Mcdonalds Marketing

Mcdonalds Marketing
The purpose of this assignment is to help you connect the different parts of the Principles of Marketing course. The assignment is a four- to five-page paper. It begins with identification of a target market and ends with you assuming the role of marketing consultant making suggestions for ways to improve the effectiveness of the marketing mix being used to attract it.


1. You will be randomly assigned a company that does marketing. If you are assigned a very large organization that markets many different products, focus your paper on one product or product line. For example, if you have Chevrolet, focus on trucks (or even a particular model of truck), or Corvettes.


2. After learning a little about your company, your next step is to identify and describe the target market for the products(s) about which you are writing. Do NOT say something like ?young, mid-to-upper class women who wash their hair.? Try to pinpoint the thing(s) that makes the target market respond to the firm?s marketing mix in ways that are different from people who are not members of it. For ex ample, ?young mid-to-upper class women who wash their hair, perceive that they might have a dandruff problem, are motivated by prestige and glamour, and like to pamper themselves and are willing to pay a little extra to do it.? A good statement lets you say who is in the target market and who is not. It is very difficult to do a good job on this paper if you do a poor job of defining the target market. Use the terms and concepts taught in your textbook.


3. After discussing the target market, you should then discuss the marketing-mix (the four Ps) the firm is using to attract the chosen target market. You should describe each of the four Ps, then discuss and analyze how each one is being used to attract members of the target market. You should also address the synergy of the four Ps together, especially if you see that one or more does not fit the others.


4. After discussing the firm?s marketing mix, you should assume the role of marketing consultant and make specific suggestions for improving the firm?s effectiveness. These suggestions can be in the form of changes to any part of the current marketing mix to fix problems you identified. If you did not identify problems, you should make suggestions for additional marketing activities. It is important that you say why you make the suggestion and how it will result in better appeal to the target market. These suggestions should be specific and not generic. Generic suggestions are ?advertise more? or ?improve the sales force.? A specific suggestion is ?improve effectiveness of the sales force by starting a training program that emphasizes closing and presentation skills.? Remember that your suggestions should be addressed at specific problems or opportunities so that you can justify them.
You can footnote any citations.