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Running Head: MCDONALD’S MARKETING PLAN 1 Frieday Night with Redbox: A McDonald’s Marketing Plan Samuel A. Sample BUS 330 Principles of Marketing Professor Sadeghinejad February 16, 2016 MCDONALD’s MARKETING PLAN 2 McDonald’s Marketing Plan: Frieday with RedBox Brand or Company Description (minimum 25 words) McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more than 35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015). Core Products or Services (minimum 25 words) Beyond the burgers, french fries and milkshakes that they’ve been selling since its founding, McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more than 200 items in all (The Economist, 2015). McDonald’s locations are typically open for breakfast, lunch, dinner and late night dining and many feature drivethru service. A Brief History (minimum 50 words) The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald. It brought production line techniques to the burger business and challenged the dominant carhop drivein business model. Ray Kroc was one of the earliest franchisees and the key figure in the rapid expansion of the business after he bought out the McDonald brothers 1961. McDonald’s became a public company in 1965 and opened its first international location in 1967. Sales and locations have continued to grow every year since. Key current competitors (minimum 50 words) Historically, McDonald’s primary competitors were identified to be the large fast food burger chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of their menu, the competitive set must be viewed more broadly to include sandwich shops like Subway, other fast food concepts like ChikfilA, more upscale fast casual restaurants like Panera and Chipotle, as well as coffee shop chains like Starbucks and Dunkin’ Donuts. MCDONALD’s MARKETING PLAN 3 SWOT Analysis (minimum 500 words) SWOT Analysis: Strengths (Describe a minimum of 3 positive controllable factors) 1. Anytime, anywhere convenience With over 14,000 locations in the U.S. alone, there’s a McDonald’s within a short drive of almost everyone and most are open from 6am to 11pm. The number of locations also means that McDonald’s can purchase media nationally which is more cost efficient than buying locally. 2. Brand equity As a results of its many locations, consistent brand experiences and hundreds of millions of dollars spent on marketing each year McDonald’s has developed a very strong brand. For example, they ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014). 3. The Best French Fries McDonald’s french fries are universally loved even by people who don’t otherwise like McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015).
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Running Head: MCDONALD’S SITUATIONAL ANALYSIS 1 McDonald’s Situational Analysis Samuel A. Sample BUS 330 Principles of Marketing Professor Sadeghinejad February 16, 2016 MCDONALD’S SITUATIONAL ANALYSIS 2 McDonald’s Marketing Plan: Frieday with RedBox Brand or Company Description (minimum 25 words) McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more than 35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015). Core Products or Services (minimum 25 words) Beyond the burgers, french fries and milkshakes that they’ve been selling since its founding, McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more than 200 items in all (The Economist, 2015). McDonald’s locations are typically open for breakfast, lunch, dinner and late night dining and many feature drivethru service. A Brief History (minimum 50 words) The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald. It brought production line techniques to the burger business and challenged the dominant carhop drivein business model. Ray Kroc was one of the earliest franchisees and the key figure in the rapid expansion of the business after he bought out the McDonald brothers 1961. McDonald’s became a public company in 1965 and opened its first international location in 1967. Sales and locations have continued to grow every year since. Key current competitors (minimum 50 words) Historically, McDonald’s primary competitors were identified to be the large fast food burger chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of their menu, the competitive set must be viewed more broadly to include sandwich shops like Subway, other fast food concepts like ChikfilA, more upscale fast casual restaurants like Panera and Chipotle, as well as coffee shop chains like Starbucks and Dunkin’ Donuts. MCDONALD’S SITUATIONAL ANALYSIS 3 SWOT Analysis (minimum 500 words) SWOT Analysis: Strengths (Describe a minimum of 3 positive controllable factors) 1. Anytime, anywhere convenience With over 14,000 locations in the U.S. alone, there’s a McDonald’s within a short drive of almost everyone and most are open from 6am to 11pm. The number of locations also means that McDonald’s can purchase media nationally which is more cost efficient than buying locally. 2. Brand equity As a results of its many locations, consistent brand experiences and hundreds of millions of dollars spent on marketing each year McDonald’s has developed a very strong brand. For example, they ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014). 3. The Best French Fries McDonald’s french fries are universally loved even by people who don’t otherwise like McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015). 4. Kid appeal Mc.
