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Essay / Research Paper Abstract
This 4-page paper discusses McDonald's Corp., its target market and products. By examining a product matrix, the paper clarifies these issues and their importance to the corporation. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTmcdproma.rtf
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Unformatted sample text from the term paper:
According to Trout and Rivkin (2008), McDonalds has a number of attributes that differentiates itself from the competition - one of these is speed. From the beginning, McDonalds positioned itself
as a speedy way to get an all-American meal ("Sir Speedy" was its logo before Ronald McDonald came along). The other attribute
that McDonalds has is "kids" (Trout and Rivkin, 2008). Its a kid-friendly place. Advertising is directed mainly to kids, so theyll drag their parents there. Happy Meals and toys are
kid-oriented. And the only reason why McDonalds has salads and other "mature" meals is to give mom, dad, grandma and grandpa something to eat while the kids run around in
the PlayPlace. Primary Target Markets Again, well refer to the above for this question - the primary target market is kids. Ray
Croc understood this when he bought his first McDonalds - its why he junked Sir Speedy after the first couple of years in favor of Ronald McDonald (Spurlock, 2005).
But Kroc had another understanding too - that McDonalds was a family place, a place where parents could feel comfortable bringing their
kids (this is why the Ronald McDonald charities were set up, too) (Spurlock, 2005). Along those lines, McDonalds other target market
is parents, the folks who bring their kids to the restaurants. Primary Product Categories McDonalds primary category is, of course, fast
food. Within that category, the company offers "finger foods" - from hamburgers and chicken nuggets, to salads and yogurt parfaits. There is a breakfast menu, too, ranging from an Egg
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