Marketing at McDonald’s
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McDonald’s is one of the best known brands worldwide. This
case study shows how McDonald’s aims to continually build
its brand by listening to its customers. It also identifies the
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various stages in the marketing process.
Branding develops a personality for an organisation, product
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or service. The brand image represents how consumers
view the organisation.
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Branding only works when an organisation behaves
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and presents itself in a consistent way. Marketing
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communication methods, such as advertising and
promotions, are used to create the colours, designs and
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images which give the brand its recognisable face. At
McDonald’s this is represented by its familiar logo – the
Recruitment & Training Golden Arches.
In all its markets, McDonald’s faces competition from other
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businesses.
Additionally, economic, legal and technological changes,
social factors, the retail environment and many other
elements affect McDonald’s success in the market.
Marketing involves identifying customer needs and
requirements and meeting these needs in a better way
than competitors. In this way a company creates loyal
customers.
The starting point is to find out who potential customers are
– not everyone will want what McDonald’s has to offer. The
people McDonald’s identifies as likely customers are known
as key audiences.
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Introduction
at McDonald’s
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Education...