Essay by linlinhyuk May 2004

download word file, 14 pages 5.0

Downloaded 491 times




"Macro environmental forces The larger societal forces that affect the whole

micro environment - demographic, economic, natural, technological, political and

cultural forces."

- 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.




Title Page

Executive Summary...