ABDT2153 INTRODUCTION TO MARKETING

Appendix D: Cover Page of Group Written Assignment

Tunku Abdul Rahman University College

FACULTY OF COMPUTING AND INFORMATION TECHNOLOGY

Perak Campus
ABDT2153 INTRODUCTION TO MARKETING

Programme: ____DIA__________________________________________

Tutorial class: _____1_______________________________________

GROUP WRITTEN ASSIGNMENT AND PRESENTATION (75 marks)

No. Student’s name Student’s ID No. Group Individual Total

Assignment Presentation
Tan Han Wei 17AMD01705
1.

Tang Wen Shin 17AMD01323

2.

Chung Jian Weng 17AMD03094

3.

Wong Sai Kiat 17AMD00724

4.

5.

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ABDT2153 INTRODUCTION TO MARKETING

TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE (Appendix B)

FACULTY OF COMPUTING AND INFORMATION TECHNOLOGY
ACADEMIC YEAR 2017/2018

DIPLOMA IN SCIENCE (INFORMATION SYSTEM ENGINEERING)

PLAGIARISM STATEMENT

Tutorial Group : Sub-group : 1, 2, 3, 4, 5, 6 (Please circle)

Team No.:

Team Contribution Sheet

Read, and complete and sign this statement to be submitted with your written work.

“We hereby declare that we have contributed our insight and effort in sections that have been allocated
to us and that all contributions are our work.”

Name (Block Capitals) Sections Signature

1……Tan Han Wei…… …Proposal…… ……...……………

2.……Tang Wen Shin… Background, promotion ……...……………

3……Chung Jian Weng Product, place, price ……...……………

Segmentation, targeting and

4……Wong Sai Kiat positioning, marketing environment ……...……………

Tutorial Class …DIA 1……………

Date …5/1/2018…………

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 ABDT2153 INTRODUCTION TO MARKETING

TUNKU ABDUL RAHMAN UNIVERSITY COLLEGE (Appendix C)

FACULTY OF COMPUTING AND INFORMATION TECHNOLOGY
ACADEMIC YEAR 2017/2018

DIPLOMA IN SCIENCE (INFORMATION SYSTEM ENGINEERING)

Tutorial Group : Sub-group : 1, 2, 3, 4, 5, 6 (Please circle)

Names:
1. Tan Han Wei
2. Tang Wen Shin
3. Chung Jian Weng
4. Wong Sai Kiat
5.

Title of the written assignment:

Assessment Criteria Excellent Good Average Poor Very Total

poor
Introduction (2.0) 2.0 1.5 1.0 0.5 0
Company background 5.0 3.5 2.5 1.5 0
(5.0)
Marketing environment 5.0 3.5 2.5 1.5 0
(5.0)
Segmentation, targeting 5.0 3.5 2.5 1.5 0
and positioning (5.0)
Product (5.0) 5.0 3.5 2.5 1.5 0
Place (4.0) 4.0 3.0 2.0 1.0 0
Price (4.0) 4.0 3.0 2.0 1.0 0
Promotion (5.0) 5.0 3.5 2.5 1.5 0
Proposals (5.0) 5.0 3.5 2.5 1.5 0
Conclusion (2.0) 2.0 1.5 1.0 0.5 0
Harvard References 2.0 1.5 1.0 0.5 0
(2.0)

Appendices (2.0) 2.0 1.5 1.0 0.5 0

Neat report layout (2.0) 2.0 1.5 1.0 0.5 0

Grammar & spelling 2.0 1.5 1.0 0.5 0

(2.0)

Max:50 marks Total

Comments:
__________________________________________________________________________________

__________________________________________________________________________________

Name & signature of Lecturer/Tutor: _________________________________

Date:

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ABDT2153 INTRODUCTION TO MARKETING

Table of Contents

Topics Page
Company Background 5 ---- 6
Segmentation, Targeting and Positioning 7 ---- 8
Marketing Environment 9 ---- 10
Product 11 ---- 12
Place 13 ---- 14
Price 15
Promotion 16 ---- 18
Proposals 19

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ABDT2153 INTRODUCTION TO MARKETING

Background of McDonald’s

The company that we choose is McDonald’s. The business of McDonald’s is started

by Raymond Albert Kroc. He had a name which is Multimixer because he was an exclusive
distributor of a milk shake maker. At the same time, he had two brothers which named
Richard and Maurice McDonald had a hamburger restaurant to operate in San Bernardino,
California in the 1950s. He heard his brothers gave service to customers using his
Multimixers. He then had a meeting with his brothers and got the franchising right to operate
McDonald’s restaurants.

