Essay
Unit 9 P1
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Essay study book BTEC Level 3 National Business Student Book 1 of Catherine Richards, Rob Dransfield (Unit 9) - ISBN: 9781846906343 (Unit 9 P1)
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McDonaldsThe promotional campaign for McDonalds the offer ‘buy two big macs for only € 5,00’ is used
as an example.
McDonalds uses advertising with different types of methods. McDonalds uses the internet,
television advertisements, leaflets, e-mail and billboards. For example, in 2005 McDonalds
partnered with record labels and their artists to mention the ‘big mac’ in their songs.
McDonalds knows the customer wants. They know that their customers want a tasty burger
for a cheap price. An example of this burger is the ‘big mac’. McDonalds uses personal
selling with this product by for example telling the customers that are coming in the
McDonalds that they can buy the big mac for only € 3,00 and saying that the big mac now
has an extra filling. This can be done in order to convince the customer to buy the big mac.
McDonalds tries to persuade customers by handing out a discount card. This is a card with
all sorts of deals that you get when buying food at McDonalds. On discount card is for
example a deal: ‘buy two big macs for only € 5,00’. McDonalds does this by sending this card
to your home, handing them out or give one to you when you buy food at the restaurant.
McDonalds also uses sales promotion with their McDonalds app that you can download on
your mobile phone. They do this by scanning the code on your McDonalds app on your
phone, and then you get a discount on for example the big mac.
McDonalds tries to maintain their customer’s loyalty by making sure that the food they are
providing to the customers is good quality. McDonalds also makes sure that the customers
come back by handing out special deals while buying food.
Direct marketing is used by McDonalds by posting updates on for example their Facebook
page of new products that McDonalds will provide or of a deal on the big mac. McDonalds
sponsors a lot of sport events. For example, McDonalds became an officially sponsor of the
Olympic games in 1976.
In order to make a marketing decision, McDonalds will do a cost/benefit analysis. For
example, when McDonalds will make the offer ‘two big macs for only € 5,00’, the cost/benefit
analysis will let McDonalds see whether or not it is worth it to carry out this offer. The target
market of this offer will be people aged 14 – 25. These people are mostly students who want
a tasty burger for a cheap price. With this offer you can get two burgers for a cheap price.
This is why it would be very attractive for the target group.
McDonalds is a business to consumer company, because McDonalds sells their products to
consumers.
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