McDonald Marketing strategy

목차

Ⅰ. Definition of some terms which will be used and concepts of marketing
1. What is the marketing?
1) Definition of the marketing
2. Introducing some strategy in the marketing
1) Price setting
2) Expand demand
3) Cost management

Ⅱ. Introduction : Mcdonald, Top of the fast food company
1. McDonald Business Introduction.

Ⅲ. Marketing strategy 1 : Price setting
1. Pricing rule
1) Fundamental pricing rule for firms to maximize profit
2. Price Discrimination
1) Fundamental concept of price discrimination
2) Types of price discrimination
3. Strategic Pricing Setting
1) Product mix Pricing Strategy
2) Price adjustment Strategy
4. Application in 'McDonald’
1) Lunch time Promotion
2) Set menu Promotion

Ⅳ. Marketing strategy 2 : Expand demand
1. McDonalds’ Marketing Strategy for Demand Expansion
1) Spreading Corporation Image
2) Ethnic Marketing Strategy
3) Marketing Responding to Trends
2. Effect of Advertisement with Advertisement Elasticity


Ⅴ. Marketing strategy 3 : Cost management
1. McDonald's Cost Saving Effect
2. The Marketing Strategy of Cost Saving
1) Part time employment & Increasing the senior employment rate
(1) Part time employment
(2) Supply curve of labour (Individual)
(3) Increasing the senior employment rate
2) Using Plastic Cups and Plastic Tray
(1) Using Plastic Cups
(2) Using reusable trays

Ⅵ. Some interesting references and conclusion
1. Mcdonaldization
1) What is the Mcdonaldization?
2) Effect of Mcdonaldization
3) Concern about Mcdonaldization
4) Irrationality of rationality
2. Conclusion Take warning to Mcdonaldization

Ⅶ. References

본문내용

1. What is the marketing?
-Many people regard the marketing as sales or advertisement. This is not wrong, but it is a little bit insufficient to understand the marketing wholly. In the marketing, ‘market’ means customers or consumers who buy some products in the market. It is the first step for comprehending the marketing that finding out what they want. We can subdivide what customers want into three things, Needs, Wants, Demands. Needs is some abstract desire which customers want, and Wants means some specific matter which can satisfy those essential Needs. When the purchasing power is supported, in that situation, those Wants is called as Demands. For example, some people feels thirty, and he wants to drink something. This is Needs.
If he wants to drink coke, then it is Wants. If he has 10,000won, then Wants which can buy with that money and which is wanted to him is called as Demands. The marketing is based on supporting customers to get what they wants.

<중 략>

10 people don't use 1 take-out paper cup per one day, It makes the effect that people plants one 20 years old tree. For calculating the economic figures, the cost of using one paper cup is \ 155.6. (Purchase of \ 150 per unit, the processing cost \ 5.6 won)

(2) Using reusable trays
Also changing the tray is similar strategy. McDonald's paper trays using the past reality, but, a sheet of paper on reusable trays are used currently. For reusing, the company do only paper changing, doesn't occur dishwashing cost and reduces disposable tray processing cost. It makes cost-saving effect.

참고자료

· http://cafe.naver.com/moelcounsellor/468
· http://news.naver.com/main/read.nhn?mode=LSD&mid=sec&sid1=001&oid=015&aid=0000694199
· http://mybox.happycampus.com/blueonizuka/4836491/?agent_type=naver
· http://www.edaily.co.kr/news/NewsRead.edy?SCD=DA35&newsid=02236966596286312&DCD=A01607&OutLnkChk=Y
· http://naver.nanet.go.kr/SearchDetailView.do?cn=KINX2009097969
· http://terms.naver.com/entry.nhn?docId=20911
· http://search.naver.com/search.naver?sm=tab_hty.top&where=nexearch&ie=utf8&query=mcdonaldization&x=35&y=18
· http://search.naver.com/search.naver?sm=tab_hty.top&where=nexearch&ie=utf8&query=%EB%A7%A5%EC%A0%80%EB%84%90%EB%A6%AC%EC%A6%98&x=0&y=0