Marketing

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BRIOHNYS ASSIGNMENT

EXECUTIVE SUMMARY

Macro environsal forces The larger societal forces that affect the whole

micro environment - demographic, economic, natural, technological, political and

cultural forces.

- Kotler et al

Macro environmental forces need to be studied by organisations as they can both

provide opportunities and pose threats.

The fast-food industry is a consumer operate; two organisations that operate in the fastfood

industry atomic number 18 McDonalds and Hungry Jacks. McDonalds was chosen beca apply it

is the primary operator in this merchandise and holds the greatest grocery store share. Hungry

Jacks was chosen because the product they offer is the most similar to McDonalds. I

thought it would be interesting to compare trade strategies of two organisations

that offer a fairly similar product.

McDonalds is the market leader both in Australia and throughout the world. Hungry

Jacks is positioned more as a market follower.

Companies use target marketing to tailor for specific markets. There are three

components involved in target marketing: market segmentation, market targeting and

market positioning. McDonalds primary target markets are seniors, adults and

teenagers however the most heavy targeted segment is children. Hungry Jacks also

essentially segment their market using demographic variables.

The final step in target marketing is underdeveloped a marketing sashay.



These tools are also

known as the four Ps and in the case of services, the seven Ps. They are product,

price, promotion, place, people, process and physical evidence.

With the marketing mix of McDonalds compared to Hungry Jacks, the major

difference is that McDonalds promote their product using the marketing mix more

evenly. Hungry Jacks use many elements of the marketing mix similar to

McDonalds, however they are not as hard promoted and are more interested in

promoting the physical product.

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TABLE OF CONTENTS

CONTENTS PAGE

Title Page

Executive Summary 1

1. gateway 3...

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