ASM 401 - FUNDAMENTALS OF BUSINESS

GROUP PROJECT REPORT

MARKETING MIX REFLECTION PAPER 2
(MCDONALD)

NO. NAME STUDENT ID

1. HANIS HAIDAH HALIZ BINTI HUSSAIN 2022758719

2. NURAINA DANIA BINTI MOHD NOR 2022981911

PREPARED FOR :

PUAN AFIZA BINTI ABDUL MAJID

SUBMISSION DATE :

8 JULY 2022
 1. INTRODUCTION

The purpose of our study is to gain more knowledge about several companies and our
group decided to choose McDonalds to analyze the company plans and marketing mix.
McDonald’s is a multinational fast food chain from America. It was founded on May 15 1940.
Which means it has been 82 years since being established. The founder's name is Richard and
Maurice McDonals. The headquarters are in Chicago, Illinois, United State. McDOnl started as a
hamburger stand and then turned a company into a franchise. The golden M logo was
introduced in 1953. Meanwhile, in 1955 a businessman joined McDonald as a franchise agent,
named Ray Kroc. McDonalds has up to 40,031 restaurants located around the world. It serves
worldwide up to 119 countries. The product being sold on every Mcdonalds might be different
depending on what countries it is in. There are some menus that in America do not include in
Malaysia. Mcdonalds also comes with McCafe and McDriveThru. McDonald's mission statement
is ‘Our mission is to make delicious feel-good moments easy for everyone.’ Their vision
statement is ‘To move with velocity to drive profitable growth and become an even better
McDonald’s serving more customers delicious food each day around the world.’ McDonald's
main aims are to serve good food in a friendly and fun environment, to be a socially responsible
company, and to provide good returns to its shareholders.

1. MARKETING MIX ELEMENTS

Marketing strategy is a strategy used by businesses to give their target customers high-
quality products at reasonable prices, to offer effective promotional strategies, and to engage with
their distribution channels, hence growing demand for their products and improving performance
(Gituma, 2017). A company's marketing strategy is oriented on the needs and wishes of
consumers in the company's chosen target markets. It also includes four key components known
as the marketing mix's Four Ps: product, price, location, and promotion.
A product is an item, service, or concept that is sold in order to suit the needs and wants
of customers. It is pointless to design a product or service that no one wants to purchase, but
many organizations determine what to provide first and then try to find a market for it afterwards
(Bahador, 2019). McDonald's serves hamburgers, fries, drinks, and a range of other fast meals.
McDonald's fast food is now considered as a high-quality product that uses environmentally
friendly packaging instead of paper or other rot-prone materials. McDonald's quick food is always
hygienic and clean. McDonald's food is made with high-quality basic ingredients taken from
 2

healthy and halal animal species, as well as fresh and high-quality vegetables or herbs.
McDonald's meat is guaranteed halal in Malaysia since it is derived from chicken and beef. They
also provide a range of beverages, such as coffee and smoothies.
Pricing is the process of choosing the optimal price to sell a thing for. Consumers believe
that the pricing supplied by McDonald's is quite appealing when compared to rival items.
McDonald's prices are set in accordance with consumers' financial capabilities. McDonald's fast
food is fairly affordable for people to purchase. Other similar fast-food goods with greater pricing
are less likely to affect McDonald's customers' purchasing decisions since the products presented
are not always guaranteed to be of excellent quality. Consumers will almost never choose a low-
quality brand if they have to pay a high price for it. Many other brands may be of poorer quality
and have greater pricing. Consumers are better off buying McDonald's items than other products
whose quality cannot be assured if the products given by McDonald's are less expensive.
Place distribution is a subset of marketing that deals with moving things from
manufacturers to consumers. Customers say that the service they receive is quick and
satisfactory. McDonald's distribution pattern for marketing and distributing fast food goods is to
employ a level one or first channel where consumers may directly buy McDonald's fast food
without going through other middlemen.
Promotion is a component of the marketing mix that focuses on the most effective ways
to distribute product information. Promotional efforts to market this fast-food item must continue.
Promotional quality, such as advertising in various mass media and promotions at the right time,
must be improved. Restaurants have developed and maintained a policy prohibiting the promotion
of high fat, sugary, and salty food and beverage goods to children under the age of 18 through
television advertising, toy prizes, licenced media characters, celebrity endorsement, mobile and
digital marketing (Kraak, Englund, Misyak, & Serrano, 2017). Customer satisfaction is one of the
requirements for a successful business. In essence, promotion is a type of marketing
communication in the form of marketing actions that strive to distribute advertising information,
influence, convince, and remind the target market so that customers are inclined to consume the
product and continue to do so.
 3

