Marketing Principles for Mc Donald

Global Assignment Help Australia provides assignment help from professional

Aussie writers .

Sample on

MARKETING PRINCIPLES

https://www.globalassignmenthelp.com.au


Aussie writers .

TABLE OF CONTENTSINTRODUCTION..........................................................................................................................3TASK 1...........................................................................................................................................31.1 Elements of the marketing process...................................................................... 31.2 Benefits and cost of market orientation .............................................................4

TASK 2...........................................................................................................................................42.1 Macro and micro environment factors affecting marketing decisions.....42.2 Market segmentation criteria used for different products in differentmarket .....................................................................................................................................62.3 Targeting strategies for the firm’s.........................................................................62.4 Way in which buyer behavior affect marketing activities............................ 72.5 Positioning of new product ......................................................................................7

TASK 3...........................................................................................................................................83.1 Development of product to sustain competitive advantage ......................83.2 Way in which distribution is arranged to provide customer convenience....................................................................................................................................................83.3 Ways in which price is determined to reflect an organization objectives93.4 Promotion activities of Mc Donald ......................................................................103.5 Additional elements of the extended marketing mix.................................. 10

TASK 4........................................................................................................................................114.1 Marketing mix for different customer segments...........................................114.2 Difference in marketing of product to the consumers and businessfirms........................................................................................................................................124.3 Reason due to which domestic and international marketing aredifferent for Mc Donald................................................................................................... 12

CONCLUSION............................................................................................................................13REFERENCES............................................................................................................................14



Aussie writers .

INTRODUCTIONMc Donald is world leading restaurant chain with presence in several

nations across the globe. This report is prepared on marketing principlesunder which marketing concepts are covered and their practical applicationsare also explained in context of Mc Donald. In starting in the reportmarketing process is explained and benefits as well as costs are alsoexplained in detail. After that environment analysis is done and concepts ofmarket segmentation, targeting and positioning are also discussed in detailin the report. Marketing mix is widely used in marketing practice and due tothis reason same for different customer's segment is given in the report. Atthe end of the report, difference between consumer and business firmmarketing is discussed. Along with this, difference between international anddomestic marketing is also explained in detail.

TASK 1

1.1 Elements of the marketing processUnder marketing process, the strategy is formulated for the firm by

doing situation analysis. Following is the marketing process.Marketing environment- It is the first stage in the marketingprocess and under this the business environment is analyzed incontext of marketing as a discipline of the management. On the basisof analysis of business environment managers gets lots of informationabout the competitors and other components of the external businessenvironment that directly or indirectly affects firm’s marketing efforts.Thus, on the basis of this information McDonald’s Mc Donald formulatea business strategy for its business.Marketing strategy- On the basis of information which is collectedfrom the analysis of business environment marketing strategy isformulated by the firms. Mc Donald in order to give stiff competition to



Aussie writers .

its competitors does appropriate market segmentation for its product(Hollensen, 2015). After doing market segmentation, it selects itstarget customers from which it can maximize its sales. In the last stage,Mc Donald positions its product on the basis of its USP or unique sellingproposition. In this way, entire marketing strategy is prepared by usinginformation that is collected in the first stage of marketing process.Evaluation and control- This is final stage in which McDonaldDonald’s top managers evaluate company’s performance andidentify deviation in their performance (Wilson. and Gilligan, 2012). Ifthey feel that tactics are not implemented properly then they takenecessary actions to make sure that tactics will be implementedproperly.

Strength

Good advertisement of theproducts.Well established brand name.Pleasant environment inrestaurant.Offer products at affordableprice.

Weakness

Less advertisement of theproduct.

Opportunity

Scope for growth of business indeveloping nations like India.

Threat

Influence of Chineserestaurants is increasing acrossthe globe.Threat from local restaurants indifferent nations.



Aussie writers .

1.2 Benefits and cost of market orientationMarketing orientation is simply a concept under which the company

provides quality of goods and services to its target customer in order tosatisfy their needs and to increase their customer base. Following are thecost and benefits of market orientation.

