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Term Paper on Marketing Process of McDonald's Corporation

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Autor:   •  December 25, 2010  •  Term Paper  •  1,717 Words (7 Pages)  •  1,408 Views

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This study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process.

Company Profile




Branding develops a personality for an organisation, product or service. The brand image represents how consumers view the organisation. Branding only works when an organisation behaves and presents itself in a consistent way. Marketing communication methods, such as advertising and promotion, are used to create the colours, designs and images, which give the brand its recognizable face. At McDonald's this is represented by its familiar logo - the Golden Arches.

Marketing involves identifying customer needs and requirements, and meeting these needs in a better way than competitors. In this way a company creates loyal customers. The starting point is to find out that potential customers are - not everyone will want what McDonald's has to offer. The people McDonald's identifies as likely customers are known as key audiences.

The marketing mix and market research

Having identified its key audiences a company has to ensure a marketing mix is created that appeal specifically to those people.

The marketing mix is a term used to describe the four main marketing tools (4Ps):

* product

* price

* promotion

* And the places through which products are sold to customers.


1. What products are well received?

2. What prices consumers are willing to pay?

3. What TV programs, newspapers and advertising consumers read or view?

4. What restaurants are visited?







Meeting the needs of key audiences




To meet the needs of the key market it is important to analyse the internal marketing strengths of the organization. Strengths and weaknesses must be identified, so that a marketing strategy which is right for the business can be decided upon.

The analysis will include the:

* company's products and how appropriate they are for the future

* quality of employees and how well trained they are to offer the best service to customers

* systems and how well they function in providing customer satisfaction e.g. marketing databases and restaurant systems

* Financial resources available for marketing.




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