Analyzing Marketing Strategies of McDonald's in Asian Market

[Date]
SystemJP
MACDONALD
To analyze the marketing strategies of fast food
restaurant in the Asian Market with a focus on
McDonald's
Student Id:

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Abstract
This research is conduct for analyzing the various strategies of marketing used in the fast-
food restaurant in the Asian market by using McDonald's. The literature review section
entails many sections but effective some strategies has been discussed in this case named as
the 4 ps, marketing mix, and STP. It will allow the organization to improve their business.
These strategies offer a path to get higher competitive advantages. This study is based on the
qualitative data analysis method as compared to the quantitative tool. This tool permits to me
for getting the theoretical information about the selection of a suitable method. It could be
effective in the attainment of the organizational task. The data analysis section demonstrates
that there is a positive relationship between marketing strategies and Macdonald. The data for
this study is collected on 4 Articles. The Articles have related to China as well as Macdonald.
The conclusion section also demonstrated that there are a positive relationship bene
marketing strategies and business performance. At the same time, the organization could not
face the problems related to the identification of different marketing strategies for the
business.

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Table of Contents
Abstract......................................................................................................................................1
Chapter 1: Introduction..............................................................................................................3
Research title..........................................................................................................................3
Research background..............................................................................................................3
Research aim and objectives..................................................................................................3
Company background.............................................................................................................4
Structure of the dissertation....................................................................................................4
Chapter 3: Research methodology.............................................................................................6
Introduction............................................................................................................................6
Research philosophy...............................................................................................................6
Research Approach.................................................................................................................7
Research Strategy...................................................................................................................8
Research Design.....................................................................................................................9
Research Purpose....................................................................................................................9
Data Collection Method.......................................................................................................10
Sampling Procedure..............................................................................................................10
Data Analysis Methodology.................................................................................................11
Ethical Consideration...........................................................................................................11
Research limitation...............................................................................................................12
Chapter 4: Data Analysis.........................................................................................................13
Article 1: McDonald’s to double number of China restaurants...........................................13
Article 3: McDonald's, Yum rework plans in China as the market turns tough...................20
Article 4: China to get 2,000 more of McDonald’s restaurants in the next five years.........23
Chapter 5: Conclusion..............................................................................................................26
Recommendation for improving the marketing strategies...................................................28
Recommendation for further research..................................................................................29
References................................................................................................................................30

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Chapter 1: Introduction
Research title
The research title of this study is to evaluate the various strategies of marketing used in the
fast-food restaurant in the Asian market by using McDonald's.
Research background
It is effective for the organization to comprehend different marketing strategies that were
practiced by them for operating their business activity. There are certain marketing strategies
that could be practiced by the company for expanding their business and increasing their
growth in the specified market named as digital marketing method, 4 P’s marketing mix
method, Porters five force model, and pestle method. It is effective in obtaining the data
towards the attainment of the organizational task (Yu, Ramanathan, and Nath, 2014).
The organization deeply evaluates such marketing strategies due to increasing the
possibilities of getting a favorable result. The marketing strategies are effective as it provides
a path to an individual for getting data towards research concern. It is vital to getting
favorable data with respect to the research issue. Moreover, the marketing methods could be
vital in obtaining data towards the research matter (Ahearne, Lam, and Kraus, 2014). In
addition, it is illustrated that these marketing strategies are generally used to make the unique
image of the firm in the marketplace. The marketing strategies could also offer an
opportunity to the organization in increasing the awareness about the specified issue. It could
be in getting the data in the context of organizational goal. It is effective in getting
information in the context of organizational objectives (Cheng, Yang, and Sheu, 2014).
Research aim and objectives
The aim of the research is to analyze the various strategies of marketing used in the fast-food
restaurant in the Asian market by using McDonald's. The research objectives of this study are
discussed below:

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 To achieve success in the business by using several marketing strategies.
 To use the 4P’s framework in the business to achieve success.
 To achieve better results in the marketing by using STP framework.
 To use the business strategies in McDonald's to achieve success in the market.
Company background
The initial McDonald's was established in 1948 by Maurice and Richard McDonald San
Bernardino, California. They are brothers and they bought appliances from Ray Kroc. This
organization has the largest restaurant by its revenue as it deals with more than 69 million
consumers on a daily basis over 100 countries. This organization has delivered many
products and services to their consumers like cheeseburgers, hamburgers, wraps, French fries,
milkshakes, breakfast items, and soft drinks. This organization has using different marketing
approaches for operating their business and meet their organizational task.
Structure of the dissertation
The dissertation structure is effective in collecting the data about the research matter. The
introduction, literature review, research methodology, data analysis, and recommendation and
conclusion (Wang and Kim, 2017). These are discussed below:
Introduction
The introduction is effective in getting the data towards research matter. The introduction of
the dissertation could consider creation factors named as research background, research
significance, research aim and objectives, and the structure of the organization (Arshad, et al,
2014).
Literature review
It is the section that practiced in demonstrating the concept of the research concept. It also
supports to understand many theories as well as strategies related to the research matter. This
section has gained depth understanding of issues of the study. The researcher could consider