Increase customer's base- Mc Donald is providing quality food withdelicious taste to those who visit its restaurant. By doing this it helps inincreasing the customer base. Since inception the firm is focusing onpreparing excellent quality food. Due to this reason it quickly createsits good image among the people and manages to expand itsrestaurant chain globally.Market research benefits- By conducting market research, thecompany gets lot of information from the people regarding theirpurchase pattern and buying behavior (Moutinho, 2011). With thepassage of time trends in these factors also get changed. Thus, peopleneeds, wants and demands also get changed. Hence, it is necessary tobring innovative change in the product on time in order to make sure

This is a sample on Marketing Principlesfor Mc Donald,

for complete Assignment writing Kindly,contact us at:

+61 283 206 [email protected]


mailto:[email protected]



Aussie writers .

that firm will be able to retain its customers. The organization time totime conducts such kind of research and innovate their productportfolio. Hence, in this way marketing orientation concept benefits theorganization.Service and customer care- In today era, merely serving a productis not sufficient it is necessary to provide excellent service to itscustomer. Mc Donald is taking care of this factor and it not only servesgood quality food to the people but also provide excellent service tothem in order to satisfy their needs (Beverland and Lindgreen, 2010).This is the reason due to which Mc Donald is today’s one of thesuccessful business in the world.

Types of market orientation

Product orientation- Under this orientation company assumes thatproduct can be sold on the basis of product strength and its specialty.They think that it is product features that will motivate customer haveto buy a product. Hence, it can be said that this marketing orientationhas a practical applicability.Production orientation – In this orientation firm believe in producinga product in large quantity. They believe that marketing does not somuch influence people purchase decisions. Hence, it can be said thatthis orientation does not have any practical application.Sales orientation- In this orientation companies assume that productmust be sold by hook and crook. Means whole focus is given methodsby using which customer can be persuaded to purchase a product. Dueto unique way of selling proposed by this orientation companies arewidely using same.Marketing orientation- Marketing orientation believes that productmust be sold by satisfying needs of the customer's. Means that product



Aussie writers .

must be advertised on the basis of features that can be used formarketing of a product in proper manner. Due to increasedcompetition this kind orientation is widely used by the firms.Societal orientation- Under this orientation product is prepared insuch a way that lead to welfare of general public. This orientation isdirectly related to public and due to this reason it is widely used by thebusiness firms.

TASK 2

2.1 Macro and micro environment factors affecting marketing decisionsFollowing are the micro and macro environment factors that affect

marketing decisions of the firms.Micro environment

Competitors- These are those entities which are giving competition tothe Mc Donald in marketing practices. Normally, before preparing amarket strategy firm analysis their competitor’s marketing strategy inorder to remain one step ahead of them. On the basis of evaluation ofthe competitor’s marketing tactics Mc Donald formulate its marketingstrategy in order to give stiff competition to its competitor.Customer's- These are those entities that play a key role in revenuegeneration for Mc Donald. Today, customers are not loyal towards anycompany product and they consume other company product also.Hence, Mc Donald needs to take some steps in order to make sure thatit will be able to develop loyal customer base.Suppliers- Mc Donald is importing many types of edible items fromdifferent nations. It does this through suppliers. Many timesrelationships with the suppliers get bitter and this affects firm’sperformance. Hence, Mc Donald needs to increase its suppliers in order



Aussie writers .

to make sure that its import does not get hamper due to bitterness inrelationship with few suppliers.Employees- These are those who working in the Mc Donald premises.It is their performance due to which people like to visit Mc Donaldrestaurant. Hence, mentioned firm needs to make sure that employeesof the firm will further give a better performance.

PESTEL or Environment analysis

Economic environment- It refers to the country economic conditionswhich directly affect business of the firms. This impact may be positiveor negative on the firm in terms of revenue earning (Sheth and Sisodia,2015). Mc Donald prepares its advertisement budget by evaluatingcurrent profit and future economic environment. Hence, it can be saidthat economic environment indirectly affects firm’s marketingdecisions.Social environment- Social environment refers to people culture,belief, customs and attitude. These factors affects people preferencerelated to the product. Mc Donald understand this thing and it countrywise as per people taste bring changes in its product taste and foodpreparation process. Firm advertise these things in order to show thatits product is matching with the specific nation culture. Hence, it canbe said that social environment affects firm’s marketing decisions.Political environment- Political environment refers to the politicalparties and their ideologies. Sometimes, the company advertises itsproduct in such a way that is against any nation culture. In such acondition, political parties create an issue on advertisement in a nation.



