Mcdonald Fast Food Marketing Essay

Mcdonald Fast Food Marketing searchMcDonald Corporation is among the largest arrange of close nutrient for thought eaterys in the United Kingdom. It originally sells French fires, chicken, hamburgers, soft drinks and break fast(a)-flying. This paper draws on the view that McDonalds fast diet abide to remain warlike in the fast aliment merchandise niche by virtue of strategical solicitude which sees it improving the try on of sandwiches as sound as introducing a menu lost that is spic-and-span for its customers. To understand the victor of McDonald over the years, it is important to none the strategic focus of the fast food green goddess in the UK. Part of the strategic commence of McDonalds to increase its competitive progress has been to overhaul the come online of food readiness and as evidenced in its new food preparation frame dubbed Made For You, McDonald vexed a mutual affinity with its customers since fledgling as thoroughly as hotter food are delivered to customers an aspect that leads to more function of McDonalds food (Stuart et al, 2007). The overall flow in the strategic thinking and counsel of McDonalds rests on the enhanced flexibility on its customer service, occupation type, arrive at and analyzing the strategic edge in light of competitive improvement and air aim strategies. This paper seeks to analyze the wider environment in which McDonalds operates competition at bottom the fast food pains, strategic focus, and how to address challenges that occur inside the industry. mental institutionMcDonalds Fast Food Comp some(prenominal) is among the largest food service retail corporation. cognize for its hot and fresh fries, hamburgers, burgers and soft drinks, McDonalds operates about 30,000 restaurants in over 199 countries. In the UK, a major(ip)ity of the McDonalds operates on the franchise basis. The strategic focus and organizational trouble has officeed McDonalds to compete setively in an alrea dy competitive industry and therefrom edge a competitive base in the industrial environment and enjoy a food food grocery niche for its bloodline. Customers visit its electrical outlet on the daily basis beca intent of the king of McDonalds to create a companionships figure of speech that enhances people to get accustomed to the culture of fats food (McDonalds Corporation, 2010). As much(prenominal), thither is an apt customer base which McDonalds uses as a merchandise penetration dodge. Together with advertising companies that leaves the marque image in the consumers mind, McDonalds continue non only to penetrate the market but also expand their market size. As a result, there are a number of strategies that McDonald builds on to remain competitive in the industry and achieve t melodic line and organizational objective.McDonalds Company OverviewAs one of the largest fast food corporation in the UK that concentrates on burgers, French fries, soft foods and breakf ast, McDonalds has in the most recent introduced salads, snack wraps, fruits and carrot sticks. McDonald is a business that dates back in 1940. It was an stem that grew and became operational as the two br separates Mac McDonald and Dick opened a restaurant in the United States (Walsh, 2009) .The first McDonalds operated on the principle of novel fast food restaurant which later spread across Europe. The posit McDonald is as a result of the self-made expansion of the McDonald into a inn maintenanceer of fast food markets. The ships company has become the symbol of globalization and it bulge in the UK is based on the concept of consumer responsibility as tumesce as corporate ethics (McDonalds Corporation, 2010). Essentially, McDonald serves approximately one million customers any solar sidereal day.Business Environment and Analysis of McDonaldsThe environment in which McDonalds operates is rattling competitive that managers have been forced to adopt a strategic frame prac tice upon which they custom their ability to identify, cultivate as tumesce as exploit the core group competencies that ensures that there is business and market growth. Thompson (2005) asserts that in order to arrive at this strategic threshold, McDonalds as a corporation has been the focus of the strategic indemnity formulation. In addition, Brown (2002) points out that there is no way in which the organization arse exist in the vacuum. In this sense, McDonalds operate deep down a competitive environment and the foundation of its strategic management rests on its ability to analyze its competitor in the fast food industry. As a result, this non only enables McDonalds to realize its strengths and weakness but also sponsor it to formulate a send on which it identifies the opportunities that are familiarize for the organizations swell up as the threats it can face from its wider industrial environment. This strategic analysis best positions McDonalds in its market niche a nd is thus a dodge that reflects the best march for McDonalds strategic management.The competencies exhibited by McDonalds form yet some some other aspect of its overall strategic management. Parsa (2002) contends that as one of the largest food chain companies in the UK, it defines its achievement from its strengths and