Question

Royal Dutch Gazelle produces several types of bikes for different kinds of

customers. City bikes are made for short trips to nearby locations, to work,

or for a regular shopping trip. Gazelle also produces a traditional city bike

known as the Robust Classic. Trekking bikes are for people who want a

sporty and lightweight bike. These bikes come with high-grade components,

a sleekly shaped aluminum frame and carbon front fork. The light weight

makes for easy transport, so you could take with it you on a holiday trip.

Lifestyle bikes, on the other hand, with tough, wide tires and a robust frame,

are for the rider to cruise through the town in style. Gazelle also produces

e-bikes for daily use, but the Gazelle Ultimate e-bike belongs to a top-flight

range: made from lightweight high-end carbon or aluminum parts and

frames, it is meant to combine sportiness and speed with great comfort.

OR

McDonald’s Mom Bloggers.

McDonald’s systematically reaches out to key “mom bloggers,” those who

influence the nation’s home- makers, who in turn influence their families’

eating-out choices. For example, McDonald’s recently hosted 15 influential

mom bloggers on an all-expenses-paid tour of its Chicago- area

headquarters. The bloggers toured the facilities (including the company’s

test kitchens), met McDonald’s USA president, and had their pictures taken

with Ronald at a nearby Ronald McDonald House. McDonald’s knows that

these mom blog- gers have loyal followings and talk a lot about McDonald’s

in their blogs. So it’s turning the bloggers into believers by giving them a

behind-the-scenes view. McDonald’s doesn’t try to tell the bloggers what to

say in their posts about the visit. It simply asks them to write one honest

recap of their trip. However, the resulting posts (each acknowledging the

blogger’s connection with McDonald’s) were mostly very positive. Thanks to

this and other such efforts, mom bloggers around the country are now more

informed about and connected with McDonald’s. “I know they have

smoothies and they have yogurt and they have other things that my kids

would want,” says one prominent blogger. “I really couldn’t tell you what

Burger King’s doing right now,” she adds. “I have no idea.”

Based on the scenario above, critically discuss the approach taken by

“Royal Dutch Gazelle” or “McDonalds” and recommend what more can be initiated. Evaluate and suggest other positioning that can be proposed to influence customers of Royal Dutch Gazelle or McDonald.

Answer 1

Royal Dutch Gazelle's approach is based on product customization, with the company making bikes specific to city travel, holiday and cross-country riding tasks. Furthermore, by incorporating E-cycles in its portfolio, the company has used technology. Each of these are planned to meet specific customer requirements. Therefore, customers will be encouraged to have more than a bike and keep and range motorcycles for different activities as mentioned above. The design and branding process lets the bike company annoy its loyal customers with more than one type of bike and sell two customers with no more than one type of cycling business. McDonald's, on the other hand, is dedicated to consumers by creating trust in their goods among consumers. To order to expand their customer base, McDonald's is now customizing, however, it is now involved to reaching market segments and in attracting consumers that are not drawn to traditional products. The use of leverage among McDonald's target consumers means that the health conscious approach of the company incorporating an ethical perspective to selling the product is both indirect and conveyed to the consumer.

The Royal Dutch Gazelle 's additional moves are to encourage prospective customers and cycling enthusiasts to go on experiments without purchasing bikes to stimulate desires of people in their goods, and to include national and foreign athletes for promotional purposes. Cycling enthusiasts Business may provide consumers and interested parties in more than one product from the Company's portfolio with simple payment options. Furthermore, spares are shipped, components are provided, initial operation for a free time or extra measures the business may take to expand its consumer base. McDonald's can diversify its range of products and offer targeted products based on age groups in order to meet customers' various nutritional needs. Loyalty and delivery package options for consumers that have long-term subscription contracts for healthy beverages are also essential for McDonald's with discounts. McDonald's can interact with brick and mortar focused wellness and fitness firms and internet channels where health service providers may suggest McDonald's items to their abonnés.