McDonald's Brand Equity and Marketing Strategies

The assignment is based on a research study that analyzes the brand equity of McDonald's and its marketing strategies. It discusses the importance of brand equity for businesses, particularly in the fast-food industry, and examines how McDonald's has maintained its position as a leading global brand. The study also explores the impact of green practices on brand equity formation and reviews relevant literature on brand awareness, quality inference, and risk perception. Additionally, it touches on the concept of corporate social responsibility (CSR) performance and perceived brand quality. The document includes references to academic articles and online resources for further reading.

CASE STUDY
DISSERTATION
(A Critical Evaluation of
the marketing strategies
for brand valuation – A
Case study of McDonald's
UK)

Table of Contents
ABSTRACT...................................................................................................................... 1
CHAPTER 1 INTRODUCTION.........................................................................................1
TITLE ...................................................................................................................... 1
1.0 Introduction........................................................................................................1
1.1 Background of the study ...................................................................................1
1.2 Rationale behind the study................................................................................2
1.3 Aim of the study.................................................................................................3
1.4 Objectives of the study.......................................................................................3
1.5 Research questions...........................................................................................3
1.6 Problem statement.............................................................................................3
1.7 Literature review................................................................................................ 4
1.8 The methodology...............................................................................................4
1.9 Structure of the study.........................................................................................4
1.10 Conclusion of the study....................................................................................5
CHAPTER 2 CASE BRIEF AND A REVIEW OF RELEVANT LITERATURE...................6
2.1 Literature review on the industry........................................................................6
2.2 Industry size.......................................................................................................8
2.3.Growth rate......................................................................................................10
2.4 Major players................................................................................................... 12
2.5 Situational analysis..........................................................................................15
2.6 Proposed plan for analysis...............................................................................16
2.7 Relevant literature review to identify resources and techniques......................17
CHAPTER 3 METHODOLOGIES.................................................................................. 19
3.1 Explanation to research philosophy, design approach method........................19
3.2 Secondary market research.............................................................................23
3.3 Reliability......................................................................................................... 24
3.4 Validity............................................................................................................. 24
3.5 Ethical consideration........................................................................................24
CHAPTER 4 FINDINGS AND ANALYSIS......................................................................26

4.0 Plan of the analysis..........................................................................................26
4.1 Strategic analysis.............................................................................................27
4.2 Assessment of the current position..................................................................28
4.3 Integrated assessment of the analysis.............................................................28
4.4 Strategies for success......................................................................................28
4.5 Findings from data collected............................................................................29
4.6 Solution to the problems..................................................................................33
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS...........................................34
5.1 Conclusion.......................................................................................................34
5.2 Recommendations...........................................................................................35
5.3 Decision on action plan....................................................................................36
5.4 Contribution .................................................................................................... 37
5.5 Limitations of the study, scope for the further research ..................................39
REFERENCES...............................................................................................................40
APPENDIX..................................................................................................................... 45

Illustration Index
Illustration 1: Growth of McDonald's.................................................................................8
Illustration 2: Market size of McDonald's..........................................................................9
Illustration 3: Graph of the company..............................................................................11
Illustration 4: Major competitors..................................................................................... 13

ABSTRACT
The aim of the present dissertation is to identify critical evaluation of the
marketing strategies that impact on the brand valuation of McDonald's. Therefore, it
consists several objectives and aim through it can attain desired results in systematic
manner. Hence, it includes impact of the marketing strategies that helps to assess the
effective results at workplace. Furthermore, UK market has been selected to identify
qualitative performance of the company to attract different customers at workplace.
Research questions are also answered with taking survey from employee of
chosen business. In this regard, interview has been conducted that helps to identify
useful information towards the aims and objectives. With this regard, secondary
information has been carried through researcher able to get useful results at workplace.
In addition to this, inductive approach and descriptive research design has been used
that helps to find useful information towards the aims and objectives. Process also
reviewed to show that marketing strategies highly influenced to operate systematic work
performance at workplace.