In 1955, he established the McDonald’s Corporation and launched the first restaurant
in Des Plaines, Illinois. In 1961, he took over his brothers. McDonald’s grew to become the
biggest restaurant organisation in the world. There are more than 33,000 McDonald’s
restaurants in 119 countries now. After 2 years which is in 1962, the double-arch “m” symbol
became McDonald’s most long-lasting logo, more last longer than the tall yellow arches that
had once ruled the earlier restaurant rooftops. In 1963, a clown was designed with the public
face of McDonald’s which named Ronald McDonald.

In 1967, the linkage continued to grow domestically and internationally until extend
to Canada. In 1984, it is a pity that Ray Kroc died but his heritage is very much alive. His
success story continues with the restaurant is getting bigger and bigger by recruiting many
more employees, open franchisees and also have many suppliers to work with. His promise,
contribution and accomplishment continue to live on at McDonald’s all around the world. A
total of 10,000 restaurants have reached to by 1988 and more than 35,000 outlets had been
operated in more than 100 countries in the early 21st century. In the 1990s, it was said that a
new McDonald’s opened somewhere in the world every five hours because the growth of the
restaurant was so fast.

Suddenly, many customers obesity because of McDonald’s high calories food made
the restaurant had criticism. Then, it added healthy items to its menu and in 2017 began to
produce vegan hamburger. During this time, it also removed supersized parts and the
restaurants in U.S. and Canadian had been stopped to use trans-fat oil in a number of items.
Furthermore, McDonald’s faced a lot of call to increase salary as it is one of the world’s
biggest private employers. This situation made the term McJob which mean “low-paying
job” added to the Merriam-Webster dictionary.

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McDonald’s moved apart from the hamburger business by obtaining Chipotle

Mexican Grill (1998), Donatos Pizza (1999), and Boston Market (2000) in the United States,
and in the United Kingdom McDonald’s bought Aroma Cafe (1999) and an interest in Pret
A Manger (2001), a sandwich restaurant chain in the late 20th century. By late 2008, instead
paying attention on its own brand, McDonald’s had no longer owned or had a stake in any of
those companies.

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Segmentation, Targeting and Positioning

Segmentation is the division of a wide range of consumer or commercial markets,
usually composed of existing and potential clients, divided into consumer groups based on a
common feature of some kind. In 2016 year, Dudovskiy claims that McDonalds uses
geographical, demographical, behavioural and psychographic segmentation. However, Balaji
et al insists that McDonald's only uses demographic segmentation strategies and age as a
standard.

In targeting, Iacobucci advices that McDonald’s marketers iterate between

understanding of company suitability and information about the segment size and possible
profitability. In 2016 year, Dudoviskiy supplies the targets for the segments he proposed
earlier as the statement below:

Type of Segmentation
McDonald’s target segment
segmentation criteria

Region Domestic/international

Geographic Density Urban/rural

Age 8 – 45

Gender Males & Females

Bachelor Stage: young, single people not living at home

Life-cycle stage Newly Married Couples: young, no children

Demographic
Full Nest II: youngest child six or over

Income Low and middle

Occupation Students, employees, professionals

Degree of loyalty ‘Hard core loyals’ and ‘Switchers’

Benefits sought Cost benefits, time efficiency

Behavioural
Personality Easy-going & careless

User status Potential and regular fast food eaters

Social class Lower, working and middle classes

Psychographic McDonald’s targets Resigned, Struggler and Mainstreamer

Lifestyle individuals according to Cross Cultural Consumer
Characterization developed by Young & Rubican

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However, according to Carol Sagers the company seeks specific segments of its target
population and then customize or locate their products to each link. With other large
packaging products companies, there are brand managers for their various brands,
McDonald's does not have a Big MAC manager or salad group. Their marketing department
is subdivided by consumers. Of course, there is limited time to promote meals that customers
can extract from the existing customer segment.

Positioning refers to the choice of the marketing mix most suitable for the target customer
segmentation. Positioning is achieved through the operation of the marketing mix 4Ps, while
the positioning matrix indicates that some combinations are more meaningful than others.
McDonald's uses the adaptive type product localization, therefore, the company according to
Dudovskiy part's change, engages in the product and the service periodic localization. The
following is a direct reference to the McDonald's franchise strategy document:” McDonald’s
has made itself to be the family friendly low-cost restaurant in the fast food business. We
have a narrow scope for a customer base and a low-cost strategy.”

