The marketing process
A McDonald's Restaurants case study

Page 1: Introduction

McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organisation, product or service. The brand image represents how consumers view the organisation. Branding only works when an...
Read full page

Page 2: The marketing mix and market research

Having identified its key audiences a company has to ensure a marketingmix is created that appeals specifically to those people. The marketing mix is a term used to describe the four main marketing tools (4Ps): product price promotion and the place through which products are sold to customers. Using detailed information about its customers, McDonald's marketing department can...
Read full page

Page 3: Meeting the needs of key audiences

There are a limited number of customers in the market. To build long-term business it is essential to retain people once they have become customers. Customers are not all the same. Market research identifies different types of customers. These examples represent just a few of McDonald's possible customer profiles. Each has different reasons for coming to McDonald's. Using this type of...
Read full page

Page 4: Marketing objectives

A marketing plan must be created to meet clear objectives. Objectives guide marketing actions and are used to measure how well a plan is working. These can be related to market share, sales, goals, reaching the target audience and creating awareness in the marketplace. The objectives communicate what marketeers want to achieve. Long-term objectives are broken down into shorter-term measurable...
Read full page

Page 5: The 4Ps

At this point the marketing mix is put together: Product The important thing to remember when offering menu items to customers is that they have a choice. They have a huge number of ways of spending their money and places to spend it. Therefore, McDonald's places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However, customers...
Read full page

Page 6: Conclusion

Once the marketing strategy is in place various responsibilities are given to different individuals so that the plan can be implemented. Systems are put in place to obtain market feedback which measure success against short-term targets. McDonald's has to ensure that this is done within the confines of a tightly controlled, finite marketing budget.
Read full page