In today's quickly shifting business climate, it is more important than ever to create the right mix of product, price, promotion, and place when marketing a business. Without these factors in the forefront of a marketing plan, the business will not survive. It is the purpose of this paper to discuss these elements as exemplified in the McCafe concept of McDonalds and the implications for market management decisions.
Marketing theory is of no use if the customer is not at the forefront of business planning. Market managers can work with statisticians, plan forecasts, and perform sophisticated research, but without the needs and preferences of the customer in mind, the company, regardless of how successful in the past, will decline. Kotler states that the customer is always the most important person in the office, never an interruption, not someone to argue with, the reason for the business (1997, 23). The appropriate marketing mix is important in determining the best ways to win and retain the customer.
McDonalds has been for decades almost synonymous with the concept of excellence in marketing fast food. The name is known globally, and a majority of the population in developed countries has eaten at McDonalds, at least on one occasion. The golden arches are a part of American culture, and for decades, a meal at McDonalds has been desirable for families, and especially for children. A person's culture is one of the fundamental factors in buying behavior, one of the broadest factors in deciding where and what to eat for lunch (Kotler, 1997, 172). McDonalds products are famous for their consistency and reliability. A Big Mac in Tokyo is exactly the same as a Big Mac in Tallahassee. That standardization makes customers flock to the fast food retailer because they know they will always be served promptly, and the food will not hold any surprises. The McDonalds people have managed to anticipate and create a taste that is s...