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Marketing Environment
The business environment means the overall situation of the Organization. Every
organization, including McDonald's, is more or less affected by environmental factors. In
business discussions, the internal factors of the organization are discussed as part of the micro
environment, and external factors are considered as macro environments.

The McDonald’s Micro environment require building relationships with other company
departments, suppliers, marketing intermediaries, customer, competitors, and various publics,
which combine to form the value transfer network of the company. McDonald's has its own
suppliers, and it has a very close relationship with suppliers. McDonald's has divided its
suppliers into two sectors, known as direct suppliers and indirect suppliers. Indirect suppliers
provide raw materials to direct suppliers, and direct suppliers produce food for McDonald's.
McDonald's understands the importance of its suppliers and always cooperates with
professional etiquette. For customers, McDonald's serves millions of its customers every day.
McDonald's has served about 329 million people in the UK in the past three month. In the
first world countries, all the people are McDonald's customers. It provides food for almost all
kinds of people. McDonald's takes customers as their first priority and strives to ensure
maximum satisfaction. Second, the public includes external groups interested in and related
to the company. McDonald's works take into account the power and importance of different
groups, such as the media, central and local governments, finance, consumer groups, pressure
group and so on. Since the operation of the fast food chain is different from that of hotels,
airlines or tour operators, there is no need for intermediaries in this case. To promote the
business, promotional activities are usually carried out by the company and each restaurant
as its distribution center. In addition, McDonald's need to gain more benefits in the eyes of
consumers in order to against the competitor’s products.

The Macro environment consists in the McDonald’s are political, economic, social,
technological, environmental and legal factors. The business operation of an organization
always influenced by national and government policies. McDonald's business is also
controlled by government rules and regulations. The main problem in controlling food
business is that health and other issues are licenses, employee laws and tax issues.
McDonald's adheres to local government policies and the franchise business strategy for
foreign investment policies. The political instability of the local government has also affected
McDonald's business. Next, the economic environment has always been an important issue
for business organizations. For example, more or less all companies are affected by the
continued downturn in the global economy. Because of the operation of international business,
McDonald's is faced with different scale of tax and income measurement in different

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countries. McDonald's also faces some difficulties because of international currency

fluctuations, particularly in the area of global food distribution. Because, people's social
environment lifestyle is changing, the demand of this change affects McDonald's. This
modern city society expects the highest level of service and all the latest facilities from the
hotel's organization. Moreover, this changing demand is different between society and the
state. Then, McDonald's must ensure that all technology access to affect customers and help
it to maintain its success. McDonald's has been criticized for using a number of harmful
elements, such as its beverage glass degradation material as the environment. Styrofoam
containers are also used in McDonald's meals and it is severely discouraged to use. Legal
factors are mandatory and follow some rules and procedures to run it. For example,
registration, tax, law, security rules, etc. As a huge food chain, McDonald's has to take serious
responsibility for legal issues.

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Product
One of the marketing mix is ‘product’ which are the physical item sold by the
company to the consumer and a service to satisfied the consumer need and earn the profits
from them. McDonald’s known as the largest and bigger fast food chain company in the
world. Most of the product they sell are hamburger, chicken product, soft drink, dessert, and
breakfast. The main product of the McDonald’s is ‘Big Mac’ which are the hamburger serve
with 100%beef patties, two slides of cheese, onion, lettuce, pickles, sesame-seed bun and big
mac sauce made by themselves and its available all around the world except India. Besides
that, consumer also purchase other product such as McChicken, Chicken Mc Nuggets, Fillet-
O-Fish, Mc Spicy Burger, Cheese Burger and so many. To attract the children, McDonald’s
also introduce the Mighty Kids Meal also known as ‘Happy Meal’. Inside the ‘Happy Meal’
come out with either Cheese burger, Hamburger, 4 or 6 pieces of Chicken Mc Nuggets, Mc
Double with a small version of fries includes the toys for the kids to collect.