Aussie writers .

Hence, it can be said that political environment affects marketingdecision of the firm.Legal environment- It refers to the rules and regulations that governadvertisement given by the firm (Leonidou and Leonidou, 2011). McDonald is operating in several nations of the world and is following allthe rules and regulations in order to make sure that none of theregulatory authority gets an opportunity to file a case against it. In thisway legal environment affects marketing decisions of the firm.

Technological environment- In marketing of a product, newtechnology is used so that advertisement can be made attractive. McDonald understands this thing and makes an advertisement in such away that it is eye catching in nature. So, technology environment alsoaffects firm’s marketing decisions.

2.2 Market segmentation criteria used for different products in differentmarketMarket segmentation refers to the way in which entire market is

divided into several parts on the basis of some specific parameters. Theseparameters are as follows.








Aussie writers .

Geographic segmentation- It refers to management practice underwhich entire geographic area is divided into several parts. From theseareas target customers are selected by the firm and the product ispositioned by keeping in mind profile of target customers (Lusch andWebster, 2011). Due to its wide application, this technique is widelyused by the business firm in their business practice.Demographic segmentation- In this segmentation technique,market is divided on the basis of demographic factors like income,education and religion etc. Companies according to their productfeatures and price select best target customers for their business onthe basis of these demographic factors.Physiographic segmentation- In this, market is divided on the basisof traits, beliefs and people attitude. Mc Donald is following thissegmentation technique for sale of its burgers and other productsbecause culture to culture food preference of people gets changed(Mudie and Pirrie, 2012). Hence, it is necessary to serve differentproducts from one country to other country across the globe. Mc

Donald understands this thing and it is the reason due to which itsproduct is gaining high preference among all nations of the world.Behavioral segmentation- It is a segmentation that divide market into groups on the basis of people knowledge, attitude and theirresponse towards product. On the basis of this segmentation techniquetarget customer's can be identified in proper manner. Due to thisreason this segmentation method is widely used by the firms.

2.3 Targeting strategies for the firmsFollowing are the targeting strategies that normally firms adopt in their

business practice.



Aussie writers .

Undifferentiated targeting strategy- Under this targeting strategy,the organization does not serve its product in single market and tospecific customer. By following this tactics firm tries to reach to largenumber of customers in the specific geographic area (Cronin et.al,2011). Due to its wide applicability, this technique is widely used bythe FMCG companies.Concentrated targeting strategy – This technique is unique innature and under this strategy specific kind of customers is targetedby the firm for their products. This strategy is used by the companieswhose products are highly priced or are associated with the lifestyle.Multi segment strategy – In this strategy, firm select multiple typesof people as its target customers and serve products according to theirneeds and wants. This strategy is used by Mc Donald because it isselling wide range of products at different price level in order to servepeople with different income levels (Chan, He and Wang, 2012. Byfollowing this tactic firm is serving burgers at different price range tothe different people. This is the tactics due to which Mc Donald getshuge success in the relevant industry.

2.4 Way in which buyer behavior affect marketing activitiesBuyer behavior refers to the people purchasing pattern and their

factors as well as influence of others on their purchasing decisions. All thesethings collectively affect buying behavior of an individual. In order toadvertise product firm needs to prepare its product marketing appealstatement and role play of different characters in advertisement. Firmprepare mentioned statement and role play by doping thorough research onthe people buyer behavior. By doing research firm comes to know about thefactors that are influencing people buyer behavior mostly (Foxall, 2014). Onthe basis of inputs from the buyer behavior and firm product unique selling



Aussie writers .

