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McDonalds. Case Study. Overview of E-Business Marketing. McDonald’s is a large corporation in the fast food industry. They have been around since 1955 when Ray Kroc started the chain of McDonalds. They have been growing ever since.

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McDonalds

Case Study


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Overview of E-Business Marketing

  • McDonald’s is a large corporation in the fast food industry.

  • They have been around since 1955 when Ray Kroc started the chain of McDonalds. They have been growing ever since.

  • The majority of the restaurants are owned through franchises.


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  • They employ 447,000 people.

  • They have over 3,200 restaurants in over 119 countries.

  • The majority of the McDonald’s franchises are owned by individual franchises. McDonalds is the largest fast food industry in the world.

  • Their primary competitors are other fast food chains such as Burger King and Wendy’s. The competition can get pretty intense to build customer loyalty to their food.

  • The McDonalds Brand is one of the most well known Brands in the world.


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Marketing challenges faced

  • Strengths:

  • Brand Awareness

  • Broad geographic locations

  • McDonalds standard and conformed changes in large areas efficiently


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  • Weaknesses:

  • There is lower operating income in Europe and Canada – In Canada the operating income fell 12.6%, likewise the European restaurants operating income also fell at 1.5%.

  • There is a relatively small revenue growth - In the last 5 years McDonalds revenues have grown at a rate of 7.5% compared to industry growth at 13.6%


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  • Opportunities:

  • Newer products

  • More franchises - less risk

  • High Growth in China and Russia


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  • Threats:

  • Competition - global, national, regional, and local. Commodity

  • Growing health conscious population

  • Food safety – bacteria, e. coli, 41 -150


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E-Business Marketing Goal or Strategy

  • McDonald’s real goal as a corporation is to make money for the stockholders. Their stated goal is Long term sustainable growth for all stakeholders.

  • McDonalds has realized that they are reaching a big maturation stage in the business cycle, based on its profits slowing down more and more every year. It is going to be time to reinvent or re-image this corporation to try to start the business cycle over again.


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Strategies….

  • Goal changing from getting bigger, to getting better.

  • Advertise on the internet more. Get more people to visit their website.

  • Secondary advertising

  • Of course build brand awareness and loyal customers


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Business Model

  • The business model seems to be a branding model.

  • They are trying to get out there and making sure every last person knows what McDonalds is

  • McDonalds spends more money on marketing than any of its fast food competitors.



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Attracting

  • Secondary advertising – customer videos and employee videos – Youtube

  • Metatags

  • Advertising on products – happy meals, monopoly


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Engaging

  • Macromedia Flash – used extensively

  • Games for the kids

  • Online calculators for nutrition information

  • They use a map locator to show you how to get to McDonalds (inaccurate map – no road names)


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Retaining

  • The site uses a common color theme of red, yellow and black, with a logo on the top left

  • There’s a news link that shows the news that goes on, but is only updated once every two months

  • Overall the site is easy to navigate


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Learning

  • The website uses clickstream technology on the server side.

  • They collect information about what pages you visit and how long, along with where you are approximately from

  • They also collect information about certain programs that are installed on the computer


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Relating

  • Everyone sees the same page

  • They are collecting data, and possibly using it to make the site efficient

  • They also use telephone, e-mail, and regular mail as forms of relating


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Review

  • Overall, McDonalds is trying to do what they do best: Marketing

  • They are trying to control the secondary advertising, and utilize it for something that’s profitable for the stockholders

  • They are building brand awareness through this marketing


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Customerization

  • McDonalds can fit into some aspects of the customerization model.

  • The one downfall that they will have a struggle doing is “premium price acceptance”…too much competition.


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Questions? Examples…

  • What is McDonald’s biggest strength?

  • What is the ultimate goal for corporations like McDonalds?

  • What is McDonald’s biggest weakness?