Mc Donald’s: marketing 5.0 como estratégia empresarial no período pandêmico

Abstract

The present study presents the company MC DONALD'S: marketing 5.0 as a business strategy in the pandemic period, in light of this, it presents an analysis of the Mc Donald's chain and the Marketing 5.0 strategies used by it, as the main technological tool in the pandemic period. Thus, the aim is to understand the benefits of Marketing 5.0 for the organization. In this sense, the specific objectives of this investigation are: conceptualization of Marketing and the evolution of Marketing to Marketing 5.0, historical context of the Mc Donald's organization, its confrontations during the pandemic period and its Marketing strategies. In the light of Kotler, Kartajaya and Setiawan, among others. It was possible to identify that Marketing 5.0 has become an indispensable technology for any organization in building customer loyalty and attracting customers, taking into account its main components, which help in the development of the institution as a whole and strengthen the customer-company relationship.