for proffessor 2013 only
Product Positioning Strategy
Positioning McDonald’s product and service is important in defining the organization in the customer’s eye. McDonald’s should attempt to develop an image or identity for their product and brand in order to make it different from other competitors. For instance, McDonald’s can position of their low-price commodity expressed relative to the other higher-priced brands. Competitive positioning strategy is the best technique that the company should employ for their product positioning. It would involve defining how to differentiate the product and service, and also create value for the product’s market (Trout & Rivkin, 2011).
McDonald’s would need to place different benefits to customers such as free commodity for purchasing a specified quantity, discount and free samples. The aspect has various advantages that include self-image enhancement of the company, Ego identification and improve social meaningfulness of the manufacture