McDonald's Corporation

Essay by szsywyUniversity, Master's November 2006

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Brief Contents

Part A

(Using marketing mix assess the marketing effectives of McDonald's)




*Availability Location




Part B

(Adopt the marketing mix to improve the marketing of McDonald's)


Part A

Ray Kroc, the founder of McDonald's, opened his first McDonald's restaurant in 1955 at Illinois USA. The first day's revenue of the restaurant is $366.12! Nowadays, McDonald's is the largest and best-known global foodservice retailer with more than 30,000 restaurants in 119 countries serving 47 million customers each day. A new McDonald's restaurant opens every 13 hours. ( In addition, as McDonald's website states, "McDonald's is one of the most well-known and valuable brands in the world and holds a leading share in the globally branded quick service restaurant segment of fast food market of all the countries, in which they do business." Nevertheless, McDonalds' success is by no accident. McDonald's grew rapidly from being a small restaurant in USA to being a well-known global brand through the implementation of the marketing concept.

McDonald's is very good at marketing. This can be seen in McDonald's strategic plan. It's based on the people and marketing mix--products, place, price and promotion. Marketing mix is the key and major aspect of marketing concept implementation. In order to have an effective marketing mix, McDonald's designed different marketing policies to different country. In this assessment, I am going to use the marketing mix and illustrate by the facts of McDonald's to assess the McDonald's company's marketing effectiveness. And also, I will give some opinion about how to improve the marketing of McDonald's.

* Products

Nowadays, people pay more regard to health, hygiene and quality. Therefore, to be successful, McDonald's food needs to be more than just tasty and low price, it needs to be high quality and nutritious as...