Macdonalds Presentation by KK

Imperatives for Market-
Driven
Strategy Of Macdonalds
Presentation By: Kainat Sarfraz

Rollno # 9201119
Market driven Strategy:
 Strategic Market Segmentation of MacDonalds:

Important aspects of the target customer segment as illustrated in table above serve as the
main guiding principle for McDonald’s marketing management to deal with Product,
Place, Price, Promotion, Process, People Physical evidence elements of the marketing mix.
 Macdonalds Corporation
contains the above analysis of McDonald’s segmentation, targeting and positioning
and McDonald’smarketing strategy in general. The report illustrates the application of the
major analytical strategic frameworks in business studies such as SWOT, PESTEL,
Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model
on McDonald’s. Moreover, the report contains analyses of McDonald’s leadership,
organizational structure and organizational culture. The report also comprises discussions
of McDonald’s business strategy, ecosystem and addresses issues of corporate social
responsibility.
 Market target & Strategic Positioning of MacDonalds :
 McDonald’s is a multinational veteran brand with a large and complex global audience.
The best way to understand what is McDonald’s target age group and how McDonald’s
advertising works is via a McDonald’s segmentation analysis that covers demographic,
geographic, behavioral and psychographics data. Let’s dive in
Strategic Positioning is defined as doing different activities than your competitors or

doing the same activities differently. This is the way your company becomes a superior
performer in the industry. Many people describe their positioning based on their customer
base. For example, Burger King focuses on young adult males as their target customer.
There strategy and positioning is directed to satisfy this sector of the market.
 Brand Management Of Macdonalds:
 The brand is used to identify and distinguish an organization from other organizations even
when two or more organizations offer similar products or services. Organizations do not
only sell products or charge for just their services. They also sell their brands.
 Brands are identified by several elements including the brand name, logo sounds, tagline,
tastes, and scents among others. McDonald’s endeavors to protect its worldwide brand
name consisting of Ma and Mac.
 Product Strategy of McDonald’s
 Being a fast-food company, it primarily sells burgers, french fries, breakfast items, soft
drinks, milkshakes and desserts.
 McDonald’s menus are known around the globe, although there are geographic variations
to suit the local preferences & tastes of customers. The company continuously improves its
products and services based on the changing needs and tastes of consumer
 Promotion Strategy of McDonald’s
 McDonald’s uses a lot of promotional techniques as promotional activities helps build
brand loyalty and interest. It gives people who may not normally go to McDonald’s a
reason to go there.
 Just like any other company, McDonald’s also sponsors various promotion campaigns to
push their brand. Promotions help in creating a sense of community and association
between the company and its customers
 Now that we know about McDonald’s offerings and its promotional tactics, let us now go
through the core marketing elements of its marketing strategy in the coming section.
Capabilities for Learning
About Customers
and Markets
Service: Macdonalds
Marketing Intelligence of Macdonalds:
 Marketing research and marketing information are inseparable and hence

synergistically entwined to effect a good marketing strategy. From the
above, data from the market through marketing research are processed and
analysed to form relevant marketing information which forms intelligence
(knowledge) to make quality decision focuses on key determinants – for
example, the significance of market share or correct service levels for
profitable growth. In marketing, these can be realised with a shrewd
marketing mix i.e 7p’s
 Performing the knowledge audit
A knowledge audit starts by working with employees to locate the knowledge when they
need. They also will know that what is missing in their company. Senior employees give
more training to the junior employees for better work performance. They arrange the
meetings and suggest from employees to solve the problems.
 Identify the business problems:
First organisation identified their problems which break the development of company.
Organisation arranges the meetings and all the employees give suggestion to minimize the
problems and organisation make some strategies for better communication between
employees and customers.
Ethical Issues Of Macdonalds:
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Imperatives for Market-

Presentation By: Kainat Sarfraz

 Strategic Market Segmentation of MacDonalds:

Strategic Positioning is defined as doing different activities than your competitors or

 Marketing research and marketing information are inseparable and hence

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