Product Survey Report

product survey report |

Abstract

Fast food restaurants are accessible for university students since the locations are near the school in China. This project aims to improve McDonald’s competition through exploring students’ perceptions of McDonald’s and Big Mac. In this study, fieldwork was used to collect marketing information about both McDonald’s and its competitors, additionally, question methods were used to collect data about students’ opinions when 80 Year-1 business students were interviewed at Xi’an Jiaotong-Liverpool University (XJTLU). Results indicate that McDonald’s has advantages but some aspects of its marketing mix may need to be improved.

1. Introduction

* Background

According to the website, the first McDonald’s was founded by Dick and Mac McDonald in December 1948. McDonald’s menu was different from other restaurants and purely included nine items when the firm was created. The restaurant sells not only staple food such as burgers and sandwiches, but also salads, snacks, desserts and sakes. Big Mac was chosen as the product in the survey because the burger is available worldwide and has identical quality and formula. In addition, it is 46 years since Big Mac has been in the McDonald’s menu and the classical burger could be recognized as one of the represents of the firm (http://www.mcdonalds.com, 2011).

* The Marketing Mix

There are four aspects of the marketing strategy, including product, price, place and promotion. Cahill (2013) claims that McDonald’s original purpose is to sever people who are busy by providing fast food. As a result, the main products provided in the restaurant are burger and sandwich. Additionally, the firm focuses on the quality of products to attract customers, for example, the company selects 100% beef patties, fresh chicken thigh meat, the 70-80 days corns and high quality milk as raw material (http://www.mcdonalds.com, 2011). The price...