Marketing Case- pie fight.doc

 PAGE \* MERGEFORMAT 15 Marketing Case: pie fight In 1984, only one McDonald’s advertising expenditure reached 250 million U.S. dollars or more, almost the equivalent of 685,000 U.S. dollars a day to spend an hour to spend 29 thousand U.S. dollars. To recover the money, he must sell a lot of hamburgers. This giant is how it started? Stories have to start with from the coffee shop, this cafe in the United States every village and town are very popular. In general, family-run shop is only one counter, 67 stools, a coffee shop just a name only, it is not limited to providing food and drink, you can also eat ham and eggs, smoked pork and lettuce sandwiches, ice cream and so on. And ultimately, hamburgers or fried chicken, cheese and French bread. And every city, region has its own characteristics. In Philadelphia, there are cheese steak sandwiches; in Boston, there are clam chowder; in the south, with thick oat flour. This is a battle for market war. Here are all the guerrilla war, who vigilant defense of their respective sites. (Guerrilla principles is: Looking for a small enough to defend their market segments). 1. Into the McDonald’s traders Ray Kroc in the plains of Illinois Deas began his first McDonald’s fast-food restaurant business a few years later, fast-food restaurant business has changed dramatically. Crocker’s success is the local coffee shop to launch an attack, and then quickly scale throughout the country. In that, coffee shop business is almost all-encompassing variety, characterized by simple, convenient and economical. However, from the military point of view, this mode of operation so that the line was stretched too thin and therefore vulnerable. Crocker has made a wise choice. His choice of which department to launch an attack. (In the coffee shop’s menu, what is the most popular varieties? Is the hamburgers and cheese burgers). Pie chain firm was born. In the absence of competitive conditions (only some operators bad coffee), plus his own