Columbia Southern Marketing Strategies in Fast Food Industry Research

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Columbia Southern

Description

Instructions

The marketing mix is used within the implementation of the marketing strategy. Please select one of the industries listed below, and search for information about the marketing mix used by at least two companies in your selected industry:

  • soft drink,
  • fast food/restaurant,
  • hotel,
  • cell phone provider,
  • banking,
  • automobile,
  • airline, or
  • entertainment.

Provide an example of the four areas of the marketing mix—product, price, placement, and promotion—used by each of your selected companies.

Discuss where their marketing mix strategies are similar and where they are different. Explain why.

Identify the product positioning and brand strategy used by your two chosen companies. Relate the importance of product positioning to their brand strategy.

Also, consider the element of ethical promotion and social responsibility toward consumers.

In addition to company websites, http://www.ibisworld.com/ and http://www.mergent.com/ are excellent resources to find information about markets and individual companies.

Your research project must include an introduction. You must also reference at least one journal article from the CSU Online Library and two articles from business-related or news websites; therefore, your essay should be supported by at least three sources. Your research project must be at least four pages in length and double-spaced, not counting the title and reference pages. All sources used must be referenced; paraphrased and quoted material must have accompanying citations. Use APA style guidelines for formatting. An abstract is not required.

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Explanation & Answer

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Outline
Topic: Marketing Strategies in Fast Food Industry
Thesis statement: To understand the effect of the marketing mix strategy on the fast-food
industry with special reference to McDonalds and Starbucks Companies.


Introduction



The 4P’s of the marketing mix

a) Product
b) Place
c) Promotion
d) Pricing


Similarities and differences in the marketing mix of Starbucks and McDonalds

a) Similarities
b) Differences


Product positioning and brand strategy



Ethical promotion and social responsibility



References


Running head: MARKETING STRATEGIES IN FAST FOOD INDUSTRY

Marketing Strategies in Fast Food Industry
Student’s Name
Institutional Affiliation
Date

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MARKETING STRATEGIES IN FAST FOOD INDUSTRY

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Marketing Strategies in Fast Food Industry
Introduction
Modern business organizations have identified marketing mix as one of the marketing
strategies that allow them to have a competitive edge in the market. Ideally, organizations use a
marketing mix strategy to influence customers to buy more of the company’s products.
According to Nguyen, Phan, and Vu (2015), there are four conventional marketing mix strategies
revolving around product, price, promotion, and placing of the products. The study conducted by
Nguyen et al. (2015) reveals that some elements in the fast food or restaurant industry influence
the purchasing behavior of the customers. Remarkably, these elements include pricing, quality of
the product, packaging, location of the store, and tools for promoting the company’s products
(Nguyen et al., 2015). Essentially, the fast-food industry operates in a very competitive and
dynamic environment that requires the management to prioritize implementing the 4P’s of the
marketing mix to influence the purchasing intentions of the customers. That said, the primary
focus of this paper is to understand the effect of the marketing mix strategy on the fast-food
industry with special reference to McDonalds and Starbucks Companies.
The 4P’s of the marketing mix
Product
`The quality of the products that an organization offers determines the purchasing
behavior of the customers. In a study that was conducted by Chaudhuri and Ligas (2009), the
findings indicate that the value ...


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