Macdonald's Case Study Example | Topics and Well Written Essays - 1000 words

Macdonalds - Case Study ExampleAt some point, upon saturation in the market, he may return to a modified multipronged approach, and readdresses their desire to dominate the market, altering their product dodge to meet the specific needs of the market as dictated by their cultural and economic environments. contender from players within the market such as underground and from the substitute products has increased. New entrants such as Subway with fresh salads and sandwiches are talent tough competition to McDonald. Apart from this coffee outlets product market is itself giving tough competition to Mc Donald, who got affected due to world wide concern for Obesity.Another trace factor responsible for the decrease in sales is the changing customer preferences and tastes. Young customers form the major segment of the market. The customers seek variety and sully products that look trendy. They also show high degree of taint preference. Youth are less interested in McDonald, as they pe rceive it to be an old formulation.The companys inability to handle its trade mix properly is cited another key factor for the poor performance of the steel. fare product outlets require heavy promotions. The company did not provide enough consumptions avenues to customers help in improving sales.Identifying mAs with successful ad campaign, the company followed a planning process as outlined below(i) Identifying marketing objectivities(ii) Communication effects(iii) Processing(iv) ExposureIdentifying marketing objectives first firm has to decide upon the marketing objectives that it wants to carry through and the role of advertizing in meeting those objectives. McDonalds advertising and promotion activities were minimal in the year 2004. Promotions were contain to banners and specific promotions. However the fast food market was growing rapidly. Thus company realized that burger is no longer an unmarked food product and has been accepted by consumers. The company has decided t hat it is the right m to improve its position in the market. The company identified that targeting the burgeoning middle class homes, whose income are on the chuck out and whose attitude towards eating out is changing, can increase volumes.Communication effects any successful advertising campaign should establish a communication effects in the minds of the consumer that encourage him to take action (purchasing a product). A company can select from four possible communication effects. They are category need, brand awareness, brand attitude, and brand purchase intentionProcessing McDonald then had to devise an advertising strategy to strain its communication objectives. The company came up with the Big Mac campaign, which had short duration teaser ads that highlighted the intention to buy its burger.Exposure the final step in an advertising program is to decide upon the original exposure of the ad campaign to achieve the desired impact of the target segment. Two aspects have to be decided at this stage media selection and media scheduling. Media selection refers to the identification of media through which the campaign has to run. Media scheduling refers to the taming and frequency with which the ads are overt to the target audience.McDonald did not have a large