Mcdonalds saw increasing demand in the gourmet coffee industry with competitors such as Starbucks and Dunkin Donuts. They already had a competitive advantage against Mcdonalds being that they're solely in the gourmet coffee market. Both Starbucks and Dunkin Donuts increased other areas in the fast food market by introducing a lunch menu which directly competes with Mcdonalds' core business which is its lunch and dinner. Mcdonalds used their marketing development strategy and still kept their customers by introducing a new coffee line called McCafe. By introducing these "gourmet" coffees to their already large customer base McDoanlds had a competitive advantage against these other more expensive coffee chains. It couldn't have come during a better time for Mcdonalds to introduce their new coffee line during the of the recession in 2008 and 2009. During the recession people were trying to save their money and instead of going to Starbucks and Dunkin Donuts they turned to Mccafe. Mcdonalds also used their marketing strategy by focusing on target markets such as Dunkin Donuts and Starbucks and also maintaining mutually satisfying exchanges.
No comments:
Post a Comment