deffered.mrkprnsp.docx - Supplementary/Deferred Assessment...

Supplementary/Deferred Assessment
Marketing Principles
Case Study
Student name : Ritu Nain
Student ID. : K171068
C
ASE
1

Q
UESTION
1
A new strategic blue print was adopted by McDonald’s in
2003 which is known as the ‘Plan to Win’. This new mission of
the McDonald’s was to be the favourite place of the customer to
eat. In this strategy, the restaurants of McDonald’s were
redecorated which provided new identity to the McDonald’s. In
addition to this, the entire menu of McDonald’s was reworked
by a well-recognised chef. This strategy helped McDonald’s in
order to innovate its menu while introducing its first inno vative
‘Premium’ salads. On the other hand, the Hungry Jack’s also
adopted the marketing strategy by changing its menu.
According to QSR Media (2020), the premium Grill Masters
range was launched by the brand which lead to the menu
revamp in order to boost the reputation of brand for its ‘Better
beef’. However, the company focused on oen section of its
menu instead of changing the entire menu.
On the other hand, it has also been determined that the
McDonald’s focused on changing its entire menu for better
experience of its customers. It has been argued in the study of
Ivkov et al. (2018) that restaurants must change the menu
based on the needs and demands of the consumers. This is
due to the reason that the consumer will be able to enjoy better
in the restaurant. In addition to this, McDonald’s also decorated
the restaurants which also provided pleasant experience to the

customers. Moreover, it has been revealed by Hungry Jack’s
that the company is going to revaluate the expectations of
consumers. This strategy of McDonald’s differentiate from that
of Hungry Jack’s that McDonald’s also launched the education
campaign which generates the awareness among people
regarding staying active and eating right. This has also been
supported in the study of Voinea, Atanase and Schileru (2016)
that the companies operating in food industry needs to
generate the awareness among them regarding eating healthy.
Therefore, the strategy adopted by McDonald’s was more
effective as compared to the strategy adopted by Hungry Jack’s
Q
UESTION
2
With respect to the positioning statement, McDonald’s
used the tagline 'I'm lovin' it'. This refers to the great and
exciting experience of the consumer in the restaurant. In
addition to this, the positioning statement adopted by
McDonald’s also aligns with the mission statement of the
company which is to be the favourite place for their customers
to eat. This position the brand high in the minds of consumers
as the consumer perceive the exiting food and lovely place to
eat just by recalling the slogan. In this manner, the company is
able to position the brand in the minds of consumers as fun and
enjoying place to eat. On the other hand, the positioning

statement for Subway is ‘Eat Fresh’ which shows that the
company has focused on providing healthy food.