Essay on Marketing Strategies Of Mcdonald 's And Fast Food Industry

Essay on Marketing Strategies Of Mcdonald 's And Fast Food Industry

Length: 828 words (2.4 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

The McDonald’s Corporation case study take a comprehensive look into the competitive market of the fast food industry. Particularly, McDonald’s and some of it greatest fast food competitors. In this analysis I will be revealing the marketing strategies of McDonald’s and other fast food companies. Identifying the trending tastes of consumers in this market, tactics used by McDonald’s competitors such as Wendy’s and Burger King to one up the marketing strategies of McDonald’s. I’ll also be assessing the strength, weaknesses, opportunities and threats of McDonald’s in this market segment. Evaluating the consumer purchase decision process and purchase type in the food industry. Lastly, I’ll explore which growth strategies I believe would make the biggest profits for McDonald’s and expand their reach in the food industry.
According to the case study a large number of fast food industry market segment customers are exploring other fast food alternatives such as sandwich chains, prepared meals that can be found in supermarkets, gas stations or convenience stores. People also aren’t eating as much fast food as they did in the past. The millennial generation is more health conscious than the generation before and they are choosing restaurants that serve higher quality food. This shift in attitude has led to the rise of what are considered fast casual restaurants. Fast casual restaurants such as Chipotle, Panera and Jimmy John’s offer meals that are served fast but are more upscale than your traditional fast food restaurant. It has been estimated the fast casual segment in the food industry is growing about 20 percent a year. The growth of the traditional fast food sector is only around 2 percent, “people are willing to pay a couple extra...


... middle of paper ...


.... There are social influences, marketing influences, situational influences that all play a role in the consumer decision making process. Most people who are decide to purchase McDonald’s is doing what is considered routine decision making. People purchase McDonald’s out of familiarity, convenience and because it is inexpensive. The average McDonald’s customer is said to be a single, working class male, in his mid to late 20’s. In my opinion in order for McDonald’s to continue to dominate the market share they are going to have to diversify their brand. I believe they could accomplish this by expanding on the McCafe brand as a separate restaurant chain in the fast casual market. They could serve higher quality food, offer customers a great dining experience with a top notch dining facility and a menu that is competitive with a fast casual chain such as Panera Bread.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Fast Foods And Fast Food Industry Essay

- Introduction Over the past decade, debates regarding the fast food industry occur frequently. Its substantial impact on the world has changed a way of life, specifically in the United States. The concept of the fast food industry was to create a method that would allow people to purchase cooked food at a faster rate than preparing a meal at home. This method was first introduced to deliver options to those who needed to chow down for lunch but did not have the availability to sit at a restaurant....   [tags: McDonald's, Marketing, Hamburger, Fast food]

Better Essays
2108 words (6 pages)

Essay on Mcdonald 's Is A Non Profit Organization

- McDonald 's is a private sector company and it is one of the best worldwide known fast food brands, which operates globally. The first McDonald 's restaurant opened in San Bernardino, California in 1948. Now there are over 30,000 McDonald 's restaurants which are serving in more than 100 countries. McDonald 's is a private sector company aiming to survive and expand within the business world, to maximise their profits by having SMART objectives, expanding globally through investments, expanding chains and wider marketing....   [tags: Marketing, McDonald's]

Better Essays
1997 words (5.7 pages)

Marketing Strategies For Fast Food Restaurants Essay

- In a society that functions at a high speed, fast food has quickly been adopted as the preferred food of choice. Fast food restaurants and their advertisements are permeating our neighborhoods, schools, television, and culture. Burger King and Big Mac burgers have become defining foods of the typical American diet. Corporate goals aim to make these chains more geographically accessible, adding more and more chains to our neighborhood streets. McDonald’s and Burger King are not the only fast food industries invading our communities, our minds, and our stomachs; Taco Bell, Pizza Hut, Kentucky Fried Chicken are just a few others....   [tags: Nutrition, Fast food, Burger King, Obesity]

Better Essays
1023 words (2.9 pages)

