Question

As a marketing consultant, construct a business report for an organisation of your choice, covering the following five aspects of Marketing Management:

1: With the use of appropriate marketing models and concepts, critically examine the current market position of one of your chosen organization’s products.

2. In light of the above findings, state and justify THREE marketing objectives that your chosen organization should pursue for this product over the next three-year period.

3: Identify three target segments, and demonstrate how your chosen company will develop loyalty with those consumers over the strategic three-year horizon.

4: How would you use the Marketing Mix and other marketing tools to position your brand in a competitive industry?

5: In the Annexure to the report, you must outline the key areas of study and research you have undertaken and then specify the literature and other evidence sources you have used to complete the requirements of this assignment.

Answer 1

1. McDonald history mcDonald's corporation is one of the largest American fast food chain in the world especially known for its hamburgers. First restuarant of McDonald's was started in 1948. in 1963 mcDonald's mascot was created called as Ronald McDonald. some of the prominent products of McDonald's are big Mac, the Egg McMuffin, the happy meals, and chicken mcnuggets. The McDonald's outlet continue to grow domestically and internationally reaching 10000 outlet in 1988.
2. The McDonald's has positioned itself as popular family restaurant, affordable food, fun and variety of flavour of food. mcDonald has differentiated itself as one of the most efficient fast food chain by offering convenient and efficient service experience to its customers. The company strategically locates its restaurants just off the highway exit or in well Traveled business district, which support faster supply chain management.

3. The three target segment would be
Generation y
Millennials
Baby boomers

3. Marketing mix of McDonalds
McDonald's product mix includes hamburger, chicken and fish, beverages, snacks, salads, deserts and shake.

Most prominent places where McDonalds distribute its product are restaurants,Kiosks, online website and app.

Promotional mix of McDonalds to attract more customers include advertisement on TV and online media
Sales promotion using direct coupons and freebies for certain products.
Public relations activities like Ronald McDonald house charities and McDonald Global best of green environmental program that supports communities while boosting the corporate brand value
Direct selling is used during governmental public program or parties.

McDonald's uses psychological pricing and uses prices that appear to be significantly more affordable such as $99 instead of $100.

4. Recommendation for long term success of McDonald's
Emphasize on quality of products and create more health oriented product so as to avoid problems of obesity to the customer.

5. Reference
http://panmore.com/mcdonalds-marketing-mix-4ps-analysis