McDonald’s marketing strategies sho

McDonald’s marketing strategies should be looked at historically in order to see the larger picture of the firm’s success. There have been so many strategies since the inception of the firm that it is difficult to account for them all, the two most memorable are the development of the “Golden Arches” and “Ronald McDonald”. These two icons have given customers a mental image of what to look for when they want quality food for a low price fast. The firm revolutionized the fast food industry and positioned itself as the market leader with low-priced, quality food and provided an entertaining atmosphere for the children. These things were what that the market wanted at the time and the firm answered in spades.
The perceived secret of McDonald’s success is the willingness to innovate, even while striving to achieve consistency in the operation of its many outlets. For example, its breakfast menu, salads, Chicken McNuggets, and the McLean Deluxe sandwich were all examples of how the company tried to appeal to a wider range of consumers. The long history of innovation and experimentation resulted in new profit centers like Chicken McNuggets and the breakfast menu. Innovation and experimentation also produced some disappointments like the McLean Deluxe, but inevitably experimentation in limited outlets provides McDonald’s a way to retain its key strengths-quality and consistency-while continuing to evolve. The use of franchising, again, provides various perspectives that, in turn, lead to innovation for products and solutions. Franchisees agree to operate their restaurants in the “McDonald’s way” but there remains room for innovation. Many ideas for new menu items come from franchisees responding to customer demand. Developing new products is crucial to any business even those that successfully relied on a limited menu for many years. As consumer tastes change, menu innovation injects enthusiasm allowing the firm to explore markets previously overlooked or ignored. The “Egg McMuffin”, for example, was introduced in 1971. This item enabled McDonald’s to accommodate consumers of the breakfast market. Filet-o-Fish, Drive-thrus, and Playlands were all products or concepts developed by franchisees. McDonald’s tries a few new concepts simultaneous in different parts of the country to find the most promising new menu item. Those with the most potential could be rolled out further, while the ineffective ideas could be left to die quickly. This strategy may be expensive, but the potential to unleash new areas of growth in a maturing market seems to be right in line with what McDonald’s has always done.
In addition to the local flavors that have been created in the US, McDonald’s international restaurants have been conforming to local, regional, and ethnic tastes, too. In a recent McDonald’s case study this was explained further: “For example, ‘Maharaja McBurger’ is a vegetarian burger marketed in India. The special requirements for ‘Kosher’ foods are followed in Israel. Similarly, McDonald’s offers ‘Halal’ food in Muslim countries such as Saudi Arabia, UAE, Kuwait, Indonesia, Malaysia, Pakistan, and Bangladesh. During promotions, McDonald’s also introduces several other products. For example, its ‘Prosperity Burger’ is popular in China, Taiwan, Hong Kong, and Singapore at the time of the Chinese New Year celebrations. In order to respond to the growing phenomenon of health consciousness, McDonald’s has moved in favor of lean ground beef, 100% vegetable oil, 1% low-fat milk, low sodium, and low fat. This product strategy shows that McDonald’s is interested in becoming part of the culture and is looking for ways to appeal to the market internationally.
McDonald’s menu is based on five main ingredients: beef, chicken, bread, potatoes and milk. Their main products are hamburgers, chicken sandwiches, fries, and beverages. In addition, they serve a variety of breakfast items and desserts. Every McDonald’s is uniform; you know exactly what you will get no matter what store you go in to. Although McDonald’s has thousands of restaurants around the world, it standardizes menus and operating procedures in these restaurants to insure consistency throughout. To maintain consistency in the current menu while the firm tests new products to expand the product line, McDonald’s relies on test marketing new menu items in pilot locations. New products are rigorously market tested so that the franchisee will have a reasonable idea of its potential before it is added to the menu. The introduction of new products, which have already been researched and tested, considerably reduces the risk for the franchisee. The franchisees additionally benefit from the extensive national market research programs that assess consumer attitudes and perceptions. What products do they want to buy and at what price? How are they performing compared to their competitors?
This approach allows the firm to identify which items are likely to prove popular with consumers while ensuring that the company can deliver new products with consistent quality nationwide. McDonald’s already has a history of doing this so it will not require major changes to its operations strategy-at least initially. If the product line-up gets too large, then the task of maintaining quality becomes exponentially harder. The trick is to consider how to eliminate some of the existing menu items when you introduce new ones, while making sure the staff is fully trained in how to execute these products successfully.
