MarketingEssay Preview: MarketingReport this essayMarketing Plan: Phase One PaperMcDonalds is one of the worlds best-known fast-food restaurants. The management team chose a descriptive Mission and Vision statement and centered their values on the four marketing Ps. In the initial phase of the marketing plan, the team has chosen a new product offering called the McVeggie. This phase of the plan will detail the company, the new product, the importance of advertising to the corporation, the SWOTT (strengths, weaknesses, opportunities, threats and trends) and will detail the initial marketing strategy around the framework of the four Ps.
Mission and VisionWeinstein (2001) describes McDonalds mission and vision as, “McDonalds vision is to be the worlds best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile.” (para 2).
To achieve this mission, McDonalds focuses on three worldwide strategies: first to be the best employer for their employees in each community around the world, second to deliver operational excellence to each customers in each of the companys restaurants, and lastly to achieve enduring profitable growth by expanding the brand and leveraging the strengths of all McDonalds system through innovation and technology.” (Weinstein, 2001, p. 1)
LocationMc Donalds management understands the value of location, location, and location. The restaurants are near schools, colleges, inside malls and shopping centers, in and around airports and inside major supermarkets such as Wal-Marts. The marketing team at McDonalds assures that services are available at the right place and right quantity.
According to Amato (2006), “many locations is an understatement. The foodservice retailer has more than 30,000 restaurants, and serves more than 46 million customers in more than 100 countries daily. The companys 2005 total revenues were $ 20.4 billion.” (p. 2).
Product MixMcDonalds places their emphasis on nutritional values. According to McDonalds corporate report (2006), we began in the 1950s as a burger destination, at a time when customer
expectations and needs about nutrition and balanced lifestyles were different thanthey “are today. Consumer expectations are changing. We are evolving along with ourcustomers by providing a wider array of options that will enable us to bestserve their needs for the next 50 years as well as we have for the past 50. (p. 17).needs for the next 50 years as well as we have for the past 50. (p. 17).Effective marketing has enabled McDonalds to create a worldwide demand for fast food.Product DescriptionMcDonalds is teaming up with Boca® to bring a fresh alternative to the taste buds of their customers. Bocas Grilled Vegetable Burgers will be served at McDonalds. This special grilled veggie burger will draw the health conscious as well as the vegetarians to McDonalds restaurants. Boca® is a meatless burger that in point of fact tastes good. In May 2000, Boca introduced the Grilled Vegetable Burger to its line of meatless burgers (bocaburger.com, 2005).
Bocas Grilled Vegetable burgers are made of tender chunks of zucchini and red bell pepper blended with garlic, onion, mozzarella and asiago cheeses. This burger proves that a meatless burger can be zippy and tasty right from the grill. McDonalds Veggie burgers have 220 calories and 3 grams of fat (bocaburger.com, 2005). McDonalds traditional Quarter Pounder with Cheese has 410 calories and 19 grams of fat (McDonalds.com, 2005) making the McVeggie the obvious health conscious choice. To ensure the validity of the nutritional information, McVeggie will be grilled separately from the meat burgers currently served. Topping the McVeggie with the traditional lettuce, tomato and pickles is a mouth-watering
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As we head into our 2016-2017 campaign season, a fresh, tasty fresh, healthy vegan burger from McDonald’s, the iconic hamburger you never thought you’d see, is coming to you. This special, vegan burger has been one of our favorites for years and it is our hope that you will share with you the recipe for our new Healthy Cheeseburger that we will serve over the coming weeks on our brand new Fresh, Healthy Cheeseburgers. The Cheeseburger is a fresh and fresh burger from McDonald’s and we hope you’ll make sure it hits you, so follow the recipes to make this tasty, healthy, no-salt Burger. Our latest project is the Cheeseburger that brings out the best ingredients in an authentic and full, well-balanced way. Our cheeses have been adapted from a local cheesemaker, who has been serving local Cheeseburgers. This recipe from our team at McDonald’s made and posted by Michelle W. Cook may or may not be a substitute for a regular Cheeseburger. Read More – More –
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