Essay - Marketing Analysis for Mcdonald's Corporation History and Scope of Business...

Marketing Analysis for McDonald's Corporation

History and Scope of Business

No one will argue that the golden arches is as much of an American icon as apple pie and b*****eball. The McDonalds sign is ***** of the most recognized logos in American and now it ***** quickly becoming one ***** the ***** recognized in the world. McDonald's got its beginning in the late 1940s when Dick and Mac McDonalds were searching for a way to improve their little drive-in restaurant in San Bernardino, Cali*****nia, U.S.A. They invented an entirely new concept based upon speed service, low prices, and big volumes. Its success spread quickly, in 1952 they had more than 300 franchising inquiries a month from *****ll over the country. McDonald's is ***** the largest and best-known food service retailer ***** one of ***** two best-known and powerful brands in the market. It now operates more ***** 24,500 *****s in 115 countries (Love, 1992).

The global ***** potential is still huge: yet on any day, but McDonald's still serves less than ***** percent of the *****'s population (Mcdonalds.com). The restaurant cha***** plans to expand their leadership position through convenience, superior value and excellent operations. There is ***** a large untapped market and McDonald's ***** to capture it.

***** Company operates in the ***** service industry segment and primarily operates quick-***** restaurant businesses under ***** McDonald's brand. Approximately 80% of McDonald's restaurants and ***** than 80% of the Systemwide sales of McDonald's restaurants are in eight global markets: Australia, Brazil, Canada, France, Germany, Japan, the United Kingdom and ***** United States (mcdonalds.com, 2002)..

To capture a larger market share, the Company also operates other restaurant concepts under its Partner Brands: Aroma Cafe, Boston Market, Chipotle and Donatos Pizzeria. In addition, the ***** has a minority ownership in Pret A Manger (mcdonalds.com, 2002)..

***** Market Segment

The first step ***** developing a marketing strategy is to understand your cus*****mers. The key to success is the ability ***** react to their to ***** changing needs and the changing conditions in ***** market. This ***** been a key to McDonald's success. Customer research tells marketers how McDonald's is perceived and about trends that are taking place in the market. Research is conducted in ***** local area of our restaurants, as well as, into the general market environment, and into specific *****s of the business, such ***** children, seniors and persons on special diets.

*****nother ***** to successful marketing is a thorough underst*****nding ***** major competitors.. The Total Eating Out Market gives the broadest competitive context and includes all restaurants, hotels, pubs, and any other outlet where people eat. The Quick Service Restaurant sector includes ***** the obvious competition and also fish and chip shops, and sandwich shops, and any other outlet where food is served quickly. The final sector and most closely related sector that we focus on ***** defined as the Burger House Sector. This looks only at restaurants serving hamburgers including Burger King, Wimpy, Wendy's ***** all independent burger bars (mcdonalds.com, 2002).