Mcdonald

McDonald’s marketing strategies on building customer valueKEY WORDS: MCDONALD, STRATEGY, BUSINESS, VALUEIntroductionMcDonald's is one of the largest chains of fast food restaurants in the world, serving nearly 47 million customers daily (). In many countries, McDonald’s represents a kind of American-style way of life. In 1940, McDonald brothers (Dock and Mac) opened a fast-food restaurant in United States. It was a sale of the Hamburg-based chain of fast-food restaurant. In 1955, a man called RayKrocwas interested in this fast-food restaurant and purchasing the patent from McDonaldBrothers. The restaurant called McDonald’s sold the food which was easy to prepare and serve quickly. Hamburgers, French fries and cold drinks were the main food there. Nowadays, McDonald's Corporation is one of the world's largest fast-food chain enterprises. It is the leading global food service retailer with more than 31,000 local restaurants serving more than 58 million people in 121 countries on six continents each day. (Joe L. K., 2002)Objective summaryThe aim of this paper is to find out the McDonald’s strategies on building the customer value.Through the study, the author learned how the biggest catering operates their business, and what made McDonald became the world first one. From McDonald’s environmental system to management, from the marketing to human resource, the author finally fully understand the reasons that McDonald become the largest one in the world.McDonald’s business philosophyMcDonald's has the world's most successful fast food chain, so far, McDonald opened in 72 countries 14,000 branch, there have 28 million visitorscustomers received, and an average in each 7.3 hours, there will have a restaurant opened, McDonald’s speed of development is so fast. The customers walk into any place, no matter in any McDonald's restaurant, will find the building exterior, interior furnishings, food specifications and attendant behaviors, and many other aspects of dress are strikingly similar, the same standard make customers enjoytheir self.And this is related with the McDonald’ business philosophy, they are quality, service, cleanliness, and value.(John F. L., 2008)In quality section, McDonald's more than 95% of raw materials purchased locally. Encircle bread or the rough cut won’t be used, and the milk mixture cargo temperature must below 4 ℃, for example, a beef pie to go through more than 40 quality control checks.In service section, services, incl uding shop building’s sense of fitness, convenience operation times, and sales staff s’service attitude. Smile is one of McDonald'sfeatures,and all the training staff must have a smiling and cheerful place talk to customers, to do things, so that customers feel satisfied.In cleanliness, McDonald's employee specification, there is a provision that "Instead of resting against the wall, it is better to clean up", more than ten thousands of stores around the world,all employees inside must comply with this provision. Before all the employees engaged in the operation, they must be strictly sterilized with a bactericidal hand sanitizer, rubbing hands provided at least 20 seconds and then rinse. (Sara G.,2008)And in the value section, Value, which means "the value of providing high-quality original articles to the customer.” McDonald's food and nutrition through scientific ratio, nutrient-rich, and the price is reasonable. Customers will enjoy fast and nutritious food in a clean environment, which is called "value for money.”McDonald’s marketing strategiesMcDonald's is proud of offering wide variety of high-quality, great tasting menu options and none of its products is certified as vegetarian. Customers can choose well-balanced and delicious meals from the McDonald's menu by mixing and matching choices each and every time they visit (Paul F,.Adina G., 2008).). To accord with the tastes of local people around the world, McDonald's has done some appropriate adjustments to its products and management protocols. The majority of McDonald's fast-food restaurants afford two types of services; there are Counter-Hopand Drive-Thru (meaning that the customers can order and pay for food at the gate, drive past the restaurant, and take their food at the exit.), providing the indoor dining and also the outdoor seating.“Drive-Through restaurants usually have several independent sites: parking, check-point and pick up points, while the latter two sites in generally tend to be together (Emeline F., 2010).”M cDonald’s is alsosuccessful in its marketing strategies, such as the cooperation with other food companies. In fact, McDonald’s had f ormed a strategic alliance withCoca-Cola; McDonald’s onlysells the carbonated drinks from Coca-Cola companies. Some of their techniques of sales promotion are also very characteristic and excellent(Nina J., 2003).McDonald’s products can be bought at significantly discountedrates in exchange for free coupons. These can be obtained in various ways, includingsubscribing to the McDonald’s new letter, and they are available by downloading and printing them from their website, or the websites of companies they associate with, such as eBay. Sometimes, the company has distributed coupons for Big Macs which are obtained very