Marketing Strategies of Mcdonalds in India
EXECUTIVE SUMMARY
Marketing is a procedure of attracting prospective customers and consumers in your products and services. However the crucial word in the above sentence is “procedure ", hence marketing incorporates researching, advertising, selling, and distributing your products or services. Hence we planned to focus on one of the best known brands worldwide, McDonald’s Corporation. The following executive summary presents the key marketing aspects of McDonald’s Corporation and should be read as a complement to the contents of this report.
Summarized content
Page No.
• Key facts about the firm.
• External environment forces and consumer behaviour.
• The concept of Marketing mix and its various aspects.
• Decision making process and brand image.
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2
3
• The Product Life cycle and what steps the company is taking to revitalise its existing products.
• The different communication strategies used by the company in advertising its products and the varying styles of television advertising carried out since McDonald’s launch in India.
• The distribution and the supply chain network of the firm in India.
• The SWOT analysis of the firm along with inference and some recommendations.
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8
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1.0 INTRODUCTION
Marketing is understood by majority of business groups as simply to mean simply to promote, sell and advertise. But this is not entirely true as marketing incorporates all techniques from human behaviour and cultures through research, new product launch, product life cycle, advertising, public relations and finally the sales function. The Chartered Institute of Marketing (CIM) describes marketing as ‘the management method accountable for discovering, anticipating, and satisfying consumer requirement valuably.’
Hence the most significant
Marketing is a procedure of attracting prospective customers and consumers in your products and services. However the crucial word in the above sentence is “procedure ", hence marketing incorporates researching, advertising, selling, and distributing your products or services. Hence we planned to focus on one of the best known brands worldwide, McDonald’s Corporation. The following executive summary presents the key marketing aspects of McDonald’s Corporation and should be read as a complement to the contents of this report.
Summarized content
Page No.
• Key facts about the firm.
• External environment forces and consumer behaviour.
• The concept of Marketing mix and its various aspects.
• Decision making process and brand image.
2
2
3
• The Product Life cycle and what steps the company is taking to revitalise its existing products.
• The different communication strategies used by the company in advertising its products and the varying styles of television advertising carried out since McDonald’s launch in India.
• The distribution and the supply chain network of the firm in India.
• The SWOT analysis of the firm along with inference and some recommendations.
7
8
9
10
1.0 INTRODUCTION
Marketing is understood by majority of business groups as simply to mean simply to promote, sell and advertise. But this is not entirely true as marketing incorporates all techniques from human behaviour and cultures through research, new product launch, product life cycle, advertising, public relations and finally the sales function. The Chartered Institute of Marketing (CIM) describes marketing as ‘the management method accountable for discovering, anticipating, and satisfying consumer requirement valuably.’
Hence the most significant
References: http://www.bbc.co.uk/dna/h2g2/A593525 - viewed on November 16, 2009 http://www.bbc.co.uk/dna/h2g2/A3816740 - viewed on November 16, 2009 http://www.hinduonnet.com/2001/05/06/stories/01060003.htm - viewed on November 16, 2009 http://online.wsj.com/article/SB124628377100868055.html - viewed on November 16, 2009 http://www.businessweek.com/innovate/content/may2006/id20060508_952455.htm - viewed on November 16, 2009 http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/productlifecyclerev1.shtml - viewed on November 23, 2009. http://in.reuters.com/article/businessNews/idINIndia-29999520071015 - viewed on November 23, 2009. http://money.cnn.com/2009/07/10/news/companies/mcdonalds_global_international_menu.fortune/index.htm - viewed on November 23, 2009. http://www.businessworld.in/bw/2009_10_10_Quickening_Service.html - viewed on November 23, 2009.