McDonald's and Ethnic Minorities

Paper Summary:

In this article, the writer notes that as the United Kingdom becomes racially and ethnically more diverse, it becomes evermore important for organizations to consider minority segments in their marketing strategies. The writer discusses that McDonald's has realized the value of this growing market segment, and, as such, has employed specific ethnic minority marketing strategies, to garner these valuable consumers. This paper overviews ethnic minority marketing and its importance and then follows with an in-depth analysis of McDonald's ethnic minority marketing strategy. The writer concludes that culturally sensitive marketing not only allows the ethnic consumer to understand that McDonald's desires them as a customer, but also builds trust in the organization that they understand the ethnic consumer's unique needs and desires.

Outline:
Introduction
Ethnic Minority Marketing Overview
McDonald's Ethnic Minority Marketing Strategies
Conclusion

From the Paper:

"The organization must first start with thoroughly evaluating how important these segments are to their profitability and future market share. Once this is determined, the organization must value the ethnic minority segment enough to learn about their: culture, needs, attitudes, activities, lifestyles, and even heroes. Effective ethnic minority marketing begins with garnering this segment's trust, with personalized marketing approaches.
"This trust is irreplaceable, especially as a survey of multicultural marketing found that most ethnic minorities were concerned about marketers' motives and methods. It was also discovered in this survey that half of respondents indicated that the marketing campaigns currently out there had no relevance for them."

Sample of Sources Used:

• Cebrzynski, G. 9 Feb 1998, "McDonald's advertising campaign targets Denver minorities", Nation's Restaurant News vol. 32, no. 6, p. 8.
• Cui, G. Winter 1997, "Marketing strategies in a multi-ethnic environment", Journal of Marketing Theory & Practice vol. 5, no. 1, pp. 122-134.
• Cui, G. & Choudhury, P. 2002, "Marketplace diversity and cost-effective marketing strategies", The Journal of Consumer Marketing vol. 19, no. 1, pp. 54-73.
• Krauss, M. 21 May 2001, "After the dot-com crash, marketing isn't easier", Marketing News vol. 35, no. 11, pp. 8-9.
• Landry, M. 24 Apr 2006, "From Big Macs to kind of blue", Crain's Chicago Business vol. 29, no. 17, pp. 30-31.

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