proposition marketing manager determine an advertisement appealstatement that compel target customer to purchase firm product. After thatfirm identify entities that are playing active role in person buying decisions.These entities may be opinion leaders and reference group etc. On the basisof details of the consumer behavior in this regard characters that need to beincluded in an advertisement are determined (Desbordes, 2012). Mc Donaldmanagers can prepare advertisement appeal in relation to burger on thebasis of factors that are mostly stimulating demand for the companymentioned products. In advertisement it will show a group of friends that arecoming in its restaurant for taking eating a burger at its restaurant. In thisway buyer behavior will be linked to the company marketing activities. Thereare many forces like opinion leaders and reference group that influencebuyer behavior. Opinion leader are those who are experts in the relevantfield and whose statements are listened by the other carefully. If firm usethese opinion leaders in their advertisement then people start believing onthe advertisement and product sale get increased. On other hand, there arereference group which refers to the friends and relatives etc that influencepeople buying decisions. For different product different reference group

components influence people buying decisions. Thus, companies by usingthis reference group advertise its product and persuade customer's to buycompany product. Hence, it can be said that people buyer behavior affectsmarketing activities of the company.

2.5 Positioning of new productPositioning of product means creating an image of the product among

the target customer's. By creating image of the product firm try todifferentiate its product from the other products. Following are the ways thatare used for positioning a product.



Aussie writers .

Technology- Technology acts as strength of a product and if firm isusing advanced technology then it is treated as core strength of theproduct. Companies like Sony are using this method of positioning foradvertising its product (Product positioning. 2015).Quality- This is another factor which is used by the firms in order todifferentiate their product from the competitor product. MC Donald isusing this technique and it advertises its burgers on the basis of qualityand taste. This is also major USP of the company product. Hence, it canbe said that firm is successfully using this positioning technique.Service- Service is another factor that is used for positioning a product.It is company service quality that creates its good image among thecustomer's (Grönroos, 2011). Therefore, today most of the firms aregiving due importance to their service quality and using this as USP forpositioning of the product.








Aussie writers .

As per this model product must be positioned on the basis of productattributes, price specialty, unique advertising and good distribution model.Apart from this, this model state that after segmentation and targeting ofcustomer's product positioning must be done on the proper manner. Thus, itcan be said that this model helps business firms in taking their positionrelated marketing decisions.

TASK 3

3.1 Development of product to sustain competitive advantageIn order to sustain competitive advantage it is necessary to bring

changes in the product. Fir this long process is followed by the firm. In orderto sustain competitive advantage companies cannot stand at single point.

Illustration 1: Product positioning model



Aussie writers .

They need to focus product development so that they always remain aheadof competitors. In this regard MC Donald first conduct a market research andunder this it collect lots of information about the people needs, wants andchanges that they want to see in the product. On that basis firm carry outresearch and development activity. After thorough research new product isdeveloped by the firm (Michaelidou, Siamagka and Christodoulides, 2011). Infinal stage company makes an attempt to identify whether its product will besuccessful in the market. In this regard, firm conduct a pilot testing and onthe basis of results of same it takes decision about the launch of the newproduct. By following this entire process firm sustains competitiveadvantage over competitors.

Idea generation- This is the first stage in product development underwhich business idea is generated. Business ideas can be taken fromfriends, relatives and employees. After selection of idea same isscreened in proper manner.Idea screening- In the second stage all generated ideas arediscussed among specific group of people. In this stage business ideasare developed from various sides and best idea is selected for startinga business.Concept development and testing- In this stage idea is tested bythe managers in order to identify viability of the business idea onwhich they wants to start a business.Business analysis- If business idea seems viable then analysis ofbusiness is done and requirements for starting a business aredetermined. Hence, it can be said that this step play a decisive role incommencement of new business.



Aussie writers .

Product development- After business analysis relevant product isdeveloped by the business managers in specific quantity. But beforelaunching a product its success is tested by the managers.Test marketing- In this stage test marketing of product is done andsample of product is given to some of the people in order to make findout the probability of success and failure of the product in the market.Commercialization- After product successful test marketingcommercialization is done and under this stage way in whichmarketing will be done is decided. In other words, promotion methodthat will be used for the product marketing is determined in this stage.Launch- This is the final stage in which product is launched in themarket by organizing a program. Through such kind of program peoplewill come to know about the product. Hence, this is final stage of theproduct development.

