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Essay / Research Paper Abstract
This 10 page paper examines the marketing of McDonalds. The paper starts with some background, the segments the company sells to and the companies marketing in the context of Maslow’s hierarchy of needs and the use of personality types. The bibliography cites 6 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEMcDmark.rtf
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Unformatted sample text from the term paper:
the target market. If we look at a fast food outlet such as McDonalds the influences of different aspect and a range of concepts can be utilised to examine the
marketing approach. McDonalds is a well known global fast food chain founded in its international format by Ray Croc who met brothers Dick and Mac McDonald when he
was a salesman selling multimix machines (milkshake machines). Seeing the way they produced food so quickly he bought out the restaurant and expanded it quickly. Today the same idea of
fast food is used as the core idea, with more than 30,000 restaurants globally in 119 countries serving more than 50 million customers. The core products are still the original
fast food items, which include the French Fries, the Big Mac, a burger with a special sauce and two layers of meat, Quarter ponder burgers. Chicken nuggets and for breakfast
the Egg McMuffin (McDonalds, 2006). There is also a desire to attract children with happy meals and the concern over obesity and healthy eating has seen recent changes to the
menu expanding to include salads, carrot sticks and healthy options (McDonalds, 2006, Business Week, 1998). The company has expanded with the use of franchising, with most new stores being built
in locations where there is the ability to build a drive through as well as an restaurant with tables. 2. Segmentation This is a company that seeks to serve
several segments of the market. The product is one that may be seen as attractive to a number of groups who may seek to order food and eat with little
delay. The youngest segment of the market are the children. There is a careful balance in the way marketing to children is undertaken. The image of fun is used to
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