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Running head: MCDONALD’S SITUATIONAL ANALYSIS McDonald’s Situational Analysis Samuel A. Sample BUS 330 Principles of Marketing Avisha Sadeghinejad February 16, 2016 MCDONALD’S SITUATIONAL 2 McDonald’s is the world’s largest fast food chain with over $25B in annual sales and more than 35,000 retail locations in more than 100 countries (McDonald’s Corporation, 2015). Core Products or Services Beyond the burgers, French fries and milkshakes that they have, they have been selling since its founding, McDonald’s sells a variety of wraps, salads, sandwiches and beverages – more than 200 items in all (The Economist, 2015). McDonald’s locations are typically open for breakfast, lunch, dinner and late night dining and many feature drive-thru service. A Brief History The first McDonald’s restaurant was opened in 1948 by Richard and Maurice McDonald. It brought production line techniques to the burger business and challenged the dominant carhop drive-in business model. Ray Kroc was one of the earliest franchisees and the key figure in the rapid expansion of the business after he bought out the McDonald brothers 1961. McDonald’s became a public company in 1965 and opened its first international location in 1967. Sales and locations have continued to grow every year since (Comoletti, 2014) Key current competitors Historically, McDonald’s primary competitors were identified to be the large fast food burger chains like Burger King and Wendy’s. But given McDonald’s size and the expansion of their menu, the competitive set must be viewed more broadly to include sandwich shops like Subway, other fast food concepts like Chick-fil-A, more upscale fast casual restaurants like Panera and Chipotle, as well as coffee shop chains like Starbucks and Dunkin’ Donuts. SWOT Analysis A SWOT analysis is a strategic planning tool used to assess the strengths, weaknesses, opportunities, threats, and trend of an organization, company, project, plan, or venture MCDONALD’S SITUATIONAL 3 Strengths • Anytime, anywhere convenience With over 14,000 locations in the U.S. alone, there is a McDonald’s within a short drive of almost everyone and most are open from 6am to 11pm. The number of locations also means that McDonald’s can purchase media nationally which is more cost efficient than buyinglocally. • Brand equity Because of its many locations, consistent brand experiences and hundreds of millions of dollars spent on marketing each year-- McDonald’s has developed a very strong brand. For example, they ranked 5th on BrandZ’s 2014 most valuable global brand list (Rooney, 2014). • The Best French Fries McDonald’s french fries are universally loved -- even by people who don’t otherwise like McDonald’s food. McDonald’s fries were voted #1 in a 2015 YouGov study (Peterson, 2015). • Kid appeal McDonald’s is a popular destination amongst younger kids. Many locations have in ...
