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McDonald's - Assignment Example

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McDonald’s Brand Promise McDonald’s is the leading fast-food retailer globally. It has more than 33,000 retail outlets in 119 countries. The organization promises a standard quality of food with the combination of supreme convenience and customer services…
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Download file to see previous pages... They have done an appropriate marketing mix strategy over the product, price, place and promotion in order to satisfaction of customers. The promotional activities may have attracted but delivering according to the advertisings is the most critical part of a company. McDonald’s has created a strong brand value by keeping their brand promises. The quick service, get-up of outlets, product quality has kept the things simple for the organization. People choose McDonald’s for several reasons like corporate meeting, family and friends get together, celebrating birthday parties and many more (Schroff and Tresnowski, 2012, p. 113). They had some issues related with health as the maximum Mac food products are junk food that affects human health. McDonalds has efficiently overcome the problems by introducing the health food items like salads and many more vegetarian items in its menu card. Now-a-days people perceive that burger means the Big Mac burger of McDonalds as the company has efficiently drawn the brand promises in customers’ mind. Brand Personality A set of human individuality that is qualified to a brand name is known as brand personality. There are five different traits which measures brand personality such as excitement, sincerity, competence, sophistication and ruggedness. The study will help to reveal McDonald’s different traits of brand personality. The positive brand personality helps the company to increase the customer base and core competency of company. McDonald’s is the fast food giant globally. McDonald’s has the supportive which will favor differentiation. Since long time it is the number one brand within the fast food industry due to the strong dimension of excitement and competence. The massive brand image has impacted on customer’s perception and the favorable competitive traits among all the competitors like Wendy’s and Burger King Increases the br4and personality globally. Compared to the competitors the sales-promotion and advertising strategy has emphasized the youthfulness and action. These efficient efforts evoked the McDonald’s to a higher sense of excitement among the loyal customers. Seeing these competitive traits competitor like burger king has tried to implement the strategies in order to gain the similar brand personality. Brand Values The mission of McDonald’s is to make the Mac outlets as the peoples’ favorite place for having foods. In order to meet with mission statement every organization has to create effective values in customer’s mind. McDonald’s brand value can be finding in their business operation. McDonald’s provides high quality of food in healthy environment in order to satisfy their customers. According to the business policy of McDonald’s the customers are the reason for company existence (Scholosser, 2012, p. 225). Therefore they provide quality service to each and every time. The business model of them depicted by three-legged stool that of owner, supplier and employees. McDonald’s believes that these are the foundation and in order to operate successfully it is vital to balancing the interest of these three groups. The company does its business practices by strong ethical model and they contribute in social welfare activities. Moreover, the corporate social responsibility like zero solid waste, water and plastic recycle has increases the moral and ethical value of brand. The social welfare program such as ...Download file to see next pagesRead More
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