3.2 Way in which distribution is arranged to provide customer convenienceThere are many ways in which product is distributed among the

customers by the business firms. These distribution models are as follows.Direct distribution channel- Under this distribution channel firmdirectly sale its product to the customers through its own shops. Meansthat in this model there are no intermediaries like wholesalers andretailers in this kind of distribution channel. The main benefit that firmsget from this kind of channel is that it easily conducts its marketresearch program at ground level. In case of wholesalers and retailersit has been seen that they failed to get filled questionnaire results inproper manner (Shaw and et.al, 2012). Due to lots of errors researchproduces false results and entire efforts become waste. Due to thisreason direct channel of distribution is preferred by most of the firms.Indirect channel of distribution- In this kind of channel ofdistribution there are intermediaries like wholesalers and retailers.



Aussie writers .

Firm sale its product through these intermediaries. Most of the firms

follow this channel of distribution in order to sale their product.Franchisee model- This is unique business model and under this firmkeeps ownership of shop with itself but it is operated by the otherperson (Wiedmann and et.al, 2011). The main benefit of this model isthat firm name comes in highlight among general public and quicklyproduct get popular among people. MC Donald is using this model fordistributing its product and it is big reason behind its success.

3.3 Ways in which price is determined to reflect an organization objectivesThere are many methods on the basis of which product are priced by

the firms. Some of them are as follows.Price skimming- In this strategy product is priced at high price. Inother words, it can be said that product is priced at premium price by

Illustration 2: Distribution channel



Aussie writers .

the firms. This strategy is used by those firms whose product is verypopular and has an edge over competitor in terms of technology andfeatures (Hair, Ringle. and Sarstedt, 2011). Companies like Sony areusing this pricing strategy in order to sale its product.

Price penetration strategy- This is just opposite of the above givenstrategy. In this tactics product is priced at a very low price in order tocapture a market. This method of pricing is used by the firms whenthey newly enter in to market with new product. This method is quitepopular among the firms. Mc Donald is also following this strategy andunder same it is making available its product at affordable price to thepeople (Berndt, Altobelli, and Sander, 2010). By following this strategyfirm develop huge customer base and same to large extent contributeto firm success.Psychological pricing- People buying decisions in terms of price aredirectly linked to their psychology. Hence, firms price product at a ratelike 199 etc. this put impact on people buying if product is priced at








Aussie writers .

199 then they assume that product is in range of 200. Hence, theirresistance level regarding purchase of product reduced to large extent.Economy pricing- In economy pricing very low price is determined forthe products relative to retail firms. This pricing strategy is most oftenused by the retail firms like Tesco etc in order to increase customerbase. With passage of time this pricing strategy is also used by otherfirms.Premium pricing- In this pricing strategy a very high price is set forthe product. This is done in order to create a good image for theproduct. Same strategy is used by the firm like Sony in order to createits distinct image among the general public.

Optional product pricing- In this pricing base price of the service isdetermined and customer has an option to take extra service. Fortaking an extra service extra price is charged on the customers. Thispricing strategy is followed in the service sector.Promotional pricing- This is commonly used method of marketingunder which attractive offers are given to the customer's. On the basisof such offers product sales is increased by the firm in the market.

3.4 Promotion activities of Mc DonaldMc Donald is promoting its product in following ways.Television- The main objective of the Mc Donald is to show that itprovides variety of food products which are delicious in nature(Henneberg, Naudé and Mouzas, 2010). In this regard it givesadvertisement on television on various nations of the world. In itsadvertisement image of its products is shown in proper manner inorder to attract target customers.



Aussie writers .

