AT2 SUMMARISED 2

• Classical Approach


  Planning, organising and controlling, hierarchy organisational structure, focus on productivity and efficiency, autocratic leadership
• Behavioural Approach


  Leading, motivating, communicating, humanistic, employee involvement
• Classical Approach - Advantages
• Classical Approach - Disadvantages
• Behavioural Approach - Advantages
• Behavioural Approach - Disadvantages
• Both classical and behavioural approaches are essential for business success
• Marketing Mix


  Strategies involving product, price, promotion, and place
• Purpose of Marketing Mix
• Product


  • Quality, design, packaging, branding, and features

  Market Research - Meets diverse customer needs

  Product Range - Classic items, breakfast, salads, and Happy Meals

  Attractive packaging and toys for kids

  Standardised Packaging - Maintains brand identity, uses recyclable materials

  Convenience

  Includes iconic golden arches and strong reputation → Brand Recognition

  Quality Standards - Ensures diverse, high-quality products

  Target Market - Appeals to various age groups with specific products

  Brand Identity - Consistent and recognisable across locations

  Sustainability - Uses recyclable packaging
• Price


  • Cost, competition, and customer perceptions

  Competition-Based - Monitors competitors like Burger King and KFC

  Price Penetration - Charges low prices to stay affordable and competitive

  Local Adaptation - Adjusts to local market conditions and demand

  Promotional Pricing - Offers value menus (e.g., loose change menu) and meal deals

  Customer Appeal - Targets price-conscious customers with strategic pricing
• Promotion


  • Advertising, sales, public relations, and personal selling

  McDonald's Investment - Millions annually on advertising and marketing campaigns

  Global Reach - TV commercials, partnerships, billboards, and sponsorships worldwide

  Promotional Tactics:

  Loose Change Menu - Advertised in high-traffic areas with bold banners

  Limited Time Menus - Creates urgency and attracts customers

  Loyalty Programs - MyMaccas app offers exclusive deals for loyal customers

  Social Media - Engages customers and enhances brand awareness

  Customer Engagement - Drives sales and ensures a loyal customer base through attractive and extensive advertising
• Place


  • Availability and distribution of products/services

  McDonald's Global Presence - Locations in over 100 countries worldwide

  Accessibility - Ensures extreme convenience for customers

  Dine-In - Traditional dining option

  Drive-In - For customers on the go

  Delivery - Reaches customers who can't visit stores

  Strategic Placement - Stores in shopping malls, city centres, and high-traffic areas to meet customer needs and enhance convenience
• The marketing mix is fundamental in reaching business goals and objectives for McDonald's