Other than this, different country has different type of menu and some of food only
available in the particular place. For an example, ‘Mc Rib’ is a sandwich with the boneless
pork serve with barbecue sauce, slivered onions, and pickles and its only available at non-
Islamic country. Besides, the country which are rich with the sea product will have the Mc
Crab and Mc Lobster. For the Mc Lobster is only available in Atlantic Canada and New
England region in the summer, when the price of the Lobster drops and inexpensive. For the
Mc Crab is only available along the eastern coast of the Delmarva Peninsula (comprising
parts of Delaware, Maryland and Virginia). McDonald’s Menu also affected by the culture
of the country due to the consumer demand. For an example, Mc Spaghetti an Italian dishes
available in the Philippines where it is popular and normally served with Mc Nuggets as the
McDonald’s dinner Menu. At Asia, due to the consumer’s demand McDonald’s also launch
Mc Rice which are the normal rice for the Asia people who like to eat rice. For the German,
due to the research German are the one of the country which are popular in sausage. Therefore,
McDonald’s also introduce the Double Sausage Burger with beer to attract the German
people.

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However, customer’s requirement change time to time. In order to keep the customer
and their loyalty. McDonald’s always introduce the new products phase out the old one.
Like ’Fish and Fries’ which are just launch a couple week ago at Malaysia and ‘Nasi Lemak
Burger’ at Singapore. Those products are only come up once in the blue moon, and only
available at a period of time to prevent the customer run away because weary of the product.
McDonald’s also prepare a breakfast menu for the worker like Mc Muffins a McDonald’s
signature breakfast which contain fried egg, a slide of cheese, and bacon inside the muffin
less calories and fat very suitable for the people to eat as the breakfast pair up with a cup of
coffee without increase the burden to the stomach. For the lady who like to eat dessert,
McDonald’s also offer the ‘Apple Pies’, ‘Milk Shake’, and ‘Peach Pies’ that just available at
Japan to catch the lady heart and satisfied their needs.

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Place

‘Place’ in the marketing mix refer to the physical location and place for the company
to store the product or good from the manufacturer and wholesaler, the place where the
company can distribute the product into small quantity to the consumer. Also the venue for
the company to sell the product and the place where the customer seeks to satisfied their need.
To measure the company can service in the business environment,

‘Place’ act like a core competitive for the company against other company.
McDonald’s one of the bigger fast food chain company are found more than 360 00++
restaurants operate and located 110 countries around the world and the number still increased
now. McDonald’s come out with different type format of restaurants such as Mc Café, Mc
Drive, Mc Express, McDonald’s Next, and create your own taste restaurants. Choose wisely
the place to open the business is very important because it may affect the company future.
Therefore, McDonald’s always choose the place where there are many human populations
such as city, tourist attractions and the place near the university, school and office to sell its
product. McDonald’s restaurant act as main place to distribute its product to the consumer.
McDonald’s restaurant prepares a place where allow the consumer to having their lunch
though the facilities like indoor and outdoor seating and counter service. McDonald’s very
sensitive in hygiene therefore McDonald’s also prepare the place for the smoker to eat and
smoke without distribute or brothering other people. Other than that, Some of Mc Donald’s
restaurant also prepare the playground for the children to play and having a fun over there.
Family can rest for a while and enjoy their meal at the same time watch over their child easier.

Mc Drive is located near the highway and does not offer the seating and counter
service for the consumer, but the consumer can order their food inside the car outside the
restaurant. The consumer just orders the food oh the food menu provided to the speaker and
it will transfer the customer order digitally to the kitchen screen when the employee can see
and prepare the food. After order and pay the money, consumer just need to wait a couple of
minutes and take the food away without get inside the restaurant.

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Mc Café is a concept created by McDonald’s at Australia also known as “Macca’s”.

Mc Café is a café style accompaniment to Mc Donald’s restaurant and only focus on dessert
and hot drink such as coffee and tea just like the normal café are. Mc Café started at
Melbourne in 1993. In year 2016, most of the McDonald’s existing restaurant started to have
Mc Café at Australia. In Tasmania, there are Mc Café everywhere located within the existing
McDonald’s, with the rest of the country or states quickly following suit. After upgrading the
Mc Café look and feel, some of the Australian restaurant notice there the product sale have
been increase about 60 % and at the end of 2013, there are over 300 Mc Café around the
world.

Mc Express which are located near the supermarket and provide limited seating. The
target of the Mc Express is travelers, truckers and family. Some of the Mc Express also
combine and connected to the gas station and convenience stores. In Sweden, who order the
‘Mighty Kids Meal’ also known as ‘Happy Meal’ can use the meal container for a pair of
happy goggles. McDonald’s create a game for the happy goggles known as “Slope Star” and
McDonald’s plan and wanted to launch its to other country.

