Module 2: Planning for Company and Marketing Strategy

McDonaldдЫЄs was established by two brothers in California during 1940дЫЄs. Entrepreneur Ray Kroc bought the right to franchise McDonaldдЫЄs restaurant in 1955. Initially McDonaldдЫЄs was a two meal place, opening just before lunch and closing after dinner. At this time Ray focused his marketing strategies on family meals, turning lunch and dinner into fast-food. Ray spent heavily on television advertisements that promoted their child-friendly brand mascot clown. In 1975 McDonaldдЫЄs turned breakfast into fast-food meal with the introduction of Egg McMuffin. This was the period when McDonaldдЫЄs actually started expanding. This expansion was due to the above mentioned strategic responses to the prevailing family structure, youth-oriented culture and high demand for low priced, easy to