Social media- Mc Donald is also using social media in order toadvertise its product. On Facebook it uploads its product images inorder to attract people and to promote word of mouth marketing of itsproduct. In this way firm is effectively using social media for productadvertisement.Sports sponsorship- Mc Donald is taking sports sponsorship in orderto advertise its product large events like Olympic Games and world cupare sponsored by the mentioned firm. In same also companycommunicate message about its product quality and delicious taste(Ling-Yee, 2011). Hence, it can be said that promotion activity of thefirm is integrated in nature because it is providing information about its

product quality and delicious taste to the target customers through allchannel of communication.Advertisement – Under this product is advertised on television andother channel of communication in order to sale company product. TVhas a wide coverage and as a result large number of people getsinformation about the company product. Hence, it can be said that it iseffective tool of marketing.Personal selling – It refers to the sales force that is used to sale thecompany product. By using personal selling technique firm increase itspresence in the wide geographic area. Hence, large number of peoplecomes to know about the company product.Direct marketing- It refers to selling of product directly to thecustomer's by using mobile, emails and website. In this there are nowholesalers and retailers. This helps firm in selling its product atcheaper price.



Aussie writers .

Publicity- It reflects a campaign that is organized in order topopularize a company product among general public. Eg of publicityare CSR activities.Public relationship- Public relationship refers to the maintaining arelationship with public by providing support to them. Under this firmstime to time contact their customers and get information about theirproduct performance. If their product is not performing well then theygive service to the relevant customer immediately.Sales promotion- All other techniques of marketing that does notcome under above mentioned categories comes under this salespromotion. Firms often use sales promotion methods in order toenhance sale of the product in recession time period.

3.5 Additional elements of the extended marketing mixAdditional elements of the extended marketing mix are as follows.People- These are those who are the major source of income for thefirm. This element of the extended marketing mix state that companiesmust made available product as per people requirements. Mc Donald isfollowing this strategy very strictly and it lay down specific parametersthat make sure that its food products are prepared by complying withregulatory authority and culture standards (Weinstein and Pohlman,2015). Hence, it can be said that firm is going on perfect direction.Process- Process refers to the way in which product is delivered to thetarget customer's. In Mc Donald this process start from placing anorder by the customer's at restaurant and ends with supply of theproduct to the customer who places an order. Between this timeperiods a process is followed. Mc Donald simplifies this process andreduced service delivery time. Hence, people do not need to wait forlong time to get order product at restaurant. Today, every organization



Aussie writers .

is focusing on improving its service delivery mechanism because it isprocess through which product finally comes in hands of customer. Ifthis process will be efficient in nature then customers will experiencewell at the workplace and their retention rate for an organization willalso increase.Physical evidence- It refers to the surrounding infrastructure at aplace where service is delivered to the customer's. In banks at placewhere service is given to the people there are good furniture's, ceilingfans and computers etc (Vargo and Lusch, 2011). People feel pleasureby viewing such things. Mc Donald is following such concept and it iskeeps attractive furniture's and utensils on table in order to feelcustomer well at the restaurant.

TASK 4

4.1 Marketing mix for different customer segmentsDemographic factor refer to the people income level and relevant

attributes related to them. Below on the basis of two income level marketingmix is prepared.








Aussie writers .

Marketing mix for high income people.

ProductProducts that are costly will beserved to the customer falling in thissegment.

PricePrice of the product will be kept highfor the products that are targeted tohigh income people.

PromotionFor promoting product social mediaand television will be used by thefirm (Sharma and et.al, 2010).

PlaceFor distributing a product franchisemodel will be followed continuouslyand online sale will also be used forsale a product.

Marketing mix for low income people is as follows.

ProductProduct that is cheaper will be servedto the low income people.

PricePrice of the product will be low inorder to make sure that product isaffordable to low income people.

PromotionIn order to promote a product againsocial media and television will beused by Mc Donald.

PlaceIn order to distribute a productfranchisee model and online salemethod will be used by the firm(Morgan, 2012).

