busn 5000 week 4 hw

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Webster University *

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5000

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Marketing

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Feb 20, 2024

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docx

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BUSN 5000 Homework 4 Please open this document in Microsoft Word and respond directly in this document without modification of the text in bold. This way the answer will be in the same place and in the same format for every student. You will submit this Word file in Canvas. If you have any trouble, reach out to your instructor in a timely manner. Question 1 – In 1993, McDonalds opened the first of its chain of McCafé coffee houses in Melbourne Australia. Since then, the chain has spread throughout the world with roughly 1,300 cafes worldwide. After further reading, provide the following: First, identify who you believe to be the target customer segment and customer need. Second, describe an appropriate marketing strategy (product, price, distribution, and promotion) for this offering. Target Market – According to a staff reporter, Australia (2023), McCafé was first established on Swanson Street in Melbourne's CBD as a way to showcase Australia's coffee culture. As stated by Stowe, S (2023), "It's a brand that was created by coffee lovers for coffee lovers," By catering to a broader audience, McCafé aims to attract a diverse customer base. Customer Need/Problem – Bowles, M. (2023) indicated, that McDonald's strategy for McCafé is to celebrate simplicity, uncomplicated choices, and value-focused options. They saw an opportunity to turn their perceived weaknesses in the coffee industry into strengths by offering affordable and accessible options, instead of trying to compete with other coffee shops that offer complex and expensive options. Product – According to UK, Public Groupe (2023), McDonald’s strategy appeared to position their McCafé coffee offer as a solution to the absurdities of coffee culture, by keeping it simple and great tasting. The launch campaign 'Madness' in 2017 took a humorous approach by poking fun at the popular hipster coffee trend that was taking over the nation. Price – In an article written by Bhasin, H. (2024), I learned that McCafé earns more than regular McDonald's outlets due to its diverse menu catering to all age groups. The brand offers high- quality products at reasonable rates, with strategic pricing that suits every customer's requirements. People value convenience and are willing to pay for affordable quality products instead of a Starbucks “e.g.” which is where McCafé comes in.

BUSN 5000 Homework 4 Distribution – When it comes to McCafé’s distribution marketing strategy, restaurants are the most prominent places where the company’s products are distributed. However, the fast-food company’s distribution strategy utilizes various places as part of this 4P variable. The main places or channels through which McDonald’s distributes its products are as follows: Restaurants, Kiosks, McDonald’s websites, and mobile apps, Postmates website/app, and others, according to Meyer, P. (2023). Promotion – Bhasin, H. (2024), also eludes that McCafé has a strong digital marketing strategy that includes social media platforms to engage with customers, promote new products, and create a community around their brand and business. They collaborate with influencers and sponsor events to increase brand visibility and reach diverse customer segments. In addition, they offer in-store promotions, seasonal discounts, and loyalty programs to encourage repeat visits and build a loyal customer base. Question 2 – Provide a brief executive summary describing the McCafé value proposition. Do not quote directly from any source including ChatGPT. Rely on your own reasoning. Limit 300 words McDonald's McCafé is well-known for its high-quality coffee and delicious specialty beverages. It has become a great spot to grab a quick bite and enjoy a cup of coffee. They offer a wide variety of hot and cold beverages that cater to many different tastes. McCafé positions itself as a premium coffee destination that aims to attract all types of customers, including traditional McDonald's customers and coffee enthusiasts. Their focus on providing quality, convenience, and affordability is what sets them apart. The modern store designs, promotions, digital engagement, and community involvement make for a unique coffee experience that is distinct from the rest of the competition, while still being a part of the McDonald's dining experience. The fact that they prioritize product diversity, in-store atmosphere, promotional activities, digital engagement, and community outreach is what sets them apart in the fiercely competitive coffee market. By leveraging McDonald's established infrastructure and customer base, McCafé has further cemented its position as a top contender in the industry.

BUSN 5000 Homework 4 References: Staff reporter, Australia (2023). How Macca’s Aussie-born idea became a global success. https://qsrmedia.com.au/international/news/how-maccas-aussie-born-idea-became-global- success Stowe, S. (2023). McDonald’s celebrates 30 years of McCafé. https://franchiseexecutives.com.au/mcdonalds-celebrates-30-years-of-mccafe/ Bowles, M. (2023). McDonald’s Brand Strategy Growing Up with Millennials. https://www.bujou.ca/post/mccafe-mcdonald-s-brand-strategy-growing-up-with-millennials UK, Publics Groupe, (Unknown). McDonald’s: Launching McCafe’ To Market. https://www.publicisgroupeuk.com/who-we-are/our-work/mccafe-launching-new-proposition- to-market/#:~:text=The%20strategy%20was%20to%20reframe,coffee%20trend%20sweeping %20the%20nation . Bhashin, H (2024). Marketing Mix of McCafe and 4Ps of McCafe. https://www.marketing91.com/marketing-mix-mccafe/ Meyer, P. (2023). McDonald’s Marketing Mix (4P) Analysis https://panmore.com/mcdonalds-marketing-mix-4ps-analysis

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