Custom essays on McDonald’s Corporation

Franchising strategy:

Giving franchising license only to initiative and experienced entrepreneurs with good reputation has already become a part of global development in the McDonald’s Company. It has become a typical practice to prepare newcomers to the active promotion of McDonald’s trademark right on the place. It should be noted that the company never provide franchising license to the corporations partners and passive investors.

Organizational Process within the Restaurants

The distinctive feature of this item within the global corporate strategy of McDonald’s is keeping to the high quality standards of sanitarian statement of equipment and restaurant’s territory, service organizations, cashiers’ work performance.
The invention of “Made for you” program, which supposes the establishment of more modern equipment, computerization and usage of the new methods of cooking the dishes, allowing more quick and effective task performance. It goes without saying that these elements of the strategy could not avoid influencing the global marketing strategy of the company and contributes to its global success.

4 P marketing strategy: PLACE of the restaurants and building strategy as a part of the global marketing strategy

“Place, as an element of the marketing mix, is not just about the physical location or distribution points for products. It encompasses the management of a range of processes involved in bringing products to the end consumer” (McDonald’s Corporation, 2008). Place, where the restaurant is located should be comfortable for the clients and effective for the company. That is the core idea McDonald’s corporation uses in the restaurant placement right now. The earlier investigation held by the company revealed that 70% ideas of restaurant visiting are spontaneous, that why the company decided to locate the restaurants at the places, where the possibility of positive decision reaches maximum. For example, in the United States the company instead of traditional location of the restaurants on the suburbs and in the cities, opens them in the airports, hospitals, universities and huge trading centers (such as Wal-Mart, Home Depot), on the technical service stations. In the foreign countries the PLACE strategy of the company deals with such a plan: at first the restaurants should be opened in the center of the city, then provision of the driving service in the restaurants (so called McDrive, when the clients could eat without leaving a car) in the far from center districts and then explore other districts.
Another idea dealing with the PLACE strategy (but with its building aspect) is connected with decreasing the expenses on the preparatory works, with the help of standardization and increasing the effectiveness of the projects, consolidation of equipment purchasing and building material with the help of global delivering system
And the last PLACE strategic element, which playes significant role in the development of the global strategies is increasing of McDonald’s attraction to the clients as inside as well as outside, providing eating service for the drivers, creation of children play yards, where possible are the distinctive features of this strategy.

4 P marketing strategy: PRODUCT as the core part of the global marketing strategy

It is a well known fact that McDonald’s is offering the limited variety of dishes all over the world. It has become its core PRODUCT strategy: “Therefore McDonald’s places considerable emphasis on developing a menu which customers want. Market research establishes exactly what this is. However, customers’ requirements change over time. What is fashionable and attractive today may be discarded tomorrow. Marketing continuously monitors customers’ preference. At any time a company will have a portfolio of products, each in a different stage of its cycle. Some of McDonald’s options are growing in popularity while arguably the Big Mac is at the ‘maturity’ stage” (McDonald’s Corporation, 2008). Official marketing research dating back to 2008 makes a stress on the fact that the company develops absolutely new approach to the clients’ needs. The same time, everyone of us, who visited McDonald’s at least once , know that the number of dishes suggested there are rather limited. Salads and some national dishes appear there very seldom and due the certain events that happened within the corporation and would be discussed later.
Another significant strategy dealing with the PRODUCT issues is bettering the taste qualities of the dishes (especially sandwiches, which have already become the face of McDonald’s). In addition the peculiarity of McDonald’s in the present day world is invention of the new fast food dishes categories (chicken, Mexican salad, pizza, spicy sandwiches and others), they also do not forget about obesity problem and add the dishes for those who prefer healthy food.
The distortive feature of the McDonald’s global Product strategy is quick invention of the new, potentially popular dishes and quickly rid off them, if they did not won the popularity. The company learns on personal mistakes as well on mistakes of the others, that is why they make a quick shift on the development the new ideas. It is principally new element of McDonald’s corporation strategy, which replaces years lasting practice of dishes testing before including it into the menu of the whole McDonald’s networking. For example Chicken McNuggets was tested for nearly seven years before it was introduced in the restaurant.