PRINCIPLES OF MARKETING?

BUILDING A BRAND BY LISTENING TO

Your Customers

Dr. Areej Al Qamzi

2022
Salwa Suwailem Albalawi - Reema Ali Aljuhani - Malak Saud Albalawi

Khulud Mohmmed Alrwiliy - Alaa Mohmmed Alhujairy - Amal Almuhanna

 WHAT ARE MCDONALD’S CORE BRAND VALUES? HAVE
THESE CHANGED OVER THE YEARS?
First, McDonald's aims to build its brand by listening to its customers. So, the core value for this
organization: Quality, service, and clean food options.

(To be their favorite place and way to eat for customers)

01
Quality: for example, in response to changing
consumer tastes, negative reactions due to fast food
(unhealthy food). They developed their menu and
the place, so they kept their customers and gained
new customers by developing the menu to become
suitable for all members of society (healthy and
unhealthy eating) and keep the price.
02 03
Service: The mission statement of McDonald’s clean food options: food
Corporation emphasizes becoming the favorite of packaging, without artificial
target customers. so, they give the best service preservatives, flavors, and
experience for their customer. For example, develop colors.
the menu, choose good location this is make These the core values
McDonald’s favorite place to eat and drink. Also, their McDonald's take in purpose to
social role. have the best marketing plan.

These core value changed through the years, so they rechristened their business in the nineties which improved the brand of the company and made
them learn from their mistakes. McDonald’s marketing mix or 5P (people, Product, price, place, promotion) helps in reaching this corporate mission,
especially by promoting the company, its brand, and its products, to influence consumers.
MCDONALD’S DID VERY WELL DURING THE RECESSION IN THE
LATE 2000S. WITH THE ECONOMY TURNING AROUND FOR THE
BETTER, SHOULD MCDONALD’S CHANGE ITS STRATEGY? WHY
OR WHY NOT?

Yes, it is McDonald's vision that a business aims to grow and

expand its operations, McDonald's should focus on improving
the business by changing its overall competitive strategy, growth
and expansion strategies and taking advantage of the economy
turning around for the better in global markets to maintain its
position among its competitors. Where it is necessary to make
comprehensive improvements according to the tastes of
consumers taking into account the negative reactions due to
unhealthy foods and developing products towards healthy food
choices by adding salads, fish, juices and fruits to their menu.
WHAT RISKS DO YOU FEEL MCDONALD’S
WILL FACE GOING FORWARD?

I see that McDonald's as a strong company has built

a reputation and a huge position in the restaurant
and food sector, it has only reached this stage with
perseverance, searching for solutions and
reevaluation . The biggest risk they face in my
opinion is the rate of increased awareness among
customers of the importance of healthy and fat- free
foods . Therefore, the company must offer more
diversity in this area while remaining on the quality
of the product that may be affected by the rapid
expansion and the large number of users of the
brand around the world who may not look as
carefully at the status of the brand as the parent
company.
 HOW MCDONALD’S CORPORATION CAN TACKLE THE THREAT
OF SUBSTITUTE PRODUCTS AND SERVICES?

1- McDonald's must continue their amazing develop specially in their products in line with the community and their needs also with the new ideas that have
recently emerged in a better way than competitors, such as supporting the vegetarian community because such support will benefit the company by marketing
the owners of this idea to them through social media.

2- Introducing healthy products into their product line to satisfy all the more health- conscious customers than the (traditional) McDonald's customer.

3- The introduction of a coffee line in McDonald's products at a symbolic price and periodic offers to attract customers, especially employees.

4- Marketing the company through McDonald's commercial ads with famous personalities to attract customers.

5- McDonald's company's keenness was evident in its permanent slogan (to be the preferred place for our customers and the way to eat and drink) by
diversifying the menu and designing restaurant buildings in a manner commensurate with the customer's needs.

6- Continuing to diversify products and focusing on the idea of temporary seasonal products to attract new customers.

7- Creating useful and enjoyable games at the same time with children's meals to attract parents who are interested in developing their children's skills.
 HOW MCDONALD’S CORPORATION CAN TACKLE THE THREAT
OF SUBSTITUTE PRODUCTS AND SERVICES?

8- Packing meals in innovative
ways to attract customers,
including children.
9- Registration with different restaurant delivery
applications such as Hungerstation, Jahez and others to
keep pace with developments and attract all customers
who cannot come to the restaurant due to transportation
or work conditions.
10- The company is keen to open
drive thru service in all branches to
facilitate the delivery of food to the
customer without trouble.

11- Making offers on special days
as a kind of marketing to attract
intruders.
12- Supporting McDonald's employees in all aspects, 13- Develop employees' skills in
such as the financial aspect, such as providing housing, customer service because good
transportation, and incentive bonuses to enhance the customer service helps to win
employee's affiliation and love for the company and thus customers.
increase productivity.
 HOW MCDONALD’S CORPORATION CAN TACKLE THE
INTENSE RIVALRY AMONG THE EXISTING COMPETITORS IN
RESTAURANTS INDUSTRY?

01 02 03

First to move to a healthier list Second to media and promotion Third to create a new taste list

as defined by a competitive strategy embodied in the company's statement.

THANK
YOU