POINT OF VIEW:

MCDONALDS CORPORATION
is the worlds largest chain of fast food restaurants
serving nearly 47 million customers daily. Ray Kroc started it on year 1955, when he
bought thefranchise of a small burger joint owned by brothers Dick and Mac
McDonald. He opened hisfirst restaurant in Des Plaines, Illinois and five years later,
he bought the exclusive rights of thename,
McDonalds. Today, McDonalds has grown to have more than 33,000 restaurants all
over
the world.
McDonald's brand mission is to be our customers' favorite place and way to eat
anddrink. Our worldwide operations are aligned around a global strategy called the
Plan to Win,which center on an exceptional customer experience

People, Products, Place, Price andPromotion. We are committed to continuously

improving our operations and enhancing our customers' experience.
DEFINITION AND GENERAL STATEMENT OF THEPROBLEM:
Statement of the problem:
Suzannes Drolet
current strategy concerning to senior citizen clienteles.
Definition of the problem:
Suzanne Drolet is manager of a McDonald's restaurant in a city with many"seniors."
She doubts that with her growing senior citizen customers, the image of her
restaurantwould change and it will be known for being a non-fast-food restaurant
because of the ambiance.If the seniors market will also remain to grow, there would
be a crowding problem. She is alsotaking into consideration of the possibility
catering more services to them because the seniors douse their facilities for a much
longer time than the average customers.
Must Objectives:

To provide innovation in a system so its profit and industry's demand will increase
fromunderserved and unserved markets.
Wants Objectives:

To encourage other segments of markets especially the younger markets.

AREAS OF CONSIDERATION:
A.
Place or location
this would affect the image of McDonalds since thereare a lot of seniors because
they are positioned in a place where there are moreseniors than the younger
generation.
B.

Image of McDonald's
The image of the restaurant is a factor because it isknown for being a fast-foodchain wherein customers are expected to eat andrun.
SWOT ANALYSISSTRENGTHS

Eminent Organization

Well-oriented employees

Quality Service

Good Customer Relationship

Customer Loyalty
WEAKNESSES

Old Peoples' restaurant point of view

OPPORTUNITIES

Additional Revenue
THREATS

Competitors
ALTERNATIVE COURSES OF ACTION:
ACA NO.1

To provide an
effective promotion strategy
that will attract the younger markets.
ADVANTAGES:
1.
BETTER THAN BEFORE!
2.

Attracts younger markets3.

More people would likely visit the store in often times4.
HIGH PROFIT
DISADVANTAGES:
1.
Higher expenditures
The manager will conduct a weekly orientation on the employees so that there's
acontinuous monitoring system in their store whether they're improving or not.
ADVANTAGES:
1.
Improvement of the employees
DISADVANTAGES:
1.
Time-consuming
ACA NO. 3
- The manager will provide a specific place in the store and a specific time for
theindulgement of the seniors.
ADVANTAGES:
1. Employees can prepare for the seniors visiting time.
2. Less crowded
DISADVANTAGES:
1.
Seniors might feel that they dont belong
2. The place looks narrow
RECOMMENDATION:

After analyzing the problem, we therefore recommend alternative course of

actionno.1 which is to provide an effective promotion strategy that will attracts the
younger markets.We decided to recommend to have a new effective promotion strategy since we
foundout that Suzanne Drolet McDonalds are more focusing on the promotion for
thesenior citizens clienteles not knowing that the image of her business is turning
into an olds people restaurant which is contrary to the main values of McDonalds
company which is to satisfy the younger markets.
PLAN OF ACTION:
1.
To emerge another sector or age brackets of customer to portrait the real image of
an all ages fast food.

2.
To aid the awry thoughts of other segments by encouraging seniors to bring their
family to the fast food chain in a way of music background
while they are sittingfor their coffee.
3.
To complement fast-moving products to a non-fast moving products in order tohave
an additional revenue as well
.
.
To promote products in a specific time in offering coffee to lessen the crowd.
STRATEGIC PLANNING
Planning is what we do in everything we want to achieve while strategy is what we
use inorder to achieve it efficiently and effectivelywhich makes the process strategic planning. Its
like visualizing a desired future and making this vision into broadly defined
objectives together with the plan of action to achieve them. Our strategic plan came
up with two bright ideas: First,
(1) The New Product Strategy, we came up with the idea of Matching the fast
-moving productsto non-fastmoving products, where as you can conclude or even visualize could create a
tasteof interest to the customers and may ask themselves why not? which in this
stage triggers
them to buy that particular match-up products. Second bright idea, (2) The New
Pricing Strategy,
this strategy focuses on the additional purchase of a particular customer. Using
the electronic
gadgets or even simple pliers would help to encourage the customers to buy more
by including
words just add and save then a particular amount. It makes the customer think
of lesser
burden in his or her food budget without even noticing its real purpose is just for
additional purchase.
Marketing Case I: ,McDonalds Seniors Restaurant
Lisa Aham manages a McDonalds restaurant located in a city with many seniors.
She faces some marketing opportunities if she encourages this group of clients to
continue meeting at her restaurant, but also she should consider the risks of
focusing on this group. Lisa has already identified an opportunity of offering a
monthly low price breakfast plan and free coffee refills for her clients over 55 years
old. This breakfast plan has encouraged many seniors to visit her restaurant daily.
They enjoy the cheap meal and stay for several hours talking with people of their
age while enjoying some coffee. These older customers are very friendly, most of
them clean up their tables before leaving, and leave McDonalds before the
restaurant starts to be crowded.
Lisa is concerned that her restaurant can be known as the restaurant for old
people, which might discourage some young customers to visit it. She also worries
the image the restaurant is projecting, taking into account that McDonalds is a

fast-food restaurant. There begins the key question, she should continue to focus
the marketing strategy on senior customers or she needs to develop a strategy that
focuses on a mass market? McDonalds is the worlds largest fast food group who
serves around 68 million people per day. The brand mission is to be the customers
favorite place to eat and drink. Their worldwide operations are aligned around a
global strategy called the Plan to Win, which focuses on an extraordinary client
experience. The company considers that the customers are the reason for their
existence, and tried to demonstrate their appreciation by providing them with high
quality food and a greater service. Lisa actions are in line with McDonalds corporate
culture and philosophy. She has achieved some success in adapting those corporate
philosophies and combining them with elements of the marketing mix in order to
fulfill the business objectives and having some impact on the revenues. Lisas
example shows how managers should analyze their environment, competitors, and
customers in order to adapt the business strategy to a niche market that allows the
company to remain relevant in the city in which it is located. Probably, if McDonalds
did not have the breakfast special menu many of the seniors would be eating and
drinking in another restaurant around the neighborhood. I believe that the current
strategy at this McDonalds restaurant is improving the companys image. Over 100
seniors are visiting the restaurant every day during the slow morning hours. The
restaurant is making money on off-peak hours that otherwise could not exist, as it is
during the hours when the other customers are sleeping, working, studying, or
doing other activities. In my opinion this is showing the values and commitments
that McDonalds have with the community in which they are located. In this case,
they are located in a city with many seniors, and they are providing special menus
to them and a place to hang out. On the other hand, Lisa should not neglect the
main target customers for McDonalds that include parents with young children,
young children, business customers, and teenagers.
McDonalds restaurants focus more on young customers as we can see on their
restaurants around the world. The senior market segment are frequent customers
for the restaurant, many of them visit McDonalds every day and stay a couple of
hours before noon crowd comes in.
What should she do about the senior citizen marketthat is, should she encourage,
ignore, or discourage her seniors? What should she do about the bingo idea?
Explain.