Acknowledgement and dedication
In respect to considered the present dissertation, I am thankful to my guider.
They help me to complete this dissertation and research towards it. Further, I am also
inspiring to came advance degree of program under them. This program is very
important for me to analysis formative experience.
In addition to this, I am also grateful thanks to many people who considered
memories and experience. I must acknowledge to my friends, colleagues, teachers,
students, etc. People who advised and support in every situation in which I am fail. They
giving several efforts to provide proper functioning and technical assistant towards my
research.

CHAPTER 1 INTRODUCTION
TITLE
“A Critical Evaluation of the marketing strategies for brand valuation – A Case study of
McDonald's UK”.
1.0 Introduction
In the competitive environment, there are different elements exist in the market
that create competition consumer power increasing. As a result, the organisation need
to develop innovations through different ideas and opinions within the marketing
strategy. It is the best approach that assists to determine decision making process at
workplace (Armstrong and et.al., 2014). Main intension behind this study is to select the
enterprise and investigate effective form of the communication to interact with
consumers. McDonald's has been chosen for the present dissertation proposal to
provide opportunity in the market to implement online application in the system. With the
help of marketing strategies, the organisation will be able to beat competition and attain
more profits and revenue at workplace. With the help of preparing the marketing plan,
internal information for the firm capabilities, financial status and information system that
assists to meet with effective functioning at workplace (Sirianni and et.al., 2013).
In order to meet the market demand and trends, the organisation develop
business and operate in the global environment which could be influenced by the
different factors such as social, technological, economic, legal, political, environment,
etc. As results, it is crucial to gather and identify external information for the business to
know that where company stand. It can be presented with situational analysis to
ascertain effective results and outcomes at workplace (Davcik, Vinhas da Silva and
Hair, 2015). McDonald's operate their functions and operations in the global
environment so that it influences by the opportunity and threats of the marketing
strategy. Therefore, it impacts to the brand valuation in systematic perspective at
workplace.
1.1 Background of the study
McDonald's is the restaurant operated by Richard and Maurice in USA market. It
was founded in the year 1940 with operating functions as the franchise used Golden
1

Arches logo. Sibling brothers opened first branch in North E Street at West 14th Street in
Sam Bernardino, California. The company continuously launched their products and
services to capture the market and make themselves leader. These restaurants found in
more than 120 nations all over the territories. There are more than 68 million customers
come towards the organisation daily. The company operating their functions in 36,899
restaurants all over the world. There are more than 375,000 people employed in the
business. There are currently 5,669 company owned with different locations that provide
franchised to conventional franchise.
Recently, the company owned with increasing their shareholder dividends for 25
consecutive years. They demonstrate high market share which drive for 70% sales all
over the market. In October 2012, monthly sales of the company fall first time from 9
years. In the year 2014, quarterly sales enhanced around 70%. The company also
determines their location in US from 1970. In addition to this, there are several kinds of
products determined such as Hamburgers, chicken, French fries, Soft drinks, desserts,
etc. In the UK, the company operate with several brands so that it is the best way to
accomplish desired results at workplace.
1.2 Rationale behind the study
In order to conduct the present study, researcher’s aim is to determine
importance of the marketing strategy for brand valuation. It is important to assess the
issues and problems that impact negatively on the business outcomes. Therefore, in the
present research, critical evaluation has been developed towards the brand valuation.
Research has been also conducted to solve the issue and problems in McDonald's.
Within the present study, it has been identified that employee turnover is very high so
that it impacts on its brand image and producing effective results at workplace (Tingchi
Liu and et.al., 2014). Hence, it helps to make succession planning in the business
through effective functioning can be developed at workplace. It is very important to
know that how business will expand their operations and functions in new areas of the
world.
Every enterprise has focus towards developing ascertain effective functioning at
workplace. In this regard, marketing strategy increases brand image that assists to
create valuation in the customer minds. Major aim is to enhance the brand image and
2