The Mcdonald 's Impact On Globalization Essay

- 1,The McDonald’s impact in Globalization Globalization has influenced almost each aspect of life in almost every nation. From economic to social to culture, this widespread exchange of goods, services and ideas have affected changes around the world. Even though the cultural influence in globalization is of slight significance to policy makers, its power has tremendous consequences to the nations involved and its people. Food is the oldest global carrier of culture.” Any changes in the foods that we eat, in its preparation, the way it is served and consumed diminishes the traditional beliefs of the people....   [tags: McDonald's, Globalization, Advertising, Mother]

Better Essays
1099 words (3.1 pages)

Mcdonald 's Serves Products That Reaches A Wide Variety Of Age Ranges And Personal Interests

- Personal Factors. McDonald’s serves products that reaches a wide variety of age ranges and personal interests and desires. The menu consists of items from salads to greasy, cheeseburgers. By McDonald’s having a variety of items on their menu, it allows the products served to reach a broader audience. There are salads for those who are vegans, dieting, looking for a healthier lifestyle, or people of a certain age or weight who are cutting back because the Dr. ordered them to. There are kid’s meal which consists of many options from hamburgers and cheeseburgers to chicken nuggets....   [tags: Fast food, Hamburger, McDonald's, Marketing]

Better Essays
947 words (2.7 pages)

Essay about Marketing Plan For A Fast Food Restaurants

- Today’s society is trending more towards health-conscious eating habits and there is an increase in demand for organic and healthier food. This trend is creating new windows of opportunity for restaurants, specifically for fast-food restaurants. With the growing trend of health consciousness among customers, many major fast-food chains are offering more healthy options on their menus. McDonald’s attempts to offer more hygienic ingredients such as fresh fruits and vegetables, and cage-free eggs. Similarly, Wendy’s started to offer a new, healthier menus to cater the consumer demands for healthier offerings....   [tags: Fast food, KFC, Fast food restaurant, Nutrition]

Better Essays
897 words (2.6 pages)

Analysis of McDonald’s Essay

- Intro The McDonald's Corporation is the largest chain of fast food restaurants in the world. It is franchised in over 119 countries and serves an average of 68 million customers daily. The company started in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald in the United States. They reorganized their business as a hamburger stand in 1948. In 1955, Businessman Ray Kroc joined the company as a franchise agent. He purchased the chain from the McDonald brothers and oversaw its global-wide growth (McDonald’s 2014)....   [tags: McDonald’s Case Study]

Better Essays
1650 words (4.7 pages)

Mcdonald 's Fast Food Chains Essay

- Working in McDonald’s McDonald’s training is far more effective than most other fast food chains. There are three elements of the training that are critical to McDonald’s worldwide: service, quality, and operations. Customer service training is a crucial part of McDonald’s training. The consistently good tasting and high quality food that McDonald’s delivers on a global scale daily can be credited to the level of training McDonald’s employees receive. The understanding of business structure, operations, hierarchy, and teamwork are all a significant and prevalent part for all employees in McDonald’s....   [tags: Pricing, Marketing, Customer service, Sales]

Better Essays
1135 words (3.2 pages)

Essay on Successful Marketing Strategies

- Marketing is a vital component in the success of businesses. Smaller businesses rely on business advertising, expenses, knowing if the business is networking with the right people, or joining the best organisations which lead to success (EStartup business blog, 2010). Marketing concentrates on customers and what the customers want. Customers are the source of sales and profits. Many small businesses are faced with remarkable hardships due to not developing the right marketing plan (EStartup business blog, 2010)....   [tags: Marketing ]

Better Essays
1006 words (2.9 pages)

Fast Food is Unhealthy Food Essay

- “The medical literature on the causes of food poisoning is full of euphemisms and dry scientific terms: coliform levels, aerobic plate counts, sorbitol, MacConkey agar, and so on. Behind them lies a simple explanation for why eating a hamburger can now make you seriously ill: There is shit in the meat.”  ― Eric Schlosser, Fast Food Nation: The Dark Side of the All-American Meal According to Morgan Spurlock's documentary Super Size Me, one in every four Americans visits a fast food restaurant each day....   [tags: Essays on Fast Food 2014]

Better Essays
1700 words (4.9 pages)