McDonalds Product Range

Above is the diagram of McDonalds product range and shows McDonalds product items, depth of McDonalds various product lines and the breadth of McDonalds product mix. *Note: This diagram does not include all the products that McDonalds offers and all the variety of the same product it offers, this is just a brief diagram of McDonalds product portfolio. As you can see above, McDonalds has a very large collection of product items for each product line and it has significant depth in each product line. * In an average McDonalds restaurant there are 20+ burgers for your choice and they continue to invent new burgers everytime to satisfy consumers. Furthermore, McDonalds has a very broad product mix, providing products from burgers, ice cream, drinks and even salad. With the huge product range of McDonalds, advantages would be that there are more choices for the customers and they can satisfy/suit the wants of different market segments. Furthermore, with McDonalds diversification of its products and its extensive product range, it will be easier for McDonalds to grow and expand.

Being the fast food industry leader as it is, generating $6.95 billion in revenue in 2012, potential marketing objectives for McDonalds might be to
1. To grow market share by 10% in fast food market
2. Target the market segment of healthy eaters and meet their wants (creating healthier products)