Major direct competitors in the hamburger-based fast food industry include: Although more of their restaurants are franchised than McDonald's restaurants, revenues of Burger King Franchise fall behind that of McDonalds, mainly due to the their size advantage. They have a lower operating margin than that of McDonald's, hence it is more likely that they suffer negative impacted during a recession.
After adapting information technology to develop ever more sophisticated quantitative research methods, marketers are taking a second look at more human, qualitative approaches to tapping into the hearts and minds of consumers.
New ways to gauge customer feelings and attitudes are increasingly complementing numbers-oriented methods, although companies should never take an either-or-approach, according to Wharton faculty.
New technology to gather and process data can be overwhelming for marketers, he adds, noting that some companies are tracking consumers with radio devices and installing video cameras in homes.
Many other companies claim to be on the customer intimacy side, but they are really just giving it lip service. The models were simpler. Industry associations had a bigger role. However, companies searching for new organic growth — in markets that are evolving or where technologies are converging — may not even have data, so in those areas qualitative methods are useful.
He needs a more refined, colorful, multi-dimensional picture of the target customer. This information, which might include consumer reaction to certain product attributes, can be mixed and matched to develop new concepts. Then, Day says, the company can take an intermediate, more qualitative step by getting an in-house group to brainstorm ways to translate those concepts into products.
Someone has to have an intuition, a sense that this is worth pursuing. Alternatively, they might simply be asked what they think about the scenario, or to describe what is going on. The whole idea of projective techniques is people will project their own opinions and attitudes.
Again, survey participants might be reluctant to say what they really think when it comes to certain issues. It is now increasingly being applied to commercial research.
The Harley-Davidson Approach Wharton marketing professor David Reibstein says qualitative approaches should be used in the period preceding quantitative research to establish the reactions to be studied or the terminology that will be adopted.
In certain communities cable television companies show different commercials to different households who agree to participate.
Those households then monitor what they buy so that marketers can determine whether the commercials had an impact on purchasing. These findings affect such decisions as how much advertising to do and how the specific ads should be focused.
Another intriguing approach to market research, says Wharton marketing professor Patti Williamsis the development of brand communities, in which companies bring groups of customers together to build deeper relationships.
She points to Harley-Davidson managers who regularly put on leather jackets to ride with their customers at company-sponsored events. They are building and developing trust and intimacy in a unique way. You can just observe.
Also, building brand communities is expensive and sometimes verges on being fashionable. Saturn has [used this approach] from the beginning. Jeep does Jeep Jamborees but could Hyundai?One example of a quantitative objective is a company setting a goal to increase sales by 15 percent for the coming year.
A quantitative objective is a specific goal determined by statistical data. Marketing at McDonalds Marketing at McDonalds ABSTRACT. The main aim of this research is to understand the different marketing strategies adopted by McDonalds in order to attract the consumers towards their store even under the credit crunch situation.
Creating Marketing Strategies with Qualitative and Quantitative Research. Creating Marketing Strategies with Qualitative and Quantitative Research. By Scott Creamer. Xenex reached out to Screamer Co.
for our expertise in healthcare marketing and brand building. We began our qualitative research by doing something many large . This article looks at McDonald's recovery from a period of falling sales, with lessons for the rest of the fast-food sector.
Marketing food: I'm loving McD's | WARC What we do.
McDonald’s marketing strategy relies upon an extensive utilization of individual elements of the marketing communication mix. Specifically, McDonalds marketing communication mix comprises print and media advertising, sales promotions, events and experiences, public relations and direct marketing. Marketing at McDonalds Marketing at McDonalds ABSTRACT. The main aim of this research is to understand the different marketing strategies adopted by McDonalds in order to attract the consumers towards their store even under the credit crunch situation. Mcdonalds Quantitative And Qualitative Marketing Objectives Introduction Data can be defined as two values of levels of measurement (qualitative and quantitiesQualitative and quantitative data form the theory of scales by American psychologist Stanley Smith Stevens. Data .
According to Wharton marketing professor Wes Hutchinson, the popularity of qualitative and quantitative techniques falls along a continuum. “With the quantitative approaches the big news is how. The analysis of marketing strategies of McDonalds in the following dissertation is done to evaluate the effectiveness and significance of its marketing strategies in both the selected international markets to attain the marketing and other business objectives to .