Mcdonald 's And Starbucks : Business Of Selling An Experience Essay

Mcdonald 's And Starbucks : Business Of Selling An Experience Essay

Length: 1303 words (3.7 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

McDonald’s and Starbucks are in the business of selling an experience. The marketing sections/divisions for both companies have tapped into the human psychy and provided customers with a glimpse of things they didn’t even know they needed. When one walks into McDonald’s they are instantly transported back to a happier time when they were children eating happy meals after soccer practice, while Starbucks creates such a comfortable yet sophisticated ambiance customers leave with a sense of motivation. This is the magic of marketing. This is why, even if you don’t like McDonald’s, you are still secretly waiting for the 100 Billionth person to be served. Provide the customer with an experience and they woln’t even know why they are coming back. So, how did McDonald’s and Starbucks master the art of the experience?
Since McDonald’s early beginnings, the corportation has been striving to provide fast quality food and service at a convienient price. The companies success coupled with its leaderships’ dedication and motivation have taken it from a domestic drive through dinner in San Berndino, California to the largest global fast food chain chain in the world, serving 52 million people in more than 100 countries. (The Marketing Genius 2008) How did McDonald’s do it? The known founder Ray Kroc required dedication to quality, service, cleanliness (QSC), and a commitment to treating all customers with respect. (Light, L. &Kiddon, J. 2009) This mantra established McDonald’s but it didn’t turn it into the global powerhouse that it is today, marketing did that. Marketing has played an integral role in changing the face of McDonald’s to meet the demand of the customer since the beginning and its been hiding in plain sight Some othe...

... middle of paper ... Starbucks benefitted from the missteps by McDonalds that you will read about in your research?
Both companies strayed from their core values of good quality and excellent service. There were numerous mistakes made by both McDonalds and Starbucks and many of them were similar. Both companies made global expansions that lead to a number of issuses. These issues highlighted the difficulty with going global that many companies experience. An additional misstep that was similar for both companies was the social media fiasco. Despite McDonalds’ missteps with using social media to reaffirm their image, Starbucks made the same mistake. Despite both of their mistakes, “McDonald 's and Starbucks have become stronger competitors of each other and many of the independent coffee shops and small chains have gone or are going by the wayside.” (Golde, M. 2009)


Need Writing Help?

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

Check your paper »

Essay on Swot Analysis : Starbucks Company

- The PESTEL-DC analysis is a six factors that affect the company business, we going to explain how Starbucks impact the external issues of the firm. We’re going to explain the framework marketers used to analyze observed the macro environment factors that affect a company. Therefore, we’re going to identify the political organization factor. Economic, social, technological, environment, and legal environment factors. We’re going to discuss the PESTEL-DC analysis of Starbucks Company. The political issue that Starbucks faces is sourcing raw materials....   [tags: Starbucks, Coffee, Brand, Coffeehouse]

Better Essays
1389 words (4 pages)

Starbucks : The Biggest Fast Food Chain Of The World Essay

- In today’s retail business market, Starbucks is one of the largest coffee companies in the world. In the early 70s, Starbucks opened their first store in Seattle. Over 30 years later, their company has massively expanded opening over 7,000 stores in the United States and internationally. Starbucks is definitely a favorite in today’s coffee market due to their popularity and success. They view themselves as a business that has premium coffee in the world while striving to maintain consistent success as they grow into the future....   [tags: Starbucks, Coffee, Brand, Howard Schultz]

Better Essays
1525 words (4.4 pages)

Starbucks Essay

- Starbucks Introduction "Rewarding everyday moments". The Starbucks Mantra clearly implies that they are not selling just coffee. They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves....   [tags: Starbucks Business Analysis Management]

Free Essays
1009 words (2.9 pages)

Essay about Marketing Research Plan: Starbucks in China

- The objective of this paper is to perform market research for Starbucks’ President, Charles Shultz to ascertain the possibility of establishing new coffee houses in China. The preliminary research and design for presentation to Mr. Schultz includes: 1) Two to three alternative target customer segments; 2) the types of secondary research used; 3) the problem statement; 4) research questions used to guide the study; 5) major competitors for this market; and 6) the cultural, economic, and political factors that need to be considered in China....   [tags: Business Administration]

