Topic: The purposes of marketing and how the processes can help an organization to achieve its goal.

Learner Name: Tran Bich Ngoc Anh
Date: 15th May, 2012.

Contents: • McDonald’s Corporation – a typical example about the success • Purpose and the importance of marketing • How marketing activities can help to contribute the success of the new launch product/service • The five-step model of the marketing process

► McDonald’s corporation-a typical example about the success.

Introduction:

McDonald’s corporation is the world’s largest chain of hamburger fast food restaurants which is serving around 68 million customers daily in 119 countries. 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. The company primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, shares, and desserts. In response changing customers’ tastes, it has expanded its menu to include salads, wraps, smoothies, and fruits.

Goals and its past successful marketing launches:

Some current McDonald’s slogans: “We love to see your smile” (2000-2003) “Put a smile on” (2000-2003) “It’s what I eat and what I do” (2005) “Good things come in 3 seconds” (2011)

→ McDonald’s goals: - to serve good food in a friendly and funny