Perhaps, a mention of the most popular and successful overall market players at the global level cannot leave out the food industry giants; McDonalds. Many marketing strategies in a number of industries have been formulated after borrowing a leaf from this market giant. Among the major strengths in the operations adopted by McDonalds is their strong mission statement, which augurs well with nearly every aspect of its operations in the food industry. Words such as ‘being the best’ clearly outline the commitment that the corporation has set as performance targets and standards in terms of product and service quality and value (McDonalds, n.d). Hygiene also comes out clearly in the mission statement, which is an integral attribute that the food market would be expecting from the market package offered. In this discourse, McDonalds’ marketing success is visited in order to demonstrate the clarity with which the market presence of its products is approached.
At McDonalds, the most striking feature of marketing operations is a perfect identification of the necessary operations tools’ balance that any successful business ought to strike. A definite marketing mix forms the fundamental operations blueprint to encompass quality in every sector of its services. Firstly, the product portfolio is expertly handled at McDonalds for the benefit of its marketing strategy. Clear product development is central to operations at the corporation, which has enabled it to associate closely with the relevant market. Packaging of the food products requires a unique process, which the company has been able to comply with, thereby delivering success in its operations (nelson.com, n.d). The corporation has been able to achieve the famous pizza packaging identity that is now commonly copied across competitors.
Branding aspects of the marketing strategy can be said with high confidence levels to be the most important tool in creating its invaluable intangible asset in customer loyalty.
Marketing research has always enabled McDonalds to rectify weaknesses in operations such as the wrong entry in the market of its pizza product, which later became a marketing success.
Promotion mix at McDonalds has enabled the corporation to establish positive market entry across the globe using a perfect combination of sales promotion, product advertising as well the creation of the unique brand publicity (nelson.com, n.d). Despite the huge diversity in the market covered by McDonald since it is a multinational, the promotion mix has taken care of the varied culture as well as subcultures among the consumers (McDonalds, n.d). McDonald’s is perhaps the only food industry player with one of the most definite market segmentation that takes care of a particular market group.
Market research has continually enabled the company to identify with the various consumer behaviors that can be relied in understanding individual consumer personality as enabled by their lifestyle. From such a social study of the consumer behavior, marketing at McDonalds has been concentrated at the young market as well as the family as the most receptive markets. Translating the market segmentation into a competitive advantage has enabled McDonalds to achieve a strategic market position capturing children and parents as the man consumers. Towards this advantage, the corporation works in satisfying consumers’ needs as follows. Firstly, parents visit the restaurants to ensure that their children enjoy the best services that their children can identify with. Secondly, children like visiting McDonalds’ restaurants since they are fun and offer accurate taste preferences among them. Thirdly, the general consumers enjoy quality and fast services at McDonalds thereby saving them time. Finally, the teenagers find the saver menus and internet access at the restaurants favorable in terms of cost and attractiveness (McDonalds, n.d).
With regard to sustaining a strong competitive advantage in the food industry, a SWOT analysis has always been indicative of the strategy to be undertaken at McDonalds. Internal strengths include a uniquely strong brand image, an accurate market research, quality service, and products. External opportunities available for the corporation include the ever-expanding market for friendly and quick food service and the globalization opportunity at overseas markets (McDonalds, n.d). Maximizing on these growth indicators, McDonalds is capable of forging a strong market presence where other players find it hard. Weaknesses as well as threats facing the corporation such as inexperienced presence due to relatively late entry when compared with some major competitors as well as lack of innovation tradition in its outlets pose a challenge that the corporation must always alleviate in its strategies. McDonalds has ensured that the supply logistics mainly apply marketing intermediaries in the form of McDonalds branded restaurants as the main outlets. This uniformity has assisted management at the corporation to continue monitoring its mission statement realization through the outlined marketing objectives as a powerful success tool.
Also See related Links:
- “Marketing Mix,” Retrieved from: http://www.worldofmarketing.nelson.com/pdf/p19.pdf
- McDonalds, (n.d) “The Marketing Process,” Retrieved from: http://www.scribd.com/doc/7251925/Mcdonalds