As a fast food chain store mainly selling hamburgers, McDonald’s high food quality, cheap price, quick delivery, pleasant environment and other characteristics make it rapidly develop into the most valuable brand in the global restaurant industry. So far, there are over 4000 McDonald’s chain stores spreading in more than 450 major cities and towns of China, which makes it the leader of China’s fast food chain enterprise. In order to satisfy the demands of the Chinese market, McDonald’s has made huge changes on its way of development and adopted many different strategies. It is just because of such alterations in marketing strategies that make it enjoy a great popularity in different regions of the world. Taking the world fast-food chain giant McDonald’s as the research object, this paper intends to discuss the marketing strategies of McDonald’s in China, including the product strategy, pricing strategy, channel strategy, and promotion strategy, etc.
MacDonald’s Marketing Tactics in China
Product strategy: addressing customer needs
The pricing strategy: considering the customer’s payment ability
Channel strategy: for the convenience of customer
Channel strategy sets the convenience of customer as its main target. Through effectively connecting the products supply and marketing, it generally makes middlemen and various sales form a close chain, thus to achieve the goal of providing the products and services to the target market in a more convenient way. McDonald’s enterprise strengthens its management of the suppliers. First of all, in China, McDonald’s implements the localization strategy of suppliers, which not only ensures the fresh quality of food, but also saves the transportation and purchasing costs effectively. Meanwhile, this also reduces the outsourcing risks caused by the unpredictable factors, such as the weather conditions, transport, customs declaration, and the government’s policies. Secondly, the star evaluation is carried out among the suppliers in order to standardize the supervision and management of suppliers. Besides, in order to provide more convenience and better service for customers, McDonald’s has also carried on scientific and precise location. Averagely, McDonald’s always chooses sites with convenient traffic and large-scale commercial circles.