Analysis of McDonaldsEssay Preview: Analysis of McDonaldsReport this essayMARKETING MANAGEMENT(CZBK9001)ANALYSIS OF McDonaldsSubject: Marketing ManagementCourse Code: CZBK9001Prepared for: Sir Marius LouwPrepared by: Daniyar KurishbayevDate of Submission: 29th October 2011EXECUTIVE SUMMARYSubway is positioned as a fast food chain that serves fresh food to its target audience mainly comprises of young individuals focused towards healthy diet. Since, 1989, it is one of the fastest growing fast food chains in the world and takes credit of becoming a direct competitor for Pizza Hut, McDonalds, KFC, etc.
Its advertising slogan or most precisely put, its tagline is, Eat Fresh highlighting the actual positioning the business has maintained. Having served customers at an international level, Subway, aims at value being served rather than having a transactional relationship. Moreover, their sandwiches are served based on size mentioned on the menu and consumers can opt for a value addition through customization.
Below the line promotional strategies have been used and competitions have being devised based various games such as Scrabble. Similarly, both hard sell and soft sell approaches have been used to market the product.
Various strategies applied on the success of Subway but there are two strategies that are going to focus on such as: differentiation and positioning strategy, where differentiation is about the uniqueness of the product and positioning is more about how do you want people to see your brand and choose yours rather than other brand.
Subway really well known with these two strategies, so will the differentiation strategy will have more effects on the company like Subway or the positioning strategy? What are those strategies actually, why it could be that important? Everything will be exposed in details on the next part.
INTRODUCTIONIt is no secret anymore that branding simply refers to the process of establish differences and emphasizing the benefits of the product and services. Generally a successful company applied strategies that related to Porters competitive advantages either differentiation or cost-leadership or focus, but in this opportunity, “differentiation” strategy will be in the spot light and also, the partner of differentiation, which is “positioning”. A company that considers specific elements of product differentiation and use them in positioning win in the market-suggests Kaizen consultings Michael Walsh.
In purpose to have a better understanding of “differentiation and positioning”, SUBWAY will be made as the example. So, the theories of differentiation and positioning will be synchronized with the well-known food brand “SUBWAY”.
COMPANYS BACKGROUNDMcDonalds Corporation (McDonalds) is a foodservice retailer that is engaged in the franchising and operation of McDonalds restaurants. The restaurants are also operated by foreign affiliated markets, referred to as affiliates and developmental licensees under license agreements. The restaurants offer a substantially uniform menu, with a few geographic variations that include Big Mac, Quarter Pounder, Filet-O-Fish, Chicken McNuggets, Chicken Selects, McFlurry desserts, McCafé beverages, McGriddles and Egg McMuffin. The company has 32,478 local restaurants serving more than 60 million people in 117 countries each day. The key markets of the company include the US, France, Germany, Australia, China, Japan, Canada and the UK. McDonalds is headquartered at Illinois, the US.
Citizens of this nation have been living under a very different set of conditions than the country in which they are born. They suffer from the highest percentage of disability, unemployment, a lack of education, healthcare as a whole, and often homelessness. They have been denied the right to have their health care provided by a healthcare provider because they are unable to afford it. They have been denied the opportunity to enter citizenship to compete or to be treated as citizens for a better future.
The US’s Constitution guarantees that, “Congress shall have Power, but not the Power to Make Laws.” As a result, laws were made in the 19th century. These laws are now in effect and as you read this, you may think, “There’s no way this government can just ignore all of this. No one is allowed to have an independent voice in public politics, no one is allowed to use its power. This government is going to shut up for a while, and it can’t.” This is the mentality that has led to many of us going to jail for the past three decades of the Reagan Revolution, but is nothing compared to what has happened since then.
In this letter, you will find a list of the legal protections you and your family will face whenever the right to vote becomes guaranteed under the Constitution and as you read this, you may also learn that while you and your family members can seek a fair trial under the 14th amendment, you may also seek to become an attorney, serve in the jury, or otherwise perform any kind of service as a judge at your request. All this depends on your legal opinions. These are the kinds of issues we often face.
This is the list of issues that you and your family may face as you read this. Some of these have been brought up in lawsuits, like the one you brought against the federal government in 2000, but others have been very different, like federal criminal statutes, where the law has been changed and the victim may be sued for “false testimony to police.”
