In addition to the primary research, the paper also employs secondary research that includes the analysis of the case studies in the context of the analysis of the strategies that are followed by the companies in a new market. It has to be stated here that the case studies are important parts of the qualitative research technique and the analysis of it depend on the personal knowledge and efficiency of the researcher.
McDonald’s entry in India
McDonald’s (MD) has been one of the biggest brands in the fast food industry in the world and has expanded its operations in various parts of the globe As the company comes from the food industry, it would be appropriate to look into its operations in a new market. It is true that MD is a bigger brand
…show more content…
It has to be stated that Uber has operated in a unique set up in a structured cab industry and has taken note of the disadvantages of the cab industry of the past. The use of technological interface of the company has allowed the users to book the cab and pay with the help of online mechanism. As Uber was a new entrant in the industry and played a prominent part in the revolution of it, the marketing strategies of the company can be analyzed in the context of …show more content…
In addition to this, it has been found that the company has never used traditional marketing and promotional techniques of advertising in making the brand visible among the target segments in the market. Instead, the company has given preferences to the use of techniques that are not traditional in nature like the use of internet as well as guerrilla marketing campaigns. The social media sites like Facebook, Twitter etc have been used to make the brand known and urging the people to use the services of the company. This has created a conversation on the online media sites and has made the brand name visible. The guerrilla marketing campaigns have been used to make the brand visible among the internet and making the logo visible. According to Max Crowler of Chicago Uber, “We 've found that our growth is driven substantially by word of mouth. When someone sees the ease of use, the fact that they press a button on their phone and in under 5 minutes a car appears, they inevitably become a brand advocate.” (). The development of word of mouth publicity has been a prominent feature of the marketing strategies of Uber and this has been bolstered by the use of the modern day techniques of advertising. According to the CEO of Uber, Travis Kalanick, “I’m talking old school word of mouth, you know at the water cooler in the office, at a restaurant when you’re paying the bill, at a party with
In today’s society new forms of technology have enhanced and in some cases replaced traditional methods of promoting a product. The sports industry, in particular, can utilize these emerging technologies to reach their customers in new and improved ways. This new media merges traditional forms of media such as audio, video and written word with interactive digital technology (Parkhouse, 2012 p. 184). New media includes not only computers, laptops and smartphones, but also all software applications and platforms. Additionally, cross platform software such as Twitter, Facebook and Instagram are utilized at an increasing rate as due to the desires of today’s technological society. Many teams use blogging, which provides a venue to hear directly
To examine the achievement of Uber specifically, the public relations throne rides campaign via “Game of Thrones” could best illustrate Uber’s communication accomplishment. The campaign brought the imaginary world into real life and the fans of “Game of Thrones” were able to redo the scene they loved. By acting as kings and queens in “Game of Thrones”, audiences increased their interaction with the drama and developed personal bonding with it. Meanwhile, this event publicized the drama, as far as the throne van goes, and attracted Uber users to become potential viewers.
With strength ultimately comes weakness and McDonald's has its fair share, especially in the last few years. Many weaknesses are due to the external environment which includes market saturation, increased price competition, and food and labor costs. These weaknesses affect many firms in the fast food industry so McDonald's is trying to effectively combat these forces using a differentiation strategy. Developing new products such
According to Royle (1999) McDonald’s is a very large multinational enterprise (MNE) and the largest food service operation in the world. Currently the company has 1.5 million workers with 23,500 stores in over 110 countries with the United Kingdom and Germany amongst the corporation’s six biggest markets, and over 12,000 restaurants in the United States. In 1974 the United Kingdom corporation was established and in 1971 the Germany corporation was established, currently the combined corporation has over 900 restaurants and close to 50,000 employees in each of these countries (Royle, 1999).
Having both marketing strategies and both products analyzed and the history of the important marketing decisions made and techniques used by the company written down, it will be interesting to perform a critical analysis of how the market and business realities made an impact on the marketing of Tesla Motors, why it happened and what was the effect. The presence of the CEO and the impact he makes on the public and investor confidence will also be critically reviewed. Based on the results, a list of recommendations will be composed for both representatives and marketing specialists who work in the same or similar
McDonald’s has the largest fast food market share in the world. As mentioned, it serves 68 million customers every day in 119 countries, allowing it to be the second largest outlet operator with more than 34,000 outlets.
"Studying McDonald's ABroad: Overseas Branches Merge Regional Preferences, Corporate Directives." Editorial. Nations Restaurant News 11 Nov. 2005: n. pag. MasterFILE Premier. Web. 5 Mar. 2013.
Uber’s business requires marketing because it offers an exchange of a service between itself and its customers. It provides its customers on-demand access to vehicular transport and appeals to two main markets of individuals: those who are in need of transport or who are unable/ do not wish to drive themselves, and those who are in need of a job with flexible hours and have experience driving cars. Uber business can be simplifies using the Four P’s of Marketing: Product, Uber projects itself as a “personal driver for everyone” [@1], attempting to give the impression of classiness and servitude. Price: Uber has an interesting price model that is calculated from many different variables such as time, distance, and location [@2]. Promotion: Uber promotes it’s business through many different mediums such as videos, referrals, and emails. Place: Uber has been working hard to push it’s services to countries all over the world, especially into “emerging markets” such as China and India [@4].
McDonald’s has proven over time that the business practices they utilize work well and have led them to obtaining the title of the largest food retailer in the world. The founder of the company made a tactical decision in franchising the idea of providing fast food at a cheap price. Today, fast food has become a staple of not only American life but a viable food option all over the world. For McDonald’s a critical factor in them reaching the level of growth they currently experience has been franchising. It can be assured that McDonald’s will continue to grow through the usage of the franchising techniques as new food markets continue to develop all over the world.
McDonald's current customer environment is people on the go or people who don't want to spend a lot while going out and need something quick and good to eat. It is best stated in McDonald's mission statement that they want to be the world's best quick service restaurant experience. As stated before, McDonald's has restaurants in 121 countries and has extensive global experience in customer service and satisfaction. McDonald's is excellent at researching an international area before building restaurant there. For example, in India McDonald's realized that the majority of the population was Hindu and vegetarian, they therefore, did not even bother to put beef or any other red meat on the menu.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
McDonald’s is one of the popular fast food chains in Hong Kong and the success of McDonald’s is due to it is able to create a homogeneous “global” culture that suit to the demands of a capitalist world. In Hong Kong, Time is money thus McDonald’s strategy is consistently fit to the fast food industry. The company has both economic strategy targeting at customer globally and locally.
In today’s market, McDonalds faces numerous challenges such as fierce competition, a more health conscious customer, and the continual need for improved customer satisfaction and menu. McDonalds needs to go through some changes in order to remain ahead in the fast-food industry.
Vignali, C. (2001). McDonald’s: “think global, act local”--the marketing mix. British Food Journal, 103(2), pp.97--111.
...chniques and procedures among those associated with quantitative or qualitative research. A literature review, which included document analysis, was used to answer sub-questions one, two and three. A model building approach was suggested to answer sub-question four. In addition, the study uses a case study as a proof-of-concept. The use of a case study is a qualitative empirical study to strengthen the research validity. Since the research methods directly responding to the research questions (Literature review and Model building) make use of textual data, we classified this study as a qualitative study. Table 3.1 below summarises the classification of this study in terms of the dimensions discussed above.