Mcdonalds

CASE ASSIGNMENT MODULE 1

Michael Hayes

OPM 300

Dr. Keith Pratt

Touro University International

January 24, 2005

McDonald's is the world's leading food service retailer with more than 30,000 restaurants in 121 countries serving 46 million customers each day. It is one of the worlds most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which we do business. McDonald's Corporate used advertising, personal selling, sales promotion, public relations, and direct marketing to become America's leading Burger Empire. These five promotion tools are used in McDonald's integrated marketing communications program which allows McDonald's to carefully integrate and coordinate its many communication channels to deliver a clear, consistent, and compelling message about the company and its products.

McDonalds has characteristics of both a servicing and a manufacturing organization. It provides tangible products such as the Big Mac. The Big Mac is a material product, this is of tangible nature and from that point of view of the market is a product that belongs to the line of the hamburger companies. Although the supplies used to package the Big Mac are supplied from various other manufactures, the Big Mac in itself is put together (manufactured) by McDonalds.

Servicing 46 million customers each day characterizes McDonalds as a service organization (high customer contact). The organization strives to achieve the goal of being the world’s best quick service restaurant experience. “We're not just a hamburger company serving people; we're a people company serving hamburgers.” What are their main products? McDonald's menu concentrates on five main ingredients: beef, chicken, bread, potatoes and milk, which account for £255 million of food expenditure. The company's main menu lists its...