Buy essay on McDonald’s Corporation

McDonald’s Corporation is generally regarded to as the biggest fast food corporation all over the world. Its restaurants are widely spread all over the world and very often McDonalds is regarded to as one of the most successful companies, providing their production all over the world. The company was started in 1940 by Brothers McDonald, but McDonald officials consider its real beginning in 1955, when Ray Kroc opened franchised restaurant. Being always on the ear McDonald’s has always been an object of investigation as it was the company which first invented the ideas of the global performance and realized it in practice. This made McDonald’s restaurant network to be an outstanding example of the successful marketing strategies, leader of the fast food industry: “Since 1955, we’ve been proud to serve the world some of its favorite food. And along the way, we’ve managed not just to live history, but create it: from drive-thru restaurants to Chicken McNuggets to college credits from Hamburger U and much more. It’s been quite the journey, and we promise this is just the beginning-we’ve got our hearts set on making more history” (McDonald’s Corporation Official web site, 2010). This essay is going to examine the global strategy of McDonald’s restaurant Network, their global marketing success and their fail in Jamaica. This report would provide recommendations for further development in such problematic areas as Caribbean Jamaica as sometimes global strategies got to be changed for the nation success. Understanding the role of marketing strategy is the core idea of the success and McDonalds Corporation could be called the best illustration of the successful practice.

Marketing Strategy of McDonald’s Corporation. Global Marketing Strategy and Its Involvement into the Local Networking.

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In any business the market facilities could even the close competitors to avoid twin strategies: the ones choose the way of expenses decrease, the others – differentiating of goods and service; the third seek to serve the narrowed demands of the customers. Some companies are involved the local or regional competence and the other perform globally. There exists a number of ways of business guidance and company position on the market that is why the description of the strategy should be detailed and reflect the specification of this company: “McDonald’s aims to continually build its brand by listening to its customers. It also identifies the various stages in the marketing process. Branding develops a personality for an organization, product or service. The brand image represents how consumers view the organization. Branding only works when an organization behaves and presents itself in a consistent way. Marketing communication methods, such as advertising and promotions, are used to create the colors, designs and images which give the brand its recognizable face. At McDonald’s this is represented by its familiar logo – the Golden Arches” (McDonald’s Corporation, 2008).
In 1999 McDonald’s corporation was leading on the catering global market to the strong brand policy and total amount of selling, which was nearly 35 billion dollars. Among the total amount of McDonald’s restaurants, which counted more than 25 thousand, nearly 80% were in the franchising, owned by 5000 different firms and companies. For the last ten years the selling amounts of the company are enlarging nearly at 8%, and coefficient of share recoupment is 20%.
The company has already developed united standards of dish preparation, technologies, equipment, marketing strategies, programs of staff training, service organization, methodology of restaurant placement and system of supply. These standards are used in all the company’s restaurants in any country of the world and the company sees the future perspectives as the best fast food restaurant company. It desires to surpass all the competitors in the quality and quantity of service performance, sanitary conditions and customers’ value.
The strategic priorities of the company are the support of stable increasing and growth of the company, irreproachable client service, keeping the effective and qualified supplier status, the qualification increase of the employee’s qualification on the different level, organization of experience exchange between the departments of different countries, constant perfection of the fast food concept, praising of the new dishes development, equipment innovation, marketing innovation, innovation is service organization and equipment innovation. It is a well known fact that McDonald’s corporation puts interest of the client above everything and it is the core idea of its strategy: “The more McDonald’s knows about the people it is serving, the more it is able to communicate messages which appeal to them. Messages should gain customers’ attention and keep their interest. The next stage is to get them to want what is offered. Showing the benefits which they will obtain by taking action is usually sufficient. The right messages must be targeted at the right audience, using the right media. The right media depends on who the viewers, readers or listeners are and how closely they resemble the target audience.” (McDonald’s Corporation, 2008). As it was mentioned earlier McDonald’s realized their strategy on the global level. That is why the message strategy, which is one of the most important, is realized on the global level. It goes without saying that the development of the united marketing strategies could be very efficient, while developing united strategy for the whole corporation and its units.
McDonald’s global development is also dealing with the development of the new markets, opening annually 1750 restaurants (nearly 1 in every 5 hours), partially owned, and partially according the franchising contracts. It should be noted that 90% of these restaurants should be opened out of the United States.
It goes without saying that such expansion strategy is strongly connected with the capturing the leading position on the foreign market
The increase of restaurant network popularity with the help of effective marketing solutions:
 suggesting new and cheap dishes;
 increasing the portions without increasing the price;
 organization of children playing yards belonging to the restaurant
Investigation of any ability of global infrastructure of the company suppliers, their experience in managing the complex catering places, choosing places, where the restaurants would be located, marketing activity.