Marketing analysis of McDonalds

Résumé du document

The fast food in Morocco existed from a long time ago, especially in places such as “Jamaa l'efna”, offering some of the traditional dishes, but trends have changed and these are being replaced by other type of foods like hamburgers and pizzas, due to the introduction of franchises such as McDonald's, KFC, Pizza hut, Burger king …etc

In fact, in this changing world, in order for an organization to grow and sustain it's position in the market, it is essential to ensure customer satisfaction. Looking at the market leader, McDonald's, provides good understanding of this process.

This essay will look at the marketing strategies that are being used by McDonald's, its aims and objectives. It will also analyze its current position in the market in regards to its competitors. A survey was conducted, so as to analyze the degree of awareness of McDonald's and its targeting segment. After this, an analysis was made by concluding with recommendations for McDonald's future plans

Extraits

[...] On the other hand, comes burger king that opened from a short period of time in Morocco, now offering nearly the same products as McDonalds, it is then its direct competitor. Recommendations: McDonalds is becoming more popular in the Moroccan society, however the increased competition represents a danger for the company, especially with the introduction of other franchises such as burger king and others located Morocco Mall. To avoid this competition and sustain its position in the Moroccan market, it is essential that McDonalds reinforces its brand image through the use of the media, such as internet, TV, Radio and billboards. [...]

[...] McDonalds' Holistic marketing: Kotler (2009) argued that holistic marketing is a strategy used to cover the company marketing efforts as a whole, it is centered around the idea that everything matters in marketing. McDonalds uses holistic marketing through its four main dimensions: Relationship marketing: by building a long term relations with customers and suppliers to get them trust the brand. Integrated marketing: “giving customers what they want, choice and regional variety at the right price”. McDonalds (2010). This aims at providing customers with customized products that match their needs according to their lifestyle, cultural, and financial differences. [...]

[...] A fast food restaurant represent a saving of time and money, most of the interviews argued that they go once a week to a fast food restaurant, however for others it is only an occasion. How many times? How much you spend on a fast food? The amount spent on fast food doesn't differ a lot from one category to another, however McDonalds offer a diversification of meals with affordable prices starting from 20 DH. 7-For McDonald's give a number from 1 to 10 McDonald's price: Most the interviewees were satisfied with the prices of McDonalds against its competitors. [...]

[...] The following are the results of the survey conducted to analyze Moroccans perspectives about McDonalds. What is the 1st fast food that comes in your mind? It appears that among all the fast food companies that exist in Morocco, McDonalds is the well know, this means that it has a high degree of awareness through its advertising tools and word of mouth, however this is not efficient as doesn't represent the total amount of customers. What is the fast food that you visit usually? [...]

[...] McDonalds (2007). Social responsibility marketing: McDonalds engage social responsibility through the introduction of nutrition and well being as part of their goals of increasing awareness of the importance of good nutrition to children, also McDonalds emphasizes on labeling, packaging and ongoing communication through its website McDonalds.ma. Segmentation, targeting, and positioning of McDonalds: It is essential for a marketing communication campaign to be addressed for a specific segment not only to save costs for the organization but also to be effective and achieve its results. [...]