FINAL EXAMINATION

BA 404-MARKETING MANAGEMENT
March 9, 2019

MICHELLE F. GO

2.
Used of Integrated Marketing Management

McDonald was able to have an effective Integrated Marketing Communication (IMC)

which assisted the company in achieving its communicational objectives to change the image of
McDonald from junk food restaurant to one restaurant that serves healthy food with a friendly
environment. This can be seen on one of the IMC strategies used by the company, TV
advertising. (“Integrated Marketing Communication of McDonald”, 2016).

McDonald TV advisements in Australia wherein they focus on touching the hearts of

their target customer by showing an emotional family relationship. Such as the television
commercial “McDonald’s Timeless 60 “about a grandfather who is seeking for the attention of
his grandchildren that keeps on playing video game. The grandfather decided to take his
grandchildren to a ride, to do some recreational activity and ended up eating happily with Big
Mac in their picnic. This created a positive feelings, thus enhanced consumers’ thoughts on ads
credibility. In addition it also affected the attitude of target customer towards the brand
McDonald.

REFERENCE:

Integrated Marketing Communication of McDonald (2016,May 8). Retrieved from

https://mpk732t12016clusterb.wordpress.com/2016/05/08/integrated-marketing-
communication-of-mcdonald/

Supply Chain Management

McDonald’s, as one of the world largest chain of fast food restaurant consistently
ranked in the top of supply chains by *Gartner on 2016 (Vitasek, 2016). And now on 2018,
McDonald has been promoted to the “masters” category in Gartner’s annual supply chain top
25 . The masters category was created in 2015 to recognize sustained leadership in supply
chains, and sits above the top 25 list (Churchill, 2018).

What is behind the supply chain management of McDonald? It uses a “system” where
suppliers and McDonald’s “share the pie.” This is known as Kroc’s “System” philosophy
described as a three-legged stool. One of the legs is McDonald’s employees, a second leg is the
owner/operators that run the restaurants and the third leg is McDonald’s supplier partners.
Kroc believed that if the restaurant owner/operators and suppliers were successful, success
would come to him as well (Vitasek, 2016).

This resulted to expansion to more than 100 countries and more than 35,000
restaurants serving more than 68 million customers a day. McDonald’s has also set the food
industry standards for food quality, safety and assured supply. A USA Today article cited
McDonald’s food as “safer than a school kid’s lunch,” with quality standards that are five to 10
times safer than state standards for school meals (Vitasek, 2016).

*Gartner, officially known as Gartner, Inc. is a global research and advisory firm providing
insights, advice, and tools for leaders in IT, Finance, HR, Customer Service and Support, Legal
and Compliance, Marketing, Sales, and Supply Chain functions across the world.

REFERENCE:

Vitasek, K. (2016, December 20). McDonald’s “Secret Sauce” for Supply Chain Success Retrieved from
https://www.supplychain247.com/article/mcdonalds_secret_sauce_for_supply_chain_success

Churchill, F. (2018, May 8). McDonald’s joins Gartner’s supply chain ‘masters’. Retrieved from
https://www.cips.org/en-SG/supply-management/news/2018/may/gartner-names-
mcdonalds-supply-chain-master/

BRAND EQUITY
posted by Francis Churchill
in Supply chain