" Last Name 1First and Last NameProfessorClassSpeech Outline1) IntroductionA. Attention Device- Introduce McDonald and key achievements of the company.McDonald has established its outlets in more than 118 countries.B. Thesis statement-State the marketing strategies employed by MacDonalds, theiressential characteristics and the history of the organisationC. Forecast of Main point- What are my speaking points? Introduce philosophy ofMcDonalds and strategic marketing used by McDonaldsD. Link to first point- Introduce the first point of the strategic marketing techniques adoptedby McDonalds. Promotion strategies, placement strategies,pricing and product strategies2) BodyA. Strategic marketing in McDonalds- Describe the various strategies adopted byMcDonalds; promotion strategies of the outlets, Placement strategies of the firm, pricingand product strategiesB. Marketing Mix and Market Research for McDonalds- Introduce and discuss the variousmarketing mix tools applied by McDonalds; price, product, place and promotion.Last Name 2C. Essential Characteristics of McDonalds- Discuss the various characteristics unique toMcDonalds, their response to critiscm and their ability to modernize services.3) ConclusionA. Summary of main points-Marketing strategies used by McDonald; pricing strategies,placement strategies, product strategies and promotion strategies are efficient in reachingthe target audienceB. Restate Thesis- The different marketing strategies and marketing mix applied byMcDonalds work efficiently for their key audienceC. Clincher- it is advisable for small, fast food owners to adopt these strategies employed byMcDonald to reach even greater achievement Last Name 3I. IntroductionA. MacDonald has successfully managed to establish and operate a fast food chain thatoperates in 118 countries across the globe. This is despite the fact that several fast foodestablishments and companies collapse annually after failing to withstand the challengesbrought by running a business (Brooks 197). McDonald's has managed to stand out byenduring the test of time. So what makes McDonald Unique?B. Research suggests that a significant number of individuals eat out in fast foodestablishments or order take outs. Among the fast food establishments, McDonald ranksas the most visited fast food establishment.C. I would like to look at the various marketing strategies employed by MacDonalds, theiressential characteristics and the history of the organisation.II. BodyA. History of MacDonald MacDonald’s large-scale operation differentiates it from its competitors. Originallystarted by brothers Dic and MacDonald, the restaurant served just a few items - burgers,beverages and fries. The few items allowed them to focus on quick service and quality. Ray Crocjoined the team in the 1950’s, leading to growth and expansion of the world famous McDonaldsbrand. The rise in female and teenage participation in McDonald's operations in the late 80s andearly 90s enabled it to supply a fast and inexpensive menu that many customers foundconvenient.Last Name 4B. Philosophy of MacDonald Ray Croc wished to serve beverages, buns, fries, and burgers that tasted the same inAlaska and Alabama. To achieve this, he decided to come up with a philosophy that involvedboth suppliers and franchisees. He came up with the slogan ‘together with McDonald's’ thatmotivated both the franchisees and employers. The motto, ‘work for yourself but not by yourself’caught on and is still in use up to date. The philosophy is based on a three-legged stool: thefranchisees, the second leg are suppliers and lastly MacDonald'semployees. None functionseffectively without the other.C. Strategic Marketing in McDonald's McDonald's employs various strategies and marketing efforts to keep its strategicmarketing nature as the company seeeks to continuously offer what customers want and to stayon top of the industry. These plansinclude product strategies, placement, promotion, and pricingstrategies (Serpico 37).1. Promotion strategies McDonald’s continues to improve its websites, pamphlets and advertisement over time.They have added nutritional information and are currently addressing diet guides. Top marketingexecutives continuously come up with catchy brand mantras and phrases which have beensuccessful in differentiating McDonald's from other food outlets.Last Name 52. Placement strategies McDonald’s is often identified with its fast service. The company is also known foridentifying locations that are convenient to most of its customers. It is always searching for best- suited locations to establish new outlets.3. Pricing Strategies The pricing structure of McDonald's has allowed the chain to serve customers quick andquality meals while still providing good