MM2711 Introduction to Marketing
Lecturer: Leung Chi Hong
Individual Assignment on McDonald’s Corporation
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1. Introduction
McDonald’s Corporation is the world's largest chain of fast food restaurants, serving nearly 58 million customers daily. It is found in 119 countries and territories around the world and serve nearly 47 million customers each day. McDonald's operates over 31,000 restaurants worldwide, employing more than 1.5 million people
McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, milkshakes, and desserts.
Its success not just because of the primary product, but also it looks globally, work locally. In different environment, it works differently. We will examine its localized policies in China and Europe.
2. China environment
(Cited from Euromonitor International)
From this diagram, we can see China has a rapid grow in economy. But still, the urban population is still less than half and the literacy rate is only 94%. We can interpret that the main customer groups in China is the lower income group. And many labor force leave their family for their job and back home in the Spring holiday.
Furthermore, with the influence of Confusicainism, they want the businessman and the corporation to be moral, that is, the corporation to have social responsibility. Moreover, under the influence of Confusicianism, they emphasis the value and family and the examination results of the teenagers.
Moreover, Chinese people has developed their own food cooking style. They love spicy food. And they are fond of red color, Chinese people use red color in wedding, Chinese new year, red pockets. They believe that Red is the meaning of happiness and lucky.
3. Market Mix of China Market
3.1 Product
Chinese people like good with strong taste, especially the spicy one. McDonald launches some spicy hamburger.
Apparently, we cannot see these products appear in United States, nor...