The primary reason behind higher prices of Costa Coffee and Starbucks is the fact that their target market is much stronger and niche as compared to that of Mc Donald's. The recent economic crunch however, has benefitted Mc Donald's as many people who prefer sophisticated ambience, due to their lower purchasing power and increased inflationary pressures now prefer Mc Donald's over the likes of Starbucks and Costa Coffee. As a result, Mc Donald's is the strongest market player in the Global region today.
Mc Donald's target market includes all the people who travel for leisure and/or business purposes and prefer to have a luxurious accommodation. The cafe provides best possible services for corporate guests such as, Wi-Fi connections Besides that, all cafe locations are one of the finest in the country that are known to attract high number of tourists and local diners. Mc Donald's provides its guests, a huge variety of eating options and offers dining services for luncheons, dinner or snacks.
Mc Donald's is also one of the preferred eateries for international tourists who find one of a kind experience at Mc Donald's at an affordable price. Due to the variety of service hours and the relaxing atmosphere many tourists prefer to drop in Mc Donald's after or during their tourist activities
Marketing Variables
Mc Donald's is a chain of cafes, primarily specializing in the area of casual dining. The major locations of the cafe include various urban regions, shopping malls, food courts, airport lounges and many busy commercial centres. Mc Donald's has also. Apart from that Mc Donald's also has expanded its presence in not only many of the world's leading urban centers such as London, United Kingdom, New York, Tokyo, Mumbai, Singapore and Hong Kong (Keegan 2002). The wide and unique range of services offered by the cafe includes a cafe bar restaurant that offers a varied, unique and extended menu with full table services, a club store and the kiosks.
The market for Mc Donald's is a very competitive one (Kapferer 2008). Mc Donald's stiff competition from world's leading cafe chains operating in United Kingdom such as Starbucks. The major competitors include Starbucks, The Coffee Club and Costa Coffee which not only target leisure tourists but also corporate diners. Besides that, Mc Donald's also faces competition from smaller roadside cafes that are attracting greater number of customers due to lower prices in the current economic crisis. Most of the diners such as students are cutting down on their leisure expenses by choosing cheaper cafes over the luxurious ones. However, Mc Donald's uniquely sophisticated ambience along with affordable pricing strategy helps the company to combat the competitive pressures posed by those smaller cafes.
Mc Donald's pursues an aggressive marketing strategy which is based on an amalgamation of diverse marketing variables (Jack, 2004). The marketing strategy aims at developing a brand image that creates customer loyalty for the business. The marketing objectives that Mc Donald's plans to achieve from its marketing strategy are mentioned as follows:
Mc Donald's wants to develop an image of hospitality providers and will provide information that so far no other cafe does (Silk, 2006).
The cafe aims at triggering sales revenue by providing special online promotional services and loyalty memberships.
The cafe aims at maximizing its marketing share and become a pioneer in unique interactive marketing mechanisms and eliminates competition in the market.
The cafe aims at triggering purchase decisions and repeated purchases as the recent economic crunch has resulted in a decline of diners and leisure activities around the globe.
The cafe aims at ensuring that the marketing strategy works in such a way that it assists the cafe management in serving its customers better.
The cafe aims to increase its customer knowledge base regarding the unique services that the cafe provides to its customers.
According to Copley (2004), the cafe aims to communicate its brand value, develop close working relationships with its customers and to identify their needs in an effective manner.
The...
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