Better Essays
1269 words (3.6 pages)

Mcdonalds and Starbucks Case Study Essay

- Task One • Give a brief introduction of McDonalds - Not more than 5 lines. o Globalization of McDonalds – Discuss in detail • Give a brief introduction of Starbucks - Not more than 5 lines. o Globalization of Starbucks – Discuss in detail Task Two Compare the globalization approaches of Starbucks & McDonalds The parameters to be used for this comparison are: • Cultural Environment • Economic Environment • Political & Legal Environment • Any other parameters Task Three Situational Analysis McDonald's is planning to capitalize on the public's willingness to pay $4 for a cup of coffee by hiring baristas and dropping espresso machines in 14,000 of their fast-food outlets....   [tags: Business Case Study]

Better Essays
1784 words (5.1 pages)

Starbucks Strategic Plan Essay

- ... In 2013 there has been a return to the aggressive expansion strategy started by Howard Schultz the Chief Executive Officer of Starbucks. In 2013, Starbucks opened nearly twenty-two hundred new stores. As witnessed by the sharp increase in the number of new stores being opened in 2013 Starbucks has clearly committed to their global expansion plan and objective of being the most recognized and respected brand in the world (Starbucks Corporation, 2013). This expansion philosophy is now viewed as being responsible growth and maintaining shareholder value through the expansion process....   [tags: business analysis, coffee industry]

Better Essays
1226 words (3.5 pages)

Essay about Organization Environment: Starbucks vs. The Competition

- ORGANIZATIONAL ENVIRONMENT Starbucks vs. Competition Organizational environment is defined as all elements that exist outside the boundary of the organization and have the potential to affect all or part of the organization (Daft, 2009). One organization that has faced environmental factors which required them to change their current organizational strategy, is the Starbucks Corporation. Starbucks Corporation is considered the top provider of premier coffee products in the world (St. Johns, 2007)....   [tags: Business Management ]

Better Essays
1050 words (3 pages)

Starbucks Essay

- Star Bucks Problem Statement Howard Shultz and the senior management at Starbucks have to decide how to react to the opportunities that are being made available because of their rapid growth. The decision for a strategic growth plan has to be made in the near future. This will prove to be key for Starbucks reaching their long-term goal of becoming the most recognized and respected brand of coffee in the world. Situation Analysis Starbucks is currently the industry leader in specialty coffee....   [tags: GCSE Business Marketing Coursework]

Better Essays
1328 words (3.8 pages)

Starbucks: Transformed Organizations Essay

- Starbucks Coffee Corporation, based in Seattle, Washington, has been one of the nation's premier companies in the last two decades in terms of growth, both with physical locations and an ever-increasing customer base. In a country where specialty espresso-based beverages were once considered a niche market, Starbucks has experienced unparalleled growth, tapping into a customer base that was once thought absent in non-European nations. In fact, growth was so substantial that the company was opening an average of one new store a day; however, every company has peaks that are followed by a plateau of growth and income, or in Starbucks case, a massive loss....   [tags: Business Analysis Strategy Management]

Free Essays
1349 words (3.9 pages)

Starbucks New Market Entrance Essay

- Starbucks New Market Entrance Starbucks strategic goal is to increase market share of the non-coffee drinker; they have begun by introducing an extension of a product line targeted to this segment. To ensure market growth, Starbucks has repositioned one of its current products, the Frappuccino line, this product has been extended to include 3 new flavors; Double Chocolate Chip Crème, Vanilla Bean Crème, and Strawberries & Crème, introduced throughout the summer months. Faced with the challenge of entering a new competitive market Starbucks must compete to retain brand recognition of its primary products, yet increase awareness of its new product line....   [tags: Business Strategy Analysis]

Free Essays
1810 words (5.2 pages)