opportunities. This is the distinctive competitive strategy that enhances the corporations competitive usefulness in the market. A solecism in point is the financial opportunities, market leadership, image of the company to the market as well as the relationship between the company and its customer forms the strengths as well as opportunities than McDonald has achieved on its wider strategic management plan.To achieve an enhanced and more profitable market niche, McDonalds creates a successful image in the customers minds and draws from it mission and imagination dis put ination to introduce to widespread customers a culture of fast food. This is evidenced by the fundamental concept that it serves over one million customers in UK per day and continues to add on its menu a new list of fast food items prepared. Furthermore, customer parcel out relations, oral communication speed as well as mellowed hygienic conditions make the basic strengths on which McDonalds expands on. borecole (2003) articulates that McDonald has created a corporate symbol that is reinforced by the advertisement campaigns in the UK. Accordingly, it builds on this pedestal to foundationally establish a brand image that has remained in the minds of millions of people living in the UK. As such, the brand image positions McDonalds an edge higher(prenominal) than its major competitor in the food chain industries and its selling strategies successfully addresses important business operations eventors such as subjective resources and the core competencies in relation to the external environment in which it operates (Kendrick, 2008).Moreover, business analysts have ma intained that the product value of McDonalds has contributed to the strategic focus of its operations. With indirect request to this, customers are aware of what to expect from the McDonalds restaurants whenever they visit the McDonalds. This gives emphasis on the fact that human resource draws their satisfaction from satisfying their customers and keeps the employees ready to adopt the innovative strategy of the company where they introduce newer products in the market in a bid to remain on edge with the newer tastes and trends of its customers and market size. The diversity of McDonalds into other related business forms the framework on which economists esteem the McDonalds as the successful corporate group within the fast food industry (Enz, 2009). warring Environment within the Operations of McDonaldsEvery fast food restaurant operating whether as an organization or individual business is readed at creating a new wave in the performance all aimed towards implementing and sus taining the brand quality and the innovation of the business plan. Many fast food restaurants in the UK continue to analyze the external as well as inbred business opportunities and therefore develop merchandising plans that see them with a major market shares. These make food chain industry a very competitive industry in the UK. According to Hetrick et al (2006), McDonalds appreciates that competition for market sharpen is stiff and has tasked its management to perpetually communicate, compare their services with those of other fast food restaurants and finally improve on their service delivery and incorporate the growths of technology such as the internet to basically go their clients and improve on the overall center performance.In addition, many fast food organizations doubtless enhance their food production which makes it futile to use the product quality alone as the trade strategy. As this whitethorn create a scenario where you are rated average, McDonalds has gone a n otch higher in edging its competitive advantage by modifying every market and business strategy to suit its vision statement. As such, heath and Palacher (2008) argues that rig in mind the already available resources is one point towards success but making use of all the particular competencies has enabled McDonalds to sustain its place in the competitive market. Accordingly, as the chief executive officer of McDonalds said, the human has extensively changed and so have the customers. This calls for a dire need for any business organization to change in light with the customers change (Walsh, 2009).McDonalds rivalrous Position within the Food Chain IndustryMcDonalds has achieved the title of the lead-in and largest fast food restaurant in the UK from its overall strategic management concept of sustainable competitive market. With emphasis, this strategic policy has been behind the McDonalds ability to make it difficult for other food chain industries to penetrate its securen ess marketplace. Hill and Jones (2007) explain that McDonalds competitive position is attributed to its changing customer care relations, brand imaging, cost structure as well as its patent. With regard to this, the organizational as well as the managerial process has concern on sharing coordination and integration to formulate policies that drives the McDonalds on the pedestal of success. accept in the customer and product value, McDonalds has created a situation where every employee strives to work for the common goal.Similarly, McDonald, through its strategic management has demonstrated its strength in being able to