REACTION AND INTENDED ACTION PAPER FOR PROSPECTING

PRODUCT KNOWLEDGE, AND COMMUNICATION

IN THE PHILIPPINE SETUP

McDonald's is known worldwide for its iconic fast food menu, which includes fan
favorites including the Big Mac, Big n' Tasty, Quarter Pounder with Cheese, Cheeseburger,
French Fries, Egg McMuffin, Apple Pie, and Sundae. The world and our own backyard both
know us for this.

We're thrilled to provide Filipino customers with Chicken McDo, Burger McDo, and
McSpaghetti, all of which are big sellers in the Philippines. These classics were developed
specifically for the discriminating tastes of Filipinos.

In 2005, McDonald's was the first fast food chain to offer 24-hour outlets and all-day
McDelivery. Customers may get their favorite McDonald's foods whenever they want by calling
86-2-36 or visiting mcdelivery.com.ph. The McDo PH App, available for free on the App Store
and Google Play, allowed McDonald's to bring their McDelivery service to mobile devices in
2014.

In terms of food, service, and presentation, McDonald's consistently ranks among the
best in the world. Essential to our day-to-day operations and processes are the ethical sourcing
of product ingredients, the provision of quick and convenient services, and the maintenance of a
clean dining environment.

How the product is being sold? It is estimated that a typical McDrive can accommodate
120 vehicles per hour in Europe and 150–160 vehicles per hour in the United States (Marieke
2012). That doesn't give it the chance to offer replacements if a product is temporarily out of
stock. Then, how does McDonald's handle its stock and decide where to set up shop?

Iacobbuci (2015) suggests a marketing framework in which the 5Cs, STP, and 4Ps are
all under the supervision of marketing management in an effort to improve communication
between a company and its clientele. A marketer can use this checklist to ensure that their
product or service is accessible by highlighting the following key areas they need to address:

● a company’s distribution and logistics channels

● the distribution intensity
● the choice to use push or pull marketing communications
● resolving conflicts among channel entities

Distribution Channel. You can find McDonald's food primarily in its restaurants. Kiosks,
the Postmates website and app, and the McDonald's mobile app are additional channels
through which the company sells its wares. As a result, the business employs a mixed strategy
of push and pull marketing through its selected distribution channel.

And that's not all: before Supply Chains, there was no such thing. McDonald's is run on
Ray Kroc's "Three-legged stool" model (Figure 4) (Pfeifferová, 2012). McDonald's uses the
"Three-legged stool" business model to manage its relationships with suppliers and franchisees,
with each party representing one "leg" of the stool. In addition, McDonald's has found that
adhering to the 5 Vested Outsourcing guidelines has been beneficial for both the company and
its vendors.

McDonald's Inbound Logistics also uses backward vertical integration to replace most of
its suppliers (Susanto, 2012) for reasons including lowering costs and maintaining product
quality.

Consequently, McDonald's has four distinct restaurant formats: dine-in, takeout, counter
service, and even a ski-through option. Ski-thru terrain is rare and can only be found in a select
few places, such as the popular Swedish ski resort of Lindvallen, located 280 miles north of
Stockholm. Currently, McDonald's does not provide delivery services to customers' homes.

Prospecting, Product Knowledge, and Communications. There are also three

frameworks—Prospecting, Product Knowledge, and Communications—that aid in the sale of the
products. In the beginning, provide consumers with reliability. McDonald's has a consistent
visual identity across all of its locations around the globe. Products may vary slightly from
market to market, but the company's fundamental mission remains the same. This ensures
customers that they will have the same McDonald's experience no matter where they are or
what time it is.

All of your company's marketing materials should share a consistent tone of voice, style
guide, and personas. The trust and loyalty of your customers will grow as a result of the stability
they experience with your brand.

Secondly, Knowing and understanding their customers. McDonald's advertising doesn't

try to convince people that it's a fine dining establishment or that it's appropriate for special
occasions because it isn't. People instead frequent the place because of the ease with which
they can get there, which results in a sizable customer base. McDonald's highlights the diversity
of its clientele in its advertising campaigns.

Put this information to use in your own advertising campaigns by expanding your
knowledge of your target audience. For a more accurate picture of your target audience and
their needs, it's worth spending money on personas, ground-level research, user journey
analysis, and national statistics.

Finally, Establishing a Foothold Fast food and hamburgers are now practically
synonymous with the name McDonald's. This has been possible thanks to consistent branding
across all promotional materials, social media channels, and physical assets (such as
packaging and store layouts). You might not have McDonald's marketing budget, but you can
still learn from their methods.

Ensure you are creating a brand presence for your company, delivering the same
experience for each customer. This should be tied into your business values. Think about how
you want your consumers to view you and work around it. Market the ways in which your brand
is ethical and why your customers should care if this is a top priority.

A Success Story. McDonald's is the same in California, Connecticut, America, and

Australia. This shows Ray Kroc's vision for McDonald's. After getting a huge order for milkshake
multi-mixers in 1954, Kroc traveled to San Bernardino, California.

He was attracted with Southern California. The restaurant served a significant number of
happy clients. He proposed to the McDonald brothers to franchise their restaurant idea, which
they accepted. Kroc's first McDonald's was in Des Plaines, Illinois. Kroc's slogan was "Quality,
Service, Cleanliness, Value." In 1961, he founded "Hamburger University" to educate
franchisees based on this principle.

The curriculum is based on Kroc's early franchise years and the four ideas. Hamburger
University teaches McDonald's franchisees how to manage a business the way Ray Kroc
envisioned 60 years ago.

Customers know what to anticipate and may use that information to choose a restaurant.
Early efforts at process repeatability and efficiency created the foundation for McDonald's
success with consumers and help the company remain on top in a culture where fast production
is demanded.

Sources:

Administrator, A. (n.d.). Our Story | McDonald’s Philippines. Www.mcdonalds.com.ph.

https://www.mcdonalds.com.ph/our-story

Smith, A. (2016, June 5). McDonald’s distribution channel & supply chain logistics. T1 2016
MPK732 Marketing Management (Cluster B); T1 2016 MPK732 Marketing Management
(Cluster B). https://mpk732t12016clusterb.wordpress.com/2016/05/14/distribution-and-logistics/

‌
7 Top Marketing Tips from the Fast Food Giant McDonald’s. (n.d.).
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https://www.insightsforprofessionals.com/en-us/marketing/leadership/marketing-tips-from-the-
fast-food-giant-mcdonalds
‌ ailey, R. (2020, March 30). How has McDonald’s been so successful for so long?
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