Marketing Research for Mc Donalds Case Study Example | Topics and Well Written Essays - 3000 words

Marketing Research for Mc Donalds - Case Study Example Donald's provides fast food and has established and maintained its position as a market leader in the food retail business for over a century. Fast food is typically similar in behavior to fast moving consumer products. It is due to this, that Mc. Donald's needs to advertise all the time to generate a top-of the mind recall and to remind people what the brand stands for. The success of Fast food retail business is dependent on the ability of all marketing campaigns to instill a craving for their product offering. History of Business Theme: The business theme of Mc Donald's has evolved with time. However, even though their positioning statement has been varying and has been different for different campaigns, the key elements i.e. "warmth","Everyday slice of life" and "the Mc Donald's Experience", have been retained. This consistency in the theme and campaign has helped in building a clear image of Mc Donald's in the mind of customers. Their positioning statements in the past decades have been as follows: Even though a campaign is usually aimed at the walk in customers and the bottom line is always a boost in sales. However, all the affiliated stakeholders including the employees, suppliers, business partners and stakeholders feel the spillover effects of any advertising. Customers; the customers would always want to purchase food that is convenient and hygienic. However, in the past few years, hygiene consciousness and heath consciousness has increased. Mc Donald's may ace at hygiene maintenance but in the "Health" segment it has to battle the negative image of fast food industry on the whole. The fast food industry carries a universal image that it is fattening food and is thus unhealthy. Suppliers: The suppliers need to know that the vendor management is efficient and fair. The suppliers also benefit from the positive image of Mc Donald's as it adds to their own portfolio of high profile clients that they serve. This helps in building up clientele