learn and execute changes according to the needs of the markets. From this conceptualization, it has commanded a competitive position by being flexible to change within the mi seat of technological developments and customer trends (Stuart et al, 2007). As such, Kendrick (2008) further postulates that a case in point for McDonalds success and market position falls o n the paradigm of its long condemnation organizational culture of concentrating on its advantage such as organizational behaviors as well as expertness to achieve success in every aspect of its objective. In the past, McDonald compensable little attention on the concept of competitive advantage and thus even though it opened many outlets across Britain, its revenue did not change to the better.The structural, technological and financial assets are the excellent market position of McDonalds. It therefore follows that McDonalds not only identifies but also implements these assets in the justly direction in a bid to improve the services of the company in the market. Bordering the advantage on the vision which guides the company, McDonalds draws its strengths to achieve the competitive position by being committed to the sustainability of its vision. For example, bearing in mind that a brand or product revolves around the companys vision, McDonalds works in lieu with this concept and thus attributes its competitive advantage on its faithfulness to the mission, vision and goals as well as objectives of the organization (Thompson, 2005).In light of this, McDonalds operates on the signpost of serving those people who have little or no time to cook an therefore provides a solution of a proper restaurant. In this case, the vision provides not only quality products but also dissipated service and desirable satisfaction among its customers.The sustainable competitive advantage has undoubtedly meant well for the McDonalds and implementing these strategies is based on incorporating the best value strategies which make McDonalds uncomparable and hard to be emulated by its competitors. It is evident that competitive advantages has helped and continue to help McDonalds to realize a great investment through an integrated, intelligent and dynamic human resources as well as strategic management (brown, 2003). As a result, McDonald caters for the situation where risk attitud es change and entirely vary the environmental uncertainty and volatility. This based on the product, price, progression and place has provided a equitable starting point for the competitive position of McDonalds. Towards implementing the marketing function, the management of McDonalds constantly employs elements of marketing mix to appropriate plan on how to achieve the popularity in the market place (Enz, 2009).McDonalds Marketing StrategyMcDonalds is known for its market main course on which it introduces people to the culture of fast food through the mesh of emotive and highly persuasive advertisement campaigns. As Hetrick et al (2006) point out, McDonalds uses well structured advertisement campaigns to create a corporate system that penetrates the market as well as expands it. With regard to this, Parsa (2002) notes that McDonalds have put in place strategies that deal with the growing number of fast food customers in the UK. Towards achieving this, McDonalds emphasizes on c ustomer care, speed in the delivery and high hygienic conditions around the McDonald premises. Connected with the concept of market entry strategy, McDonalds equally builds on its brand image a factor that identifies it as an fencesitter company. Accordingly, the company has taken into account business environment to achieve a competitive edge based on the service delivery, product and price.In addition, McDonalds have used the diversity strategy in its operations. Hill and Jones (2007) contends that McDonalds uses this strategy to venture into other business a factor that has helped the company to keep in touch with the market trends a mid the rising pass completion in the food chain industry. Towards this, McDonalds emphasis on wellness food, demonstration of new items such as salads on the menu, changed the overall appearance of the stores among adopting newer strategies. In light of this, McDonalds is able to achieve a competitive position in the marketing environment that i s getting more competitive by day s a result of entry of new players in the industry.Heath and Palacher (2008) further assert that a lot of innovations where McDonalds produces new products demonstrate other strategy in use for the McDonalds to catch up with the latest market development. As a result, it is able to respond to the ever changing tastes and concerns of customers. For instance, McDonalds continues to develop new recipes as part of it strategic formulation to cater for the health issues and concerns of the customers in UK.McDonalds continue with the franchising model and employs over 60000 employees in approximately 1200 restaurants. The success behind all theses is typical of the effective marketing strategies that lead to the intromission of high demand for fast food (Cole, 2003). The aim of successful marketing rests on making superfluous sales events. Understanding the customer as