Importance of the Marketing Concept to McDonalds Assignment

Importance of the Marketing Concept to McDonalds - Assignment ExampleMarketers gutter only offer service propositions, but their value depends on customers experiences and assessments. An organisation uses the marketing concept by interpreting customers needs through their values, beliefs, and practices, adopting this understanding to carry organisational vision, mission, and core values, and finally implementing it through intelligence gathering, sharing, and application, one of which is through the marketing mix. See Figure 1 for the Marketing Concept. Organisations use the marketing concept because they be aware that it has been empirically related to higher sales, profitability, product quality, success of new products/services, employee morale, and general performance (Ailawadi, et al., 2006 Shiu and Yu, 2010 van Triest, et al., 2009). Figure 1 The Marketing Concept bug Nakata and Sivakumar (2001, p.256) MCDONALDS COMPANY OVERVIEW McDonalds Corporation operates and franchise s McDonalds restaurants in 119 countries. McDonalds restaurants offer a standard menu, which includes, McDonalds menu includes hamburgers and cheeseburgers, enceinte Mac, Quarter muller with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, Snack Wraps, French fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCafe beverages and other beverages, including local and limited-time products (Reuters.com, 2013). Furthermore, the company enjoys sustained step-up with a worldwide comparable sales growth of 3.1%. Sources showed that some of the target markets needs and wants are 1) the need to buy quick and tasty food for spry parents and businesspeople 2) parents want to give treats to their... This discussion declares that the marketing concept has evolved significantly for the past sixty years. Most of the definitions of the marketing concept in the 1960s accent the relationship between organisations and cust omers, while current definitions in the twenty-first century seek to be more inclusive by embracing a stakeholder entree to defining and attaining values.As the paper stresses McDonalds Corporation operates and franchises McDonalds restaurants in 119 countries. McDonalds restaurants offer a standard menu, which includes, McDonalds menu includes hamburgers and cheeseburgers, Big Mac, Quarter Pounder with Cheese, Filet-O-Fish, several chicken sandwiches, Chicken McNuggets, Snack Wraps, French fries, salads, oatmeal, shakes, McFlurry desserts, sundaes, soft serve cones, pies, soft drinks, coffee, McCafe beverages and other beverages, including local and limited-time products. The company enjoys sustained growth with a world-wide comparable sales growth of 3.1%. The marketing concept is relevant to McDonalds because of its tools of aspiration analysis and 7Ps marketing mix. For competition, the next contender to having the biggest global market share is Yum Brands, Inc. KFC is expand ing its menu through adding wraps and local food, even vegetables for some Asian markets. Burger King and Wendys are updating their store designs and layout. Apart from competition analysis, McDonalds can be examined further through its 7Ps marketing mix.