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The report helps in analysing the different role of marketing and markets in the business of McDonald’s (“McDonald’s: Burgers, Fries & More. Quality Ingredients.”, 2018). The different effects of the external and internal environment have to be analysed along with target market of McDonald’s. the relevance of behaviour of buyers will be discussed in the next section as well.
Marketing plays a major role in the different kind of business of McDonald’s wherein the focus of the marketing is maintaining a constant brand in the competitive market. McDonald’s has introduced business strategy by using the Franchise model, there are more than 80% of the business is operated by different franchises. McDonald’s introduced fruit bags in the year 2004 that was an additional option for Happy Meal wherein the individuals enjoyed separate snack item (Mcdonalds.co.nz, 2018).
Furthermore, it has been seen that McDonald’s focuses on delivering sales for the present and they focus on protecting the long-term reputation of the brand as well. It has been seen that in New Zealand McDonald’s stopped advertising Happy Meals during the programming of children in the year 2014 and in 2015 they started advertising their products with implementation of digital technologies (Frösén et al., 2016).
Figure 1: Marketing Campaign in US
(Source: “Ethnic Marketing: McDonald’s Is Lovin’ It”, 2018)
From the diagram, it can be analysed that the spending of the individuals has increased and this has led to different kind of marketing campaigns that includes they provide sponsorships to junior rugby and soccer in New Zealand. They assisted them in many ways that include providing them equipment and awards for different teams as well.
It has been in the news that the McDonald’s need to increase their revenues by implementing different marketing technologies that include the following website (Mcdonalds.co.nz, 2018). It has been seen that the revenues of the company were falling down as the unique marketing strategies applied by Starbucks were not applied by McDonald’s. It has been seen that McDonald’s franchisees support different kind of local communities that included hosting different local playgroups along with other sporting events.
Furthermore, the external environment includes the different ban of items such as beef in India and this has caused huge negative impact on the menu of the company. The company will find it difficult to retain such sales and revenues in an effective manner (Armstrong et al., 2015). McDonald’s will face different kind of pressures as this will affect the environment negatively. The different kind of sponsorships for soccer and rugby matches in New Zealand has helped the company in involving themselves in a welfare program to gain competitive advantage. Furthermore, it was seen that the new management team on board has helped the company in implementing their new ideas for different CSR activities and this helped in improving their performance.
Therefore, it can be recommended that the strategies of McDonald’s have to be improvised in an effective manner as this will help the company in gaining competitive advantage. The two recommendations are as follows:
The business of McDonald’s follows a targeted market approach wherein the main target customers of the business are young generation individuals. McDonald’s has introduced happy meals concept that helped the company in gaining competitive advantage (Corporate.mcdonalds.com, 2018). The young generation includes the different college and school going students and they have the potential to providing feedback to their friends and relatives. The consumers will play a major role in gathering feedback from other friends and this will help in improving the offerings of the company as well. Furthermore, the customers will act as the agent that will help them in bringing in new customers as this will improve the marketing effectiveness of the company.
The market that has been chosen by McDonald’s is the mass market wherein McDonald’s provide different food items that are liked by all age groups. The targets market will help the company in gaining competitive advantage. As the target customers are the college and school goers along with the young generation wherein they love junk and fast food and thy will refer to their friends about the services and products provided by McDonald’s.
These kinds of services include that they provide nutritious, affordability, innovation and quality food to the customers that is liked by them. As the company has selected the high- end customers, it will help the company in gaining competitive advantage as they are engaged in proper utilization of economies of scale to achieve cost advantage (Huang et al., 2015).
From the (“Ethnic Marketing: McDonald’s Is Lovin’ It”, 2018), it can be analysed that there were different issues relating to the selling of beef products in the different markets that was targeted by McDonald’s. McDonald’s need to apply the different kind of marketing techniques such as digital marketing by advertising their products in the company like Starbucks.
Figure 3: Net financial debt
(Source: “Annual Reports | McDonald’s”, 2018)
Therefore, it can be recommended that McDonald’s need to understand the different preferences of the customers in an effective manner.
There is a huge relevance of the behaviour of the buyers in marketing communication strategies of McDonald’s. The buyer behaviour is systematic approach that is followed by customers and making buying decisions. The buyer behaviour of McDonald’s help in designing the best product or service that is fully help in satisfying the needs and preferences of consumers (Kotter, 2015).
