‘Im Lovin it’ everywhere in the WORLD!
Feb 10th, 2011 by joannayu
After reading Raissa Cheu’s post on McDonalds, I want to add on to why I also feel that McDonalds has such a large market share in comparison to all their direct competitors.
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Besides excellent customer service, they also excel in their marketing strategies as can be seen through their products and promotion. As for products, McDonalds utilizes STP strategically. McDonalds segments their consumers geographically and effectively as different types of burgers are served in different countries to better match the cuisine and food demands properly. For example, the McDonalds in Japan serves tuna burgers, Greece serves their burgers in pitas, Hong Kong began selling their burgers on rice patties, India sells mainly chicken and lamb but no beef, some places in Canada serves lobster burgers and Germany even serves beer as a beverage. There are many more examples as McDonalds has expanded to many countries of the world.
This greatly benefits McDonalds because they keep up with their competitors at each country based on consumer demands. Furthermore, because McDonalds is everywhere in the world, as people travel for vacations, they tend to visit McDonalds for quick meals because they it is a company they know and trust compared to other fast food restaurants that may be popular in certain countries such as Wendy’s in Canada.
Besides products, McDonald’s promotions are very unique and creative. For example, a few months ago, they launched their annual monopoly promotional game where you buy certain meals to collect monopoly states and win prizes with a complete set. Like many others, I really enjoyed playing monopoly and was influenced to buy their food to participate in the game. Furthermore, they developed another promotional event this year where we can use the money from monopoly to buy fries. This is so unique, fun and creative that completely differentiates McDonalds from their competitors. These are just some few examples of how McDonalds gains their competitive advantage.