Effective Marketing Strategies of McDonald’s in Malaysia and Indonesia

International Journal of Applied Business and International Management (IJABIM) 
Vol. 6 No. 2, 33-46, August, 2021 
E-ISSN: 2621-2862/P-ISSN: 2614-7432 
DOI: https://doi.org/10.32535/ijabim.v6i2.1167 
https://ejournal.aibpm.org/index.php/IJABIM 
 
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live near McDonald's outlet, and when they order online, their delivery is likely to arrive 
quickly. However, the issue that occurs in McDonald's is all the foods are mainly high in 
calories and none of them think that the food is likely not that healthy. The majority of 
customers will only purchase McDonald's meals once a month or on unusual occasions. 
On the satisfaction scale, the majority of customers are happy with the restaurant's 
services and meals, with only a small percentage dissatisfied. However, McDonald's 
needs to enhance and diversify their menu. For suggestions and recommendations on 
how to increase McDonald's customer contentment, the majority of customers suggested 
that McDonald's enhance their meal offerings and give discounts to retain the 
restaurant's high level of satisfaction. 
In addition, because the majority of respondents were dissatisfied with the price, variety, 
and services, McDonald's should enhance their marketing techniques and fix the price 
of their products. Consumers have more sensitive feelings about price when wages 
decline and the economy falters. McDonald's is suggested to utilize price tactics like 
value-based pricing, particularly when the product is no longer in great demand and the 
economy is shaky. Value-based pricing determines the appropriate price for a product 
or service based on the requirements, financial capability, and expectations of 
consumers, as well as the alternatives offered by rivals. It demonstrates the expected 
value of the service or product from the customer. The profitability might be maintained 
by reducing the sizes or pricing. Quarterly promotions, such as buy one get one free 
voucher and cashback, may help to maintain and recruit consumers, as people with a 
lower income may be able to take advantage of them.
Finally, McDonald's has to standardize service abilities, establish clear standards, and 
give professional training to new employees before they work. This is in order to improve 
customer service, keep loyal consumers, and boost profits. It is because outstanding 
service keeps people coming back, service influences a restaurant's potential to acquire 
more loyal customers. McDonald's has to acquire strategic data to identify their 
consumers' wants if they want to increase consumer loyalty. Then commit to providing 
consumers with services that surpass their expectations and encourage them to remain 
loyal to McDonald's. As a result, McDonald's should devise particular incentives to 
promote high performance while punishing underperforming employees. This is to 
guarantee that employees are working efficiently to satisfy the demands of customers 
and to achieve customer satisfaction. Despite the worldwide competition, the corporation 
has effectively adapted to the culture and demands of its customers. With the rules and 
halal certification, McDonald
’s is able to go advance and always have success in the 
future. 

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