The buyer behaviour will help in deciding the product or service that will help in providing easy access to the customers and price has to be decided effectively that will prove effective in nature to buy such products. The company adopts the marketing communication wherein they have adopted the different online social media networks as this will help in adopting to the different strategies in an effective manner. McDonald’s has to introduce different kind of new food items and they need to promote such food items with the help of social media as this will help in gaining competitive advantage.
McDonald’s need to conduct proper survey with the public wherein they will understand the different tastes and preferences of the customers. With the help of analysis of the tastes of customers, the awareness of the product is essential in nature as this helped them in increasing their awareness of the product among customers. McDonald’s uses the concept of interest of product wherein they deliver the information to the customers in a successful manner. The adoption of the product is essential for McDonald’s as wherein this makes the payment simple and easier in nature.
There are three marketing communication tactics used by McDonald’s company in relation to the behaviour of the buyer are as follows:
Therefore, it can be seen that these are the different marketing tactics that can be applied by McDonald’s as to gain competitive advantage. The marketing strategies has to be adopted in an effectual manner as this will provide the company a proper view on the strategies that can be adopted to remove barriers.
From the annual reports, it can be analysed that the buyer behaviour has to be analysed by McDonald’s in an effective manner as they are the assets of the company. McDonald’s need to implement the different kind of other activities that will help them in increasing their revenues in the market. There are different kind of campaigns done by McDonald’s such as good to know campaign and journey to Christmas campaign as this helped them in understand the requirements of customers (Mcdonalds.co.nz, 2018).
Therefore, it can be recommended that the marketing communications of the company has to be analysed in an effective manner. The two kinds of recommendations are as follows:
Conclusion
Therefore, it can be concluded that the role of market and marketing plays a major role in the increasing effectiveness of the company. The company has adopted different communication tactics that has helped the company in gaining competitive advantage.
References
Annual Reports | McDonald’s. (2018). Corporate.mcdonalds.com. Retrieved 22 March 2018, from https://corporate.mcdonalds.com/corpmcd/investors-relations/financial-information/annual-reports.html
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.
Bresler, M., & Lubbe, I. (2014). Marketing management.
Ethnic Marketing: McDonald’s Is Lovin’ It. (2018). Bloomberg.com. Retrieved 22 March 2018, from https://www.bloomberg.com/news/articles/2010-07-08/ethnic-marketing-mcdonalds-is-lovin-it
Mcdonalds.co.nz. (2018). Corporate Responsibility | McDonald’s New Zealand. [online] Available at: https://mcdonalds.co.nz/about-maccas/corporate-responsibility [Accessed 22 Mar. 2018].
Frösén, J., Luoma, J., Jaakkola, M., Tikkanen, H., & Aspara, J. (2016). What counts versus what can be counted: The complex interplay of market orientation and marketing performance measurement. Journal of Marketing, 80(3), 60-78.
Huang, J., Guo, P., Xie, Q., & Meng, X. (2015). Cloud Services Platform based on Big Data Analytics and its Application in Livestock Management and Marketing. Proceedings of science.
Hutchinson, K., Donnell, L. V., Gilmore, A., & Reid, A. (2015). Loyalty card adoption in SME retailers: the impact upon marketing management. European Journal of Marketing, 49(3/4), 467-490.
Keller, K. L., & Kotler, P. (2016). Marketing management. Pearson.
Kotler, P. (2015). Framework for marketing management. Pearson Education India.
McDonald’s: Burgers, Fries & More. Quality Ingredients.. (2018). Mcdonalds.com. Retrieved 17 March 2018, from https://www.mcdonalds.com/us/en-us.html
Pasquier, M., & Villeneuve, J. P. (2017). Marketing management and communications in the public sector. Routledge.
Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.
Tomczak, T., Reinecke, S., & Kuss, A. (2018). Introduction. In Strategic Marketing (pp. 1-18). Springer Gabler, Wiesbaden.
Weinstein, A., & Pohlman, R. A. (2015). Customer value: a new paradigm for marketing management. In Proceedings of the 1997 Academy of Marketing Science (AMS) Annual Conference (pp. 132-133). Springer, Cham.
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