McDonald's Corporation: Case StudyMcDonald's Corporation is the largest fast food operator in the world and was originally founded in 1955 after Ray Kroc pitched the idea of ​​opening several restaurants based on the original owned by Dick and Mac McDonald. McDonald's went public in 1965 and introduced its flagship product, the Big Mac, in 1968. Today, McDonald's operates more than 30,000 restaurants in more than 100 countries and has one of the best-known brands in the world. McDonald's sales reached $57 billion company-wide and over $25 billion in the United States in 2006 (S&P). McDonald's main target customer includes parents with toddlers, toddlers, corporate customers and teenagers. Perhaps the most obvious marketing for McDonald's is marketing to children and parents of young children. Ronald McDonald was first introduced in 1963 and marked the beginning of their focus on young children as a core part of their ongoing business. Parents like to visit McDonald's because it is a treat for children, and children like the cartoon atmosphere. McDonald's also caters to corporate customers as part of its core business. Business customers can stop by during the working day and can count on fast service and always good cuisine. Another important target of McDonald's marketing is teenagers. Teens find the affordable menu particularly appealing, and McDonald's advertises its restaurants as an interesting place to meet with friends and work (The Times 100). McDonald's menu typically consists of burgers, chicken sandwiches, salads, drinks, shakes and a recent influx of healthier alternatives. McDonald's is also widely known for its breakfast menu, which includes sandwiches, pancakes, French toast, hash browns, and breakfast drinks. Because McDonald's caters to such a broad audience, it must constantly re-evaluate its menu based on feedback and market research. McDonald's spends considerable resources updating its menu and introducing new products to be more in tune with its target audience (The Times 100). McDonald's also focuses on the perception of value within its product line and therefore takes care of the pricing of its menu items accordingly. Different products are priced differently depending on the target audience those items are most aimed at. In recent years a large and convenient menu is an essential part of any fast food menu. Pricing and products within the value menu can prove to be areas that will make or break a fast food company's year depending on the competition's value menus.