Assignment Help Samples Marketing Marketing Principles Marketing principles are referred for making decisions and analysing the actions of the managers further it also helps in making successful management. For the present research organisation chosen is McDonald's.
Marketing Strategy for Mc Donald Plc Introduction Marketing strategy is essential for the success of a product in a target market as argued by Philip Kotler This is mainly because of the increasing diversity in the nature of the customers and the stiff competition in the market.
In this essay the marketing strategy of Mc Donald the leading conglomerate in the fast food restaurants and services industry on selling vegetarian burger in the UK. Mc Donald Plc in the UK is the subsidiary of the American conglomerate Mc Donald Inc who specialise in fast food burgers and fries restaurants across the globe.
The company is well established across the west and has a wide range of fast food products to cater the customer requirements and the market demand. The vegetarian burger is a key product for the company in the UK Company Profile, It is further interesting to note that the company promotes vegetarian burger as its key product mainly in the UK among the western countries apart from its operations in the Far Eastern countries like India where the company pioneers in vegetarian range of burgers and fast food products.
The marketing strategy for any product comprises of three key elements as argued by Frances Brassington and Stephen Pettit Product: The product in this essay is vegetarian burger. The key features of the product include low fat, high level of carbohydrates and above all the use of quality ingredients to prepare the product.
The fact that the burger meals are under fast food category and that its sales is predominantly high during the lunch hours makes it critical that the quality of the product and its ingredients are of high standards in order to achieve customer satisfaction.
The deployment of best practises like washing the hands and the worktop before preparing the vegetarian burger every time in the kitchen of all the retail outlets company profile, and the use of fresh ingredients to prepare the filling for the burger are the key features that distinguish the product from its competitors in the market.
Also, the bran Mc Donald that is famous for its adherence to strict quality principles in preparation of the products as well as the procurement of the ingredients is an accelerating force for the promotion of the vegetarian burger in the retail outlets of Mc Donald Plc across the UK.
Philip Kotler further argues that price is the ultimate decision making factor for purchasing a product by the customer. The approach of Mc Donald Plc to sell its products at a relatively lower price to its high street competitors like burger King Plc makes it evident that the pricing of the product is an essential element for the growth in its sales.
Alongside, the pricing of the products in Mc Donald not only at a lower level but at a competitive level to reflect upon its quality further justifies the pricing strategy of the company with respect to the vegetarian Burgers sales in the UK. The advertising and promotion initiative of an organization to increase the sales of a product play a critical part in the marketing strategy s argued by Frances Brassington and Stephen Pettit This is because it is universally known that corn is low in fat and is a healthy diet in the UK, which was forgotten with the increase in the fast food culture Simon Taylor, This approach of the company to promote its vegetarian burger has not only increased its sales but also accomplished the process of establishing the product as a unique item in the category of vegetarian burgers in fast food.
The above three elements mentioned might appear to embrace the 4Ps of the marketing mix without the Place facto in the scene. This is mainly because of the fact that the marketing mix is the heart of the overall marketing strategy for any product in an organization as argued by Frances Brassington and Stephen Pettit Consumer Behaviour Analysis Philip Kotler argues that the consumer behaviour plays a vital role in the designing of the marketing strategy by an organization to either promote the sales of an existing product or for launching an existing product.
This is clear in the case under debate where the company has devised its marketing strategy to reflect upon the consumer behaviour in the UK food market. Simon Taylor argues that the increase in the awareness for vegetarian diet as an alternative in the UK meals is evident since the late years of the s itself.
The fact that the consumers for vegetarian food not only in the fast food industry but also in the overall consumer food industry right from the supermarkets up to restaurants since the dawn of the twenty-first century Simon Taylor, further justifies that the consumer behaviour towards the vegetarian food in the UK has been increasingly positive.
The major driving factors for this state in the target market are identified by Simon Taylor as mentioned below Awareness: The increase in the awareness among the general public who comprise the consumers in the food industry that the vegetarian diet is a healthy option for overcoming obesity and other health problems is the primary element for the drive of the consumers towards vegetarian range of food products.
The continuous research on meat based food products and the establishment of the fact that the animals pig, cow etc that are slaughtered for producing meat can carry germs that cause diseases like the transfer of malarial bacteria from the female anopheles mosquitoes into pigs eventually transferring into human beings causing malaria to the consumers has increased the pre-caution among the consumers to avoid meat products in their food.
The above argument might appear weak since the strict adherence of the quality and hygiene standards laid by the government among the meat retailers might contradict the above statement.This is the minor case study on McDonald's Marketing Principles.
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