Marketing

Marketing Plan: Phase One Paper

McDonalds is one of the world's best-known fast-food restaurants. The management team chose a descriptive Mission and Vision statement and centered their values on the four marketing P's. In the initial phase of the marketing plan, the team has chosen a new product offering called the McVeggie. This phase of the plan will detail the company, the new product, the importance of advertising to the corporation, the SWOTT (strengths, weaknesses, opportunities, threats and trends) and will detail the initial marketing strategy around the framework of the four Ps.

Mission and Vision

Weinstein (2001) describes McDonald's mission and vision as, "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile." (para 2).

To achieve this mission, McDonald's focuses on three worldwide strategies: first to be the best employer for their employees in each community around the world, second to deliver operational excellence to each customers in each of the company's restaurants, and lastly to achieve enduring profitable growth by expanding the brand and leveraging the strengths of all McDonald's system through innovation and technology." (Weinstein, 2001, p. 1)

Location

Mc Donald's management understands the value of location, location, and location. The restaurants are near schools, colleges, inside malls and shopping centers, in and around airports and inside major supermarkets such as Wal-Mart's. The marketing team at McDonalds assures that services are available at the right place and right quantity.

According to Amato (2006), "many locations is an understatement. The foodservice retailer has more than 30,000 restaurants, and serves more than 46 million customers in more than 100 countries daily. The company's 2005 total revenues were $ 20.4 billion." (p. 2).

Product Mix

McDonalds places their emphasis on nutritional values. According to McDonald's corporate report (2006), we began in the 1950s as a burger destination, at a time when customer expectations and needs about nutrition and balanced lifestyles were different than they `` are today. Consumer expectations are changing. We are evolving along with our

customers by providing a wider array of options that will enable us to best serve their needs for the next 50 years as well as we have for the past 50. (p. 17).

needs for the next 50 years as well as we have for the past 50. (p. 17).

Effective marketing has enabled McDonalds to create a worldwide demand for fast food.

Product Description

McDonalds is teaming up with Boca® to bring a fresh alternative to the taste buds of their customers. Boca's Grilled Vegetable Burgers will be served at McDonalds. This special grilled veggie burger will draw the health conscious as well as the vegetarians to McDonald's restaurants. Boca® is a meatless burger that in point of fact tastes good. In May 2000, Boca introduced the Grilled Vegetable Burger to its line of meatless burgers (bocaburger.com, 2005).

Boca's Grilled Vegetable burgers are made of tender chunks of zucchini and red bell pepper blended with garlic, onion, mozzarella and asiago cheeses. This burger proves that a meatless burger can be zippy and tasty right from the grill. McDonald's Veggie burgers have 220 calories and 3 grams of fat (bocaburger.com, 2005). McDonald's traditional Quarter Pounder with Cheese has 410 calories and 19 grams of fat (McDonalds.com, 2005) making the McVeggie the obvious health conscious choice. To ensure the validity of the nutritional information, McVeggie will be grilled separately from the meat burgers currently served. Topping the McVeggie with the traditional lettuce, tomato and pickles is a mouth-watering