Abstract
The fast food in Morocco existed from a long time ago, especially in places such as “Jamaa l'efna”, offering some of the traditional dishes, but trends have changed and these are being replaced by other type of foods like hamburgers and pizzas, due to the introduction of franchises such as McDonald's, KFC, Pizza hut, Burger king …etc
In fact, in this changing world, in order for an organization to grow and sustain it's position in the market, it is essential to ensure customer satisfaction. Looking at the market leader, McDonald's, provides good understanding of this process.
This essay will look at the marketing strategies that are being used by McDonald's, its aims and objectives. It will also analyze its current position in the market in regards to its competitors. A survey was conducted, so as to analyze the degree of awareness of McDonald's and its targeting segment. After this, an analysis was made by concluding with recommendations for McDonald's future plans
