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This 4 page paper provides a synopsis of a journal article entitled McDonald's secret marketing sauce. The article discusses the company's marketing approaches through the years. The writer reports highlights of the article. Bibliography lists 1 source.
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4 pages (~225 words per page)
File: MM12_PGmcdad.rtf
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most powerful brand in the world (MacArthur, 2005). Yet, McDonalds marketing strategies are seldom recognized as a reason for its incredible success (MacArthur, 2005). Analysts, instead, look at the companys
unit growth and its speedy and efficient service and also to the system Ray Kroc developed (MacArthur, 2005). There are a number of elements that go into the success of
this company on a global basis (MacArthur, 2005). One of those is its secret sauce, a phrase that is always included in its advertising (MacArthur, 2005). MacArthur (2005)
wrote: "the secret sauce for the hamburger hamlet over that time has remained its trinity of national, co-op and local store marketing" (p. S2). MacArthur (2005) refers to this trinity
as the three-legged stool that has served McDonalds well in both good and bad economic times and that has "propelled the Golden Arches to become one of the worlds most
powerful brands" (MacArthur, 2005, p. S2). Phil Kotler, a marketing professor at Northwestern Universitys Kellogg School of Management, said that McDonalds has not created any new marketing concepts over its
history (MacArthur, 2005). In fact, Kotler asserts that their public relations was far more important in the companys early success than any type of advertising (MacArthur, 2005). McDonalds built their
image around kids and community (MacArthur, 2005). Not everyone agrees with that opinion, for instance, former senior executive vice-president and chief marketing officer, Paul Schrage, argues it was the companys
touchpoint marketing strategies are what defined the brand (MacArthur, 2005). McDonalds always promoted "the cleanliness of the stores, the friendliness of the people, the speed of service and the quality
of the product" (MacArthur, 2005, p. S2). . CEO Jim Skinner said that it is the experience the customer has, including the motto of one customer and one hamburger at
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