7. The Product in Marketing
7.2 Standardisation and Product Quality
Oğuz Uçanlar - McDonald's Man. Dir.
McDonald's Managing Director Oğuz Uçanlar, tells us how they sustain standardisation and quality in every product they produce. Since marketing's first P stands for "Product", product standardisation and sustainable quality becomes the first step in branding. In the Q&A section, core product, augmented product characteristics, as well as product-service differentiation are discussed over the McD example.
McDonald's English version of this video case, together with the printed case and teaching notes can be accesssed at the Case Centre's website. https://www.thecasecentre.org/main/products/view?id=151975