Product Marketing Strategy IMplementation in McDonald's Fast Food Restaurant Business

Purpose: This study examines the product marketing strategy McDonald’s implements as a fast food restaurant within Indonesia’s small and medium enterprise landscape, focusing on how company profile, human resource practices, production and delivery operations, and pricing strategy jointly shape its competitive position in Medan.
Research Methodology: A qualitative descriptive design was applied, drawing on academic literature, company documentation, and secondary case material, supported by Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis as the primary framework.
Results: McDonald’s sustains its market position through a franchise dominated ownership structure, a service culture anchored in the McCACC code of conduct, an efficient McDelivery system, and a three pronged pricing approach combining price bundling, psychological pricing, and market penetration pricing. The SWOT analysis reveals that delivery infrastructure and brand recognition are core strengths, while health related public concern and premium pricing perception remain persistent weaknesses.
Conclusions: McDonald’s marketing effectiveness rests on coherent integration of product, price, place, and promotion decisions rather than any single strategic lever.
Limitations: The qualitative, single case design restricts generalization to other fast food operators or regional markets.
Contributions: The study offers a structured empirical account of marketing mix and SWOT practice within a globally franchised fast food brand operating in an emerging Southeast Asian city, providing practical reference points for small and medium enterprise operators in the same sector.