CASE STUDIES

Case Studies

Case Studies



1. McDonalds: Case Study

McDonald's is one of the best-known brands worldwide. This case study shows how McDonald's continually aims to build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organisation, product or service. The brand image represents how consumers view the organisation. Branding only works when an organisation behaves and The marketing mix presents itself in a consistent way. Marketing communication methods, such as advertising and promotion, are used to create the colours, designs and Products Prices Promotions Place images, which give the brand its recognisable face. At McDonald's this is represented by its familiar logo - the Golden Arches. Using detailed information about its customers, McDonald's marketing department can determine: Marketing involves identifying 1. What products are well received? customer needs and 2. What prices consumers are willing to pay? requirements, and meeting these . loyalty. who potential customers are - not everyone will want what McDonald's has to offer.

The Market research people McDonald's identifies as likely customers are www.tt100.biz known as key audiences. gives accurate information about the requirements of the target group 02_The marketing mix making it possible to create and market research a well thought out marketing mix Having identified its key audiences a company has to ensure a marketing mix is created that appeals that satisfies customers specifically to those people. In all its markets McDonald's faces competition from The marketing mix is a term used to describe the four Edition 11 other businesses. main marketing tools (4Ps): • product Additionally, economic, legal and technological • price changes, social factors, the retail environment and • promotion • many other elements affect McDonald's success in and the place through which products are 101 sold to customers. the market.

McDonald's These examples represent just Market research seeks information about the market place a few of McDonald's possible customer profiles. Each has Competition (what is the competition offering?) different reasons for coming to McDonald's. Legal changes (e.g. changes Economic changes in laws about packaging) (e.g. rising living Using this type of information standards) McDonald's can tailor communication to the needs of McDonald's specific groups. It is their needs that determine the type of Technological changes Social changes (e.g. products and services offered, (e.g. new food changes in patterns prices charged, promotions production techniques) of eating out) created and where restaurants are located. Market research identifies these factors and To meet the needs of the key anticipates how they will affect people's willingness to market it is important to analyse buy. As the economy and social attitudes change, so the internal marketing strengths do buying patterns. McDonald's needs to identify of the organisation. Strengths whether the number of target customers is growing and weaknesses must be or shrinking and whether their buying habits will identified, so that a marketing change in the future. strategy which is right for the business can be decided ...