Effective/Differentiating Marketing Strategies of McDonaldâ€™s in Malaysia And Indonesia

Dilip D; Rupesh Sinha; Ooi Ler Wei; Daisy Mui Hung Kee; Oh Jia Leei; Pua Ke Shuang; Teoh Jia En; Velia Nofira Permatasari; Liem Gai Sin; Eugene Boadu; Junaid Saifi

doi:10.32535/jcda.v4i1.995

Effective/Differentiating Marketing Strategies of McDonaldâ€™s in Malaysia And Indonesia

Dilip D, Rupesh Sinha, Ooi Ler Wei, Daisy Mui Hung Kee, Oh Jia Leei, Pua Ke Shuang, Teoh Jia En, Velia Nofira Permatasari, Liem Gai Sin, Eugene Boadu, Junaid Saifi

Abstract

McDonald's has become one of the world's most known fast-food companies. The success of McDonald's in growing business makes some individuals genuinely curious as to how McDonald's developed their marketing process and strategy as marketing strategies perform crucial roles for businesses to grow eventually. This case study aims to determine the effective marketing strategies of McDonald in Malaysia compared to with those in other countries such as Indonesia and provide recommendations to deal with the situation McDonald's is faced with. This research, using comparative analysis and focusing on 4P marketing mix components, focuses on the analysis of products, prices, places, and promotions.

Full Text:

PDF

References

Anyassignment. (2019). Marketing environment of McDonalds assignment. Retrieved from https://anyassignment.com/art/marketing-environment-of-mcdonalds-assignment-34613/

Bates, C. (2017). McDonaldâ€™s rolls out self-service kiosks in Malaysia. Retrieved from https://www.soyacincau.com/2017/10/26/mcdonalds-rolls-out-self-service-kiosks-in-malaysia/

Cengiz, E., & Yayla, H. E. (2007). The effect of marketing mix on positive word of mouth communication: Evidence from accounting offices in Turkey. Innovative Marketing, 3(4), 73-86.

Duecy, E. (2006). NPD: Dinners look for menu variety, â€˜buzzâ€™ in full-service eateries. Nationâ€™s Restaurant News, 40(4), 14.

Duprey, R. (2019). McDonald's technology investments are helping to drive sales. Retrieved from https://www.fool.com/investing/2019/05/06/mcdonalds-technology-investments-are-helping-to-dr.aspx

Fougere. D., Gantier. E., & Bihan H. L. (2010). Restaurant prices and the minimum wage. Journal of Money, Credit and Banking, 42(7), 1199-1234.

Goi, C. L. (2010). Perception of consumer on marketing mix: Male vs. female. In Z. Chris (Ed), International Conference on Information and Finance-ICIF 2010, 95-99.

Goodstein, L. (2001). For Hindus and vegetarians, surprise in McDonald's fries. New York Times.

Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182-195.

Greenspan, R. (2018). McDonaldâ€™s PESTEL/PESTLE analysis & recommendations. Retrieved from http://panmore.com/mcdonalds-pestel- pestle-analysis-recommendations

Hareka, C., A. (2015). McDonalds marketing strategy SWOT analysis [Web log post]. Retrieved from https://harekacahyaniadm2.wordpress.com/2015/01/28/analisis-swot-strategi-pemasaran-mcdonalds/

Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia-Social and Behavioral Sciences, 37, 482-489.

Khan, M. T. (2014). The concept of marketing mix and its elements (A conceptual review paper). International Journal of Information, Business and Management, 6(2), 95-107.

Khurram, R. (2012). Heizer 09. Retrieved from https://www.slideshare.net/RIZWANKHURRAM/heizer-09-15124662

McDonaldâ€™s Indonesia. (2020). McDonald's Indonesia. Retrieved from https://mcdonalds.co.id/

McDonaldâ€˜s Malaysia. (2020). McDonald'sÂ® Malaysia. Retrieved from https://www.mcdonalds.com.my/

Mintel. (2007). First aid - US - September 2002 - Market research report. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&&type=RCItem&sort=relevant&access=accessible&archive=hide&source=non_snapshot&list=search_results/display/id=219287

Mintel. (2009). Restaurant brands. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=395179/dis play/id=466400#hit1

Mintel. (2010). Impact of the recession on eating out habits. Retrieved from http://academic.mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479944

Mongay, J. (2006). Strategic marketing. A literature review on definitions, concepts and boundaries. MPRA Paper, (41840), 1-40.

