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MacDonald's Marketing Paper

33 p a g e customer perception and customer

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Unformatted text preview: communication and leadership. When promoted to Restaurant Manager, training continues through the Advanced Operations Course covering staff development, motivation, stress management, communication and leadership. 33 | P a g e CUSTOMER PERCEPTION AND CUSTOMER EXPECTATION Customer perception is a key factor affecting a product¶s success. Many potentially changed products have failed simply because of their inability to build a healthy perception about themselves in the customers¶ minds. McDonalds being an internationally famous brand brings with it certain expectations for the customers. TARGET SEGMENTS A parent children. with VISITS MCDONALDS TO two Visits McDonald¶s to give the children a treat. children¶s Want to visit McDonald¶s as it is a fun place to eat. A business customer Visits McDonald¶s during the day as service is quick; the food tastes great and can be eaten in the car without affecting a busy work schedule. Teenager Hangout with friends, but keep it affordable. 34 | P a g e Customers expect it to be an ambient, hygienic and a little sophisticated brand that respects their values. The customer¶s expect the brand to enhance their self-image. Customer responses obtained at the Vile Parle, Mumbai outlet confirmed the fact that they connect strongly with the brand. However, fulfilling some of the customer expectations like a broader product variety, provide McDonald¶s a great scope for improvement. MCDONALD¶S HEALTHY EATING POLICY McDonald's is committed to providing high quality, safe and healthy food. It recognizes the relationship between a balanced diet, lifestyle and health. 35 | P a g e It supports the recommendations of the 1991 Committee On Medical Aspects of Food Policy (COMA) report and the targets laid down in the Government's White Paper¶ The Health of the Nation' by ensuring products conform with the guidelines. McDonald¶s contributes to the development of wider healthy eating policies by working with government departments and organizations dedicated to healthy eating. PRODUCTS McDonald's continually reviews how its products relate to dietary recommendations, at the same time it ensures maintenance of quality, taste and value. McDonald's continues to seek quality new products which are in line with dietary recommendations but, which satisfy customers' expectations. McDonald's committed to reduce the amount of additives, especially preservatives and colorants in the products. CUSTOMERS McDonald's helps customers to balance their diet by providing detailed Nutritious information on all its products. STAFF McDonald's encourages staff to understand the principles of healthy eating. Specials training programmes are held for attainment of this objectives. PARTNERS McDonalds works closely with franchises, suppliers and distributors to meet their commitments to quality, nutrition, hygiene and food safety. ANSOFF PRODUCT MARKET GROWTH MATRIX 36 | P a g e The Ansoff Product-Market Growth Matrix is a marketing tool created by Igor Ansoff and first published in his article "Strategies for Diversification" in the Harvard Business Review (1957). The matrix allows marketers to consider ways to grow the business via new products, new markets ± there are four possible product/market combinations. This matrix helps companies decide what course of action should be taken given current performance. The matrix consists of four strategies: 1. 2. 3. 4. Market penetration strategy Market development strategy Product development strategy Diversification MARKET PENETRATION STARTEGY Market penetration is one of the four growth strategies of the ProductMarket Growth Matrix defined by Ansoff. Market penetration occurs when 37 | P a g e a company enters/penetrates a market with current products. The best way to achieve this is by gaining competitors' customers. Other ways include attracting non-users of your product or convincing current clients to use more of your product/service. Market penetration occurs when the product and market already exists in market. McDonalds is one most popular brand in fast food in entire world. In 1975, the first McDonalds opened at Hong Kong, many thought that this is was wrong move for McDonalds. Various reasons were laid for this claim. Although, the main reasons lays on the fact that Americans and Hong Kong Chinese at that time have very different perception about food. McDonalds, being an American food chain, view breads full meal while Hong Kong Chinese view them as snacks. As time went by, McDonalds slowly became the part of the Hong Kong landscape and way of life rather than just being an outpost of American culture. Hong Kong Chinese soon accepted that the food McDonalds serve are ordinary, thus they are for ordinary people like them. Future more, believes that the introduction of McDonalds to the Hong Kong society changed the direction of the Hong Kong cultural framework. Along with the rest of the world, Hong Kong was also McDonalized. MARKET DEVELPOMENT STARTEGY A market development strategy targets non-b...
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