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Price

‘Price’ is one of the most important element in the marketing mix. ‘Price’ is refer to
the amount change and profit that earn by the company from the customer when selling its
product or provide service to them. ‘Price’ is an element to determine the income for the
business and survive in the business environment. When company determine the price of the
product, they need to fully understand the market nature and ability of the customer to
purchase their product. Most of the customer’s perception value when buy the product, they
always determine the product through the price first and draw their own mental picture of
what product is worth to buy. Therefore, when marketers set the price, they cannot set
expectations too low or too high. This is because when the marketers set expectations too
low, they may satisfy those who want to buy it but fail to attract enough buyers, because the
buyers may feel that the quality of the product compromised. When the marketers set
expectations too high, the buyers will be disappointed and does have the ability to buy it. The
price also need to cover the expenses incurred in making them such as hiring the employee,
government tax, electricity and water fee, facilities and goods from the manufacturer and
wholesalers. In the same way, they also need to ensure that they can gain profits as much as
possible to company without giving the burden to the consumer and unsatisfied what the
customers need. The profit margin should be kept carefully. McDonald’s focused most in the
psychological pricing strategies on its product involves various price bunding strategies that
offer bunding product with meals and other product to consumer with bundles for a discount.
McDonald’s always use the most affordable and affection price such as $0.99 something like
that near around the corner instead of rounding it off to dollar. To ensure that most people
will choose and buy it product.

On the other side, in the poor country like India. McDonald’s have been reduced the
price about 25% compare with other country or state so that the consumer will prefer its
product than its rivals such as KFC, Subway, Pizza Hut, Domino and so more as the dinner
or lunch. McDonald’s also prepare the product into 2 categories namely ‘BA’ also known as
Branded Affordability and ‘BCV’ Branded Core Value products. Most of the ‘BA’ product
provided are Chicken Mc Grill Burgers and Mc Aloo Tikki. For the ‘BCV’ product includes
is Mc Chicken Burgers and Mc Veggie. This have been done to satisfy the customer need
with different price perception. McDonald’s pricing strategy also adapted to tap the middle,
lower section of society. Most of them are young teenagers who wish are brand conscious
and want convenience. Hence, its need to balance the product and price to fully aware of the
brand and integrity.

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Promotion

Promotion is one of the 4Ps of marketing mix concept. It controls the marketing
communication strategies and techniques. Doing advertisement, promote sales, give special
offers and has public communication may include in it and is called as promotional strategy.
Using a promotional strategy can let potential customers to know what are selling. No matter
what channel to be used, it is a must to make sure that the promotion used is suitable for the
goods, the cost and the end user which are being marketed to.

To persuade customers to buy your product, you have to give explanation of what it
is, guide them how to use it, and give the reason why they should buy. A cunning act in
promoting is to make customers be aware of their demands whether can be contented by what
you are selling. To have a successful promotion, it is a must to contain obvious information
which is aimed at certain customers and is done through adequate ways. The aimed customers
mean people who will use the product while get affected or judge the product whether is
worth to buy or not. For the purpose of transmit information to the aimed customers, it may
probably relate to more than one marketing channels.

McDonald’s does promotion to draw customers’ attention. It does promotion by

communicate with customers by techniques below:

1. Advertising
2. Sales promotion
3. Public relations
4. Direct marketing
5. Personal selling

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1. Advertising
Advertising is the most outstanding technique used by McDonald’s. For its advertisement,
McDonald’s uses TV commercials, print media, social networking, radio and online
media to promote. The organisation has managed to produce a positive image of its brand
by promote using television commercials, newspapers and magazines. The scrumptious
representation of its food products not just fascinate customers yet inform them well with
the new arrivals. McDonald’s also uses social networking website to promote. Nowadays
using social networking website is very famous among younger generation so it becomes
necessary for organizations like McDonald’s to use it to show their market existence.
McDonald’s has established pages on the most common social networking websites such
as Facebook, Twitter, etc to keep itself screwed with its core customer base.

2. Sales promotion

Sales promotions are normally short-termed or particular time strategies that are projected
to attract the new customers or to mend the relationships with the existing ones. The sales
promotional campaigns provide attractive deals, work on pricing and bring forward new
products. There are few examples of sales promotion which are buy-one-get-one deals,
gifts and prize schemes. Children are the target consumer base of McDonald’s so it turns
into unavoidable for the organization to launch such promotional strategies that may
create eagerness in children. Happy Meals come up with small toys which can make
children excited. For example, Animal Building Blocks, this promotion have a fun
method to make children to be constructive and creative. The children will have so much
fun to build up the cute animals and dinosaur Building Blocks.

