Case Study on Dominos Pizza PDF

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Question No. 01 What are McDonald’s core brand values? Have these changed over the years? Answer: As we know that, McDonald’s is now one of the leading hamburgers fast-food restaurants in the world which maintains their core brand value. The core brand values of McDonald’s are: 1. 2. 3. 4.

They place the customer experience at the core of all they do. They are committed to their targeted and new people as well. They believe in the McDonald’s system and operate their business ethically. They give back to their communities; grow business profitably and strive continually to improve.

The core values of the brand have included quality, cleanliness, service and high standard value. Basically, their core values are reflected in their outlets, the pricing of their products and their employees. Yes. For a moment, McDonald’s got distracted and splashed away from its core brand value which has clearly reflected on McDonald’s former chief executive, Jim Skinner’s speech where he has mentioned that, “We got distracted from the most important thing: hot, high-quality food at a great value at the speed and convenience of McDonald’s.” After the realization, McDonald’s started the “plan to win” strategy, which has helped them to re-focus on a better, higher-quality consumer experience rather than a quick and cheap fast-food option.

Question No. 02 How has McDonald’s grown its brand equity over the years? Has McDonald’s changed in different economic times or in different parts of the world? Explain. Answer: As we have seen from the business history of McDonald’s that, the company did some mistakes during their business expansion in the early 80s, where they were only focusing on their own made strategy instead of thinking about customer perceived value which ruled their market share into downward movement. But being a successful company, McDonald’s has grown its brand equity over the year by adding and subtracting some strategical moves in order to grow its brand equity. Here, we have mentioned some of their plans: 

The company created a more affordable menu for people who were affected by economic downturn

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Smart choice of brand elements as well as STP. For example: Ronald McDonald to target children and families for a happy time through its holistic marketing activities,

it introduced Ronald McDonald during a 60-second commercial in 1965. Soon, characters like Grimace, the Hamburger and Mayor McCheese made their debut in McDonald’s advertising and helped lure children into its restaurants for familiar food and a fun experience. 

Brand extensions like McCafé directly targeted consumers in the booming coffee industry and stole share from companies like Starbucks, Dunkin’Donuts, and Caribou Coffee. It is a good example of how McDonald’s works to appeal to new consumers and aims to stay relevant through the years.

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I’m loving it campaign: to connect with McDonald’s large consumer base and keep them coming back again and again.

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Refurbishing restaurant: with leather seats, warm paint colors, Wi-Fi, and TVs. In many locations it created three different “zones” that fit the needs of each target audience: a linger zone with comfortable sofas where teenagers could hang out and socialize, a family zone with tables and chairs that could easily be reconfigured, and an efficient zone for consumers who needed to grab a quick bite and go.

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Affordability of product attracts masses & Introduction of ”1$ menu” to target teenagers and its lower-income consumers

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The company’s mission changed from ‘’being the world’s best quick service restaurant’’ to ‘’our customers’ favorite place and way to eat’’

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Introducing new products different environments and cultures: McDonald’s introduced a Bacon Roll breakfast sandwich in the United Kingdom, a premium M burger in France, and an egg, tomato, and pepper McPuff in China.

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Innovation in the products to stay updated. Prices also varied slightly to better reflect different regional tastes.

Initiatives like Geographical expansion Strategy, Intensive Growth Strategy (Product Development, Market Penetration, Market Development) has helped McDonald’s in the Brand Reinforcement as well as to grow their brand equity.

Question No.03 What risks do you think McDonald’s will face in the future? Answer: Some risk factors that we think McDonald’s will face in the future is given below1. Adaption: In the changing world, changes in tastes and lifestyles pose a big threat. The company will need to adapt to changes to be able to tackle such problems effectively. 2. Mismanagement of HRM: In the early stage, we have seen that, McDonald’s had lost paying attention to their internal marketing like: Training the HRM. So, that could be happen again if they pay less attention in training their employees rapidly and effectively.

3. Competitors are offering healthier options: Rivals of McDonald’s like Subway, Burger King are offering more customized offerings which could bring problems to the brand. 4. With large expansion compromise in quality: The rate of its expansion is very fast which might lead to dip in its quality. 5. Legal Protection: Company should also take care of the cases where people use the company’s brand symbol as it may diminish the brand value and hinder their upgoing trend. (839words)...