well as the product that fits them has definitely formed the foundation of McDonalds marketing strategy. As opposed to other fast food restaurant whose entry in the market somehow takes the customer for granted and ends at providing quick service, McDonalds exploits the central concept of marketing which draws on the notion that customer satisfaction is the primary business anteriority.Comparatively, many fast food restaurants in the UK are make in making profit and although they provide quality services, they miss out on putting their customers satisfaction on the fist priority. McDonalds has created business strategies that aim at fulfilling the creation of customer satisfaction. Fundamentally, McDonalds has invested in understanding the needs of a group or groups of customers in what is called market segmentation (Brown, 2002).As such, McDonalds defines these band of customers in terms of demography such as their age, region and gender such that each band of customers have a successfully and specialally bespoken products as well as a marketing mix.Future De velopments in the Fast IndustryIt is important to note that following the market trends of fats food industry, outsourcing of employees may not be effective. It is clear that everything in the present business community outsources but McDonalds should be ready to take care when outsourcing because in future, outsourcing is going to cease in its value following the whole sale idea of outsourcing competencies of the fast food chain store (Hetrick et al, 2006). Towards cushioning the effect of this, McDonald can outsource other business operations but not its core competencies. As such, it leave behind keep abreast with the fact that the benefits of outsourcing which includes friendship of market offshore, supplier relations and expansion of business operation. In so doing McDonalds will have put in place an order adeptness to cushion itself against competition, business failure and reduced profit margin.In addition, the chief of increased competition will be a future development d ue to the extensive entry in the fast food industry. As such, McDonalds will have to face an array of market risks as well as other business setbacks. However, what will make it strong and continue to enjoy the status of a leading fast food company is the constant formulation and implementation of strategic policies based on its companionship of the customer needs. In other words, the taste, preferences and satisfactions of the customer should be their constant priority to face this challenging scenario (Parsa, 2002).With the future market function taking a consumer oriented approach, the marketing decisions are care going to be touch on by the careful identification of the needs of the customers. As such McDonalds will need to devise marketing strategies that meet the customers needs as well as a business distribution system that bring the brands impending to the needs of the customer.Recommendation for McDonalds Future StrategyMcDonalds should in future number a business plan that addresses the social changes spearheaded by the government and consumer groups which environ encouraging a balanced diet and thus prepare types of foods that on the nutrition of the customer as well as their healthy lifestyles. Essentially, it can also develop a joint venture with other organizations such as the supermarkets in that some of its food is sold in the supermarkets. This comes with the marketing database which will help it to more accurately reach out to specific target groups of consumers. The customer identification could be on the basis of mildew and shoppers profiles a factor which will enhance the prevention of band switching. In addition, McDonalds should focus on the corporate social responsibility and edge hand-to-hand to those organizations with a value impact on the society (Enz, 2009).Similarly, McDonalds should realize that promotion of its products is not merely an advertising function. It should come up with both advertising campaigns and promotiona l strategy that is defined by the nature of the market, the size of the market and the tastes as well as preferences of the customers. In so doing, McDonalds should design on the promotional mix that address the element of price, product and market in the way the customer will feel obliged to consume the product. findingFrom the above discussion, it is evident that the strategic management plan of McDonalds has positioned it as the largest fast food corporation in the UK. This means that its business model is simply different form other fast food chains. . Part of the strategic drive of McDonalds to increase its competitive edge has been to overhaul the system of food preparation and as evidenced in its recent food preparation system dubbed Made For You McDonalds developed a mutual relationship with its customers since fresher as well as hotter food was delivered to customers an aspect that led to more consumption of McDonalds food. The overall point in the strategic thinking and m anagement of McDonalds rests on the enhanced flexibility on its customer service, business model and analyzing the strategic edge in light of competitive advantage, business level strategies among others.