MacDonald's

History of the company
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First McDonald‘s: founded in 1948 by the McDonald‘s
brothers in San Bernardino, California (USA)
Previously elaborated food and fast served was
offered
Base of the success: Sustitution of the conventional
plates for paper bags
History of the company
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1955: Creation of the first local of
the corporation by Ray Kroc
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50-60 years: The successfull philosophy of
the system of the company is established:
History of the company
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Nowadays: The franchise has more than
25.000 restaurants in 117 countries and
5 continents
How does McDonald´s work?
Phylosophy of the company
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New originall concept of fast service: The
details are taken care to the maximum to give
to the clients an excellent product
Since 44 years, the operative philosophy of
the company:
Quality, service, cleanliness & value
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Offer of the company: Standard-menu
and development in each culture of special
products
ITS WORKERS
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For McDonald‘s are the most important
Thanks to them, the clients have a nice
experience in each visit and want to come back
The principles of quality, service and cleanliness
begin with its own workers
THE SUPPLIERS
Nowadays they are the biggest food
processors and distributors of the world
 Suppliers' politics:
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– Long term relationships
– benefits for both parts
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This is the most integrated, effective
and original supplies system of the fast
food industry
THE CLIENTS & THE
BEHAVIOR OF BUYING
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McDonald´s knows its clients and its
products are designed according to
their characteristics and desires
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Its target market is well studied, having
products for children and adults
(segmentation of the market)
THE CLIENTS & THE
BEHAVIOR OF BUYING
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McDonald´s knows that the most of the
people make life out home, beeing this
ones potential consumers
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Its clients are families and persons
who,because of their life style, haven´t
time enough to feed in another type of
restaurants
THE COMPETENCE
 Introduction
of the market:
– No barriers of entry
Leader
of the sector
– No competence
THE COMPETENCE

Since 1955: Fast food service market became
one of the most competitive market because
of the entry of new companies in the sector.
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Nowadays: Its main competitor:
THE COMPETENCE
Strategies opposite to the competence:
1. Differentiation of its products and
services across the good quality, the
service, the originality and innovation
2. Strategy of growth: challenge to the
competence with a risky expansion
program
THE COMPETENCE
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McDonald´s: Leader of its market
Great competitive advantage
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Continuous follow-up of its competitors,
trying always to :
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To discover some hollows on the market
To discover its threats
To look for continuous strategies of
differentiation
ENVIRONMENT OF
MCDONALD´S
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PHYSICAL ENVIRONMENT
– Development of its activity
in all the world
– Extensive advertising
campaigns in all the world
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DEMOGRAPHIC
ENVIRONMENT
– Demographic changes
don´t affect
– It works in developed
markets, where the
consumption culture is
more extended
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ECONOMIC ENVIRONMENT
– The investment of the
businessmen in constructing
McDonald's restaurants is
favored because of the good
economic situation and the
technological development
SOCIOCULTURAL
ENVIRONMENT
– Extension of the american
culture in all the world
– Incorporation of the woman
in the market
– Enormous growth of the
cities, beeing imposible go
home to eat
ENVIRONMENT OF
MCDONALD´S
Conclusions: The time is vital
The nourishing habits change
The people come to fast food
restaurants
McDonald's chooses its market
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Criteria that mcdonald's uses to segment the
market:
– Age:
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Family
Singles or emancipated population
– Incomes:
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destinated to people with middle-high incomes
– Life-style:
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Relationated with the geography
It depends on cultures, customs ....etc
McDonald's chooses its market
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Strategy of segmentation:
– Differentiated market: McDonald´s makes
a type of marketing for each segment
The market
100%
2%
42%
26%
7-14 years
14-35 years
35-50 years
more than 50
30%
Marketing-mix
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Product policy
It has two parts:
a)Tangible:
Food: Many promotions with the products
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sales in menus are cheaper than individual
2x1
Promotional gifts with the menus
game of Monopoly
MARKETING MIX
Package
– Identificates and diferentiates the product
– Supports the food warm
– It´s made of reciclable material
(the ecologic is fashionable)
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McDonald´s renews constantly the products. It
knows very well the cycle of life. It is necessary to be
renewing constantly the scale
MARKETING-MIX
b) Untangible:
Mark:
– It helps to the clients to diferentiate the products
and services of McDonald´s
– The mark McDonald´s supposes for the customers a
quality garanty and a good service
MARKETING-MIX
Service:
 Marketing for children:
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Surprise gifts
Play Land
Organization of birthdays
The Clown
Chairs for babies
Stickers, caps, globes
Marketing for adults
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Fast service
Cleanliness
Quality
„The smiles are free“ (Slogans like this one)
MARKETING-MIX
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In McDonald´s there is no only a good food
which satisfies the basical need of
nourishment, the service and the quality,
considered as connected services, are perfectly
taken care.
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Nowadays, the healthness and to have a good
nourishment are the main desires of the
customers, for this reason products are of
hight quality
MARKETING-MIX
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PRICE POLICY
– McDonald´s recognises the importance of
the prices as a factor which differs the
product
– The high prices agree with the
characteristics of its market: for clients
with middle/high incomes, getting in this
way an image of prestige.
MARKETING-MIX
– It changes the prices according to the
competitors´ reactions
– It differs its products with the quality,
because „ if you have high quality, the
sensibility to the prices will be minor“
– The price is similar in all the world: There
is not price discrimination.
MARKETING-MIX
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Service distribution:
– the distribution is by the franchising system
operated
– Installation of franchisings´in the diferent
towns of the countries where McDonald´s
is
– Distribution of the service in the
restaurant:
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McAuto
Into the stablishment
MARKETING-MIX
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Promotion policy.
– McDonald´s wants to stand out those aspects that
motivate to the consumers, such as quality,
appetite, fast and health food, and a good place
to eat with fun.
– In this way, it tries to disable the brakes , such as
the situation of the establishment, calories, the
fear for a so rapidly made food....etc
MARKETING-MIX
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Promotion policy.
– Means and supports:
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McDonald´s uses the newspaper, radio and the
TV as mayority means and supports
Also, it uses direct advertising in the
establishments ( Cartels, direct advertising from
the employers..........etc)
MARKETING-MIX
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Force of sale:
This is the most important for two reasons:
– Its suitable performance gives the quality
and good service image that the company
looks for.
– It supposes the biggest and the most
correct channel of communication to the
clients.