Assignment :Marketing Plan Report Outline
Instructions: Students are asked to complete a short Marketing Plan for a local McDonald's Corporation restaurant targeting seniors (individuals aged 55 years and older). Students should use the case study and the briefing materials provided as a starting pointed but are required to undertake additional primary and secondary research to complete this assignment. Additional research includes, but is not limited to, 1) visits to McDonald's restaurants to observe marketing efforts toward seniors; 2) brief interviews with seniors to determine their needs and satisfaction with McDonald's products (including menu, pricing, atmosphere, seating, children services, etc; 3) Articles or news reports concerning McDonald's, particularly marketing. Reports should be typewritten, per syllabus guidelines and submitted in class. No email or late submissions will be accepted.
The McDonald's "Seniors" Marketing Plan should contain the following elements:
I. A brief analysis of the key issues outlined in the case study and briefing materials. A SWOT Analysis must be completed as part of this Market Analysis.
II. Survey (Interview) and ObservationResearch on the Target Market which is males and females, aged 55 years and older who visit McDonald's restaurants. Survey a minimum of three senior-aged customers to get their views on McDonald's products, prices and possible suggestions for improvement. Note: in the case study, "Bingo" entertainment is being considered as a possible promotion for seniors.
III. A brief summary of McDonald's current Marketing Mix (Product; Place; Promotion and Pricing) strategyfor senior customers.
IV. Your recommendations concerning future marketing toward senior segment in order to increase sales.
V. References from at least three (3) sources, in addition to the organization's website and those provided in this instruction. Students may include a cover page that contains Name, Course/Section and Date of Submission. Please staple multiple pages together and check your report for proper spelling, grammar, punctuation and organization.
McDonald's "Seniors" Restaurant: A Brief Overview
In many U.S. McDonald's restaurants, a phenomenon is taking hold. More and more senior customers have become not just regular patrons but patrons who have come for daily for meals and stay on to hold meetings with groups of friends...meetings that last up to several hours. Senior patrons might be attracted by the special offers for food and beverage items for individuals 55 years and older but there may be other factors influencing their gatherings including closings or reduced hours at senior centers; increased senior employment at McDonald's and other "fast food" restaurants; babysitting of younger children who are attracted to McDonald's kid-friendly environment and menu; etc.
McDonald's corporate philosophy is "to be friendly with its customers and to give back to the communities it serves." So, in many ways, the senior customers become "friends" of the restaurant and many are known by their first names to McDonald's employees.
Typically, older customers are an orderly group and pleasant toward other customers. Furthermore, they are neater than most customers and carefully clean up and their tables before leaving. Crowding doesn't appear to be a problem but as senior groups increase in size, this may change. The chain is careful about maintaining its image and is aware that some customers might consider it to be an "old people's" restaurant. McDonald's doesn't want to discourage any group from visiting, particularly senior customers. It also doesn't want to confuse patrons about its "eat and run" positioning. European restaurants, for example, never rush diners and encourage stays of several hours, even for coffee and dessert.
As the population ages, McDonald's is faced with a growing senior market segment, that is more mobile and improved discretionary income. As outlined in the McDonald's case, what should the company do even more to attract this age group? READ THE CASE, "McDonald's ‘Seniors' Restaurant.
Using alocal McDonald's restaurant(s), evaluate the chain's current senior marketing strategy (the 4 Ps/Cs) and how it performs against competition from other area restaurants including neighborhood cafes, other fast-food restaurants and specialty stores such as Dunkin' Donuts and Dairy Queen. What recommendations would you make? Why?
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.
Attachment:- Mc-Donalds-Seniors-Case.rar