Marketing strategy of McDonald's fast-food chain

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Marketing strategy of McDonald's fast-food chain

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Abstract

"It is all that I like" is the tagline for the McDonald's in France. McDonald's is probably the most famous fast-food firm in the world. McDonald's has more than 30,000 restaurants in the world and a gain of more than 20 billion in their turnover.

However, in France, McDonald's is synonymous with junk food and globalization. This raises the question of how this chain can be so popular in France as it is known to be a country where the people love fine food.

In the first part of this paper, we will see how McDonald's came to spread all overt the world.

In the second part, we will see how McDonald's made its way into the French market.

Tags - McDonald's fast food, France, Marketing Strategy

Introduction
Mission
History
Internal analysis
1. Value chain
2. Resources and skills
External analysis
1. Environmental Analysis
2. Sector Analysis
The sources of change
1. External sources of change
2. Internal sources of change
3. The opposing forces
The typology of change
1. The pace of change
2. The importance of change
3. Mintzberg Phases
Recommendations and conclusion

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[...] Ray Kroc who was an American business man joined the brand in 1954, he was right on his target, being bold, hard working and with a little success, he managed to transform the small U.S. franchise to the multinational fast food giant. Worldwide and more specifically, the McDonald's brand evokes the American success, but sometimes marred by scandals. McDonald's is the American dream lived on the regional sauce. However, with the beginning of the phenomenon of obesity happening in France, with the new policy, focusing on nutrition, is McDonald's strong enough to continue attracting customers without scaring them? [...]

[...] It is with this knowledge that the McDonald's conquered the French market. For this, they had to erase the image of junk food to which the brand can relate. Can marketing nutrition be the key to this success? In France the healthiest products within McDonald's were sold. In addition, the nutritional value of each product was indicated on the sets of plates. The other key factor in their success was the "common core of agricultural quality in other words, the quality charter of the company in France. [...]

[...] By focusing on "globalization", that is to say globalization adapted to local markets where McDonald's largely maintained its leadership and it continued the success. Each country has original recipes adapted to the eating habits of the natives. Thus were born such as hamburgers McHuevo McLaks in Uruguay or Norway. The secret of their success lies in the fact that the brand adapts to the customs and religions. On the food service segment, to conquer the French market, the brand must adapt to French ways, namely those of the tableware. [...]

[...] Marketing Strategy of McDonald's fast-food chain "It is all that I like" is the tagline for the McDonald's in France. McDonald's has more than 30,000 restaurants around the globe and more than 20 billion turnover. However, in France, McDonald's is synonymous with junk food and globalization. The question is to understand how the brand is so successful in France, while the French are known for their love for fine food. We will see in a first part how McDonald's has spread its brand in the world, then we will observe more precisely, how McDonald's made its way to the French market. [...]

[...] The following year Ronald McDonald wanted to attract the best target; namely families and children. The first restaurant was opened in Canada in1967. Globalization of the brand was up since then, because between 1970 and 1972, the brand conquered eight countries, including France in June The first McDonald's French outlet was open in 1979 in Strasbourg. Location of restaurants in different country and the year of opening are shown. In the 90s, the firm had some difficulties vis-a-vis its image. [...]

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