value for the money. This pricing strategy hasdifferentiated them from most fast food outlets. The company also offers a variety of menu itemsthat appeal to a vast number of individuals. Additionally, McDonald’s distinguishes itself byproviding combination meals, happy meals with toys, and offering a dollar menu that isaffordable to the majority of the pupulace.4. Product Strategies McDonald’s continues to provide low-priced food items while upholding quality.Moreover, the willingness of the firm to innovate and provide an entertaining environment forchildren has made them the market leader. To appeal to an even larger society, the company hasbeen adopting local and regional flavours in their areas of operation. For instance, a vegetarianburger ‘McBurger’ has been introduced for the Indian market, and Halal food added to appeal tothe global Muslim community.Last Name 65. People strategies McDonald’s employs continuous internal marketing within its establishments and outlets.The firm understands the importance of having satisfied workers serve satisfied customers.Happy employees often deliver excellent service, the result being happy customers.D. Marketing Mix and Market Research for McDonald McDonald’s is one of the most recognised brands globally. Commercialization in thisfirm begins by identifying their target audience, diverse customer needs and wants. Thereafter,the goal becomes meeting these requirements in better ways than all its competitors(Schlegelmilch 86). Research conducted by the company identified their target customers aschildren who come to McDonald's to enjoy the free toys, parents with the kids who come to treattheir children, businessmen who want to enjoy a quick bite at affordable rates, and teenagers whoenjoy the internet and available menus. Having identified their target clients, the firm putstogether a marketing mix that comprises of price, product promotion and place to reach their keyaudience.i. Product Customers’ needs and preferences keep changing and McDonald’s continuously placesemphasis on producing a menu that its clients want. McDonalds keeps on replacing old menuitems with new ones to meet these changes. The firm also continues to diversify its products. Forinstance, McDonald’s India focuses more on the vegetarian diets as most of their Clients arevegetarian.Last Name 7ii. Price Apart from a product being a physical commodity, it also has physiological impacts tothe user. Customers have their mental image of the worth of a product. Often, low priced itemsare associated with low quality. Pricing for McDonald'sis set at different levels, low-incomebudget and high-income funds to appeal to all customers. In India, McDonald’s classifies itsproducts into two categories; branded core value (BCV) and branded affordability (BA)products. This strategy has been used to satisfy customers with different spending powers(Berkhout 27).iii. Promotion McDonald's uses advertisements to promote its products. The firm employs TVs, radioscinemas, magazines, and newspapers to place their Ads which they pay premiums for. The firmdevelops campaigns which use these advertising platforms to reach out to their intendedaudience. McDonald’s also offers in-store promotions to get people try various products.iv. Place McDonald’s identifies its sites to be more than just the distribution points and physicallocations of outlets, but the whole process of bringing the product to the customer. Therefore, itprovides options such as drive-ins and drive-throughs for the convenience of clients.E. Essential characteristics of McDonald’s1) The expansion franchising strategy adopted by McDonald’s services led to the firm’ssuccess in its early stages of development.Last Name 82) McDonald’s is also active in modernising and offering new services like free Wi-Fi inmost of its outlets.3) The company has been keen to respond to criticism on health by providing healthieroptions for health conscious individuals4) McDonald’s also has a promotion program that encourages regular visits from varioussegments of customers. One such program is the coffee loyalty card for adultsIII. Conclusiona) It is clear that the marketing strategies used by McDonald’s (pricing strategies, placementstrategies, product strategies and promotion strategies) are efficient in reaching the targetaudience.b) The marketing mix adopted by McDonald's (product, place, price and promotion) isunique to the firm and allows it to meet its customers' ever-evolving needs – hence, theirability to succeed and transcend across borders where many are either struggling or havefailed.c) Therefore, it is advisable for small, fast food entrepreneurs to adopt McDonald’s strategyif they want to make it in the fast food industry. "