McDonalds has its presence in over 100 countries. Its products reach more than 69 million people ( Meyer, 2018) . McDonalds is an American company that was founded in 1940 ( Meyer, 2018) . The company specializes in food products where its goal has been to reach as many people with its products as possible. For that success to be realized, the McDonalds has employed the art of the 4Ps of marketing in its operations. This analysis looks into how McDonalds has been able to strategize on its operations through product, price, place, and promotion which compose the 4Ps of marketing mix. The 4Ps of marketing include product which defines the products the company is offering: price for the amount a consumer pays for the products: place defining the location of product markets and: promotion which deals with marketing. For instance, as of 2018, the company has over 37,000 outlets around the globe which is evidence of how it has utilized placing its outlets and products to become successful ( Meyer, 2018) .
McDonalds and the 4Ps of Marketing Mix
McDonalds has established itself as a leader in the food products company in the US. Currently, the company has the largest market share in the country of products such as snacks and sides, desserts and shakes, breakfast and hamburgers and sandwiches ( Meyer, 2018) . The company utilizes the use of beef in its menu products such as hamburgers. To have a perfect product launch in India, the company replaced beef with chicken to conform to the traditions and cultures of the country ( Panwar & Patra, 2017) . The company as its products available to many Americans as it has a significant presence in our cities and towns. As such, the company’s awareness of the demands of its customers has enabled it to provide the perfect products which improve its position in the market.
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Product pricing in McDonalds follows bundle and optimal pricing strategies ( Meyer, 2018) . Under bundle pricing, customers can buy products in combos at an affordable price. Customers have the chance and option to get more products which they could have otherwise had to spend more to acquire if they were to buy them as singles which increases product sales. On the other hand, optimal pricing gives customers the freedom of enjoying ordering for ‘extras’ which can be added to their main products of choice. In that scenario, a customer can spend and have their products and services served and offered to them at affordable prices in a single order saving them money. Again, most of McDonald’s products are relatively cheap compared to the company's competitors thanks to optimal and bundle pricing. Having optimal prices and different payment methods such as cash and use of Visa Cards has ensured that the company maintains a healthy position in the market ( Panwar & Patra, 2017) .
McDonalds’ utilization of online platforms where customers have different ordering and delivery methods and can get their products from different outlets outlines how the company has been successful in evaluating product placing as a strategy ( Meyer, 2018) . Customers who cannot make it to McDonald’s main stores have the option of getting the products they need from stores the company has partnered with. The company’s presence in over 100 countries shows how the company has been able to bring products closer to its customers. To ensure success in its choice of place for its outlets and product placing, the company has utilized the use of company-owned outlets as well as franchising to complement their already existing online platform. McDonald’s outlets are also placed in easily accessible places such as parks and gas stations ( Panwar & Patra, 2017) . Thus, customers do not need to travel further in search of the company's iconic outlets thanks to the company employing the use of open spaces.
McDonalds has raised its bar in creating awareness for its materials. Digital channels, BTL, and ATL have intensively used in product promotions ( Meyer, 2018) . In essence, the idea of promotion mix follows McDonald offering products to customers in a way that the said products have been familiarized with potential customers and how such products appease the customers. TV commercials, print media, and online platforms such as the company’s website have helped the company to reach out to its customers ( Panwar & Patra, 2017) . The iconic company logo has been changed several times throughout history. However, the company has maintained the iconic M on its outlets and the packages of its outlets. That has made the products and outlets more identifiable to both potential and frequent customers.
References
Meyer, P. (2018). McDonald’s Marketing Mix (4Ps) Analysis - Panmore Institute . Panmore Institute. Retrieved 28 May 2020, from http://panmore.com/mcdonalds-marketing-mix-4ps-analysis.
Panwar, D., & Patra, S. (2017). Localization in Fast Food industry: A case study on McDonald’s strategy in India. Journal of Arts, Science & Commerce , 8 (1), 70-74.
