Marketing communications -mcdonalds assignment

McDonalds Respect special needs of ethnic and religious backgrounds. They are proud that each and every team member local and globally, work together to achieve one main goal, which is honesty, fairness and integrity. Fourthly, McDonalds are involved in various community activities to achieve one of their values, which is to give back to communities. One of their main activities is to support Ronald McDonald House Charities and by positively manipulating its size, scope and resources to give back to communities worldwide.

And lastly, strive continually to improve by responding and evolving with the ever changing market of not only the customers and their needs but also that of its employees and the running system of McDonalds. McDonalds’ mission is self explanatory and taken directly from the company itself. McDonald’s brand mission is to “ be our customers’ favourite place and way to eat. ” Our worldwide operations have been aligned around a global strategy called the ‘ Plan to Win’ centralised on the five basics of an exceptional customer experience — People, Products, Place, Price and Promotion.

Mc Donald’s is also receiving increased pressure from the government and various other groups, concerning the environmental impact made by the company. The current global economic crisis has led to a rise in the price of raw materials. There is also increased competition in the market. Macro Marketing-PEST This is a scan of the external macro factors in which McDonalds operates, and is expressed in the following terms: Political Economical Social Technological

Political: these factors include government regulations, legal issues and define both the internal and external issues that McDonalds must operate. One of the concerns that the firm faces is business conduct; McDonalds is an international cooperation, it functions in a complex and continuously evolving world. So as to cooperate with procedures they only address issues of concern to their business which involves working with the government agencies both directly and indirectly through trade associations.

McDonalds have use a number of techniques to improve its social factors with its consumers; such as Greener chapters: Sustainable Ronald McDonald Houses, according to McDonalds they are using their expertise in architecture design and development, and company experts guide the RMHC with guidelines for site selection, design development, material selection and construction methods that incorporate green strategies. Another method that McDonalds have implemented to improve their social cause is participating in the Olympic Games: for over 40 years McDonalds have been a proud supporter of the Olympic Movement.

McDonalds claim that as a System, they believe in the spirit of the Games and their unique ability to engage the world in a way that is constructive and inspirational. Lastly is their social commitment to providing aid one of their recent campaign is the Coming to the aide of Earthquake victims in China: McDonalds System recently mobilized to respond to a recent disaster – the May 12 earthquake in China. They served almost 40, 000 meals to earthquake victims, relief workers, military personnel, hospitals and police and fire department officer.

In recent times McDonalds has been seen as a company that didn’t really promote healthy eating and living. They now feel the need to reposition their company as one that does promote the above. 2. Increase sales by 10% In the dwindling economy due to the recession, an increase in overall sales is seen as a cornerstone for survival and growth. Sales will however increase automatically if the product is successfully repositioned. Hence these 2 objectives go virtually hand in hand with each other.

Marketing Strategy ??? Increase brand awareness ??? Increase awareness of new food menu ??? Move into new market position, e. g. Mc Cafe Communication Objectives ??? Increase awareness of new food menu by 15% Communication Strategy ??? Develop an advertising campaign to promote the new healthy menu. The advertising campaign will include Newspaper, Magazines and Billboards. This is the most cost efficient way to target the UAE market. Newspapers and billboards; being the most effective.