What makes consumers buy McDonald’s and Burger King?
Introduction
Marketing approaches are important for all businesses. Fast food restaurants such as McDonald’s and Burger King always incorporate new and effective means of marketing sales to increase profit, and greater levels of consumer loyalty, selling products consumers need or want and may possibly not find anywhere else.
Most memorable development and past achievement for McDonald’s was developing Ronald McDonald and the famous Golden Arches. Consumers looked at the images as inexpensive meals deals. McDonald’s historical success began when the company started producing meals such as hamburgers, French fries, milkshakes, soft drinks to coffee. Burger King was known for its
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Fast food is a sale of food and drinks for immediate consumption either at the restaurants eating areas or for consumption elsewhere. Companies would look at what consumers want therefore certain factors plays a significant important e.g. what image does the product give or how the consumer feels when purchasing the product.
An element to consider is that the buyer is not necessarily the user of the product and may have influences from others. Some consumers are quite loyal to the same brand, making the decision quite routine. In some instances some consumers might not need to make a decision and knows exactly what they want. Other factors that can influence consumers could range from lifestyle, knowledge, attitude, personalities and even roles they play e.g. if the consumer were to buy snack food for a party they may choose a higher quality product that he would choose when selecting for themselves. Motivation also plays a major role where consumers would look at financial position, time constraints and value for money.
Marketing functions starts of by evaluating a company’s strengths, weaknesses, opportunities and threats in order to create new clientele. Companies such as McDonald’s and Burger King would focus on competitors, economic environments and influencing advertising adds to direct consumers to their franchised restaurants.
McDonald’s and Burger King apply celebrity endorsements to get a consumers buy
McDonald is known for the quality the restaurant serves, and the opportunities the McDonald restaurant offer. McDonald's has been
Furthermore, McDonald’s is a true franchise success; the success of McDonald’s goes back to its roots, the start. By being consistent and providing quality service, cleanliness, and values at all times, customers have nothing to complain about and customers always know what to expect locally and internationally. With making things new and fresh, innovation is a key component to the success
Every company has their own way to promote their products; McDonald’s is no different. The promotion strategy of McDonald’s could be classified into two aspects, which are the advertising promotion and sales promotion.
Since Richard and Maurice McDonald founded in 1948, McDonald's has grown from a small restaurant in California into one of the most recognized brands in the world with a chain of outlets that spans the globe. For over 50 years, McDonald's defined the fast food industry while indelibly etching its golden arches logo on the face of both American and global culture through such icons as character Ronald McDonald and the Big Mac sandwich. Millions of people started their very first jobs at McDonalds while even more began to have their eating habits redefined by the chain. Concepts like the drive-thru window were introduced along with the Happy Meal for children in order to provide a fast, affordable, and enjoyable dining. Ray Kroc, saleman
Marketing. Fast food restaurants would get nowhere without marketing their product. The first step of marketing a product is to target a specific audience and to inform that audience about the product in the most effective and appealing way (Duncan). Fast food companies target the vulnerable minds of children using toys or movie themes in the product (Cuda). Advertisements targeted towards adults are a little bit different. James Sargent says that fast food marketing for adults is all about the food itself
Types of marketing mix that McDonald’s use to achieve their marketing goals are longer operating hours, everyday value meals, and optimizing efficiency in the drive-thru. McDonald’s also uses marketing campaigns. In 2007, McDonald’s used the Shrek movie to give children a choice between milk, fruit, or vegetables as part of their Happy Meal. In addition to their commitment with children, McDonald’s is
Even though McDonald’s and Burger King are really similar, they are also really different. They both try to have good advertising but McDonald’s is, most of the time, ahead. Their food seems to have the same condiments, but again, they are far away to be the same. They appear as the two most famous fast food restaurants around the world, but each one of them has their own
REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008
Fast food restaurants advertise themselves and their food as different than all the other restaurants.
Marketing - The marketing function is responsible for identifying, anticipating and satisfying customer requirements. The marketing function have to carry out market
McDonald's is an American fast food restaurant chain. It was founded in 1940 as a barbecue restaurant owned by Richard and Maurice McDonald, in San Bernardino, California. The first McDonald's franchise using the arches logo opened in Phoenix, Arizona in 1953. Businessman Ray Kroc joined the company as a franchise agent in 1955 and soon bought the chain from the McDonald brothers. Its headquarters are based in Oak Brook, Illinois.
Marketing play a vital role in the success of every company. Burger King use different market strategy to promote their business in New Zealand.
The threat of new entrants in the fast food industry is very high as there are no real legal barriers to entry. However, the reason why many firms don’t attempt to enter this market is because it is very expensive. It takes a lot time and money investment to really be established as one of the top fast food restaurants. An easy way to expand in this business is to establish franchises. The main purpose for having to go through all of this is because if no one knows you then they can’t buy your products. Basically the main aim when entering an industry is to make your company name well known and eventually you will develop customer loyalty.
Since McDonald’s is the most well know fast food chain in the world with a market cap of 69.35 billion, brand recognition is their biggest strength. The secret of McDonald’s success is its willingness to innovate and maintain consistency in the operation of its many outlets. In recent years McDonald’s has introduced Premium Salads, Snack Wraps, fresh Apple Dippers in the United States, and Corn Cups in China. Also, McDonald 's products are priced so low that economic conditions are almost insignificant.