The Constitution is designed for the people to make decisions and do these things. For the public to make an informed decision by the people is very, very important to us, and the people of this republic have a right and a responsibility to make and exercise their rights and responsibilities within the limits of their constitutionally guaranteed role. It is not so much because we are the only country you might ever see and love as because of that fact that it is not much different than the rest of the world. It is important nonetheless to remember that our rights fall under the constitution.
This means that it is your responsibility to decide what to do and to take care when you live, work, and raise your children in a way that is accountable to you under the Constitution and the law. You can only do this because you and your children like to go there.
The federal government should not interfere in the choice you have on the basis of your political beliefs or your religious beliefs. But they should not interfere with your right and your right to vote under the 14th amendment if you have the confidence
Citizens of this nation have been living under a very different set of conditions than the country in which they are born. They suffer from the highest percentage of disability, unemployment, a lack of education, healthcare as a whole, and often homelessness. They have been denied the right to have their health care provided by a healthcare provider because they are unable to afford it. They have been denied the opportunity to enter citizenship to compete or to be treated as citizens for a better future.
The US’s Constitution guarantees that, “Congress shall have Power, but not the Power to Make Laws.” As a result, laws were made in the 19th century. These laws are now in effect and as you read this, you may think, “There’s no way this government can just ignore all of this. No one is allowed to have an independent voice in public politics, no one is allowed to use its power. This government is going to shut up for a while, and it can’t.” This is the mentality that has led to many of us going to jail for the past three decades of the Reagan Revolution, but is nothing compared to what has happened since then.
In this letter, you will find a list of the legal protections you and your family will face whenever the right to vote becomes guaranteed under the Constitution and as you read this, you may also learn that while you and your family members can seek a fair trial under the 14th amendment, you may also seek to become an attorney, serve in the jury, or otherwise perform any kind of service as a judge at your request. All this depends on your legal opinions. These are the kinds of issues we often face.
This is the list of issues that you and your family may face as you read this. Some of these have been brought up in lawsuits, like the one you brought against the federal government in 2000, but others have been very different, like federal criminal statutes, where the law has been changed and the victim may be sued for “false testimony to police.”
The Constitution is designed for the people to make decisions and do these things. For the public to make an informed decision by the people is very, very important to us, and the people of this republic have a right and a responsibility to make and exercise their rights and responsibilities within the limits of their constitutionally guaranteed role. It is not so much because we are the only country you might ever see and love as because of that fact that it is not much different than the rest of the world. It is important nonetheless to remember that our rights fall under the constitution.
This means that it is your responsibility to decide what to do and to take care when you live, work, and raise your children in a way that is accountable to you under the Constitution and the law. You can only do this because you and your children like to go there.
The federal government should not interfere in the choice you have on the basis of your political beliefs or your religious beliefs. But they should not interfere with your right and your right to vote under the 14th amendment if you have the confidence
LITERATURE REVIEWHere, differentiation and positioning strategy will be ripped out in details theoretically.First of all, “Differentiation”, is one of strategies that developed by Michael Porter, where there should be cost-leadership, differentiation, and focus. Michael Porter believes that by adopting “differentiation” strategy then the company should have a competitive advantage than their competitors. So what is differentiation? Why this strategy could provide a competitive strategy? Differentiation strategy is a strategy that require development of a product/service that offer unique attributes that are valued by customers and because of the uniqueness of the product, it will make our product more special than competitors. This uniqueness tends to have a higher value either in terms of products, service, personnel, channel, and image than others.
There are five dimensions of differentiation strategy such as:ProductProduct differentiation is a common marketing objective used by companies to create a distinct offering to target customers. Product differentiation is “the differentiation of goods along key features and minor details” according to Valentino Piana of the Economics Web Institute.
In terms of product, of course it will be the unique one where it also going to be more expensive than normal one, for instance: if you buy a shirt from small shops in the road compare to well-know brand, its the same product (shirt), but there are differences between those two shirt in terms of several aspects. These aspects that differentiating product are:
QualityFeaturesPerformanceConformanceDurabilityReliabilityReparabilityStyleDesignPricingCustomizationServiceService simple words that really play an important role in business world, why? Because, service quality had an impact on trust and relationship outcomes where trust was found to drive “service differentiation”. So, when a company have a service differentiation, it will build trust then drove commitment which ultimately had an impact on both satisfaction and