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  • Reflection 2: Nguyen Ngoc Bao Tran

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    Tran Nguyen
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    This document discusses McDonald's competitive advantages and product positioning strategies. It summarizes that McDonald's achieves competitive advantages through speedy delivery, optimal locations, and a strong brand image. It innovates by creating new menu items and providing products at lower prices. It also segments customers by age and offers products targeted to each group like Happy Meals for children and coffee for adults. The document then discusses product positioning and how Coca-Cola has been successful positioning itself as a brand associated with joy and happiness. It includes a perceptual map showing how soft drink brands are positioned on attributes of variety and quality.

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    McDonald's

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    This document discusses McDonald's competitive advantages and product positioning strategies. It summarizes that McDonald's achieves competitive advantages through speedy delivery, optimal locations, and a strong brand image. It innovates by creating new menu items and providing products at lower prices. It also segments customers by age and offers products targeted to each group like Happy Meals for children and coffee for adults. The document then discusses product positioning and how Coca-Cola has been successful positioning itself as a brand associated with joy and happiness. It includes a perceptual map showing how soft drink brands are positioned on attributes of variety and quality.

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    51 views11 pages

    Reflection 2: Nguyen Ngoc Bao Tran

    Uploaded by

    Tran Nguyen
    This document discusses McDonald's competitive advantages and product positioning strategies. It summarizes that McDonald's achieves competitive advantages through speedy delivery, optimal locations, and a strong brand image. It innovates by creating new menu items and providing products at lower prices. It also segments customers by age and offers products targeted to each group like Happy Meals for children and coffee for adults. The document then discusses product positioning and how Coca-Cola has been successful positioning itself as a brand associated with joy and happiness. It includes a perceptual map showing how soft drink brands are positioned on attributes of variety and quality.

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    of 11

    REFLECTION 2

    Nguyen Ngoc Bao Tran


    COMPETITIVE
    ADVANTAGE

    Factors that makes goods or services


    of a company superior to competitors
    McDonald's
    COMPETITIVE ADVANTAGE

    Speedy delivery
    Optimal physical locations
    Strong brand image
    COMPETITIVE ADVANTAGE

    Innovate, create new menu


    items to be relevant &
    provide high-quality taste
    Provide products at lower
    prices

    (Statista, 2014)
    COMPETITIVE ADVANTAGE

    ("The concept of segmentation and its process", 2018)

    Young children: McDonald's creates called the "Happy Meal"


    Students: McDonald's has not only aggressively priced its products
    to keep the group who are price sensitive, but has also provided
    amenities such as Wi-Fi to attract them.
    Adults: McDonald's offers coffee goods that cannot be matched to
    those found in a traditional coffee shop.
    PRODUCT POSITION
    The way of identifying a new product's place
    in the minds of consumers

    Include:
    Analyze the market & competitors’ positions
    Identify a new product's position among the
    existing ones
    Communicate the brand's product image.
    Coca Cola has been successful by using Unique
    Selling preposition as “Live the coke side of life”,
    related to joy & happiness.
    Consumers have a strong emotional connection to
    this brand. The first thing that springs to mind when
    the term Coke is mentioned is fun and enjoyment.

    aloC-acoC
    Show consumer perception
    of certain brands

    Identify how competitors PERCEPTUAL


    are positioned relative to
    your company POSITIONING
    MAP

    Identify opportunities in the


    marketplace.
    ("Perceptual Map: Soft Drink Brands", 2017)
    Coca-Cola has a large variety of offerings, and is still
    perceived to maintain quality. Conversely, Nestle has
    much less variety, and quality is just above average.
    RedBull has not-so-much variety, it is still perceived
    to be high in quality.
    REFERENCE LIST

    Statista Infographics. 2014. Infographic: Which Fast Food Chain Has The Best Burger &
    Fries?. [online] Available at: <https://www.statista.com/chart/2807/the-best-burger-and-
    fries/> [Accessed 20 October 2021].

    The concept of segmentation and its process. (2018). Retrieved 20 October 2021, from
    https://www.ukessays.com/essays/marketing/the-concept-of-segmentation-and-its-process-
    marketing-essay.php?vref=1.

    Perceptual Map: Soft Drink Brands. (2017). Retrieved 21 October 2021, from
    http://susanmba660.blogspot.com/2017/10/perceptual-map-soft-drink-brands.html

    Thank
    you!

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