A Study on McDonald’s Marketing Strategy – Audience, Offerings, GTM, and Growth

Abstract

This study analyzes McDonald’s positioning and competitive dynamics in China’s quick-service restaurant (QSR) market through the lenses of brand meaning, target consumers, product strategy, and communication pathways. Drawing on illustrative evidence from field observations and survey responses, triangulated with public information on store density and price tiers, we identify growth drivers and constraints and propose improvements that balance standardization and localization. Structurally, the paper foregrounds a causal chain—audiences- contexts- offerings- conversion—and presents arguments in integrated prose rather than bullet points.