Professional Documents
Culture Documents
Casestudy MC Donalds
Casestudy MC Donalds
Case Study
Overview of E-Business
Marketing
McDonalds is a large corporation in
countries.
The majority of the McDonalds franchises are owned
by individual franchises. McDonalds is the largest fast
food industry in the world.
Their primary competitors are other fast food chains
such as Burger King and Wendys. The competition
can get pretty intense to build customer loyalty to
their food.
The McDonalds Brand is one of the most well known
Brands in the world.
Weaknesses:
There is lower operating income in Europe and
Canada In Canada the operating income fell
12.6%, likewise the European restaurants
operating income also fell at 1.5%.
There is a relatively small revenue growth - In
the last 5 years McDonalds revenues have
grown at a rate of 7.5% compared to industry
growth at 13.6%
Opportunities:
Newer products
More franchises - less risk
High Growth in China and Russia
Threats:
Competition - global, national,
Strategies.
Goal changing from getting bigger, to
getting better.
Advertise on the internet more. Get
more people to visit their website.
Secondary advertising
Of course build brand awareness and
loyal customers
Business Model
The business model seems to be a
branding model.
They are trying to get out there and
making sure every last person knows
what McDonalds is
McDonalds spends more money on
marketing than any of its fast food
competitors.
Attracting
Secondary advertising customer
videos and employee videos
Youtube
Metatags
Advertising on products happy
meals, monopoly
Engaging
Macromedia Flash used extensively
Games for the kids
Online calculators for nutrition
information
They use a map locator to show you
how to get to McDonalds (inaccurate
map no road names)
Retaining
The site uses a common color theme
of red, yellow and black, with a logo
on the top left
Theres a news link that shows the
news that goes on, but is only
updated once every two months
Overall the site is easy to navigate
Learning
The website uses clickstream
Relating
Everyone sees the same page
They are collecting data, and
Review
Overall, McDonalds is trying to do
Customerization
McDonalds can fit into some aspects
Questions? Examples
What is McDonalds biggest
strength?
What is the ultimate goal for
corporations like McDonalds?
What is McDonalds biggest
weakness?