cheaply indeed, or even free.The ingenious advertisement of McDonald’s is very important in attracting customers,such as the clown character named Ronald McDonald. Ronald McDonald is used asthe primary mascot of the McDonald’s fast-food restaurant chain and Ronald is also shown interacting with normal kids in their everyday lives. In television commercials, the clown inhabits a fantasy world called McDonald land, and has adventures with his friends Mayor McCheese, the Ham burglar, Grimace, Birdie the Early Bird, and The Fry Kids. The McDonald's Corporation has also characterized Ronald McDonald as being able to speak 31 different languages including Mandarin, Dutch, Tagalog, and Hindi. (James L. W., Melissa L. C.,2005).Customer valueCustomer value means that standing in a customer perspective, to provide the customer satisfactory results,which including product, price, service and non-business value.Understood the importance of core customers is one of the work for any company, which determines the allocation of corporate resources should be to obtain maximum efficiency, simply put, is to spend money to whom. For this issue, enterprises generally have the view, that the so-called core customer is consistent with the principle of 20/80. Largest sales or profit comes from kind of the biggest customers, such customers as an important source of revenue for the company, so the company should focus the attention to these customers. According this confirmed form, the core customers is right in a certain circumstances, but under normal circumstances is completely wrong, even enterprises will deal a fatal blow. (Sicco V. G.,2005)The customer base is very important for any companies, according to the age, McDonald's customer basecan be divided into 5-14,15-20,20-30,30-45 years old, and over 45 types of customers, if according to the spending power,the core customer basemay be in 20 - 30 years old, but after research, find that McDonald's core customer base is between 5-14 years. (William G.,2000)Children are the core customers, but the children lack self-awareness, how to attract children, the problem becomes critical. McDonald's found that children between eating and playing, play is often much more important than eating, so, playing enhanced by the attraction of children to become an excellent marketing strategy, well implementation of this strategy will bring McDonald the huge benefit, and To this end, in McDonald,from the overall layout to the restaurant decorated are reflect children’s characteristics. Now we see the strong consumers from 20-30 year old, are the results of McDonald's culture over a decade ago. Therefore, McDonald's customers is the source of children, they are the real core customers. (Linda M. G.,2001)ConclusionMcDonald as the first in the catering in the world,it’s certainly has their own holy grail. Firstly, a clear business philosophy and standardized management, McDonald's golden rule is the customer first, customer is always first; secondly, strict inspection and supervision system, in McDonald's system, there have three check system: the regular monthly evaluation, inspection of the company headquarters and random; third, Comprehensive training system, McDonald's training system is job training and job training phase Results; fourth, Joint advertising fund system, McDonald's advertising fund is an important marketing strategy in the whole process; fifth, To lease the real estate as the based in business strategy; and the last one is McDonald and branchesis a cooperative relationship, they mutual constraints, coexistence and common prosperity between each other.RecommendationIn any company’s operation, customer is first, so to establish a customer-centric, to create shareholder value as the core philosophy, striving to be the first for the goal, then we can simplify complex issues, open and transparent, more work, and more money. McDonald’s needs to adapt to different cultures and conditions when it sets up business in different parts of the world, so, use the local resource, use the local MacDonald culture,this is author’s opinion for MacDonald as well as for others enterprises.Also, an analyticalmodel for strategy implementation in different culture was constructed on the basis of accepted theory should be another survives method for McDonald.ReferencesEmeline Fort. (2010). McDonald's: Controversies, Legal Vows, and Its Competitors in the Fast Food Industry. 6 Degrees BooksNina Jacob. (2003). Intercultural management. Kogan Page PublishersJames L. Watson, Melissa L. Caldwell. (2005). The cultural politics of food and eating. Wiley-BlackwellJoe L. Kincheloe. (2002). The sign of the burger: McDonald's and the culture of power. Temple University PressJohn F. Love. (2008). Mcdonald's: Behind the Arches. Paw PrintsLinda M. Goens. (2001). Angel at McDonald's: Advent Drama for Youth. CSS PublishingPaul Facella,AdinaGenn. (2008). Everything I know about business I learned at McDonald's. McGraw-Hill ProfessionalSicco Van Gelder. (2005). Global Brand Strategy: Unlocking Brand Potential Across Countries, Cultures & Markets.Kogan Page PublishersSara Gilbert. (2008). The Story of McDonald's. The Creative CompanyWilliam Gould. (2000). McDonald's.Cherrytree Books。