Integrated Marketing Campaign of Mc Donald in UK Organization Dissertation

Pages: 43 (13130 words)  ·  Bibliography Sources: 50  ·  File: .docx  ·  Level: Master's  ·  Topic: Business

¶ … technology has evolved a great deal, thus resulting in an increase in media freedom and globalization. Moreover, human life in the post information technology has become much faster pace than ever before. Ever since the human civilizations had established, man is looking for ways to relax one physically and mentally. Over a period of time the market for leisure and tourism had gain much strength due to increasing demand of travel and tourism and the need to maintaining a quality life. The primary reason for this increasing trend of travelling, both international and domestic, originates to the increase in globalization (Grant, 2005).

As civilizations have evolved and technology has made human lives faster, man has started to value quality of life more and more. This has resulted in increased demand of leisure activities (Hitt,, Ireland, & Hoskisson 2009). One important form of leisure activity is dining out. Dining out is a regular part of lives of most people.

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While globalization triggered the growth of corporate sector around the world triggering multinational companies to grow beyond geographical regions, it has also helped in growth of retail chain stores. Retail sector is a tertiary sector business, the success of which lies in providing optimum levels of customer satisfaction. The market environment, in which a retail business traditionally operates, is one where the retailer enjoys the demand for the goods that the retailer is offering and can attract enough customers. When a chain of restaurant franchise grows out of its home region and expands into a new geographical market, the business environment may not necessarily remain the same and therefore it requires flexibility in the way the company's marketing strategy is designed. This is due to difference in the demographics of the new society which might force the company to segment the targeted market in an entirely different manner.

TOPIC: Dissertation on Integrated Marketing Campaign of Mc Donald in UK Organization Assignment

Over the years, telecommunication technology has improved and progressed rapidly all around the globe. Not only developed but the less economically developed countries are also now enjoying the accessibility to the World Wide Web. This has resulted in the increase in globalization and in turn, paved way for the advent of E-commerce (Lauden & Traver, 2008).

When Ecommerce came took over, there was a notion that it is only going to benefit the B2B sector (Plant, 2000). However, proving the myth wrong, it went on to target the mass consumer market. This became evident when huge online shopping arenas started to spring up all over the internet. From groceries to garments to holiday trips, everything can now be purchased from anywhere in the world in one click. Initially, people were still reluctant to freely give their payment details. Credit card thefts were a serious issue. Then came more secure websites that ensured never like before secured payment options. With Verisign and PayPal entering the cyberspace, online shopping has seen a phenomenal growth.

While marketing has always been a backbone component of any business plan, marketing methods have also evolved over a period of time. The basic idea behind marketing remains to convince a customer to make a purchasing decision and satisfy his/her want. This involves effective communication of message. The methods of this communication, however, have rapidly changed with the changes in technology. Marketing was once only restricted to print and electronic media. The advent of E-commerce changed the way marketing was done. The evolution though did not stop at the computers. The new advent of smart phones has now added another dimension to how marketing is done.

One of the most elaborate areas of leisure and entertainment today is the dining and restaurant sector. When a person plans to go and dine out, the primary concern is comfort, ambience and food quality as the primary idea behind dining out is mental relaxation. Restaurant industry today, is much more beyond merely providing quality food services. It is about catering to customer's tastes and preferences in terms of food quality, ambience and comfort.

Like any other business, the restaurant and dining industry has also evolved over a period of time. Dining businesses have gone through various changes and today, innovation is one of the major success factors in the dining business (Fleisher, 2008). These innovations may be in terms of recipes, ambience, restaurant themes, interior or all at the same time. There are different types of dining places that exist which include sophisticated restaurants targeted at corporate diners, cafes, pizza parlours, food courts and various other types of restaurants. However the phenomenon of fast food chains is getting increasingly popular around the world. The concept of coffee house was first brought in by Starbucks. However, with the passage of time newer entrepreneurs entered the industry and brought in a significant degree of innovation. Today, fast food chains are not merely treated as a roadside coffee place but many fast food chains today are an interesting combination of a restaurants walled environment and a cafe's casual ambience serving a range of products and having a potential of targeting a diverse market sector.

Talking about the global restaurant sector, one major name in the field of fast food chains is Mc Donald's. Mc Donald's was established in the United States of America as a small burger joint. Today it has expanded and branched out in various parts of the world and is still in the continuous process of growth and expansion. Unlike conventional fast food chains, whose general idea is to provide a casual eatery spot, Mc Donald's has changed the overall conventional casual dining place. It can be easily said that Mc Donald's has fused in the sophistication of restaurant with casual atmosphere of a cafe and has come up with a service that has something to offer for any and everyone. Mc Donald's is an affordable eatery that provides a comfortable and casual environment to the diners. Moreover, the menu, unlike conventional fast food chains is not just restricted to certain snacks, but it offers a full fledged extended menu. This is one of the reasons why Mc Donald's is one of the favourite spot from everyone ranging from high school kids to office going people. For a high school student it Mc Donald's is happening place to hang out with friends while for someone working in a corporate environment, it is a perfect place to have coffee with colleagues during lunch hours. For many housewives, it is an ideal dining spot to stop over while on a shopping spree with friends or family.

Over a period of time, Mc Donald's has strongly positioned itself as one of the best casual dining place around the world. Despite of the fact that there are other strong competitors in the industry, Mc Donald's has managed to maintain a strong brand loyalty. The success factor of any brand immensely lies in an aggressive marketing strategy. While marketing as a whole is a complex system with lots of active players, in this day and age of technology, communicating the message and getting the message across to the right group of people, with the right content, at the right time, through the right media and at the right cost is very important. Moreover, for a firm as transnational as Mc Donald's it is also important to take factors such as economical factors, technological factors, social and cultural factors and legal factors especially those pertaining to consumer protection into account.

Mc Donald's has based its business on certain principles that give importance to the 'people'. The 'people' in case of Mc Donald's are the company's customers as well as the employees (Schoemaker 1992). The business well understands the dynamics of being in a customer oriented service sector business and understands the need of employee satisfaction in order to guarantee customer satisfaction which is the ultimate key to profitability and success (Murray, 1999). Mc Donald's has therefore built its business on the pillars of teamwork, accountability, satisfaction of customers, promoting stronger relationships with customers and employees and to ensure that it remains in the continuous cycle of improvement in terms of both quality and uniqueness (Akhter, 2003).

Although Mc Donald's is unique in its own way, nevertheless due to some kind of availability of substitutes in terms of products, like any other business, Mc Donald's face competitive pressures. However, due to its unique services and brand image Mc Donald's has been quite successful in maintaining a consumer loyalty that helps the business combating these competitive pressures. Mc Donald's does not face any competition from smaller roadside cafes as their business idea is much different from that of Mc Donald's. However, they also tend to target one of the market segments of Mc Donald's that is the students and youngsters. Having said that, due to affordable pricing strategy and the unique ambience provided by Mc Donald's, many youngsters prefer Mc Donald's over smaller cafe's. Among the more mainstream market players, the main competitive pressures come from Burger King, Hardees and Kentucky Fried Chicken (KFC), an almost equally large fast food chain… [END OF PREVIEW] . . . READ MORE

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