Marketing Plan Overview

Front

Who is Ray Kroc?

Back

The president of McDonald's who invented a new way of marketing hamburgers.

Front

What was the original McDonald's restaurant?

Back

A small hamburger stand in San Bernardino, California run by Maurice and Richard McDonald.

Front

What was Kroc's initial business before partnering with the McDonald brothers?

Back

He was a salesman of Multimixers.

Front

What was the annual sales of McDonald's at the time Kroc got involved?

Back

Over $350,000 a year.

Front

What were Kroc's two main marketing strategies after buying out the McDonald brothers?

Back

1) Rigidly following the original recipes. 2) Ensuring every customer gets an identical product.

Front

What are the three basic questions a marketing plan should answer?

Back

1) Where have we been? 2) Where do we want to go? 3) How do we get there?

Front

What does the first question 'Where have we been?' focus on?

Back

History of the market place, marketing strengths and weaknesses, market opportunities and threats.

Front

What does the second question 'Where do we want to go?' address?

Back

Marketing objectives and goals of the enterprise in the next 12 months.

Front

What does the third question 'How do we get there?' discuss?

Back

Specific marketing strategy, timing, and responsibility for monitoring activities.

Front

What is the importance of the marketing plan for potential investors?

Back

It is regarded as critical to the success of the new venture.