Mcdonald's Marketing Essay

1682 Words Jun 23rd, 2014 7 Pages
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Principles of Marketing
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BUSS 402
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McDonald’s
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By
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Natalia Mitsukova
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W1333555
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…show more content…
It is vital that as consumers gain more information and more power that companies in the FMCG (fast moving consumer goods) industry can adapt to changing consumer tastes and needs. This focus on customer needs tends to be referred to as a marketing orientation which has become an ever more popular form of contemporary marketing theory.
Having said this a global company needs a recognisable brand and consistent brand message. In that sense in terms of promotion there should be a global presence and easily recognisable brand image. This brand should reflect the company’s core values and image and a clear message should be communicated as part of the brand. This is especially important when there are large competitors in the industry selling similar products. After price the brand image is probably the most crucial determining factor that will affect consumers’ purchase decisions and it will be important to try to retain customer loyalty by trying to relate to consumers through the brand.
With such a large number of its restaurants operating a franchise model it is also important for any marketing principles to be easily replicable again to ensure consistency across the franchises. In this sense both process and people are of fundamental importance. Process in terms of providing a swift and efficient operations process across all chains so that customers are very aware of the

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