Staying ahead in a competitive environment
A McDonald's Restaurants case study

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Page 4: The marketing mix

Enlightened businesses respond to the data they gather through market research by providing the best possible marketing mix (the four P's) for their customers. This involves providing:

  • appropriate products e.g. chicken as well as beef, salad items, and healthy drinks for children
  • the right price: in this case providing food and drinks in a value for money way
  • in the right place (at convenient locations) e.g. in shopping areas/malls
  • through the right form of promotions. McDonald's spends more on advertising its promotional offers than all of its competitors combined.

McDonald's Restaurants | Staying ahead in a competitive environment
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