1、Preface,Name: McDonalds Corporation Location of Head Office: Eau Brook, Illinois Founding Time: 1954 Major Business: Fast food Desserts&Shakes Character of the Company: Listed Company Slogan: “Im lovin it”,Part One,Marketing Analysis,1. Marketing analysis (1)The marketing opportunitiesThere are a lo
2、t of people live in the city with high speed. Everyone wants to save their time and live health life. So McDonalds devotes itself to offer more convenient service and cheaper prices to attract customers attentions. (2)The marketing threatsThere are too many fast food restaurants in the world.,(3)Adv
3、antages Every big city has many chain stores of McDonalds. McDonalds focuses on health, delicious and nutritional food. It has some loyal customers, and the most important is that the price is not so high. (4)DisadvantagesMost chain stores are in the business centers of the cities, it is not very co
4、nvenient to buy, and it is very difficult to be native, so it cannot get more marketing share.,2. Consumer analysis The consumers requirements of mealsFast and convenient maybe the most important requirements. (2) The considerations of consumersThis is something about the safety and health of the fo
5、od. For most consumers, the enough quantities of the meal is very important.,3. Competitors analysisA 15 Yuan Extra value meal is cheaper than many other fast food , so it is very competitive. 4. McDonalds itself analysis (1)Opportunities McDonalds pays it attention to safety, nutrition and delicacy
6、 , so it attracts most consumers attention. (2)ProblemsMost Chinese people wants to go to Chinese restaurants when they go off work.,Part Two,Tactics of Advertising,1. Aim of AdvertisingAccording to advertising champion, rising up the sell of the Extra Value Meals. Therefore, McDonalds can get more
7、benefits from the heated competition, and set up good image. 2.Target marketStudentsWhite-collarsSome other people such as otakus,Positioning of the Extra Value MealsMore suitable for the high speed of the modern life.Express of positioning The Extra Value Meals of McDonalds is cheaper and faster, s
8、o it can help people to save both money and time.,4.Tactics of expression (1) Theme of advertisingThe Extra Value Meals of McDonalds can offer the fashion high-quality and convenient life, at the same time, it is the best mixed product of delicacy, nutrition and extra value.(2) Selling pointUse less
9、 money to buy more food.,(3) Propaganda of advertising at earlier stageThrough TV, Newspapers, LED and outdoors to let the consumers know the selling point of it and the time of offer (because this kind of lunch just offer from 11:00 a.m. to 2:00 p.m.).(4) The way to showThrough the effects of visual sense,(5)Media of advertisingCCTVQQMSNSinaLocal newspapers(6) Actives of going publicGive 500 shares of extra value meals for free to reward the white-collars.,
