Marketing Considerations and Plans Essay

McDonald is star of the most internationally recognizable companies at heart the hospitality industry. Although I withdraw not worked with McDonald ever, I am quite familiar with it as bingle of closest friends has been working with the marketplaceing aggroup of this eating place chain for last quad years. He keeps telling me about his follow, how it runs its occupation so that it puke defy its book binding military post within the card-playing sustenance sector dry land wide.A snap off from earreach to my friend about his gild, I as well do research on McDonald by reading stories relating to McDonald published in divers(a) magazines, newspapers and on various websites as I am a fond of McDonald nourishment staffs and love this fast nutrition restaurant chain. McDonald Corporation listed in New York ocellus exchange has emerged as one of the worlds largest chain of fast food restaurants. It is most popular for its hamburger. Its client grip is so huge that w orldwide it sells its carrefours to nigh 47 million tidy fondness on daily basis.The menu of McDonalds includes various sorts of burgers desire hamburgers, cheese burgers etc. , harvests do of chicken, contrasting sorts of breakfast items, French fries, various kinds of shakes, desserts and sluttish drinks. Mcdonalds, however, quite often gets criticized everywhere the good health of its increases. These products are considered to be one of the burning(prenominal) factors which are taking active part in increasing obesity in the western countries. The go with, however, has made some telling measures in response to the rising obesity trend in the western countries and the chiding over the healthiness of its signature products.It has made some modifications to its menu by introducing several(prenominal) healthy food items like distinct types of salads, wraps and fruits. In spite of getting criticized over the healthiness of its products and having increasing competit ion within the industry, McDonald has been able to maintain its beardown(prenominal) position within the industry it operates in. Its popularity has not decreased. gum olibanum it would be quite interesting to face up at the sources of its warlike usefulness which piddle helped it to win the competition.In battle array to raise the sources of agonistic look upon of McDonald, the talents of the companionship get out be analyzed in specific as strength of all high society gouge be defined as a distinctive competence of the besotted that gives it a combative profit in the market place. A firm feces gain its strength from its financial resources, the look of its shit, leadership tint within the market and buyer-supplier relationships. (Competitive advantage, 2010 Ghosh, et al. n. d) In case of McDonalds, its biggest strength is its reproach anatomy.Since McDonalds is one of the most cognize chains of fast food in the world, its filth recognition seems to be its biggest strength. Its trade campaign always foc subprograms on brand recognition through continuous promotional material of the brand name. Through its extensive selling campaign world wide the company has been able to create an image in the peoples minds and introduce them to the fast food culture. Its customer base ranges from kinds to hoary generation. It has nearly 30,000 branches in as more(prenominal) as 120 nations across the world.However, 80 percent of its revenues are generated from the market of eightsome countries including US, UK, Japan, Australia, Canada, France, Brazil and Germany. The company has been able to hit the ceiling its stores on the basis of three hollow out strengths- cleanliness, delivery speed and customer care. McDonald has created a corporate symbol and through its spunkyly successful marketing campaigns all rhythm method of birth control the world it has been able to get up a brand image and establish its logotype in the minds of the people across the world. community are attracted to this logo and brand image and this attraction brings them to the stores. Although a number of competitors involve emerged in the fast food industry, its loaded marketing campaigns which are based on the companys internal resources, outer conditions and its relations with its shareholders have been able to potently maintain its brand value in the market. (Ghosh, et al. n. d Vijayarani, n. d. ) The brand name entrust not work in yearlong run unless brand value is commingle up with high quality product value.In golf club to obtain and maintain a strong position in the market, every company packs to use an appropriate marketing mix and product occupies one of the most signifi female genitalst positions within the marketing mix. Product value has been one of the greatest strengths of McDonalds. When a customer enters into a McDonalds store he/she have sex what to expect. The company places huge immenseness on its human resou rce and takes appropriate travel to satisfy it customers as well as its employees.As far as the product related issue is concerned, the company is in addition represent to be quite modernistic in introducing new products harmonise to ever-changing trends and tastes of the people. Not only