[마케팅] 맥도날드 맥모닝 마케팅계획

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레포트 > 경제경영계열
2011.02.18
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Table of Contents
1. Company Description
2. Strategic Focus and Plan
3. McMorning Description
4. Industry Analysis : Trends about breakfast market
5. Competitors in the breakfast market
6. SWOT Analysis of McMorning
7. STP Analysis of McMorning
8. Marketing Program - 4P Analysis
9. Implementation Plan
10. Financial Data
11. Evaluation and a proposal

본문내용

Core competency and Sustainable Competitive Advantage of McDonalds

In terms of core competency, McDonalds is providing convenience when people need and want to eat fast food at prices that are competitive and provide best value for the customer’s money. One of McDonald’s competitive advantages is its focus on consistency of quality, production of food and use of raw materials all around the world. The world recognition associated with the brand McDonald’s itself is also one of McDonald’s competitive advantages

3. McMorning Description

Under the situation which more and more Korean people consider that breakfast is important, McDonald launched new menus, McMorning, in 2007 to target a niche market. This market indicates a market for those who don’t have breakfast. McMorning set sells after opening a store until 11a.m. Some chains which run 24hours sell this menu from 4a.m to 11a.m.
‘English mac muffin set’ is the basic menu of Macmorning. It consists of English mac muffin, hush brown and coffee. According to people’s taste, coffee can be replaced by juice or hot chocolate and this basic menu is 3,200won. By adding sausage, egg or bacon, customers can get different kind of menu in different price. Stressing its high quality and promoting it as well-being food, McDonalds tries to provide soft and warm breakfast to customers.

4. Industry Analysis: Trends about breakfast market

“Early-morning person” has been an issue socially and a market for “breakfast” is selected as one of the Korea’s “bluesumer” in 2007 by Korea National Statistical Office. In these days, according to business world, an industry for ‘breakfast’ has developed from 100 billion won in 2000 to a trillion, which has multiplied ten times. By the influence of westernization in life, many people eat bread and coffee for their breakfast or nothing. A market for breakfast targets those who do not have breakfast, especially busy office workers or students. This market is constantly growing in the Metropolitan areas or built-up areas where it has a large floating population.

5. Competitors in breakfast market

Major direct competitors in the fast food industry include:

1) Donut Stores: Krispykreme recently made 10 types of new morning sets, including 4 kinds of muffins and 2 kinds of bagels, and Dunkindonuts has also launched ‘hot-breads’ menus since 2008, which recorded 130% sales in 2010.
2) Coffee Stores: Twosome Place started to provide new morning set, consisting of sandwich and coffee, which enables their sales to be increased to 34%. Hollys coffee starts to provide Belgium types of waffle and coffee as their morning set.
3) Rice cake Stores: Bizeun made 4 types of new porridges such as pine nut porridge, adzuki beans porridge, pumpkin porridge and sweet potato porridge as their morning menu.
4) Ice-cream stores: Many Ice-cream stores adjusted their open time from 10 o’clock to 8 to get morning customers. In case of Baskinrobbins, they launched their morning menu, named “Beauty women and breakfast”.

6. SWOT Analysis of McMorning

Figure 1 shows the internal and external factors affecting the market opportunities for McMorning. First part is strength. McDonald’s best strength is accessibility. There are 237 McDonald’s chains in Korea(23.3.2010). Many people can find them easily and enjoy McMorning in the morning. Low price is also the strong point of McMorning. People can eat it at 2800 won minimum. Moreover, McDonald’s provides several combination and sides with reasonable and low price. Lastly, effective advertisements are one of their strength too. McDonald’s spreads their new tv commercial according to its new promotion. The advertisements are very attractive to catch people’s attention.

Internal Factors

Strength
1. High accessibility
2. fast, many kinds, low price products
3. Effective advertisements Weakness
1. Western Food
2. Time limitation
3.Shortage of vegetables

참고문헌

References
1.www.mcdonalds.com
2. http://blog.naver.com/bizfit/80056286710
3. http://news.sportsseoul.com/read/economy/874087.htm
4.http://www.donga.com/fbin/output?n=200701300141
5.http://www.sec.gov/. 2009 statement of financial position
6.http://ko.wikipedia.org

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