"Macro environmental forces The larger societal forces that affect the whole
micro environment - demographic, economic, natural, technological, political and
- Kotler et al
Macro environmental forces need to be studied by organisations as they can both
provide opportunities and pose threats.
The fast-food industry is a consumer service; two organisations that operate in the fastfood
industry are McDonald's and Hungry Jack's. McDonald's was chosen because it
is the primary operator in this market and holds the greatest market share. Hungry
Jack's was chosen because the product they offer is the most similar to McDonald's. I
thought it would be interesting to compare marketing strategies of two organisations
that offer a fairly similar product.
McDonald's is the market leader both in Australia and throughout the world. Hungry
Jack's is positioned more as a market follower.
Companies use target marketing to tailor for specific markets.
There are three
components involved in target marketing: market segmentation, market targeting and
market positioning. McDonald's primary target markets are seniors, adults and
teenagers however the most heavily targeted segment is children. Hungry Jack's also
essentially segment their market using demographic variables.
The final step in target marketing is developing a marketing mix. These tools are also
known as the four P's and in the case of services, the seven P's. They are product,
price, promotion, place, people, process and physical evidence.
With the marketing mix of McDonald's compared to Hungry Jack's, the major
difference is that McDonald's promote their product using the marketing mix more
evenly. Hungry Jack's use many elements of the marketing mix similar to
McDonald's, however they are not as heavily promoted and are more interested in
promoting the physical product.
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