McDonald’s serves the world some of its favorite foods – Fries, Big Mac, Quarter Pounder, Chicken McNuggets, and the Egg McMuffin. To this end, McDonald’s had done well with a limited product range. Declining per unit sales and competitors gaining ground, may indicate that McDonald’s menu needs a face-lift. One way to do that is by inserting a couple of new, highly promoted menu items. This would refresh the product menu and provide new, satisfying experience for dinner consumers.

Hasil (Melayu) 1:

Strategi pemasaran McDonald's harus dilihat pada sejarah untuk melihat gambar yang lebih besar daripada kejayaan firma. Tidak ada strategi yang begitu banyak sejak penubuhan firma tersebut bahawa ia adalah sukar untuk mencakupi mereka semua, kedua-dua yang paling diingati adalah pembangunan "Golden Arches" dan "Ronald McDonald". Ikon dua tersebut telah memberi pelanggan satu imej mental tentang apa yang harus anda Cari ketika mereka mahu makanan yang berkualiti dengan harga rendah yang pantas. Firma merevolusikan industri makanan segera dan Memposisikan diri sebagai peneraju pasaran dengan harga rendah, kualiti makanan dan menyediakan suasana yang menghiburkan kanak-kanak. Perkara-perkara ini adalah apa yang pasaran mahukan pada masa itu dan firma dijawab dalam SPED.The perceived secret of McDonald’s success is the willingness to innovate, even while striving to achieve consistency in the operation of its many outlets. For example, its breakfast menu, salads, Chicken McNuggets, and the McLean Deluxe sandwich were all examples of how the company tried to appeal to a wider range of consumers. The long history of innovation and experimentation resulted in new profit centers like Chicken McNuggets and the breakfast menu. Innovation and experimentation also produced some disappointments like the McLean Deluxe, but inevitably experimentation in limited outlets provides McDonald’s a way to retain its key strengths-quality and consistency-while continuing to evolve. The use of franchising, again, provides various perspectives that, in turn, lead to innovation for products and solutions. Franchisees agree to operate their restaurants in the “McDonald’s way” but there remains room for innovation. Many ideas for new menu items come from franchisees responding to customer demand. Developing new products is crucial to any business even those that successfully relied on a limited menu for many years. As consumer tastes change, menu innovation injects enthusiasm allowing the firm to explore markets previously overlooked or ignored. The “Egg McMuffin”, for example, was introduced in 1971. This item enabled McDonald’s to accommodate consumers of the breakfast market. Filet-o-Fish, Drive-thrus, and Playlands were all products or concepts developed by franchisees. McDonald’s tries a few new concepts simultaneous in different parts of the country to find the most promising new menu item. Those with the most potential could be rolled out further, while the ineffective ideas could be left to die quickly. This strategy may be expensive, but the potential to unleash new areas of growth in a maturing market seems to be right in line with what McDonald’s has always done.In addition to the local flavors that have been created in the US, McDonald’s international restaurants have been conforming to local, regional, and ethnic tastes, too. In a recent McDonald’s case study this was explained further: “For example, ‘Maharaja McBurger’ is a vegetarian burger marketed in India. The special requirements for ‘Kosher’ foods are followed in Israel. Similarly, McDonald’s offers ‘Halal’ food in Muslim countries such as Saudi Arabia, UAE, Kuwait, Indonesia, Malaysia, Pakistan, and Bangladesh. During promotions, McDonald’s also introduces several other products. For example, its ‘Prosperity Burger’ is popular in China, Taiwan, Hong Kong, and Singapore at the time of the Chinese New Year celebrations. In order to respond to the growing phenomenon of health consciousness, McDonald’s has moved in favor of lean ground beef, 100% vegetable oil, 1% low-fat milk, low sodium, and low fat. This product strategy shows that McDonald’s is interested in becoming part of the culture and is looking for ways to appeal to the market internationally.McDonald’s menu is based on five main ingredients: beef, chicken, bread, potatoes and milk. Their main products are hamburgers, chicken sandwiches, fries, and beverages. In addition, they serve a variety of breakfast items and desserts. Every McDonald’s is uniform; you know exactly what you will get no matter what store you go in to. Although McDonald’s has thousands of restaurants around the world, it standardizes menus and operating procedures in these restaurants to insure consistency throughout. To maintain consistency in the current menu while the firm tests new products to expand the product line, McDonald’s relies on test marketing new menu items in pilot locations. New products are rigorously market tested so that the franchisee will have a reasonable idea of its potential before it is added to the menu. The introduction of new products, which have already been researched and tested, considerably reduces the risk for the franchisee. The franchisees additionally benefit from the extensive national market research programs that assess consumer attitudes and perceptions. What products do they want to buy and at what price? How are they performing compared to their competitors?This approach allows the firm to identify which items are likely to prove popular with consumers while ensuring that the company can deliver new products with consistent quality nationwide. McDonald’s already has a history of doing this so it will not require major changes to its operations strategy-at least initially. If the product line-up gets too large, then the task of maintaining quality becomes exponentially harder. The trick is to consider how to eliminate some of the existing menu items when you introduce new ones, while making sure the staff is fully trained in how to execute these products successfully.McDonald’s serves the world some of its favorite foods – Fries, Big Mac, Quarter Pounder, Chicken McNuggets, and the Egg McMuffin. To this end, McDonald’s had done well with a limited product range. Declining per unit sales and competitors gaining ground, may indicate that McDonald’s menu needs a face-lift. One way to do that is by inserting a couple of new, highly promoted menu items. This would refresh the product menu and provide new, satisfying experience for dinner consumers.