Running head MCDONALD’S SITUATIONAL ANALYSIS McDonal.docx
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Mid-Term Exam Marketing 435/535 Summer Term 2017 Exam Instructions: This exam is designed to measure your understanding of concepts that were discussed in class lecture, course readings, and using Wikipedia and the embedded web links. You are free to consult these materials and your colleagues when preparing your answers to questions below, but please the words you choose for your answers should be your own. Each question is equally weighted and I expect about 1/2 to a page in length, per answer (average 2/3 page), for a total of about 5-6 pages in length. Answer any 5 questions. Please put your name on exam and file name. Exam is due on D2L. Answer any 5 of the 6 following questions: 1. If you had unilateral power, what is the one food-related regulation that you would impose - or abolish? Why would you take this action? What would be the impact on both consumers and business? And…if you happen to be a citizen/resident of a country other than the US, please feel free to put your answer in the context of that nation’s regulatory framework. 2. Do you think that the US government should allow the Amazon acquisition of Whole Foods to go through? Why or why not? And please explain what you think the impact of this deal, assuming it is completed, will be on both consumers and business. 3. Tell us three things that you did not know about retail and CPG marketing that you did not know before you took this class, but have learned from our assortment of guest speakers. 4. What has changed about the consumer’s decision journey as described in the readings from the way consumers used to shop and what are some marketing implications for reimagining the American supermarket for the future? (Refer to the readings/speakers in your answers) 5. In the class lecture it was stated that market penetration is a key to success for CPG products. What are the two requirements described in the lecture to achieve high market penetration rates and how is the “Law of double jeopardy” related? (Use your notes and if you want Wikipedia). 6. What are the top business career opportunities according to US News and World Report for 2015 in Marketing? Of the skills reported as most important for interviewers for marketing hires which are your top 3 strengths? Which are the 3 you need to work on the most? Why is it important to develop a marketing plan for yourself for life after school? • Guest Speaker Jason Strobbe- Going to Market in Wine What “was” in the News 2016 this week Mintel’s top 12 key trends for 2016 * Alternatives Everywhere: Novel protein sources and potential replacements means that what was formerly ‘alternative’ could take over the mainstream. * Artificial: Public Enemy No. 1: Companies are removing artificial ingredients to meet consumer demand for natural food . * Eco is the New Reality: Sustainability continues to evolve and has become a necessary part of new product development. * From the Inside-Out: A market has been cr ...
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Mid-Term Exam Marketing 435535Summer Term 2017 Exam Instructi.docx
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Running Head: INTERNAL AND EXTERNAL ENVIRONMENTAL ANALYSIS 1 INTERNAL AND EXTERNAL ENVIRONMENTAL ANALYSIS 2 Internal and External Environmental Analysis Samaly Rodriguez BUS/475 June 10, 2016 Tosh Stuart Introduction McDonald’s is a well-known chain of restaurants serving over 68 million customers and whose brand is recognized globally. Over 80% of the restaurants operate under a franchise system whereby a given entrepreneur acquires the right to operate under the McDonald’s brand by providing products related to the brand. McDonalds obtained its strong brand name through its business model that seeks to provide a consistent dining experience as well as quality and first service throughout all the restaurants. However, with its strong recognition the company faces various challenges as discussed in the SWOT analysis below. This study also analyzes how the company adapts to change and opportunities it can utilize to maintain its market relevance. Economic, Legal and Regulatory Forces and Trends Economic forces and trends entail factors that have an impact on the spending as well as the consumer purchasing power. Different economic factors that influence McDonald’s for instance since it operates within various countries it will have to set product prices about the economic status of these countries. A competitive pricing has been McDonald’s strategy in curbing competition and ensuring economies of scale. Most of McDonald’s market is within America where the economy is stable giving it an opportunity to grow in a steady manner. However, the dependence on this market could pose threats if economies change. Economies in other countries are mostly unstable with high economy recession posing a threat to the company’s businesses, for instance, the Chinese economy has not been stable to assure a sustainable business (Greenspan, 2015). Different policies and laws govern the operations and mandate of McDonald’s while the governments that the company operates in initiate these regulations. In the U.S, the company has to follow strict employment policies that for instance set out the minimum wage levels. McDonalds must meet local health regulations for the food as well as animal welfare regulations within the supply chain operations. Due to the threat of lawsuits about the health status of their food McDonald’s is trying to ensure the provision of healthy products. How McDonalds Adapts to Change There are different ways in which McDonald’s has ensured that it has adapted with the changes in the market. According to (Mourdoukoutas, 2011) uniformity is one strategy that the company has used to ensure that they remain competitive. It is amazing that no matter the McDonald’s outlet one visits they will experience the same services since all its operations are standardized and with the same marketing strategies. Segmentation has been a strategy for adaptation of the company, most of their marketing has been targeting children for instance in ...
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Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting
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