From Business Model and Marketing Analyze the Success and Future Development of McDonald’s

Abstract

In this era of rapid development, McDonald's, one of the most successful companies in the world, has a very important position in the catering market. But at the same time, McDonald's is also facing many development challenges. Some studies of McDonald's have explored only one aspect of it and have not comprehensively analyzed its business model as well as product marketing. Therefore, in this paper, the author analyzed how McDonald's has succeeded and responded positively to the economic recession with the help of its unique business model, as well as the current status of the McDonald's brand in the Chinese market today, from a comprehensive perspective. The author applies the 4Ps model for a comprehensive analysis and also puts forward suggestions for McDonald's future development at the end of the paper. It is concluded that although McDonald's relied on the company's unique business model in the early years of the brand and coped well with the recession, McDonald's needs to focus on the quality of its products and services if it wants to continue to expand its market in China and attract a wider customer base.