Hasil (Melayu) 2:

Strategi pemasaran McDonald perlu melihat sejarah untuk melihat gambar yang lebih besar kejayaan firma. Terdapat begitu banyak strategi sejak penubuhan firma itu bahawa ia adalah sukar untuk mengambil kira mereka semua, kedua-dua yang paling diingati adalah pembangunan "Golden Arches" dan "Ronald McDonald". Kedua-dua ikon telah memberikan pelanggan imej mental tentang apa yang perlu dicari apabila mereka mahu makanan yang berkualiti untuk cepat harga yang rendah. Firma itu merevolusikan industri makanan segera dan meletakkan dirinya sebagai peneraju pasaran dengan makanan, rendah dari kualiti dan menyediakan suasana yang menghiburkan untuk kanak-kanak. Perkara-perkara ini adalah apa yang pasaran mahu pada masa dan firma itu menjawab dgn limpah.
Rahsia dilihat kejayaan McDonald adalah kesediaan untuk membuat pembaharuan, walaupun ketika berusaha untuk mencapai keseragaman dalam operasi kedai yang banyak. Sebagai contoh, menu sarapan, salad, ayam McNuggets, dan sandwic McLean Deluxe semua contoh bagaimana syarikat itu cuba merayu kepada pelbagai jenis pengguna. Sejarah panjang inovasi dan eksperimentasi menyebabkan pusat keuntungan baru seperti McNuggets Ayam dan menu sarapan. Inovasi dan eksperimentasi juga menghasilkan beberapa kekecewaan seperti McLean Deluxe, tetapi tidak dapat tidak uji kaji di kedai terhad menyediakan McDonald satu cara untuk mengekalkan kekuatan utama yang berkualiti dan konsisten-sementara yang berterusan berkembang. Penggunaan francais, sekali lagi, menyediakan pelbagai perspektif yang, seterusnya, membawa kepada inovasi bagi produk dan penyelesaian. Francaisi bersetuju untuk mengendalikan restoran mereka dalam "cara McDonald" tetapi masih ada ruang untuk inovasi. Banyak idea untuk item menu baru datang dari francaisi bertindak balas kepada permintaan pelanggan. Membangunkan produk baru adalah penting untuk mana-mana perniagaan malah mereka yang berjaya bergantung kepada menu yang terhad selama bertahun-tahun. Sebagai pengguna rasa perubahan, inovasi menu menyuntik semangat membolehkan firma untuk meneroka pasaran sebelum ini diabaikan atau diabaikan. The "Egg McMuffin", sebagai contoh, telah diperkenalkan pada tahun 1971. Perkara ini membolehkan McDonald untuk menampung pengguna pasaran sarapan. File-o-Ikan, Drive-thrus, dan taman permainan di semua produk atau konsep yang dibangunkan oleh francaisi. Cuba McDonald beberapa konsep baru serentak di bahagian yang berlainan di negara ini untuk mencari item menu baru yang paling menjanjikan. Mereka yang mempunyai potensi yang paling boleh dilaksanakan lagi, manakala idea-idea yang tidak berkesan boleh dibiarkan mati dengan cepat. Strategi ini mungkin mahal, tetapi potensi untuk melepaskan kawasan pertumbuhan baru dalam pasaran yang matang seolah-olah menjadi hak sejajar dengan apa yang McDonald sentiasa dilakukan.
