Entry5_20700347

McDonald’s in Korea

The McDonald’s is a well-known chain of fast-food restaurants all over the world, and it symbolizes American culture. In 1988, McDonald’s advanced on Korea. At that time, hamburger was not a usual food to most Koreans. But, McDonald’s which represents U.S.A has been changed appetite of many Korean people, and now, McDonald’s hamburger is familiar food in Korea. Many Korean people like McDonald’s. Then, how could McDonald’s achieve success?
First of all, McDonald’s has given a feeling of intimacy to Korean public through a commercial broadcast. In many commercial, Ronald who is mascot of McDonald’s appears, and that man makes a shape ‘M’ with his fingers. That form which shaped like ‘M’ is similar to people’s smiling face, so it makes people happy.
Second, McDonald’s has been use marketing strategy for children who like toys. For example, one menu of McDonald’s is “Happy meal,” and it includes a hamburger, desserts, a drink. If someone buys a happy meal, he or she can receive toy, and the toy set is changed regularly. Children who saw a commercial on TV, they want to get a toy which is given for free at McDonald’s. Moreover, children who got a toy set from the McDonald’s would like to receive a different toy. So, many children would like to invite the McDonald’s again and again. In fact, there are a lot of people who are gathering toy set which is from happy meal, and they are not always children. To tell the truth, many adults also like to gathering toys.
Third, McDonald’s took an advantage of recent `well-being` trend, which has boosted consumers` awareness of healthy food and drinks. Several years ago, people who hate McDonald’s foods started a movement against McDonald’s because this restaurant use poor quality ingredients, and its foods make a bad effect to people. So McDonald’s was at stake. However, customers begun to invite McDonald’s soon, because McDonald’s started to sell healthy foods. McDonald’s passed their big crisis in this way.
Fourth, McDonald’s develops new menu, so there are various hamburgers, side foods, drinks in the restaurant, and customers could have a selection of different foods. In other words, McDonald’s uses diversification strategy. For example, they developed a menu which is named “Mc morning.”
Fifth, McDonald’s used price strategy. McDonald’s has “Choice menu,” and these menu’s price is only 1,000 won. Therefore, customers can buy foods at low price. Also, soft ice cream is only 300 won. So many people can buy a ice cream easily.
However, McDonald’s had some mistake in marketing, because they were not considering about Korean culture. For example, “McDrive menu” did not catch popularity, because people who are teenagers or twenties are main customer of fast-food restaurant in Korea. Also, cheap ice cream decreased turnover rate, so customers’ waiting time became longer. Therefore, McDonald’s should consider turnover rate when they decide foods’ price, because turnover price is very important thing in fast-food restaurant.
In addition, McDonald’s have some problems to solve. For example, compared with different fast-food restaurant, their store is not so clean, and customer might feel unpleasant. Plus, they need to make an intimate atmosphere, because many people dissatisfied with McDonald’s noisy atmosphere.
McDonald’s has been loved by many Korean for 20 years. In fact, their market share is not the best in Korea, but if they care of marketing, they would grow than present.

20700347

Resources : http://media.daum.net/economic/industry/view.html?cateid=1038&newsid=20080409031003644&cp