Question 1: Discuss any FIVE (5) management actions that have contributed to the success of McDonalds. Every organization has their different objectives, missions and visions to achieve in order to ensure company’s growth. However, the skills of management in the company are relatively important in order to motivate and provide guidance to employees so that everyone is in the right path to the common target. According to Pearson Educations (2012), management carries a definition of a skill that involves coordinating and overseeing the work activities of other employees so that the activities are completed efficiently and effectively. Managers, are those people who have the responsibility to ensure that the management of company is running smoothly and flawless. In an organization, there are different management actions that the company should be concerned. In the case study of McDonalds, our team has found out five significant management actions that have contributed to McDonalds’ success. There are strategic management, democratic leadership skills, human resources management, ethics management and 1.1 Strategic Management One of the management actions that have contributed to the success of McDonalds will be their strategic plan which called ‘plan to win’. The idea of this plan not only for them to be the biggest fast food restaurant chain but to be the best fast food restaurant chain. McDonald implement this plan by analyzing the 4 P’s which are product, price, promotion and place...
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...elements of marketing in today’s global world (based on Lee and Carter 2012). Critically appraise how marketers can manage brands across transnational markets. Consider the competitive advantage that branding brigs to a product as well as the cultural considerations that must be respected. Choose ONE brand in your industry as an example to illustrate your points. Branding in a Global tourism marketing strategy is key element (Witt and Moutinho, 1995). A brand is composed of a name, design or sign, which is adopted to recognise a facility delivered by an institution or organization (Witt and Moutinho, 1995). This essay will discuss the importance of branding as a key element in today’s global marketing. We will take in consideration of Virgin as an example of Global brand. Mawson (2000) argues that in the United States of America, Back in the days in the Mid-west, the cowboys would imprint with a very hot iron their cattle’s buttocks with the name of their ranch to show possession and to marked them to differentiate from the neighbour’s. This is an example of how branding existed decades ago. A brand is purely a merchandise or service which can be notable from its rivals (Hankinson and Cowking, 1996). Popular brands are the ones that fulfil the desires and objective of a distinct target market (Hankinson and Cowking, 1996). Branding is an important and planned process that embroils all parts of the firm in its delivery (Randall, 1997). It does involve marketing, but is not...
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...SHARON HUTCHINSON MODULE#: 01- MARKETING (G) NUMBER: RDIHCBF002G DATE SUBMITTED: 30/10/2009 TUTOR: MS. PAULA REILLY TABLE OF CONTENT 1. Introduction 3 2. Concepts and Process of Marketing a. Alternative definitions of Marketing 4 b. Main characteristics of a Marketing Oriented Organization 4 –5 c. Selling Concept with Marketing Concept which describe McDonalds 6 d. Benefits of implementing a Marketing Approach to McDonalds 6 – 7 3. Segmentation, Targeting and Positioning a. Two Marco and one Micro to marketing undertaking by McDonalds 7 – 8 b. What is Segmentation and Three criteria for McDonalds 8 c. The Target Market of McDonalds 8 - 9 d. What is buyer Behavior and benefit to McDonalds 9 4. Marketing Mix a. Analyses how McDonalds gain competitive advantage through 9 -10 their products b. Distribution Strategy used by McDonalds 10 c. Explain how prices set by McDonalds reflect their objectives and 10 - 11 marketing condition d. Methods McDonalds used to promote their products/services and how 11 effective they are. 5. Marketing Segments and Contexts a. Choose one McDonalds product and devices two marketing mixes 12 for the product b. Difference between marketing to organization rather than consumers 12 - 13 c. Explain how and why International Marketing differs from 14 - 15 Domestic Marketing for McDonalds 6. Bibliography and References 16 ...
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...Wales Trinity Saint David, London, UK | PESTEL analysis of McDonalds PESTEL analysis is a marketing tool which used to calculate the business essential factors that can largely affect the business since operating time and future of business opportunities .PESTEL stands for * Political factors: Political factor denotes the political environment of any countries which is helpful or against the running of business in foreign markets. Political factors determine the government policies of economy, fiscal year, stability or instability of political situation, labor and environmental legislation and business barriers. In recently government of UK are conscious about the public health reasons so they regulates the fast food industries (2005). Government also examines the situation before giving license of taking franchises as well the tax of the government and future employment opportunities. In that circumstance McDonalds facing the business restriction during providing time of franchise and license. McDonalds also provides UK’s employment areas by providing employment lots of people. In UK the political environment is stable and it provides positive opportunities of McDonalds for running their business and forecasting their business policy for the future. McDonalds are generous of giving tax of government and they also provides the fund many charity for the convincing the government and the customer. McDonalds provides all the facilities for their employee like as employee...
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