Here is the synopsis of our sample research paper on The Marketing of McDonald's. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 4 page paper looks at the way the McDonalds have managed their marketing and marketing mix. Using a model of 4 P’s the company is examined from an international business perspective. The bibliography cites 5 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEMcDmkting.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
well designed to attract the target market. However, the company has also made mistakes which have required realignment of the marketing to meet customer needs in a changing environment. McDonalds
was originally marketed at a fast food experience, the idea of uniform, but limited products was attractive. However, the environment has changed and where as speed and uniformity will want
attractive to potential customers now have a wider range of interests, including concerns regarding health. In order for the company to be successful the marketing mix needs to reflect customer
demand, or be capable of creating new demand. The core products of burgers and fries perceived differently by the customers; with documentaries such as "super size me" and books such
as "fast food nation" there is an increasing awareness of the damage a fast food can have on health, especially where there are large levels of trans-fats and sugars. In
business terms, it may be argued the McDonalds has seen the progress of the product life cycle, going through a large growth period and then reaching maturity. At this point
the company has to choose a new strategy; McDonalds are chosen to renew their brand image through the marketing mix. This can be examined by using a 4 Ps The
first piece that of product. The company has maintained many of its core products including the burgers and fries. In response to the need for greater diversity a range of
healthy options have also been introduced into the menu in order to change the brand image and attract potential new customers. These new introductions include carrot sticks as an alternative
to fries, fruit bags as well as salads and healthier style sandwiches. In some areas there has also been the withdrawal of some products, for example in the United Kingdom
...