Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, McDonald’s, Evolution of Marketing Strategy

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Marketing Strategies / Strategic Marketing Case Study

Case Title:

McDonald’s Evolution of Marketing Strategy

Publication Year : 2005

Authors: Ms. Mridu Verma

Industry: Retailing


Case Code: MKS0069P

Teaching Note: Available

Structured Assignment: Not Available

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The case discusses McDonald’s marketing strategies over the years. McDonald’s has focused on delivering constant improvement across each of the 7 P's in addition to developing friendly and motivated staff, relevant menu offerings and inviting locations. The three legged stool - its trinity of national, co-operative and local store marketing, has formed the building blocks of McDonald’s marketing strategies. McDonald's has updated its products and service successfully for a long time with blockbuster innovations. In the early 2000s, McDonald’s has outgrown its core strategy of adding outlets to increase revenue and profits. It has launched a series of marketing initiatives and staged a successful turnaround with new menu offerings, restaurants with a ‘snazzier look”, new advertising strategy and improved service. It centralizes marketing around a single global voice that can be customised by country, region, customer and occasion.

Pedagogical Objectives:

  • The case elaborates on the importance of the 7 Ps of services marketing and discusses McDonald’s marketing strategies over the years.

Keywords : Ray Kroc, Customer Service, Retail, Marketing Strategies Case Study, Growth, Franchisee


  • Background
  • Marketing strategy
  • Product
  • Place

  • Price
  • People
  • Promotion
  • Looking ahead

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