Mcdonald Marketing of Service - 12670 Words

Table of Contents Acknowledgement 3 Executive Summary 4 1 Company’s Corporate and Marketing Objectives 6 2 Situation Analysis 7 2.1 External Environment 7 2.1.1 PESTLE Analysis 7 2.1.2 Competitive Audit 10 2.2 Internal Environment 11 2.2.1 Internal Environment 11 2.3 Goods or Services Continuum 14 2.4 Services Characteristics 14 2.4.1 Intangibility 14 2.4.2 Heterogeneity 15 2.4.3 Perishability 15 2.4.4 Inseparability 15 2.5 Core and Peripheral Elements 15 2.5.1 Core Elements 16 2.5.2 Supplementary Elements 16 2.6 Bundle of Benefits Offered 19 3 Customer Analysis 19 3.1 Target Marketing 19 3.1.1 Geographic Segmentation 20 3.1.2 Demographic Segmentation 20 3.1.3†¦show more content†¦Moreover, the service characteristics of McDonald’s such as intangibility, heterogeneity, perishability, and inseparability will also be discussed in this paper. McDonald’s had taken concern of their core elements and supplementary elements as facilitating services and supporti ng services are essential for customers so that they could have positives impression on McDonald’s services. As a team, we have also been analyzing how McDonald’s target each of the market segments such as the geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. McDonald’s had also implemented several of strategies to reduce the customers’ perceived risk and their expectation before they purchase the McDonald’s meals. In the end of the discussion, this paper will examine the current McDonald’s pricing, promotional and marketing strategies. Briefly, McDonald’s pricing strategies was using the Dollar menu option as well as value pricing strategy and products bundle strategy to increase overall sales in combination with competitive pricing. Most of all, McDonald’s had been promoting their products using printed media, such as newspaper and also websites as it will reduce their cost of promotions. Last but not least, marketing strategies will discuss how McDonald’swill encounter problems and implements severalShow MoreRelatedAssessment Task1 Implement marketing strategies and tactics Essay1119 Words   |  5 Pagesreport I would select McDonald’s Co. to review their marketing plan, and then determine their strategies and tactics that relate to the company’s stakeholders implementation roles. McDonalds is known as one of the best-known brands worldwide, which has main 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 theRead MoreProfile the Market1023 Words   |  5 Pagesconsider two organizations from the fast food industry. 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