1. CONCLUSION

Everything that comes with something goods has its own bad. Same goes to
McDonalds. In order to be a better company, they need to improve in every aspect, especially
their marketing mix. Mcdonald's product can be improvised into something that goes hype or
viral. This is to attract more customers to come and buy their product. McDonalds should
collaborate with more famous people as they did once with BTS from Korea. For the price,
Mcdonalds used to offer bundling meals in order to make customers buy more, they should also
improve that by offering bigger bundling meals for 3 to 4 paxs instead of for 1 person sets. This
will make customers think that they are actually saving money by buying bigger pack deals
instead of one set. Mcdonalds located in so many places, by far wherever McDonalds being
placed always have a long line of customers. If McDonalds wants to attract more customers or
even open up the opportunity for anyone to start a franchise of McDonalds they should find a
perfect and ideal location that will bring them high profit. Mcdonald's promotion is not something
really surprising, they have a lot of promotion but McDonalds also need to expose and hype
their new product in so many ways such as ads in youtube, ads in websites or even boarding
next to a highway. That will also help promote McDonalds marketing a lot. In conclusion, even
though McDonalds was the biggest fast food chain in the world, there is still so much more they
need to improvised in so many ways such as product, price, place and promotion.
REFERENCES

Bahador, M. H. (2019). THE EFFECT OF MARKETING MIX ON ORGANIZATIONS

PERFORMANCE. Universiti Utara Malaysia. Retrieved from
https://www.researchgate.net/profile/Muhammad-Hasbullah-
Bahador/publication/336471791_THE_EFFECT_OF_MARKETING_MIX_ON_O
RGANIZATIONS_PERFORMANCE/links/5da1f89b299bf116fea20520/THE-
EFFECT-OF-MARKETING-MIX-ON-ORGANIZATIONS-PERFORMANCE.pdf

Gituma, M. M. (2017). EFFECTS OF MARKETNG MIX ON SALES PERFORMANCE: A

CASE OF UNGA FEEDS LIMITED. Research Project Submitted to the
Chandaria School of Busines in Partial Fulfillment of the Requirements for the
Degree of Masters in business Administration. Retrieved from
http://erepo.usiu.ac.ke/bitstream/handle/11732/3664/MICHAEL%20MWENDA%2
0GITUMA%20MBA%202017.pdf?sequence=1&isAllowed=y

Kraak, V., Englund, T., Misyak, S., & Serrano, E. (2017). Progress Evaluation for the
Restaurant Industry Assessed by a Voluntary Marketing-Mix and Choise-
Architecture Framwork That Offers Strategies to Nudge American Customers
toward Healthy Food Environments, 2006-2017. International Journal of
Environmental Research and Public Health. Retrieved from
https://jurnal.ubd.ac.id/index.php/PE/article/download/86/49

McDonald's mission statement, vision and core values - detailed analysis. Remote T
ools. (n.d.). Retrieved July 3, 2022, from
https://www.remote.tools/remote-work/mcdonalds-mission-statement

McDonalds' objectives. prezi.com. (n.d.). Retrieved July 3, 2022, from

https://prezi.com/ogngklsv5hxn/mcdonalds-objectives/

Wikimedia Foundation. (2022, June 30). McDonald's. Wikipedia. Retrieved July 3, 2022,
from https://en.wikipedia.org/wiki/McDonald%27s
 REFLECTION PAPER
by [email protected] [email protected]

Submission date: 02-Jul-2022 09:16PM (UTC-0500)

Submission ID: 1865900828
File name: ASM_401_-_FUNDAMENTALS_OF_BUSINESS.pdf (813.7K)
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REFLECTION PAPER
ORIGINALITY REPORT

12 %
SIMILARITY INDEX
7%
INTERNET SOURCES
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PUBLICATIONS
11%
STUDENT PAPERS

PRIMARY SOURCES

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www.coursehero.com
Internet Source 5%
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Submitted to Ashton Sixth Form College
Student Paper 2%
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Submitted to Victoria University of Wellington
Student Paper 2%
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Submitted to University of Brighton
Student Paper 2%
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Submitted to National Open University of
Nigeria
1%
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44thgeneralassembly.hu
Internet Source 1%

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 ASM401 FUNDAMENTALS OF BUSINESS
SEMESTER MARCH - AUGUST 2022
REFLECTION PAPER RUBRICS

Course Name : FUNDAMENTALS OF BUSINESS Student's Name: HANIS HAIDAH HALIZ BINTI HUSSAIN Lecturer's Name: PUAN AFIZA BINTI ABDUL MAJID

