Professional Documents
Culture Documents
Cham Lee Peih Hiew Fei Shun Lee Wen Hong Lee Shook Yee Nyon Pui Wai Tan Kim Foo Prepared by: (GM04398) (GM04344) (GM0xxxx) (GM04387) (GM04382) (GM0xxxx)
Service type
Simple Easy Fun/enjoyable
Quality Service Cleanliness Value Framework Plan to Win hot, high quality food, great value and convenient
Brand Value
Customer approach
Promotion Activities
Advertising Campaign targeted at children & families. Ronald McDonalds, Grimace, Hamburgler, Mayor McCheese Slogan: Im Loving It
Ronald McDonald House Charities CSR that strives to improve childrens lives.
Menu
CSR
Food Choice
Previous: beef menu, Super Size & focus on walk-in purchase Now: Less beef more chicken options, Eat for health concept, & drive-thrus services
Targeted Market
Previous: Children and families Now: Children, families as well as higher end market but with less expensive specialty coffee drinks and burgers e.g. Angus burgers & McCafe.
Packaging
Previous: No focus/strategy in this area Now: Create unique personalities for our menu items by telling a story about each one. quoted by Mary Dillon, McDonalds Global CMO
Marketing Strategy
Marketing Strategy should change in response to shifts in the Global Economy
Keep our brand relevant Global brand promise alongside adopting a more localized strategy in individual markets e.g. the Plan to Win $1 menu & cheap combination meals Great value meal menu Quality food at lower price Give customer better value
Entice consumers away from $1 special Shift from Super Size to More Buys thru introducing new items e.g. coffee, smoothies New initiatives include opportunities in chicken, breakfast, beverages and snacking options
Recession
Economy Recovery
Future risks/challenges:
Lost focus and direction
Lack of control on food quality, consumer preferences, customer service, operation management.
Lost of customer
Bad consumer experience Consumer taste changed
Competitors
Major competitors E.g. Burger King ,Carl Junior, Jollibee, KFC, Subway, Wendy's McCaf coffee line Vs. Starbucks
Food price
Cost of food increased may affect to target-lower income consumer E.g. Set lunch meal
Future risks/challenges:
Perceived as unhealthy fast food
Children are prohibited to go to McDonalds by their mums due to its high calories and high fat food menu. Stagnant in sale growth
Its market penetration will become saturate. New ideas and innovation are essential to create new needs.
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