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McDonald's marketing strategy is the foundation of its organizational strategy and its success. Its marketing mix and strategy are key elements for the organization achieving its mission and goals, which involve improving on its strengths and addressing any weaknesses. Strengths must be used by the company in order to maintain their position in the fast-food market and build on competitive advantage; their weaknesses must be improved in order to connect to the changing market. McDonald's current strategy is to achieve a strong brand image and reputation, strong global presence, product development and innovation, strong real estate portfolio, and achieve a majority of the market share in the world's fast-food hamburger industry. Its strategies also address its declining share in the market, improving quality and taste of products, its reducing ability to increase revenue, and addressing changing values on healthier eating.

McDonald's has a combined mission and vision is which is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness and value, so that we make every customer in every restaurant smile. To achieve our vision, we are focused on three worldwide strategies: be the best employer for our people in each community around the world, deliver operational excellence to our customers in each of our restaurants, and enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology (McDonald's Values, n.d.). Equally important, is maintaining their reputation for consistency of product offering, tasty food, reasonable prices, quickly served meals, and continue to be the preferred position with many children and families. A new direction of strategy comes in the form of adapting to the changing market with emphasis on chicken sandwiches and salads. McDonald's is focused on offering what the customers want, updating and improving the appearance of its restaurants, as well as, working hard to maintain a positive corporate image from Ronald McDonald House, Charity Christmas Parade, and other social responsibility projects (McDonald's Values, n.d.).

One of the greatest attributes of McDonald's is its "everyday affordability" message that drives customers to McDonald's restaurants. These days, American children know McDonald's by the time they are two years old. Propelled by excellent

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