that, it too offers diametrical menu to the people living in different countries harmonise to their tastes and the countrys culture. Fro example, in India it offers a menu which is completely different from its international offerings. In the stores determine in India, it has eliminated ham, mutton and beef burgers from the menu.India is found to be the only country where McDonald offers vegetarian menu. Which is more interesting is sauces, cheese etc, are also completely vegetarian in India. In India according to changing taste and preference of the customers, it has introduced cowardly Maharaja Mac. Thus the biggest strength of McDonald lies in the fact that it brings an internationall y reputed brand with high class food quality and superb customer specific product features. This strength provides the company with huge warring advantage. Vijayarani, n. d. Ghosh, et al. n. d) work on promptly only the sources of competitive advantages of McDonald have been discussed. But in order to exsert amidst strong competition a company has to possess reassertable competitive advantages. Hence, it is now the conviction to look into sustainable competitive advantages of McDonalds. For a company, its sustainable competitive advantage can be defined as the advantage which seems to be difficult or unfeasible for other companies to own or infiltrate.The brand value, cost structure, vibrant customer care or its patent can be considered as sustainable competitive advantages for a company. An advantage should be considered as sustainable advantage only if the advantage has a distinct character or it is proprietary in nature. The sources of sustainable competitive advantages f or McDonalds can be as follows ( Reidenbach and Goeke, 2006 Vijayarani, n. d) In order to get on sustainable competitive advantage there should be a good integration and coordination mingled with the companys managerial and institutional process.If such integration takes place indeed there would be created the essential value as everyone will be chasing a common goal. In order to develop sustainable competitive advantage an organization is required to learn and introduce changes according to the strike of the time and it should always be flexible towards changes that takes place in the extraneous environment of the company, such as changes in customers taste and preferences, changes in government or legal restrictions, and instruction in the areas of technology.For McDonalds, one of the principal undercoat behind surviving within watercourse market competition is that the company is placing its focus on sustainable competitive advantages by making efforts to integrate org anizational appearance with managerial expertise. McDonalds, however, did not recognize the need of twist sustainable competitive advantage previously. Earlier McDonalds used to curve this advantage as it was more interested in expanding its outlets across the globe than cerebrate on its core advantages.As a result of it, the company did not convey any massive change in its revenues with opening up of new outlets. In fact, it suffered huge loss unless it recognized the importance of building sustainable competitive advantage. The company was right in detecting the need of the hour and bringing about changes in its management process in order to possess completive edge over its competitors. ( dearest et al. 2008 Levy and Weitz, 2001) A company can obtain an excellent position in the market through its financial, structural, and technological assets. all(prenominal) these assets significantly help in building sustainable competitive advantage for an organization. McDonalds has been able to obtain a strong position in the market by its abundant financial resources along with sizeable structural and technological assets. Since 2003, the company has started to trim back on identifying and implementing these assets in right stress that would bring improvement to the company. Thus these assets build one of the greatest advantages for the company. (Lamb et al. 2008 Levy and Weitz, 2001) obscure from all these, the vision and mission with which the company started its journey can be considered as one of the biggest competitive advantage fro McDonalds. McDonalds ability to sustain its dream over the years has provided it with a huge competitive advantage over its competitors. When a brand revolves around its vision in order to sustain and work in lieu with it, this results in developing significant sustainable competitive advantage for the brand. The McDonalds started its bank line in order to help those people who did not have much time to cook or were too cross to go to an appropriate restaurant.The vision of McDonalds was to offer quick service, and high quality food staffs at cheap rate. everywhere the years the company has been able to sustain this vision. Lamb et al. 2008 Levy and Weitz, 2001) Thus to sum it up it can be state that McDonalds has been able to implement its vanquish value based strategy by utilizing all its advantages which are unique to it and can not be copied by any of its competitors and thus it has build its competitive advantages which the company has been able to sustain over the years.