Communication Marketing Analysis

1.) I chose to create a communcation marketing analysis on McDonalds.
(a.) Competitors of McDonalds are Burker King, Wendys, Sonic, Steak and Shake, and pretty much any other fast food burger place. Burger King is probably the biggest competitor, they even make specific claims as to there burgers being better than McDonalds in commercials.Wendy's new theme song for their commercials is you know when its real, that's because they make claims that McDonalds patties are frozen and then re-heated not cooked fresh. Sonic is competition because they have things like happy hour were shakes and drinks are half off and things of that nature. Steak and Shake is competition because the have promtional deals on meals, such as four meals under four dollars.
(b.) Next is oppurtunities. McDonalds is above the rest of its competition because they have a charity Ronald McDonald house which none of the others do. They have to make themselves stand out since they are in a heavily saturated market which is fast food.
(c.) Then there is target market. This is where we focus on what consumers need and want. What they look for in this franchise.
(d.) The next analysis is customers. There are three types of customers current customers, the competition's customers, and potential new customers. Current customers buy because of quality, and loyalty to the brand. When trying to get competitor's customers the idea is to show them what is better with our brand over there's. McDonalds might save we have a value menu and a dollar menu filled with things you love, since some of the competitors don't. The way to get potential new customers is to show them why they need to buy the product whether its low cost, great taste, etc.
(e.) Last is product positioning attributes, competitors and how they might try to strategize , use or application, how for a low cost you get a great taste(price-quality relationship), product user(consumer), product class(top fast food joint), Cultural symbol.

2.) The target audiences beside children for McDonalds is parents and adults. Parents because they have a happy meal they can buy for their children as well as a dollar menu if they're buying food for many people. For Burger King urban area with adults and or men. Burger King burgers are modeled to have that off the grill hearty taste men love meat and hearty things that can fill them, as well as barbeque as far as the stereotype goes. Sonic target audience would be families. They have the family vibe when you drive to they're resturants and they tend to have something for everyone. Wendy's target audience I would say is older individuals. They have foods that younger people might not techinically have a taste for all the time such as baked potatoes, chilli, etc. Hardees target audience would be adults who live in suburban areas. Most city slickers want something quick they can eat on the go, although hardees has sandwiches they aren't burgers.

3.) McDonalds and Burger King should use The Meet-the -Competiton Method, Sonic should use the Payout planning, Hardees should use the "What We Can Afford" Method and Wendy's should use the percentage of sales method.

4.) They should do specific advertisements as to why they're better than McDonalds as well as offer sales promotions that are better than McDonalds that would make a consumer choose them because prices are better. They should use the percentage of sales method.