Mcdonald'S Counter Marketing Strategy

First,

Despite the ever-changing market in all countries, although there are great differences in the market environment of different countries, the whole McDonald's is either a chain store in the United States or a chain store all over the world.

McDonald's highly stylized.

1. standardization of products.

In 1940s, the Macdonald brothers created the fast-food chain of McDonald's. In 60s, Crocker bought all the assets of the fast-food restaurant for $2 million 700 thousand. After more than 70 years of development, it was already the world's largest fast food restaurant.

McDonald's standardization of food is not only qualitative but also quantitative.

For example, hamburgers have a uniform diameter of 25 centimeters, and the fat content in foods should not exceed 19%. French fries and coffee can not be stored for more than 10 minutes and 30 minutes, even for the size and shape of potatoes.

These regulations must be strictly enforced in chain stores all over the country, and there will be two strict checks each year.

2. standardization of distribution.

Whether McDonald's own chain stores or authorized chain stores, the choice of store locations have strict rules.

The initial store rule is that more than 50 thousand of the residents live in the radius of 5 km.

Later, this regulation was changed, and the chain stores must be built in prosperous commercial areas, such as large shopping malls, supermarkets, schools or government agencies.

This provision follows and has been one of the important conditions for selecting the authorized person.

Not only that, but also store decoration and store layout must be done in accordance with the same standards.

3. standardization of promotion.

McDonald's has always insisted on the promotion of children as the main selling object in its whole business process. Its selling idea is to attract children's consumption and attract the whole family's consumption. For this reason, there are places and toys for children's entertainment in the shop.

The main way of promotion is TV advertising.

In order to make the standards set up in chain stores around the world strictly enforced, McDonald's has set up a Hamburger University to train store managers and managers.

In addition, McDonald's has written a 350 page staff handbook detailing the work methods and steps of each job to guide the work of staff around the world.

Two, the reason behind the high stylization of McDonald's

On the surface, McDonald's seems to ignore the development and change of the market, ignoring the market differences in different countries, and seems to be the return of the product sales mode in the seller's market environment in the buyer's market.

In fact, there are profound reasons behind this changeless marketing strategy.

1. highly stylized marketing strategy is still inseparable from market demand.

No matter how the market changes and how the market is different, McDonald's always grasped the most fundamental market demand.

The most fundamental demand is concentrated on the fact that customers are always careful when they consume, and the pace of life is quickening. Customers need quick service, clean environment and high-quality food.

These are the most fundamental needs because they do not change and are universal because of changes in the state and market.

In contrast, McDonald's all business practices and strategies are not serving the spiritual needs of the catering industry.

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It is precisely to grasp this fundamental demand in the catering industry and ignore some minor needs that McDonald's can truly change its marketing strategy without changing the market because of its constant changes.

Therefore, the essence of the changeless marketing strategy is to grasp the most fundamental needs of the market and to dilute some minor needs.

2. highly stylized marketing strategy is the fundamental guarantee for successful operation.

Authorized operation is a shortcut to the rapid development of enterprises. However, to prevent enterprises from dragging away from the failure of authorized operation, we must strengthen the restraint and management of the authorized enterprises in production and operation.

In authorized operation, the protection of product brand and the maintenance of corporate image are very important. Once a chain store fails in operation, it will bring disaster to other chain stores.

In order to avoid this phenomenon, it is very important to strengthen supervision and management of authorized enterprises.

Because the chain store is authorized to operate as an independent entity, the authorized body can not directly manage it, so it can only supervise and manage the chain stores that are authorized to operate by establishing strict standards and strictly reflecting these standards in the authorized operation contracts.

Therefore, highly stylized marketing strategy is adopted for the supervision and management of authorized enterprises.

One of the main reasons why McDonald's can achieve such a great success is that highly stylized marketing strategy guarantees the success of its authorized operation.

In order to constrain and supervise the chain stores authorized to operate, McDonald's gives detailed qualitative or quantitative regulations on food, promotion, location selection and decoration, various methods and steps of work.

To ensure that these Provisions are implemented, McDonald's has to conduct two rounds of inspections annually.

Early warning of unqualified chain stores will be disqualified if they fail.

Therefore, the highly stylized marketing strategy and its strong guarantee measures laid the foundation for McDonald's success.

A typical negative example in this respect is the dissolution of the hamburger chain corporation of general food company of the United States for its lack of stylized marketing strategy and effective measures in the fifth year (1972) loss of $85 million after its establishment.

Three, enlightenment

Although marketing emphasizes dynamic braking and rapid response to the market, the marketing strategy that keeps changing should bring some inspiration to McDonald's success.

1. in the buyer's market, the marketing strategy that should remain unchanged should also have its own advantages.

Following the changes of the market, constantly adjusting the marketing strategy is not only the main feature of the business in the buyer's market, but also has become a mindset for many decision makers. Few enterprises can consider whether or not they should implement the marketing strategy of constant change according to the characteristics of their industry.

In fact, highly stylized marketing strategies are not only simple, cheap, but usually very effective.

For example, McDonald's, KFC, Coca-Cola, Pepsi Cola and so on can effectively apply this marketing strategy according to their own characteristics of the industry.

Of course, in the buyer's market, enterprises must have certain conditions to implement similar sales strategies in the seller's market.

2. the constant marketing strategy depends on the way of production and operation.

Different enterprises have different ways of production and operation, and fierce market competition forces enterprises to continuously innovate their production and operation modes.

The marketing strategy and the way of production and operation should be coordinated and coordinated with each other.

Although more production and operation modes are suitable for contingency marketing strategies, some production and operation modes are more suitable for changing marketing strategies.

For example, franchising and authorized operation, which have long been used by many enterprises, need more consistent marketing strategies.

It has been pointed out above that the marketing strategy of changeless and changeless is the guarantee for the success of franchise and authorized operation.

3. the constant marketing strategy depends on the brand of an enterprise.

Famous brand enterprises have larger profit margins because famous brand products can become a fashion of consumption and form a hot spot of consumption.

Under such circumstances, the supply of products is the main aspect of the contradiction between supply and demand of products, and can form a seller's market in a small scope.

This is conducive to the implementation of Changfeng marketing strategy.

McDonald's is implementing a highly stylized marketing strategy on a global scale with its world-class brand.

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Constant marketing strategy depends on the characteristics of enterprise products.

From the success of McDonald's, KFC, Coca-Cola and other enterprises, it seems that we can see that the products and services with low technology content are more suitable for the implementation of the Changfeng marketing strategy, and the high-tech products and services seem to be difficult to implement the marketing strategy that should remain unchanged. Because the high-tech products and services are pregnant with more opportunities for innovation because of competition, and innovation has laid the foundation for contingency marketing strategies.