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Mcdonalds's Marketing Research Paper

2830 words - 12 pages

The Department of Marketing

Mc Donald’s Marketing Strategies in the U.S

Topic: McDonald’s Marketing Strategies in the US
Introduction………………………………………………………………………………3
Chapter One: Fast Food Industry Analysis
1.1 Rivalry Among Existing Firms……………………………………………………….4
1.2 Threat of New Entrants………………………………………………………………5
1.3 Bargaining Power of Buyers…………………………………………………………6
1.4 Bargaining Power of Suppliers………………………………………………………7
1.5 Threat of Substitute Product or Services…………………………………………….7-8
Chapter Two: Marketing Mix of McDonald’s in the U.S
2.1 Product……………………………………………………………………………..8-9
2.2 Price…………………………………………………………………………………9
2.3 ...view middle of the document...

Mc Donald’s continued to grow by eventually adding breakfast menus and drive thru with guaranteed quick service.
The Mc Donald’s corporation is the world’s largest chain of hamburger fast-food restaurants. The corporation’s revenues come from the rent, royalties and fees paid by the franchises. Mc Donald’s has provided employment for over 1.5 million people world-wide. Mc Donald’s also owns Piles Café, which is just one of the restaurant brands that they own.

3

Rivalry among Existing Firms
Despite all of Mc Donald’s success there are many obstacles that they still have to face. Presently Mc Donald’s has two main rivals in the hamburger industry which are Wendy’s and Burger King. In the past it used to be that these top three rivals were also the top three for food service overall but in recent times Subway and Starbucks have replaced Wendy’s and Burger King in that category. The rivalry between Mc Donald’s and Burger King has been going on for years. At one point Mc Donald’s even sued Burger King for an advertisement that claimed that Burger King’s burgers had 20% more meat than Mc Donald’s burgers. They also sued the little girl that starred in the advertisement. The sales figures for 2011 were as follows Mc Donald’s, earned just over $34 million, Wendy’s $8.5 billion and Burger King $8.4 billion. As the sales report clearly shows Mc Donald’s is far ahead of their competition.
For many years Mc Donald’s didn’t have any real competition and in the 1980’s the rivalry between Wendy’s and Burger King really intensified. It was a time that was dubbed as ‘Burger Wars’. They went through a period of significant price slashes and aggressive advertising to gain more market share. Despite the different methods that Wendy’s and Burger King tried to outwit each other Mc Donald’s shares kept on increasing. Maybe it was Mc Donald’s customer care or their constant upgrading of the services they offer to please their customers but they continued to excel. During the rivalry Wendy’s campaign was based on the fact that they claimed that their burgers were healthier than either Mc Donald’s or Burger King.

4
Threat of New Entrants
The threat of new entrants in the fast food industry is very high as there are no real legal barriers to entry. However, the reason why many firms don’t attempt to enter this market is because it is very expensive. It takes a lot time and money investment to really be established as one of the top fast food restaurants. An easy way to expand in this business is to establish franchises. The main purpose for having to go through all of this is because if no one knows you then they can’t buy your products. Basically the main aim when entering an industry is to make your company name well known and eventually you will develop customer loyalty.
Location also plays a major role in the success of a business. It needs to be easily accessible and in close proximity to the target market. Some things that a new entrant can do to...

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