Selain rasa tempatan yang telah dicipta di Amerika Syarikat, restoran antarabangsa McDonald telah telah mematuhi cita rasa tempatan, serantau, dan etnik juga. Dalam satu kajian kes baru-baru ini McDonald ini telah menjelaskan lagi: "Sebagai contoh, 'Maharaja McBurger' adalah burger vegetarian dipasarkan di India. Keperluan khas untuk makanan 'Kosher' diikuti di Israel. Begitu juga dengan makanan tawaran McDonald 'Halal' di negara-negara Islam seperti Arab Saudi, UAE, Kuwait, Indonesia, Malaysia, Pakistan dan Bangladesh. Semasa promosi, McDonald juga memperkenalkan beberapa produk lain. Sebagai contoh, 'Prosperity Burger' adalah popular di China, Taiwan, Hong Kong, dan Singapura pada masa perayaan Tahun Baru Cina. Dalam usaha untuk bertindak balas kepada fenomena yang semakin meningkat kesedaran kesihatan, McDonald telah berpindah memihak kepada tanah daging lembu tanpa lemak, 100% minyak sayuran, 1% susu rendah lemak, rendah natrium, dan rendah lemak. Strategi produk menunjukkan bahawa McDonalds berminat untuk menjadi sebahagian daripada budaya dan sedang mencari cara-cara untuk menarik minat pasaran antarabangsa.
menu McDonald adalah berdasarkan kepada lima bahan-bahan utama: daging lembu, ayam, roti, kentang dan susu. Produk utama mereka adalah burger, sandwich ayam, kentang goreng, dan minuman. Di samping itu, mereka berkhidmat pelbagai barangan sarapan dan pencuci mulut. Setiap McDonald seragam; anda tahu apa yang anda akan mendapat tidak kira apa yang kedai anda pergi masuk ke. Walaupun McDonald mempunyai beribu-ribu restoran di seluruh dunia, ia menstandardkan menu dan prosedur yang beroperasi di restoran ini untuk memastikan konsistensi seluruh. Untuk mengekalkan konsistensi dalam menu semasa manakala firma menguji produk baru untuk mengembangkan barisan produk, McDonald bergantung kepada pemasaran ujian item menu baru di lokasi-lokasi perintis. Produk baru yang ketat pasaran diuji supaya pemegang francais akan mempunyai idea yang munasabah potensinya sebelum ia ditambah kepada menu. Pengenalan produk baru, yang telah diteliti dan diuji, dengan ketara mengurangkan risiko untuk pemegang francais. Francaisi juga mendapat manfaat daripada program-program penyelidikan pasaran negara yang luas yang menilai sikap pengguna dan persepsi. Apa produk adakah mereka ingin membeli dan pada harga berapa? Bagaimana mereka melaksanakan berbanding pesaing mereka?
Pendekatan ini membolehkan firma untuk mengenalpasti item mungkin untuk membuktikan popular dengan pengguna di samping memastikan bahawa syarikat itu boleh memberikan produk baru dengan kualiti yang konsisten di seluruh negara. McDonald sudah mempunyai sejarah melakukan ini supaya ia tidak akan memerlukan perubahan besar kepada operasinya strategi-sekurang-kurangnya pada mulanya. Jika produk barisan terlalu besar, maka tugas menjaga kualiti menjadi pesat lebih keras. Caranya adalah dengan memikirkan bagaimana untuk menghapuskan beberapa item menu yang sedia ada apabila anda memperkenalkan yang baru, sementara memastikan kakitangan dilatih sepenuhnya dalam bagaimana untuk melaksanakan produk-produk ini dengan jayanya.
McDonald berfungsi dunia beberapa makanan kegemarannya - Fries, Big Mac , Quarter Pounder, McNuggets Ayam dan Telur McMuffin. Untuk tujuan ini, McDonald telah dilakukan dengan baik dengan rangkaian produk yang terhad. Penurunan setiap jualan unit dan pesaing mendapatkan tanah, mungkin menunjukkan bahawa menu McDonald memerlukan muka-lift. Salah satu cara untuk berbuat demikian adalah dengan memasukkan beberapa baru, item menu yang sangat digalakkan. Ini akan menyegarkan menu produk dan menyediakan baru, memuaskan pengalaman bagi pengguna makan malam.