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Essay / Research Paper Abstract
This 4 page paper looks at the way in which both global and local environmental factors have influenced the marketing of McDonalds. The paper gives examples of both and then considers the impact of technology on the marketing what the marketing practices observed indicate about the company’s ethics. The bibliography cites 4 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEMcDglobal.rtf
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Unformatted sample text from the term paper:
same message across the world, even in the areas where the menu had had to be adapted, such as India where there is the use of lamb rather than beef
and the core product is the Maharaja Mac. However, despite the initial appearance of a standardised marketing approach which reflects global environment factors, however, a closer look will show that
as well as the global influences there are also more localised environmental influences that impact on the marketing. The fashion of globalisation and special desires to have a
good that was predicable resulted in the success of the fast food chain, from London to Los Angeles a consumer could walk in and know that the food would be
the same, made to the same recipe, with the same accompanying standards, such as the association with cleanliness. The marketing was a success and at the time it was formulated
there was a greater attraction with goods and services that had an American image (Kroc, 1992). The focus had been the golden arches, which are in the advertisements as well
as visible outside the restaurants, and the use of the clown Ronald McDonald. The marketing has also been active with the use of marketing to children and the sale of
happy meals. This targets families with children with meals especially designed for them with a toy, more cynical observers may also argue that the company is seeking to use marketing
to make McDonalds part of their lifestyle from an early age, indoctrinating the association of fun with McDonalds, so the children will carry on purchasing the goods when they are
adults (Kotler, 2003). This was also supported in the US with the production of childrens animation staring a cartoon Ronald McDonalds and Hamburlgar. This was possible in the US due
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