Muhammad, N. M. N., Isa, F. M., & Kifli, B. C. (2009). Positioning Malaysia as Halal hub: Integration role of supply chain strategy and halal assurance system. Asian Social Science, 5(7), 44-52.

Mujtaba, B. G., & Patel, B. (2007). McDonalds success strategy and global expansion through customer and brand loyalty. Journal of Business Case Studies, 3(3), 55-66.

Nurlaila. (2020). Management of social culture development of community village Bobanehena tourism, North Halmahera District. International Journal of Tourism & Hospitality in Asia Pacific, 3(3), 52-62.

Patil, B. (2012). Layout strategy ppt @ bec doms. Retrieved from https://www.slideshare.net/BabasabPatil/layout-strategy-ppt-bec-doms

Peterson, H. (2017). McDonald's shoots down fears it is planning to replace cashiers with kiosks. Retrieved from https://www.businessinsider.com/what-self-serve-kiosks-at-mcdonalds-mean-for-cashiers-2017-6

Rajawat, A., Kee, D. M. H., Malik, M. Z. B. A., Yassin, M. A. Q. B. M., Shaffie, M. S. I. B. A., Fuaat, M. H. B., ... & Santoso, M. E. J. (2020). Factors responsible for McDonald's performance. Journal of the Community Development in Asia, 3(2), 11-17.

Ritzer, G. (1983). The â€œMcDonaldizationâ€ of society. Journal of American Culture, 6(1),100-107.

Shahhosseini, A., & Ardahaey, F. T. (2011). Marketing mix practices in the cultural industry. International Journal of Business and Management, 6(8), 230-234.

Slater, S. F., & Olson, E. M. (2001). Marketing's contribution to the implementation of business strategy: An empirical analysis. Strategic Management Journal, 22(11), 1055-1067.

Suprihanti, A. (2011). The effect of services to customerâ€™s loyalty (Case study of Kentucky Fried Chicken Restaurant at Galleria Mall Yogyakarta). Paper presented at the 2nd International Research Symposium in Service Management, Yogyakarta.

UKEssays. (2018a). Barriers to McDonald's growth. Retrieved from https://www.ukessays.com/essays/business/the-socio-cultural-factors-business-essay.php?vref=1

UKEssays. (2018b). Innovation and Technology Strategies of McDonalds. Retrieved November 06, 2020 from https://www.ukessays.com/essays/marketing/innovation-and-technology-strategies-of-mcdonalds-marketing-essay.php?vref=1

UKEssays. (2018c). Pest Analysis of McDonalds in Malaysia. Retrieved from https://www.ukessays.com/essays/marketing/pest-analysis-of-mcdonalds-in-malaysia-marketing-essay.php?vref=1

Varadarajan, R. (2010). Strategic marketing and marketing strategy: Domain, definition, fundamental issues and foundational premises. Journal of the Academy of Marketing Science, 38(2), 119-140.

Vignali, C. (2001). McDonald's: think global, act local - The marketing mix. Journal of British Food, 103(2), 97-111

Virvilaite, R., Saladiene, V., & Skindaras, D. (2009). The relationship between price and loyalty in services industry. Engineering Economics, 63(4), 70-87.

Yeu, C. S., Leong, K. C., Tong, L. C., Hang, S., Tang, Y., Bashawir, A., & Subhan, M. (2012). A comparative study on international marketing mix in China and India: The case of McDonald's. Procedia-Social and Behavioral Sciences, 65, 1054-1059.

Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 95-211.

DOI: https://doi.org/10.32535/jcda.v4i1.995