Effective/Differentiating Marketing Strategies of McDonald’s in Malaysia And Indonesia

Abstract

McDonald's has become one of the world's most known fast-food companies. The success of McDonald's in growing business makes some individuals genuinely curious as to how McDonald's developed their marketing process and strategy as marketing strategies perform crucial roles for businesses to grow eventually. This case study aims to determine the effective marketing strategies of McDonald in Malaysia compared to with those in other countries such as Indonesia and provide recommendations to deal with the situation McDonald's is faced with. This research, using comparative analysis and focusing on 4P marketing mix components, focuses on the analysis of products, prices, places, and promotions.

The Relationship Between Marketing Strategies and Customer Satisfaction in the Fast-Food Restaurant Industry

“…Turning to the correlation between product strategy and customer satisfaction, the researchers uncovers a robust and significant positive relationship (0.529). This finding underscores the critical role played by productrelated factors, such as menu diversity and continuous innovation, in shaping customer satisfaction levels (Fitria et al 2019;Chen et al 2020;Nirmal 2020;Dilip et al 2021;Jian et al 2021;and Wu 2022). When fast-food restaurants excel in their product strategy, it translates into both attracting new customers and enhancing the satisfaction of their existing patrons.…”

“…This hypothesis aligns with established marketing principles, emphasizing the integral role of effective marketing strategies in shaping customer satisfaction. Numerous studies in related industries have shown that a strategic combination of promotional and product-focused initiatives significantly impacts customer satisfaction levels (Somervuori and Ravaja, 2013;Fitria et al, 2019;Perez-Hernandez, 2019;Tien et al, 2020;Yuan et al, 2022;Chen et al, 2020;Nirmal, 2020;Dilip et al, 2021;Jian et al, 2021;and Wu, 2022). The validation of H4 could provide valuable insights for fast-food businesses, guiding them in optimizing marketing strategies to enhance overall customer satisfaction and, subsequently, maintaining a competitive edge in the industry.…”

“…Moreover, fast-food restaurants strategically design and manage their product offerings to meet the demands of their target market while maintaining operational efficiency. On the other hand, product strategy in the fast-food industry involves decisions regarding the menu, pricing, quality, innovation, and branding (Dilip et al, 2021;Jian et al, 2021;Wu, 2022). These restaurants often employ a combination of core menu items that are consistent across locations, providing a familiar and reliable experience for customers.…”

“…In this regard, marketing strategies can be conceptualized as the "expectancy" aspect of EDT. Product strategy encompasses how businesses design, present, and position their offerings (Fitria et al 2019;Chen et al 2020;Nirmal 2020;Dilip et al 2021;Jian et al 2021;and Wu 2022) while promotional strategy pertains to how they communicate and promote their products to the target audience (Fitria et al 2019;Perez-Hernandez 2019;Tien et al 2020;Jian et al 2021;and Wu 2022). The "expectancy" in EDT refers to customers' initial expectations about the quality, attributes, and benefits of a product or service.…”