Estratégias smls

Multinational Company

McDonalds’s

Department of Marketing

Erasmus student

Simone Santos

Portugal

[pic]

This paper intends to examine the company McDonald's Corporation from the point of view of marketing. It will focus on four basic points: product, price, promotion and point of sale.

The brand has become synonymous MCDONALD’S Fast Food, or as the Americans prefers, Fast Food. The largest network of this type of power is one of the symbols of capitalism and the American way of life in the world. Challenged. Hated. Target of numerous protests. None of this seems to shake its dominance in the world. The brand became so well known that the prestigious magazine The Economist uses its main sandwich, the Big Mac, to make comparisons of purchasing power between countries. The MCDONALD'S can even disappear someday, but their culture will be forever implanted worldwide.

[pic]
The History

The story of the transformation of MCDONALD'S the largest network of fast food in the world began in 1937 when brothers Richard (Dick) and Maurice (Mac) McDonald decided to open a modest restaurant in the system Drive-In in the city of Arcadia, California, for sell hot dogs. Shortly after, in 1940, they moved to the city of San Bernardino, also in California, where he opened a restaurant with the name of MCDONALD'S BAR-BQ on the famous Route 66 with approximately 20 Carhops, waiters on roller-skates gave the order customer in the car. This has become extremely popular and very profitable. The menu contained 25 items, mostly barbecue. In 1948, after noticing that most of the money they earned from selling the burger, which at the time cost $ 0.15, the brothers totally renewed the restaurant.
In 2001, McDonald's Corporation owned approximately 30,000 restaurants in several countries, a total of approximately 1.5 million employees and $ 40.6 billion global revenue.

Logo

The golden arches are a symbol of