Value Proposition and Positioning of McDonalds - Assignment Example

McDonald’s “serves a range of high-quality foods that can fit into a balanced diet” (McDonald’s, 2010, par. 1). People buy McDonald’s because of the hygienic preparation of food; cleanliness of the restaurant; the air-conditioned comfort of the restaurant; outing with family and friends while shopping and as a treat for the children, among others.Discuss the positioning from your point of view (what is your critical selection process?)McDonald’s is positioned as a high quality – affordable priced product and consumers choose it from among other fast food brands because it has been tested to be a good product (high quality).

The company was able to strategically minimize the notorious concept of fast foods being unhealthy by making consumers aware of the nutritional value of their products and offering other healthy alternatives such as salads, fish fillet, and other fresh toppings (sautéed mushrooms, red onion slices, crinkle cut pickles, and thick tomato slices). The brand recognition is so famous that it is known the world over. Its extensive and continuous advertising and promotion strategies enforce consumer awareness and retention of the brand name to a wide range of markets targeting diverse age brackets.