The McDonald’s brothers as villains
Introduction
The founder is a film that tells the story of Ray Kroc, a Illinois seller who met his brothers Mac and Dick McDonald in 1950 when they directed a hamburger restaurant in southern California. Impressed by the speed of the system, Kroc recognized the potential of the franchise system and was skillfully positioned to take care of it and create the empire that is today today. And so McDonald’s was born.
Ray Kroc was a dazzling who received an impressive request from California. Ray travels throughout the country to see with his own eyes a small town that saves his company. When he arrives, he finds the original McDonald’s, founded by the brothers Richard and Maurice McDonald’s, and is immediately surprised. What we consider revolutionary today, in the early 50s, the brothers developed their own system that allows them to execute orders immediately.
Developing
The McDonald’s brothers are the incarnation of what some call the ‘American dream’. Richard is the brain, a distrustful and introverted perfectionist who cares little about public relations, and Maurice is the heart and face of the company. Kroc convinces them to turn the restaurant into a franchise and spends very little time what its true face shows. The film becomes a story of ambition, greed and corporate infidelity, which can be difficult sometimes, but fascinating. Ray describes himself not as a villain, but as an idealist, someone who achieves results.
It is true that the McDonald’s brothers wanted. Kroc is, in effect, the ideologist of the McDonald’s franchise, taking advantage of the ‘lack of ambition’ of its creators.
The objective is to identify the different marketing strategies used in the film and understand a little better, based on all the material that has been seen in class. The Dick and Mac McDonald brothers did internal marketing or endomarketing, which is a set of methods used in a company to meet employees and keep them in good working conditions. They carry out different strategies such as:
The strategy of physical characteristics: here it is clear that they are very focused on how their hamburgers present and how they follow the production process. This was one of the greatest fears of the brothers in terms of the franchise, since they could not know how other businesses would be handled, thus losing the true essence of McDonald’s. Mix marketing can be seen in:
- The product: they specialized in the sale of what their daily turnover represents 85%: soft drinks, fries and hamburgers.
- The square: what are the distribution channels and how the company takes the product to the customer, and we see it when they begin to open franchises in different places so that the customer already has a direct way to reach the product without having to travel a lot, etc.
- The price: there is not much talk about product prices, but it makes it seem affordable, since many people pay it, even families.
- Promotion: a completely different way of selling hamburgers, you don’t have to wait long in the car to get food. Now they only make a very fast tail to get food at the time of payment, and the way they deliver it seems to be convenient and easy for everyone.
conclusion
Ray Kroc’s vision is that he looked himself as the owner of one of the fast food empires and saw a McDonald’s position with golden to west arches in America and other countries. The position taking strategy: because they are innovative in their service and in the way of serving the food. Another important factor here is the cost, which considerably reduces costs when there are no tables or chairs so that attendees feel, and also when they serve food, since everything is served in disposable dishes and paper bags, which reducestoo much costs, since the dishes do not need to be washed or replaced if they break.
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