As the world’s largest chain of quick service restaurants, McDonald’s serves more than 64 million people in 118 countries each day. In the UK, there are over 1,200 restaurants serving around three million people daily and employing more than 92,500 staff, with £43 million invested in training and development each year. As a part-franchised organisation, more than 65 per cent of McDonald’s UK restaurants are owned and operated by independent business people.
McDonald’s first filed for a U.S. trademark on the name “McDonald’s” on May 4, 1961, with the description “Drive-In Restaurant Services”, which continues to be renewed through the end of December 2009. In the same year, on September 13, 1961, the company filed a logo trademark on an overlapping, double arched “M” symbol. The overlapping double arched “M” symbol logo was temporarily disfavored by September 6, 1962, when a trademark was filed for a single arch, shaped over many of the early McDonald’s restaurants in the early years. Although the “Golden Arches” appeared in various forms, the present form as a letter “M” did not appear until November 18, 1968, when the company applied for a U.S. trademark.
The present corporation dates its founding to the opening of a franchised restaurant by Czech American businessman Ray Kroc, in Des Plaines, Illinois, on April 15, 1955, the ninth McDonald’s restaurant overall. Kroc later purchased the McDonald brothers’ equity in the company and led its worldwide expansion, and the company became listed on the public stock markets in 1965. Kroc was also noted for aggressive business practices, compelling the McDonald brothers to leave the fast food industry. The McDonald brothers and Kroc feuded over control of the business, as documented in both Kroc’s autobiography and in the McDonald brothers’ autobiography. The San Bernardino store was demolished in 1976 (or 1971, according to Juan Pollo) and the site was sold to the Juan Pollo restaurant chain. It now serves as headquarters for the Juan Pollo chain, as well as a McDonald’s and Route 66 museum. With the expansion of McDonald’s into many international markets, the company has become a symbol of globalization and the spread of the American way of life. Its prominence has also made it a frequent topic of public debates about obesity, corporate ethics and consumer responsibility.
McDonald’stoo used the sostac model of marketing and here are few of the points they used under the sostac model.
1 Situation
SWOT Analysis
Strength:
Strong brand name and reputation
Sales increased 7.4% in 2008, confidence market toward McDonald.
Strong and wide communication channel in the market.
Weakness:
Narrow product lines.
McDonald brand association as junk foods.
Opportunity:
Opportunity to enlarge market, the consumers who care about healthy issue.
Slightly changing market brand image about McDonald.
Threat:
Changing taste of the consumers.
Public attack about obesity issue.
Objectives
According to the current situation, McDonald’s designs a new communication campaign to change the dietary behaviors
of a large number of people, including potential health-oriented customers and frequent junk food users. McDonald’s
new communication Campaign called “Happy Exercise And Love Touch Health (HEALTH)” project, in partnership
with WHO, nutritionists, local communities, fitness centers and various media channels, etc. This campaign initially is
planned to be carried out in U.S. during one year and later it will be brought into effect in other countries all over the
world adaptively.
McDonald’s HEALTH campaign includes organized, communication-based interventions aimed at different groups of
people and social marketing efforts that include communication activities.
Strategy
Channels of Communication
For McDonald’s psychographic segmentation and the need of passing different messages, the HEALTH campaign
focuses on advertising on TV or radio or magazines, print such as brochures, posters, scientific reports and Public
Relations such as event, endorsements, and some new channels like internet and cell phone, etc.
Communication Strategy and Promotion
Introducing of a new clown.
Ronald is now familiar with white-face, in a canary-yellow jumpsuit, and a fire-engine red wig. Ronald is still being
strategically re-fashioned. In 1998, refashion Ronald’s hair and increase the width of the red stripes on his socks.
The idea is to introducing the new endorser into Mc. Donald, called Ronnie.
As can be seen above McDonalds did not use the entire sostac model but they did use a good few of the headings. The sostac model is very useful model for business and is a very popular model with business. If it is followed there is nearly a guaranteethat the business will do well.
l00107093 