Product is the combination of goods and services the company offers to the target market. We know that McDonald’s is one of the top fast food franchises in the world and they offer variety of products for their customers in different country. McDonald’s emphasis on developing a menu that can satisfy their customer’s wants (2010). Marketing Mix McDonalds. McDonald’s product belongs to the convenience product group as their products area affordable and consumers buy their product frequently. In order to meet customer’s requirements which changes over time, McDonald’s has adopted the concept “think global, act global” (2001).
Marketing Mix. McDonald’s introduced new products based on religions and customs in different country. For example, there is no pork-based product in Malaysia as Muslims take up a large portion of the population. Other than Malaysia, McDonald’s focuses on veggie-based product in India as majority of the consumer is vegetarian. There are also products that are introduced to fulfill local lifestyle such McCroissant in Germany, Teriyaki McBurger in Japan and McLaks in Norway (2001).
Marketing Mix.
Besides all these, McDonald’s also introduced “Happy Meals” to attract certain demographic group, especially children. McDonald’s product mix of product width and length includes burgers like Big Mac and McChicken, breakfast like Sausage McMuffin and Hash Browns, beverages such as soft drinks and coffee, desserts consisting of McFlurry and Sundae Cone and other product including French fries and McNuggets. As for the product depth, McDonald’s has one obvious example, which is their beef burger.
They sold various beef burger including Big Mac, Quarter Pounder, Big N’ Tasty, Double Cheese Burger and so on.
McDonald’s also provide product consistency throughout the world as they give the same quality of food in all of their outlets. Besides, the appearances of their products and the service when delivering products to their customers are also the same. This means that the experience of going to McDonald’s is the same no matter where the outlet is located. McDonald’s realise that the sales of its product will vary at different points in their life cycle as in the product life cycle and they will continue to introduce new product and remove the old ones when they have reach declination stage (2008). Marketing at McDonald’s.
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