Ray Kroc :: essays research papers

Ray KrocPROBLEM STATEMENT      In order for McDonalds to reach its goal of " equating excellence", it mustuse the full meaning and interpretation of marketing. Marketing is giving the targetmarket what they want, when and where they want it, at a price they are willingto pay for it.REFLECTION / OPINION     For McDonalds to achieve its "par excellence", they must focus on thefact that there is an ever changing market and that the wants and needs ofconsumers are constantly changing. Since McDonalds has been around for forty-one years, it is salutary to say that they are the father of the fast food industryand that they have set an example for others to follow.     When Ray Kroc bought the first McDonalds in 1955, he focused on whatpeople wanted. With this focus came the utilization of Mr. Krocs theory of QSC( quality, service, and cleanliness ).     QSC successfully got McDonalds off the ground, but as times changed,the company saw many more market segments and opportunities. In the 1970s and1980s once again McDonalds lead the way in the fast food industry. The changeswe saw included, for example, the fact that women were now a major part of thework gouge and dual income families were becoming a more common occurrence.McDonalds became a mastermind of marketing toward specific markets bypioneering ideas such as breakfast menus, healthier choices and alternatives,and " big(a)" foods. McDonalds has truly evolved into a world power by payingattention to the needs and wants of the changing market and adjusting to theseneeds.LINKING THEORY      Ray Kroc saw early on what needed to be done. He changed what was at onetime a product orientation, into a marketing orientation. Back in 1955, this wasstill a tonic type of management. From the beginning, Kroc was already in theforefront of marketing.     Marketing orientation focu ses on the customer and what they want in aproduct, rather than product orientation which focuses on the product itself.McDonalds has taken every aspect of marketing orientation and utilized thephilosophy to its fullest. McDonalds has focused in on the customer needs andwants, sometimes yet putting the ideas into the consumers mind before theyeven knew what they wanted or expected. McDonalds could deliver They have doneextensive market analysis and product development base on this analysis. Theyhave packaged their food and priced it exactly to the market segment which theyhave targeted.     Showing McDonalds innovations in marketing even further, is its earlyadaptation of social marketing. Societal marketing takes into account theoverall concerns of the target market, the environment, for example.