ADDITIONAL ASSESSMENT Program of Study : MBA (all programme) Module Name : MarketingManagementModule Code: MBS1123Date and Time : 06/11/2020 Venue : Limkokwing University, Cyberjaya Campus Format : McDonald's SummaryInstructions : NIL Student Name : Ward Haidar Student ID : 110035460 Program Name : MBAPM Student Signature : Limkokwing University of Creative Technology Centre for Postgraduate Studies (PGC)POINTS TO NOTE ï This question paper is an additional assessment to substantiate the final examination for the respective module. ï Answer the questions legitimately avoiding high or moderate plagiarism ï The answers should be in digital format and particularly in WORD document. Conversion to PDF and attaching OTHER documents as supplement to these answers are unacceptable. ï There are TWO sections in this question paper. Section A is a case study. You may answer the questions asked at end of this section. Section B has few set of questions and you may answer them in your own words.
1 MARKETING PROCESS McDonald’s remains the largest fast food chain inthe world. They are doing what every company should do working diligently to delight their customers with new products, continuous improvements of existing products, and motivating promotions. The criteria for success for any company is achieving the right mix of quality, price and service. Even in a marketplace with many other competitors offering similar food products, McDonald’s is larger than their next three competitors combined, and favored by more families; and especially children than all the others. Obviously, they have developed the formula for the best mix of quality, price and service in their industry. The Golden Arch’s is one of the most recognized brands in the world and supported by everybody’s favorite guy –Ronald McDonald. Ronald McDonald houses for parents of ill children are world famous. All of the above represents a great example for any company of what needs to be done to be Number One, and delight the customer! You are in the customer business, not the product business. Customers are constantly looking for something new –faster, better, and/or cheaper. McDonald’s perpetual pursuit of new ways to package and offer fast food products, improve upon their existing products, redesign their stores, and aggressively promote the brand is a model for any company to follow. MARKET REASEARCH AND MARKET MIX Market research is crucial for accomplishments, such as new product development and for delivering the insight needed to give confidence and direction for big marketing decisions. Sometimes for a company to develop its brand image and brand awareness it is important that companies engage