Mc Donalds Application Of Marketing Mix

But before looking in depth at McDonalds, it is important to have an understanding of why marketing and the application of the Marketing Mix is so crucial for an organisation to succeed in today’s more consumer orientated environment.

Marketing puts the customer at the centre of the organisation. The organisations, which choose to do so, reap the profits and benefits. There are two key distinctions which are central to marketing management: the selection of target markets where the firm will compete and the design of the marketing mix which will determine its success in these markets (Doyle 1994).

The marketing mix is defined as “The set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target market” (Kotle

McDonald's is the largest and best-known global foodservice retailer with more than 28,000 restaurants in 120 countries. McDonald’s Restaurants Ltd is the UK operating division of the company, which claims to be the world’s best quick service restaurant experience. Within the UK alone, they serve an estimated 2.5 million people each day, and control over 50% of the UK Fast food Market - a fast-growing sector in the UK eating out market, accounting for almost 32% of the consumer catering market (Mintel 2000). The company continues to grow sales through its policy of new restaurant openings (average of 100 new restaurants opening per annum in the UK), with total system sales reaching £1.5 billion in the UK and $40 billion worldwide in 2000.

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