Ch 5- Developing a Global Vision

McDonalds has been using global marketing as a way to expand their company. McDonalds is the number one fast food company in many countries such as Argentina, India, Romania, Saudi Arabia, and turkey. McDonalds is also a multinational corporation. McDonalds in other countries is also different in appearance and within the food that they serve. In Paris, France they use lime green chairs, which is very different to the usual white or woodened chairs in America. In Britain they also serve freshly ground fair trade coffee. McDonalds is selling more than ever in the global market.  

McDonalds focuses on the global marketing mix and maintaining the “four P’s” throughout every country. Since it is a fast food restaurant the price remains the same for every country but of course you have to take the exchange rates into consideration. Their promoting is towards their target market which is children and young adults. For place (distribution) McDonalds is located throughout all seven continents. McDonald’s has over 32,000 locations in more than 100 countries around the globe. McDonalds’ product and promotion is reliable and is developing more and more every day. Their main purpose is to satisfy their customers.

Ch. 4 - The Marketing Environment

The new Mccafe's are different from your usual Mcdonalds.  Mcdonalds offers the environments component lifestyles. Instead of serving only burgers and French fries they produced a Mccafe that offers a wide range of low cost coffee. Mccafe is unique, trendy and appealing to young adults.  They have free Wi-Fi available for students and workers who want to log onto the internet and spend time on their work. The affordable low prices are also appealing and convenient for students who are on a budget and cannot afford to spend a lot of money on coffee. Mcdonalds also focuses on demography. They study peoples statistics such as age, race and location and focus primarily on where it would be best to locate a Mccafe. They are mostly target marketing the "Generation Y".  Mcdonalds is also concerned with the environment and societies health. In today's health conscious societies the introduction of a healthy hamburger is a great opportunity. They would be the first QSR (Quick Service Restaurant) to have FDA approval on marketing a low fat low calorie hamburger with low calorie combo alternatives. 

Ch. 3 - Ethics & Social Responsibility

McDonald's Vice President for Corporate Social Responsibility Bob Langert has been ranked among the 100 most influential people in business ethics by Ethisphere Magazine—a global publication dedicated to illuminating the correlation between ethics and profit.

“These individuals deserve tremendous praise for their efforts to advance the public discourse on issues relating to business ethics,” said Ethisphere Editor Stefan Linssen. “[They] represent many different industries and organizations—large and small, public and private—but what unites them is an unwavering commitment to promoting ethical best practices and stimulating corporate social responsibility.”

McDonalds always takes corporate social responsibility into consideration. They focus on the society’s welfare and well being. They gave us a new coffee line that is healthy and also affordable as a whole. “Every bean we grind at McDonald’s Australia is made using 100% Arabica coffee beans sourced only from Rainforest Alliance Certified farms in Brazil, Colombia and Costa Rica that meet strict environment and social standards.”

Ch. 2 - Strategic Planning for Competitive Advantage

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.  

My company

The company I chose is McDonalds. The reason why I chose this company is because it is worldwide known and it has exchanging offerings that satisfy the customer. McDonald's brand mission is to "be our customers' favorite place and way to eat."  The first McDonald's Restaurant opened was in Des Plaines, Illinois by McDonald's Corporation founder, Ray Kroc, on April 15, 1955.  McDonalds has a marketing concept where their primary goal is to maintain a social and economic organization that satisfies what the customer wants and needs.