McDonaldsMcDonaldsCase StudyCase StudyOverview of E-Business Overview of E-Business MarketingMarketingMcDonalds is a large corporation in McDonalds is a large corporation in the fast food industry the fast food industry !hey have "een around since #$%% !hey have "een around since #$%% when &ay 'roc started the chain of when &ay 'roc started the chain of McDonalds !hey have "een growing McDonalds !hey have "een growing ever since ever since !he (a)ority of the restaurants are !he (a)ority of the restaurants are owned through franchises owned through franchises !hey e(ploy **+,--- people!hey e(ploy **+,--- people !hey have over .,/-- restaurants in over ##$!hey have over .,/-- restaurants in over ##$ countriescountries !he (a)ority of the McDonalds franchises are owned!he (a)ority of the McDonalds franchises are owned "y individual franchises McDonalds is the largest fast"y individual franchises McDonalds is the largest fast food industry in the worldfood industry in the world !heir pri(ary co(petitors are other fast food chains!heir pri(ary co(petitors are other fast food chains such as Burger 'ing and 0endys !he co(petitionsuch as Burger 'ing and 0endys !he co(petition can get pretty intense to "uild custo(er loyalty tocan get pretty intense to "uild custo(er loyalty to their food their food !he McDonalds Brand is one of the (ost well known!he McDonalds Brand is one of the (ost well known Brands in the world Brands in the worldMarketing challenges facedMarketing challenges facedStrengths1Strengths1Brand 2wareness Brand 2wareness Broad geographic locationsBroad geographic locationsMcDonalds standard and confor(ed McDonalds standard and confor(ed changes in large areas e3cientlychanges in large areas e3ciently 0eaknesses10eaknesses1 !here is lower operating inco(e in Europe and !here is lower operating inco(e in Europe and Canada 4 5n Canada the operating inco(e fell Canada 4 5n Canada the operating inco(e fell #/67, likewise the European restaurants #/67, likewise the European restaurants operating inco(e also fell at #%7operating inco(e also fell at #%7 !here is a relatively s(all revenue growth - 5n !here is a relatively s(all revenue growth - 5n the last % years McDonalds revenues have the last % years McDonalds revenues have grown at a rate of +%7 co(pared to industry grown at a rate of +%7 co(pared to industry growth at #.67growth at #.67Opportunities1Opportunities18ewer products8ewer productsMore franchises - less riskMore franchises - less risk9igh :rowth in China and &ussia9igh :rowth in China and &ussia!hreats1!hreats1Co(petition - glo"al, national, Co(petition - glo"al, national, regional, and local Co((odityregional, and local Co((odity:rowing health conscious population:rowing health conscious population;ood safety 4 "acteria, e coli, *# ;ood safety 4 "acteria, e coli, *# -#%--#%-E-Business Marketing :oal or E-Business Marketing :oal or StrategyStrategy McDonalds real goal as a corporation is to McDonalds real goal as a corporation is to (ake (oney for the stockholders !heir stated (ake (oney for the stockholders !heir stated goal is ts slowing down (ore and (ore every year 5t is going to "e ti(e to (ore every year 5t is going to "e ti(e to reinvent or re-i(age this corporation to try to reinvent or re-i(age this corporation to try to start the "usiness cycle over again start the "usiness cycle over again Strategies?Strategies?:oal changing fro( getting "igger, to :oal changing fro( getting "igger, to getting "ettergetting "etter2dvertise on the internet (ore :et 2dvertise on the internet (ore :et (ore people to visit their we"site(ore people to visit their we"siteSecondary advertisingSecondary advertisingOf course "uild "rand awareness and Of course "uild "rand awareness and loyal custo(ersloyal custo(ersBusiness ModelBusiness Model!he "usiness (odel see(s to "e a !he "usiness (odel see(s to "e a "randing (odel"randing (odel!hey are trying to get out there and !hey are trying to get out there and (aking sure every last person knows (aking sure every last person knows what McDonalds iswhat McDonalds isMcDonalds spends (ore (oney on McDonalds spends (ore (oney on (arketing than any of its fast food (arketing than any of its fast food co(petitorsco(petitors!he @alue Bu""le!he @alue Bu""le!hey utili=e the following ite(s1!hey utili=e the following ite(s12ttract, engage, retain, learn, and a 2ttract, engage, retain, learn, and a little relatelittle relate2ttracting2ttractingSecondary advertising 4 custo(er Secondary advertising 4 custo(er videos and e(ployee videos 4 videos and e(ployee videos 4 Aoutu"eAoutu"eMetatagsMetatags2dvertising on products 4 happy 2dvertising on products 4 happy (eals, (onopoly(eals, (onopolyEngagingEngagingMacro(edia ;lash 4 used eBtensivelyMacro(edia ;lash 4 used eBtensively:a(es for the kids:a(es for the kidsOnline calculators for nutrition Online calculators for nutrition infor(ationinfor(ation!hey use a (ap locator to show you !hey use a (ap locator to show you how to get to McDonalds Cinaccurate how to get to McDonalds Cinaccurate (ap 4 no road na(esD(ap 4 no road na(esD&etaining&etaining!he site uses a co((on color the(e !he site uses a co((on color the(e of red, yellow and "lack, with a logo of red, yellow and "lack, with a logo on the top lefton the top left!heres a news link that shows the !heres a news link that shows the news that goes on, "ut is only news that goes on, "ut is only updated once every two (onthsupdated once every two (onthsOverall the site is easy to navigateOverall the site is easy to navigatet into so(e aspects McDonalds can >t into so(e aspects of the custo(eri=ation (odelof the custo(eri=ation (odel!he one downfall that they will have !he one downfall that they will have a struggle doing is Epre(iu( price a struggle doing is Epre(iu( price acceptanceF?too (uch co(petitionacceptanceF?too (uch co(petitionGuestionsH EBa(ples?GuestionsH EBa(ples? 0hat is McDonalds "iggest 0hat is McDonalds "iggest strengthHstrengthH 0hat is the ulti(ate goal for 0hat is the ulti(ate goal for corporations like McDonaldsHcorporations like McDonaldsH 0hat is McDonalds "iggest 0hat is McDonalds "iggest weaknessH weaknessH