Mcdonald - Marketing

NI K AF NAN BI N SUH AIMI
NIK NUR SYARAF EENA BI NTI NI K KAMAL AZHAR

NI K FARAH A IN BINTI NI K SUH AI MI
SITI ZUBAIDAH BI NTI SUDI N
DBA2421A
MCDONALDS
MISSIO
VISION GOALS
N
To serve good food
in a friendly and fun
environment
“To be customers’ To be the best and
To be a socially
favourite place and leading fast food
responsible
way to eat and providers around
company
drink”. the globe
To provide good
returns to its
shareholders
STRENGTH
• SECOND LARGEST RESTAURANT NETWORK IN THE

WORLD.
• more than 36, 000 restaurants worldwide and
served more than 69 million customers daily in
over 100 countries. Meanwhile, in McDonald’s
Malaysia, they serve over 13.5 million
customers a month in more than 260
restaurants nationwide
• PRODUCT INNOVATION
• The innovation of their fast food which is
different in every country is a good strategy for
socializing the taste and preference of
customers.
• CONTROL THE MARKET POWER OVER SUPPLIERS
AND COMPETITORS
• McDonald’s can require lower prices from the
suppliers and demonstrates with The Coca Cola
Company due to the size of the company
STRENGTH
• OFFERED 24 HOURS DELIVERY SERVICES

• 24 hours delivery services which
enables the audience to enjoy their
foods during midnight and anytime
whenever they feel hungry
• EXPERT AT ROLLED OUT NEW PRODUCTS
• McDonald’s is also good at rolled out
new products for the menu choices such
as in Malaysia, they have Nasi McD,
Grill Chicken Burger, Burger Samurai,
McShaker, and coffee, green tea,
smoothies for their new products for Mc
Café.
WEAKNESSES
• Lack of product variety
• Problem with employee
• Low differentiation
OPPORTUNITIES
• Technology advancement
• The advancement of technology has improved McDonald’s services
to capture the market share and customer.
• High demand in developing countries
• McDonald’s has opportunity to grow more in developing countries.
• The change of social lifestyle
• Where they are so busy that makes them not have much time to
cook.
THREATS
• Governments are considering regulations targeting fast food

restaurant
• Lower support for prohibiting unhealthy food
• Face the increasingly crowded and competitive fast food
market
• Competitors
• Customers feedback about the lower quality of product not as
what they expect
Defining
the company
mission
Setting
company objectives
and goals
STRATEGIC PL ANNING
Designin
g the business
portfolio
Planning
marketing and
other functional
strategies
SEGMENTATION
Geographica Demographi Psychograph

Behavioral
l cal ical
Segmentatio
Segmentatio Segmentatio Segmentatio
n
n
• Regions, n
• Age, gender, • Socialn
class, • Knowledge,
nations, states family life lifestyle or attitudes or
or cities. cycle and personality responses to a
• McDonald’s generation. traits. product
operating in • Their target • McDonald’s do • McDonald’s
the cities of customers are the provide
the countries children. advertisement parties for
where is the • Their target such as they kids.
strategic customer are use McCafe to
place. adults. target young
people who
love coffee.
DIFFERENTIATED TARGET MARKET
McDonalds target several market

segments and designs separate offers
for each.
• In all-time favorites menus- teenagers
and adults.
TARGETING • For Happy Meal, they segmented it
for kids, as they provided various
types of Happy Meal set with free
toys. Also,
• Breakfast meal- for morning people,
workers who are busy with their daily
life and for parents who do not have
time to prepare for their children’s
meals.
POSITIONING
• Positioning statement of McDonald’s is “I’m Lovin’ it”.

• Innovation of products
• Target teenagers or adults
• McDonalds use channel differentiation
PRODUCT STRATEGY
• Product Mix
• Product Line
• Features several products that are
permanent and do not change.
• To ensure that consumers will always have
something familiar on the menu. The
company makes product development by
offering temporary products as well.
• Product Development
• To ensure that the local customers have
foods to fit their taste such as Nasi McD and
McFlurry Durian
PRODUCT STRATEGY
• BRANDING
• Easy to pronounce, recognize and remember
• Line extension
• Co-branding
• Packaging
• use paper bag that only consist of their “M”
logos, McDonalds and the product menus
• burger wrapper & container : they will put the
product’s name on it, as well as their logos.
• Included their fries and drink container
• Labelling
• McDonalds use M alphabet that represent their
logos and labelling
PRICING STRATEGY
Main price: Value- Product Bundle

Based Pricing Pricing
Offer bundling
It refers to offering
products which
the right combination
combines several
of quality and good
products at a reduced
service at a fair price.
price.
PRICE-ADJUSTMENT STRATEGIES
Discount and
Psychological Promotional International
Allowance
Pricing Pricing Pricing
Pricing
• Combined with • Do a promotion • McCafe Half • Based on
price bundling in of their products. Price country-specific
marketing mix • For example, • McDelivery factors.
that appear Hari Raya, Crazy Hour
affordable to Chinese New • McSavers Mix &
customers. Year, Match
Independence • McValue Lunch &
Day and others. Dinner
PROMOTION STRATEGY
Advertising
Sales Promotion
Public Relation
PLACE STRATEGY
MC DONALD’S
RETAILER
PANDA FOOD GRAB FOOD MCD DELIVERY
CUSTOMER
RECOMMENDATIONS
• Expand their outlet
• Standardization of the product
• Surveying and comparising
• Promoting the truth

CONCLUSION
• Their rapid growth of McDonalds from one small store to its

first restaurant in 1955 until to its worldwide dominance
market saturation has encourage them to keep on doing the
good work and it had made McDonalds become the second
largest network in the world.
• They encourage their employees to do a good job, promotes to
the next level if they keep up with their good works and always
implement the best practices in its network restaurant
• Despite to any controversial that hit the company, McDonalds
managed to adapt with all the negative vibes and indeed,
McDonalds is a learning organization, that is willing to learn
and open to change. McDonalds will certainly be around for
plenty more years to come.
THANK YOU

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NI K AF NAN BI N SUH AIMI

NIK NUR SYARAF EENA BI NTI NI K KAMAL AZHAR

• SECOND LARGEST RESTAURANT NETWORK IN THE

• OFFERED 24 HOURS DELIVERY SERVICES

• Lack of product variety

• Problem with employee

• Governments are considering regulations targeting fast food

Geographica Demographi Psychograph

McDonalds target several market

• Positioning statement of McDonald’s is “I’m Lovin’ it”.

Main price: Value- Product Bundle

PANDA FOOD GRAB FOOD MCD DELIVERY

• Expand their outlet

• Standardization of the product

• Surveying and comparising

• Promoting the truth

• Their rapid growth of McDonalds from one small store to its

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