marketing mix Mc Donalds

1. Kharkiv National University of Economics
Department of Marketing and Management
Presented by ANON Onesime Seraphin
KHARKIV 2016
INTERNATIONAL MARKETING PROJECT

2. Explanation of McDonald’s choice
More than 50 years have passed since the first
McDonald’s was opened and unnecessary to say the
Marketing plan of this company has changed several
times. However, the main goal of McDonald’s has
always and will always be to provide excellent service
and good food at a reasonable price.
McDonalds is currently the #1 rated fast food
restaurant in the world; maybe this is because there
are over 30,000 restaurants in the world and they
serve over 52 million people a day, but regardless it
was/is necessary for McDonalds to have constant
change and innovations added to their marketing
scheme in order to remain the best rated.
I have chosen McDonald’s because I wanted first to
understand how people perceive this international
fast food in Ukraine. And second, to check the
effectiveness of the strategy used to enter this
market.

3. McDonald’s history in facts
1940 The first McDonald's restaurant
1948 A few changes to the restaurant
1949 French fries and milkshakes
1955 The first new location opens
1958 One hundred million burgers
1965 Public stock trading
1966 McDonald's on TV
1967 The first international store
1979 The Happy Meal
2002 McHappy Day
2005 Fifty years of service
2010s In July 2011 Opening of the largest restaurant in the world
built on the 2012 London Olympics site

4. Results of marketing research
 Hypothesis:
Principal: The brand name/reputation influences the
purchasing decision of Ukrainian customers.
Secondary:
 People buy our product because of the advertising, the
packaging or the places feature (space arrangement and
design, architecture, ambiance, etc…)
 Young people buy our product more than “old” or adults
 People buy our product because of the price.
 People buy our products because they are available.

5.  Conclusion
1st conclusion: Our principal hypothesis was confirmed,
because all the respondents are aware about the brand
reputation.
2nd conclusion: This hypothesis was confirmed after processing
the data’s. Some customers spend more time than they need to
eat because of the atmosphere, Music, TV programs, etc.
3rd conclusion: young people purchase our product more than
adults. This is our conclusion after processing the demographic
and psychographic information’s of the respondents.
4th conclusion: this hypothesis wasn’t confirmed. Some
respondents (7) found the products affordable but the products
were qualified expensive by the rest (8).
5th conclusion: this hypothesis wasn’t confirmed because our
respondent can’t get the products easily. They are not available
in a lot of place.

6. Marketing mix for Ukraine (7P’s)
 Place: Our restaurants and drive will be clean, available, easy to find and
attract the customers today and tomorrow. We create other restaurants to
be available in other places and cities. We have a responsibility to manage
our business in a friendly environment and to constantly hunt for ways to
make a difference in the community.
 Price: We have a responsibility to maintain our values and high standards
as we provide food that is affordable to a wide range of customers.
McDonald’s price policy can fit to the market reality because for each
country there is a rigorous pricing process that is used to determine the
price for this market.
 Promotion: All of our marketing and communications will be relevant to our
customers and aim to reinforce our brand image. And because our
advertising campaign is already effective, we have a responsibility to
maintain and build trust with all our stakeholders by ensuring that our
marketing and communications efforts are truthful and appropriate by using
other channel like public relations, sponsoring and community relations.

7. Marketing mix for Ukraine (7P’s)
 Physical evidence: McDonalds focuses on clean and hygienic interiors of
is outlets and at the same time the interiors are attractive and the fast food
joint maintains a proper etiquette at its joints. McDonald’s has a standard
design for his outlets but once again it can be modified based on the
location and the local but he tries to give the same facilities.
 People: Our well-trained people will proudly provide friendly, accurate and
fast service that delights our customers. We have a responsibility to
maintain an inclusive work environment where everyone feels valued and
accepted, to provide training and other opportunities for personal and
professional growth, and to promote job satisfaction.
 Product: We will serve food and beverages people prefer to enjoy regularly.
We have a responsibility to give our customers quality product choices and
to partner with suppliers that operate ethically and meet our high standards
of social responsibility.
 Process: The food manufacturing process at McDonalds is completely
transparent (the whole process is visible to the customers) and it remain the
same all around the world except for the locals food that are introduce in the
Menu (local). All the purchase points are also standardized. (take order,
paying bills, cooking, etc…)

8. Advertisement to consumers
My idea to McDonald's Ukraine
McHealth : these last year McDonald’s has faced a lot of
problems in certain countries because of the increasing of
obese people in this countries. In addition to control of the
raw materials, I suggest to create a “healthcare” when this
day they won’t put meat in the restaurant. And they can
also involve in charity to help some community and take
the opportunity to reinforce the brand image.