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Mcdonalds Essay

2958 words - 12 pages

Brand overview
McDonald's Corporation is the largest chain of Hamburger fast food restaurant across the globe, serving at a range of 68 million customers daily in 119 countries. Its headquarter is located in the United States. The company began operation in 1940 as a barbecue restaurant running by Richard and Maurice McDonald and later in the 1948, they restructure and set up their business as a hamburger stand using production line principles. A businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth.The achievement is also magnificent, MacDonald is Rank 25 in the Global 500 2013 ...view middle of the document...

It has an efficient food preparation style that follows the process in a systematic way.It takes food safety extremely cautiously. It was the first to provide the customers about nutrition facts. Which allows the customers to be willing to dine in.
Marketing Strategies used by this brand
• Market positioning and Target Market
First of all, ever since the globalization operation system has been introduce Worldwide, many companies has adopt this system and spread their chains out to the universe. One very good example we have came to know is the world famous fast food restaurant, McDonald. McDonald fast food restaurant has always been a favourable site of dining because of its convenience and the most important , the pick and go system. Its ‘fast’ service has satisfied many midnight hungers, busy office staffs and students. It is very obvious that a fast food restaurant requires a fast and quick service which can serve the hungry customers with the minimum amount of time spent . From this, we can determine that the market is being positioned at a quick and fast pace. If we are to mention the most innovative idea of McDonlad, first thing that come to our mind is obviously the happy meal which is greatly welcome by the kids. The toys that comes with the setmeal is always being the favourite of the kids. This has eventually made MacDonald the most demanded place for kids across the globe. As to link back to the pick and go system that is mention earlier on, their Drive-Thru operation system which is introduced in the 1975, makes the customer to be able to beat their urging hunger even they are driving a car. This makes most customers that is not willing to dine in the restaurant itself or who are busy with other thing else to be able to purchase their meals ‘on the go’. Next, another thing that is commentable is by targeting their market to the peoples with busy lifestyle which requires fast and quick food services. One example is the students that are attending their school education , office workers and nevertheless, those who tends to stay up very late at night. This targeted market is a very wise choice, and why is this so. This is because as the society advances, the world will never be lack of teenagers that are schooling, adults that are working. The pace of life will eventually be getting even quicker and faster. Therefore, when they target this group of people as their walk in customers, they will never be lack of business. In other words, their business will continue to rose at a rate of 24/7. However, to catch this group of people what they need is to really satisfy the needs of the customer. Simply being fast is not enough, the food should also need to be ‘delicious’, in that sense, we can say that the taste of the food should be able to fit most customers’ appetide. McDonald understands the value of both its employees and its customers. We must agree with the fact that a happy employee can serve well and result in a...

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