3. Public relations

In today’s marketing world, public relations play an essential role to promote products.
In McDonald’s, it has been associated with broad-scale events which not only implement
a positive message but also advance in the advertising of its brand image. There are some
public relations methods McDonald’s uses to accomplish growth. One of the methods is
creating a wonderful event. McDonald’s held an all-day breakfast event and widespread
breakfast which is free when introducing its new all-day breakfast. Besides, change
company image. McDonald’s create an up-to-date product called “create your taste” that
the customers can design their own burgers, salads, desserts, etc. With this, it can help
McDonald’s to grow customer base and its brand.

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4. Direct marketing

It is a process that wastes time that need to collect the data which is about the aimed
customer market. The direct marketing skill is based on an in-house database which offers
messages about the aimed customers to promote the direct marketing teams to provide
the best services that may fit the client’s needs. There are forms of direct marketing such
as telephone marketing, direct mail, online marketing, etc. It has four unique features
which are not available to the public, fast, specialized and interactive. McDonalds’s make
use of utensil in the home delivery services that they straightly serve the order to
customers’ home. It also has a website that is more in favor for direct marketing that they
ordinarily referred all the new offers along with the contact number of customers’ close
by outlets.

5. Personal selling

Personal selling is a tool to formulate a successful promotional campaign. It relates the

hire of sales representative so as to conduct the day to day sales activities. It is helpful
with the customer base which is not very enthusiastic about following the advertisement
and is unable to use internet. It is a most potent tool to construct customers liking,
convenience, and actions. If the organization had a favorable relationship with customers,
the organization will be more careful towards personal selling. McDonald’s servants that
work in different branch are serving customers straightly so they can communicate face
to face hence this is an example of personal selling.

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Proposals

McDonald’s is a major fast food company in the world. Everyday, it needs to serve a
lot of customers. Although McDonald’s provides many products and services to customers,
however there are many complaints against it. The major reason of this situation is because
of McDonald’s services. A bad service can be produced because the attitude of workers and
quality of foods. In addition, a bad service can decrease the customer satisfaction.

There are some proposals for McDonald’s to solve this problem, hence McDonald’s
could have a long run in the future. First, McDonald’s can increase the amount of salary of
workers. This idea is highly not recommended because it can be costlier. This action can
make the workers feel more pride in their job, therefore it would solve the problem.

Second, McDonald’s can provide a better training to the workers. This is a most cost-
effective way to solve the problem. If the workers were trained to give a right service to the
customers, hence they can help the customers better and improve the customer satisfaction.

Third, McDonald’s can improve their food quality. This is because many customers
are complained about their foods. This solution might be costly as well but it could solve the
problem of customer complaints properly.

In conclusion, if McDonald’s finds some ways to solve the such problems, it can
increase the customer satisfaction. It can also increase the profits of McDonald’s company.
Therefore, McDonald’s would not face the problem of loss of the customers.

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Reference List
Michael Claveau. (2012). McDonalds Project Proposal. Available at:
https://prezi.com/22mk6arsw2t1/mcdonalds-project-proposal/

Pauline Meyer. (2017). McDonald’s Marketing Mix (4Ps) Analysis. Available at:
http://panmore.com/mcdonalds-marketing-mix-4ps-analysis

Anastasia Lazareva. (2015). Micro and Macro environmental factors of McDonald’s.

Available at: https://prezi.com/vwlc_dzqa0zc/micro-and-macro-environmental-factors-of-
mcdonalds/

PRANAVSHETTY16. (2014). SEGMENTATION, TARGETING AND POSITIONING.

Available at: https://pranavshettydiary.wordpress.com/2014/09/10/segmentation-targeting-
and-positioning/

The Editors of Encyclopædia Britannica. (2017). McDonald's AMERICAN

CORPORATION. Available at: https://www.britannica.com/topic/McDonalds

Hitesh Bhasin. (2017). Marketing Mix of McDonalds. Available at:

https://www.marketing91.com/marketing-mix-mcdonalds/

Drypen. (2012). Mc Donald’s Marketing Mix – 4Ps of Marketing. Available at:

http://www.drypen.in/marketing/mc-donalds-marketing-mix-4ps-of-marketing.html

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