1. Name – Hatim Riyaz Painter
Class – Ty E
Roll No. - 3251
Subject – Marketing Management
Topic- Executive summary on “The Mcdonald’s: the marketing Process” Case study
The case study shows Mcdonald design its success by continually listening to its customer and
building its brand. Mcdonald creates brand recognition through promotion and advertisement and
also through its impactful logo design which is the golden arch.
Mcdonald also identifies the likely customers as the key audience and decides with preference to the
key audience what product to serve, what competitive price to offer, what promotional and
advertisement channels to be used and location of the restaurant.
Mcdonald identifies the economic, legal, technological changes and social factors, the retail
environment and many other elements which affect the willingness of people to buy mcdonald’s
product. It also identifies the important psychological factors important to customers which form
the part of brand recognition.
Mcdonald identifies the different types of customers and their needs and wants through market
research and in accordance to it mcdonald analysis the its products, quality of employees, system
applied and financial resources used for marketing. it also conducts swot analysis for a marketing
success.
Mcdonald sets up the marketing objective in accordance with the swot analysis and how to achieve
them. Mcdonald critically develops the right menu according to its customers want and needs and
introduces change with time like introducing the new product and phasing out the old ones without
affecting the total turnover.
Price is set according to the awareness among people for the brand and also its integrity. The
competitive price is set as low price may lead to a misconception of low quality.
Mcdonald focuses on promotion including all types of marketing communication. Each promotional
device is such that it supports each other to bring awareness and not confuse the consumer and also
move the target audience to some type of action.
Mcdonald emphasis on the management of a range of processes involve in bringing product to the
end customer.
Mcdonald also delegates responsibilities to individual and puts system to place to obtain marketing
feedback which is the basis for measurement of success against short term targets which in turn
leads to fulfilment of the long-term goals of the organisation.
Thus by proper combination of marketing mix, efficient market research, setting targets and
delegating the responsibilities mcdonald is able to achieve its long-term objective