McDonald's Marketing Strategy

Paper Summary:

This paper discusses the product, place, price and promotion that is used as part of McDonald's marketing strategy to generate hundreds of millions of dollars in annual sales. The paper points out that the reason McDonald's has existed for decades is skillful marketing. The paper also asserts that, through precise blending of product, place, price and promotion, McDonald's branches everywhere maintain consistent quality, price and selection. The paper concludes that one of the major reasons for the franchise's success is that it evolves in relation to the changing needs of loyal customers.

From the Paper:

"When talking about McDonald's within the scope of marketing promotion, one hardly knows where to start. As a general statement, it is fair and accurate to say that promotion is one of the pillars of McDonald's success. Let us clarify this statement; while it is indisputable that McDonald's has built a loyal following for decades through a quality product, easy availability and value, none of these wonderful things that McDonald's has perfected would be known by anyone if they were not properly promoted. The success of the promotional message is evidenced by the cross-generational loyalty of customers and many other factors."

Sample of Sources Used:

• Delaney, J. (1994, November). Crafting a Marketing Plan That Works. Black Enterprise, 25, 120+.
• Karrh, J. A., Mckee, K. B., & Pardun, C. J. (2003). Practitioners' Evolving Views on Product Placement Effectiveness. Journal of Advertising Research, 43(2), 138+.
• Mattimore, B. W. (1995, March/April). How to Invent a New Product. The Futurist, 29, 34+.
• Mccracken, L. J. (1990). An Attention-Getting Marketing Strategy. Journal of Accountancy, 170(3), 129+.
• McDonald's Celebrates 50. (2005, April 17). Manila Bulletin, p. NA.

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• Analytical Essay # 30226 : "McDonald's and Marketing Strategy"

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