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MCDONALD’S Marketing Analysis

Jewell A. ArenaMay 2010

Ateneo Graduate School of Business

Using 6P Approach

Outline: 6P of Marketing Analysis

1. Primary Target Market2. Positioning3. Product 4. Price 5. Promo 6. Place

Primary Target Market

1. Young ones2. Teen-ager3. Lovers4. Barkadas5. Family6. Elderly

Positioning

World's best quick service restaurant experience. Being the best means providing

outstanding quality, service, cleanliness, and value, so that we make every customer in

every restaurant smile."

Values (CMITE)

Customer-driven “Malasakit” Integrity Teamwork Excellence

Quality, Service & Cleanliness (QSC)

Are the standard for success. It is the foundation for customer satisfaction and repeat visits. We believe that taking good care of our customers is the first vital step toward effective sales building. Without consistently superior QSC levels, other sales-building efforts are useless.

Diversification

Birthday Parties

McCafe

Drive-Thru

Products

Main Products in Global Market

Big Mac Cheeseburger French Fries Egg Muffin/Hot Cakes Apple Pie Sundae Happy Meal

Local Products (Phils.)

Chicken McDo Burger McDo McSpaghetti Filet-o-fish Chicken Nugget Salad

Price

Affordable, Competitive, Reasonable

Promo

Kiddie Crew every Summer Latest Disney Movie Toy inside the

“Happy Meal” 24/7 Delivery and some retail

stores Public Relation with corporate

social responsibility

Happy Meal

24/7 Delivery

Combo Meal/Mcsaver Meal

Playground

Mascots

Public Relation

Ronald McDonald House Charities (RMHC). RMHC supports children’s development and well-being through Bahay Bulilit and Bright Minds Read (BMR). Every Happy Meal purchase gives 50 centavos to RMHC.

Bahay Bulilit

a partnership between RMHC and the Department of Social Welfare and Development (DSWD), builds day-care centers and provides primary education to children below 6 years old.

Bright Minds Read (BMR)

a partnership program with the Department of Education that teaches beginning reading to Grade 1 public school students.

Place

Near Schools Near Offices Malls Markets Near Churches Near Hospitals Booths in public places during holidays

like Christmas, All Saint’s Day & others.

Quality of Place

Convenient Clean and Organize Restrooms always sanitized Air-conditioned place With playground With free parking With security guard

What fast foods are you familiar to?

McDonald's33%

other26%

Jollibee41%

Survey

Where do you most prefer to eat?

Jollibee, 65%

McDonald's, 35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Appetizingfood

Economicalprice

Fast service Pleasingplace

65 70 75 80

No. of Respondents

no

yes

Was the food served hot?

53%

47%

44%

46%

48%

50%

52%

54%

yes no

Was the food served in less time?

Is the fast food's place clean?

0%

10%

20%

30%

40%

50%

60%

70%

Series1 58% 42%

yes no

How often do you eat there?

52%

15%

9%

24%

thrice a week once a week once a month everyday

More Drive-ThruNew TV Commercial

almost quarterly

Summary

PTM= ALL

Position=QSC

Promo

Promo

References

Http://www.mcdonalds.com.ph www.cydf821philippines.com