McDonalds Marketing Case Study Plan

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McDonald’s, an iconic international corporation, is a prime example of a fast food company which as a result of its loyalty to consumers has adapted to the worlds increasingly awareness towards diet and nutrition. This is primarily shown by its introduction of “Deli Choices” in 2004, which has successfully promoted a positive image for the corporation. McDonald’s currently do not need to rethink their marketing strategies since the business as a whole tends to adapt to changes in consumer awareness in a more efficient and effective manner compared to competitors. • A. Uses primary research collected from its customers o Undergoes all 3 main methods (uses surveys, observes and experiments) to gather the primary data, meaning the data collected can accurately depict market trends in a wider perspective. o Does not use secondary research, which could expand their total resources available • B. Customers choose McDonald’s products particularly as a result of psychological influences, mainly of their perception of the corporation as a whole, and their ability to provide a quick service with good tasting food. • They also choose McDonald’s as a result of sociocultural influences (mainly the roles in families), e.g. a parent goes to McDonald’s “to give his or her children a treat”, where as children go to McDonalds “as it is a fun place to eat” • C. The two main external changes that have affected the marketing plan are: o Competition:  With the introduction of the Deli choices, businesses such as Hungry Jack’s & Red Rooster have adopted a similar menu that provides sandwich rolls. This has resulted in a more competitive market for a quick and healthy service  Businesses such as Burger King, Hungry Jacks & Subway provide an alternative for a consumer, which means the way McDonalds market their products can determine whether or not the business

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