The Mission of McDonalds Corporation as a Multinational Fast Food Service

Category: Finance
Last Updated: 31 May 2023
Pages: 3 Views: 63

McDonalds Corporation is a multinational fast food service retailer. The primary decision maker in the company is President and Chief Operating Officer Don Thompson. McDonald's brand mission is: "to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience - People, Products, Place, Price and Promotion.

We are committed to improving our operations and enhancing our customers' experience." McDonalds achieves this mission statement by continuously expanding its restaurants by franchising to make McDonalds more convenient. By using more efficient and constant exploration in new food making procedures, McDonalds satisfies both the product and price portions of exceptional customer experience. By television ads and several public mediums McDonalds advertises its company and new products to the public. Not only does McDonalds provide food services, it also is charitable to the community by programs such as the Ronald McDonalds charity.

Provide details of how McDonalds segments its customers and a description of an advertisement from McDonalds that targets one of these segments.

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Through market research McDonalds has identified different age groups of buyers and different time periods and products that certain customers will buy. For many years McDonalds has marketed to a younger audience but has recently changed its marketing to a more general group of people. McDonalds demographically by age and income: (1) children, (2) low income adults, (3) working class adults, (4) young adults. Many of television commercials and menu items are targeted to children, for example the happy meal item includes small toys from cartoons designed for children, McDonalds also attracts children by offering play grounds at McDonald's restaurants. Psychographically McDonalds separates its customers into price sensitive consumers, and health concerned customers.

They cater to price sensitive consumers by offering a dollar menu, and health concerned customers by offering healthy choices such as salads. In a 2005 McDonald's commercial for salad's targeted the health concerned customers. The ad promotes the salads by showing a worker that grabbed a McDonalds salad instead of a co-worker in a food coma from a heavy meal while. The ad promotes a grilled chicken caesar salad that is less than 300 calories. By showing a salad that is features a low calorie dressing McDonalds is attempting to target health conscious customers.

Identify one of McDonalds products that target a segment listed in the previous question. Describe the characteristics of the product that appeal to the target segment. McDonalds targets the both children and health conscious customers by offering the happy meal. The happy meal includes either a hamburger/cheeseburger or chicken nuggets. In order to please health conscious parents there is a choice of soft drink, low fat milk or apple juice and small World Famous Fries or Apple Dippers. The happy meal also includes a small toy that is popular with children of a young age.

Its name also suggests that eating at McDonalds makes you happy. 4. Describe a competitor's product that is in direct competition with McDonald's product in the previous question. Explain which product is better at appealing to customers. Wendy's fast food restaurant offers a similar product "Wendy's Kids Meal" that offers more variety then the McDonalds Happy meal. In addition to offering hamburger/cheeseburger and chicken nuggets, the Wendy's kid's meal also has a choice of a chicken sandwich.

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The Mission of McDonalds Corporation as a Multinational Fast Food Service. (2023, May 31). Retrieved from https://phdessay.com/the-mission-of-mcdonalds-corporation-as-a-multinational-fast-food-service/

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