Course Code: ASM401 Student's ID: 2022758719 Group: BA232 2C

Rubrics Scale
1. Assignment (Lower Level)

Marks Marks (M) Weighted

Allocated Marks C P A
1 2 3 4 5
Criteria Obtained
Analytical Skills Not able to discuss the Minimal ability to Some ability to Able to discuss Able to discuss
given task discuss the given discuss the given the given task with good
10% C2 A1
task task illustration

Writing Skills
a) Content The content was not The content was The content was The content was The content
relevant to the given minimally relevant generally relevant very relevant to was very
20% task to the given task to the given task the given task relevant to the A1
given task

b) Organization The The The The The paper

assignment organization of organization of organization of was very well
was poorly the paper was the paper was the paper was organized
organized and somewhat generally well organized and
10% lacked organized with acceptable with and supported supported P3
supporting minimal some supporting
evidence supporting evidence
evidence

Grammar-Mechanics-Usage- Too many grammatical Numerous Several Few No

Spelling errors grammatical errors grammatical grammatical grammmatical
10%
errors errors errors

Knowledge-Skills Student does Student Student Student Student

not demonstrates some demonstrates demonstrates demonstrates
35% C3
demonstrates grasp of the subject moderate level of
sufficient level sound subject
the subject the subject of the subject knowledge
References/Sources Too many sources are Some sources are All sources are All sources are All sources are
not documented not accurately accurately accurately accurately
accurately and there is documented documented, butdocumented, documented in
5% not a format used many are not inbut a few are the desired
the desired not in the format (APA)
format (APA) desired format
(APA)
Originality (Turnitin < 30%) Sources quoted almost Few effort made to Some effort made Own voice Own voice
word for word, or image translate sources to translate evident when highly evident
for image (plagiarism) into own words and sources into own translating when
(Turnitin 80% and above) imagery (Turnitin words and sources into own translating
10% 60% - 79%) imagery (Turnitin words or sources into
40% - 59%) imagery own words or
(Turnitin 30% - imagery
39%) (Turnitin <30%)

Overall Assessment
100% 0 C3 P3 A1
 ASM401 FUNDAMENTALS OF BUSINESS
SEMESTER MARCH - AUGUST 2022
REFLECTION PAPER RUBRICS

Course Name : FUNDAMENTALS OF BUSINESS Student's Name: NURAINA DANIA BINTI MOHD NOR Lecturer's Name: PUAN AFIZA BINTI ABDUL MAJID

Course Code: ASM401 Student's ID: 2022981911 Group: BA232 2C

Rubrics Scale
1. Assignment (Lower Level)

Marks Marks (M) Weighted

Allocated Marks C P A
1 2 3 4 5
Criteria Obtained
Analytical Skills Not able to discuss the Minimal ability to Some ability to Able to discuss Able to discuss
given task discuss the given discuss the given the given task with good
10% C2 A1
task task illustration

Writing Skills
a) Content The content was not The content was The content was The content was The content
relevant to the given minimally relevant generally relevant very relevant to was very
20% task to the given task to the given task the given task relevant to the A1
given task

b) Organization The The The The The paper

assignment organization of organization of organization of was very well
was poorly the paper was the paper was the paper was organized
organized and somewhat generally well organized and
10% lacked organized with acceptable with and supported supported P3
supporting minimal some supporting
evidence supporting evidence
evidence

Grammar-Mechanics-Usage- Too many grammatical Numerous Several Few No

Spelling errors grammatical errors grammatical grammatical grammmatical
10%
errors errors errors

Knowledge-Skills Student does Student Student Student Student

not demonstrates some demonstrates demonstrates demonstrates
35% C3
demonstrates grasp of the subject moderate level of
sufficient level sound subject
the subject the subject of the subject knowledge
References/Sources Too many sources are Some sources are All sources are All sources are All sources are
not documented not accurately accurately accurately accurately
accurately and there is documented documented, butdocumented, documented in
5% not a format used many are not inbut a few are the desired
the desired not in the format (APA)
format (APA) desired format
(APA)
Originality (Turnitin < 30%) Sources quoted almost Few effort made to Some effort made Own voice Own voice
word for word, or image translate sources to translate evident when highly evident
for image (plagiarism) into own words and sources into own translating when
(Turnitin 80% and above) imagery (Turnitin words and sources into own translating
10% 60% - 79%) imagery (Turnitin words or sources into
40% - 59%) imagery own words or
(Turnitin 30% - imagery
39%) (Turnitin <30%)

Overall Assessment
100% 0 C3 P3 A1