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Mc Donalds Maketing Strategies

‘McDonald's is the world's leading foodservice retailer with more than 30,000 restaurants serving nearly 46 million people in more than 110 countries each day. In the UK, McDonald's and its franchisees employ 70,000 staff in 1235 restaurants. This is McDonald's 30th year of operating in the UK.'
http://www.mcdonalds.co.uk/?f=y [accessed 16th November]

Those infamous golden arches have come a long way since being established in 1940 by Dick and Mac McDonald. Ray Kroc, credited with the chain's global ambitions, bough the rights in 1955, he developed the brand and created the McDonalds Corporation.

Throughout this study I am going to evaluate the marketing strategies being pursued by McDonalds and identify the market dominance, which has lead to McDonald's being on of the most successful multi-nationals to date.

Effective marketing has enabled McDonalds to create a worldwide demand for fast food.

‘The aim of marketing is to make selling superfluous. The aim is to know and to understand the customer so well that the product or service fits him/her and sells itself!'
Peter Drucker, Cited in Marketing Concepts & Strategies p6

The underlying principle of marketing is that to be successful, a business needs to satisfy their customers so to increase the likelihood of repeat custom. To ensure this, the business needs to construct an appropriate marketing strategy to fulfil this criterion.

McDonald's has an exceptional understanding of these aspects within there marketplace, as McDonalds do not offer a product for every type of consumer they attempt to identify groups of customers, defined as a ‘market segment', this is a band of people in the case of McDonald's these will be defined demographically for instance age, gender and region. Each individual band of customers would then be offered specifically tailored products and a marketing mix programme to suit.

For instance the marketing and promotion for the Big Mac (see Appendix 1) is...