Marketing Mix for McDonald’s Hamburger

Marketing Mix for McDonald’s Hamburger
McDonald has over years successfully presented its hamburger products as a global brand in many countries for instance Japan, Norway, France, Canada and Asian nations. McDonald applies standardization strategy to produce products that satisfy specific needs in different market segmentations. Secondly, the company identified the need for product differentiation in different countries for its different targets like children and adults. Being in fast food industry, McDonald has faced stiff competition from other firms, one of them being Burger King. This has triggered the need to redesign product labels as well as renaming them with respect to the market needs. This will promote the brand image of the hamburger as well as the corporate image of the firm
McDonald has realized that the price is a major determinant on sales that is influenced by both the internal and external forces. Customers would only buy products that are of quality, but also pocket-friendly. MacDonald uses a pricing strategy that prices its products according to the attributes of the market, country and location. To develop an appropriate pricing strategy; the company has employed factors like demand and supply, competitor price, production cost and ingredients’ quality.
MacDonald has managed to open up more than 34,000 product outlets all over the world. Its distribution channels are also convenient to the customers. The firm adopted the delivery of product to offices as a way of bringing its products to the working clients. MacDonald has realized the need of consumers comfort while in company’s restaurants. This has led to the installation of music, automatic order machines, Free Wi-Fi, more cashiers, Drive thru, McCafe special areas and children playgrounds.
MacDonald applies product promotion aspects according to the culture in the market/country as well as the target group. Hence, this has led to the diversification of communication tools ranging from the use of press statements to internet adverts. The company should target sports players and celebrities to advertise the hamburger. Attention should also be focused on children who should be offered gifts for example, toys for buying the company’s products.