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certain sources for getting data with respect to research matter named as articles, books,
online, magazine, and offline sources. It would be effective for meeting the aim and
objectives of the research issue (Katsikeas, et al., 2016).
Research methodology
This section could enable the researcher to select the method that supports to get the data in
the context of research matter. The research methodology section could also support to have
decision effectively. This section could enable the research scholar to meet the aim of the
study.
Data analysis and findings
The data analysis section and findings section support to represent the whole data by
considering the statistical and non-statistical method. This section has been effective to make
the decision towards research matter (Davcik and Sharma, 2015).
Conclusion and recommendation
The conclusion, as well as the recommendation section, is imperative for concluding the
whole study in a suitable manner. This chapter could also demonstrate many
recommendations related to the research issue. It could lead to getting positive responses in
the context of research (Wilden and Gudergan, 2015).

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Chapter 3: Research methodology
Introduction
A research methodology is a crucial aspect that is exercised by the investigator for pooling
the appropriate information in the favor of research concern with the intention of attaining the
aim and objectives of a research study in a methodological way. This process is theoretical
and planned analysis of different techniques that are particularly implemented in the area of
investigation (Mackey and Gass, 2015). This chapter of a research study demonstrates the
information regarding research approaches, strategies, philosophies, data gathering tool and
research purpose which are used in the investigation. These factors are advantageous for
pooling the required information related to research concern to sort out the issues of research
work. These techniques facilitate the investigator to achieve the targeted research aim. This
section of the dissertation entails the procedure of selecting the appropriate techniques and
approaches of research with feasible justification (Bresler and Stake, 2017).
Research philosophy
Research philosophy is profitable to analyze the progress in the understanding of person
related to the research study. This tool is also very supportive of comprehending conceptual
understanding in the context of research matter. Research philosophy considers various types
which are practiced by the investigator such as interpretivism philosophy, realism
philosophy, and positivism research philosophy (Ledford and Gast, 2018). These
philosophies have a distinct feature that separates them from each other in several manners
regarding nature and scope. With the purpose of this research work, the researcher has
utilized interpretivism research philosophy because this philosophy is more appropriate for
this research study as compared to other research philosophies (Choy, 2014). This philosophy
also aids the investigator to pool the opinion and perception of many people in favor of
various strategies of marketing used in the fast-food restaurant in the Asian market by using

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McDonald's. An appropriate size of the sample is needed to pool the views of respondents
with respect to current research concern by utilizing interpretivism research philosophy
(Jamshed, 2014).
Further, this research philosophy is also practiced for obtaining precise data in depth towards
the research issues which cannot easily be accumulated by using other research philosophies.
The researcher has not selected positivism research philosophy as numerical and scientific
data regarding research concern is not needed for this research work. Along with this, realism
research philosophy is also not selected by research scholar as it emphasizes on the real
situation which is existing in the atmosphere and it is not required for this investigation
(Fletcher, 2017).
Research Approach
Researcher gains depth understanding regarding the motive of choosing the specified
research tools and techniques by using the suitable research approach. Two types of research
approaches are practiced in the dissertation that is inductive approach and deductive
approach. For this research work, the researcher has utilized an inductive research approach
rather than a deductive approach (Smith, 2015). This research approach supports the research
scholar to comprehend the detailed understanding and to interpret the qualitative data in the
context of current research concern. In addition, this research approach also assists the
investigator to accumulate the enormous data related to the current research topic. This
philosophy is also useful for analyzing the association between marketing approaches and
performance of Macdonald. Through this strategy, the researcher has developed the theory in
the context of study purpose (McCusker and Gunaydin, 2015). The deductive approach will
not consider as this method does not allow to develop theory in the context of the research
matter. Hence, the inductive approach is practiced over the deductive approach (Reynolds, et
al., 2014). This research approach will lead to making a favorable conclusion.