4.2 Difference in marketing of product to the consumers and businessfirmsThere is a large difference in marketing of product to the consumers

and business firms. Business firms before making a purchase of the product



Aussie writers .

collect entire information about same. Besides this, they also determinestandards that they will follow in order to sale product. They strictly remainstick with these standards and due to this reason it is very difficult topersuade them as a customer for the business firms (Piekkari, Plakoyiannakiand Welch, 2010). On the other hand, there are retail customers who alsocollect lots of information about the product. On that basis they takepurchase decisions. They also determine the standards that they will followwhile purchasing a product. But they do not remain stuck with thedetermined parameters. Hence, it is very easy to persuade them forpurchasing a product. The other difference that is seen in case of bothcustomers’ is that business firms first see loss factor in purchasing a productdue to business mind. But retail customer focus on the profit that they canearn on investment (Naidoo, 2010). Due to this reason their resistance levelis low and it become easy to persuade them to make purchase of theproduct. There is a large difference between marketing of product andservices. In case of products there are features and on the basis of same it iseasy to do marketing of same. By showing practical applicability of theproduct customer can be persuade to purchase the product. But in case ofservices especially financial service it is very difficult to convince customer'sto buy a product. However, service to service people resistance level alsogets changed. In case of fast food it is no so difficult to do marketing of aproduct. This is because people already know something about the product.Hence, it can be said that there is a difference in marketing of product and

services and from service to service also marketing efforts keeps onchanging continuously.



Aussie writers .

4.3 Reason due to which domestic and international marketing are differentfor Mc DonaldDomestic and international marketing both are different from each

other. This is because people spending pattern preference, buying andculture vary from one country to another country. Hence whatever marketingstrategy get success in one nation may not necessarily be get success inanother nation. Mc Donald in famous product is burger and its bringingvariance in its budget that it serves across the nations in which it isoperating its business (Barile and et.al, 2012). This is because people of USAand Europe prefer to eat non veg burger. But Indian prefers veg burger.Hence, product served in USA cannot be served in Indian market. Hence,marketing efforts that are made in USA cannot be made in Indian market.Consumer behavior of the people also changes from nation to nation interms of influencing factors (Cova and White, 2010). Product advertisementis formed by considering these influencing factors. Hence, again it can besaid the advertisement style that is followed for USA market cannot be usedin Indian market.

International marketing Domestic marketing

Definition- International marketingrefers to the marketing efforts thatare made in the foreign market.Consumer behavior- Consumerbehavior of the people in each andevery country is different. Hence,single strategy cannot be used formarketing of the company product.

Definition- Domestic marketingrefers to the marketing techniquesthat are applied on the homeland.Consumer behavior- Consumerbehavior of the people mostlyremains same in the home land.Hence, single strategy can be usedfor marketing of the company



Aussie writers .

Priority factor- In internationalmarket different nation people givespriority to different features in aproduct while purchasing a product.Hence, same strategy cannot beused for marketing of companyproduct.

product.Priority factor- In domestic marketpeople gives a priority to singleproduct in making their purchasedecisions. Thus, same marketingstrategy can be followed in a specificnation.








Aussie writers .

CONCLUSIONOn the basis of report, it is concluded that marketing is very important

part of management and it is necessary to perform marketing efforts inproper manner. It is also concluded that firms must do market segmentationin proper manner. Along with this they must also focus on their targeting andpositioning strategy in proper manner. Marketing mix is also an integral partof marketing and firms must carefully prepare their marketing mix strategies.It is model of marketing by using which four strategies are prepared. Hence,these tactics must be interlinked to each other in order to make sure thatthese tactics will give support to each other and will help in achievingorganization objectives.

REFERENCES● Barile, S., et.al., 2012. An introduction to the viable systems approach

and its contribution to marketing. Journal of Business MarketManagement.

● Berndt, R., Altobelli, C.F. and Sander, M., 2010. Internationales Marketing-Management. Springer-Verlag.

● Beverland, M. and Lindgreen, A., 2010. What makes a good case study? Apositivist review of qualitative case research published in IndustrialMarketing Management, 1971–2006. Industrial Marketing Management.

● Chan, H.K., He, H. and Wang, W.Y., 2012. Green marketing and its impacton supply chain management in industrial markets. Industrial MarketingManagement.

● Cova, B. and White, T., 2010. Counter-brand and alter-brand communities:the impact of Web 2.0 on tribal marketing approaches. Journal ofMarketing Management.


Date post:	20-Mar-2017
Category:	Business
Upload:	global-assignment-help-australia
View:	58 times
Download:	2 times