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nullSECTION 1SECTION 1Analysis of McDonald'sLecture OutlineReferencesIntroductionMarketing MixStandardizationAdaptationLecture OutlinenullMcDonald's Corporation is the world's largest chain of hamburger fast food restaurants. It has become emblematic of globalizationBackgroundBackgroundworld's largest chain of hamburger fast food restaurants,None Of Us Is As Good As All Of Us"McDonaldization" of societylaunched in 1955a franchiser of restaurantsglobal company Marketing MixMarketing Mix2345PRICE1PLACEPROMOTIONPRODUCT VARIETYGlobalizationMarketing MixMarketing MixPLACEPROMOTIONPRODUCT VARIETYGlobalizationPricing1PricingPricingObjective Profit Maximization Market share Maximization Meet or Follow CompetitionStrategy Localize Opposite-direction Loss-leaderFoundation Cost Area Requirements Price of CompetitorsMarketing MixMarketing MixPricePROMOTIONPRODUCT VARIETYGlaobalizationPLace2nullplace McDonald's1st 2nd3rd4thMcDonald'sMcDonald'sMcDonald'sMcDonald'sMulti levelChannelsHugeCoverageLocationswiseflexibleTransportPlacePlaceChannels Indirect delivery channel Producer->intermediate trader->consumers Logistics system High-tech food processors Package suppliers Procurement network consists of retail trader Globally-spread system of transportation and sale Accurate and rapid financial statistics Advanced analysis software system Coverage Main cities->medium-sized cities->small citiesPlacePlaceLocationsTransport Frozen Car Chill Car Normal-temperature carSchoolShopping CenterExhibition PlaceStationMarketing MixMarketing MixPRICEPromotionPRODUCT VARIETYGlobalizationPlACE3Promotion ——Gain from society, back to society ADVERTISINGSALES PROMOTIONPUBLIC RELATIONS Promotion ——Gain from society, back to society AdvertisingAdvertisingForms TV Internet Newspapers Poster Billboard On-vehicle Features Great quantity ConcentratedSales PromotionsSales PromotionsForms Meal bounders Latest toys, games and more fun Birthday party Coupon Features Variety HumanityPublic RelationshipsPublic RelationshipsRonald McDonald House charity Donation to education institute Free/Cheap lodging Children’s hospital Voluntary social activities Features Active InitiativeMarketing MixMarketing MixPRICEPROMOTIONGlobalizationPLACEPRODUCT VARIETY4Product ——We love to see u smileProduct ——We love to see u smileTangible ProductsTangible ProductsStraight product extensionTangible ProductsTangible ProductsProduct adaptationTangible ProductsTangible ProductsProduct inventionIntangible ProductsIntangible ProductsWi-Fi Arch card Any time any where Mcdonald 24 hour-services Drive-thru restaurant Mc delivery Special for kids Toys Free Gift Happy MealsSpecial FeaturesSpecial FeaturesFast Convenient Not expensive Good environment Clean Warm Happy DiversityMarketing MixMarketing MixPRICEPROMOTIONPRODUCT VARIETYGlobalizationPLACE5nullStandardizationPlace standardizationPlace standardizationbustling business streets large shopping mall, super markets, school buildings government buildingsdecoration aspects Clean environment and sweet atmosphere Humanity Brand recognition 24-hour service High quality Wifi Complete logistics systemProduct standardizationProduct standardizationcore menu items: hamburgers French fries soft drinksPromotion standardizationPromotion standardizationDevelopment of healthy food Think global, act local (compare with KFC) Development of peripheral products target market in children, teenagers and their parents public relation and AD adaptationadaptationMcDonald'sReferencesReferences