valuation in the customer minds as well. With the help of different objectives and
research questions, brand image of the business will be increasing that assists to
develop actual value of the products and services in the market.
1.3 Aim of the study
In respect to carry the present study, researcher has interest to assess the
impact of marketing strategies on McDonald's performance. In this way, performances
will be identified that helps to assess effectiveness of brand in competitive environment.
Hence, company can also assess that what are the activities included in business for
making brand image.
1.4 Objectives of the study
1) To identify the impact of marketing strategies on McDonald's
2) To evaluate the effectiveness of brand in this competitive era of UK.
3) To ascertain the marketing strategies that help in enhancing brand image of
McDonald's
4) To recommend various ways through which McDonald's improve their brand image in
the competitive market.
1.5 Research questions
1) What are the major impacts of marketing strategies on McDonald's?
2) How to evaluate the effectiveness of brand in this competitive era?
3) Which marketing strategies help in enhancing the brand image of company?
4) What are the major recommendations to McDonald's for improving their brand image
in the minds of customers?
1.6 Problem statement
Marketing strategies assists in making effective functioning in the business. With
this regard, researcher faces that marketing strategies impact negatively on the
business functions and operations. Therefore, it is important to assess the brand image
of McDonald's through marketing strategy implementation.
3

1.7 Literature review
In this regard, secondary information from different authors will be implemented
that assists to identified impact of marketing strategies. It is the best way which
implemented to assess main aim behind the implementing different activities.
Furthermore, concept of marketing strategies will be define as the important element
that make creative results in McDonald's. Furthermore, it also carries effectiveness of
brand performance to evaluate effectiveness in the chosen business. Therefore,
customer satisfaction implemented as per the method and design. Qualitative and
quantitative information also gather to understand the effectiveness of the business
results.
1.8 The methodology
Different methods are classified as follows:
Qualitative investigation consist in the present dissertation in which thematic
analysis used as the important approach. In the present research, descriptive research
design ascertains to find useful information. Interpretivism research philosophy has
been used by researcher. Inductive research technique assists to make sure that
actions are undertaken on the basis of reliable information. With the help of qualitative
data, researcher is able to gain relevant information at workplace. For the present
research, thematic analysis included that helps to find useful information through
different themes.
1.9 Structure of the study
In the different chapter of the project, several activities have been ascertained
that create effective results at workplace. In the present research, there are different
methods has been implemented that assists to find useful information towards it. It
divided in several chapters that assists to make creative goals and aims in systematic
way.
Chapter one: In first chapter, overview of the whole dissertation has been
described. It assists to know about the background and aims and objectives of the
present research. In chapter one, I included important elements that are used in whole
dissertation. For example, selection of research tool, approach, etc.
4

Chapter two: It is also major chapter in which problems statement will be
considered. In this consideration, secondary has been evaluated that help to
understand about the different factors involves in research. In the second chapter
secondary information collected. Which include in literature review, researcher
understand different views of authors about the topic and analysis on the basis of it.
Chapter third: It is also important chapter that help to considered systematic
research with methodological aspect. It includes, philosophies, design, approaches, etc.
In third chapter describe in-depth information about the different tools that are used in
the research.
Chapter four: In this chapter results and findings discussed that helps to
understand creativeness of the extensive research. Furthermore, in the chapter 4 data
analysis which helps to interpret the systematic review of the activities that are needed
to perform several tasks.
Chapter five: It is the latest and important parameters that helps to find
meaningful research in systematic manner. At last, in 5th chapter conclusion,
recommendations, etc. mention that assists to create more systematic performance in
the business environment.
1.10 Conclusion of the study
In the above study, it can be concluded that researcher has several options that
assists to accomplish desired results. In this regard, present proposal assists to
determine importance of the marketing strategies that enhance brand image in front of
customer to develop effective results at workplace. Further, it also summarised about
the action plan for carrying different activities in the research.
5

CHAPTER 2 CASE BRIEF AND A REVIEW OF RELEVANT
LITERATURE
2.1 Literature review on the industry
In the literature review, researcher assesses views of different people
through which he will easily develop understanding towards aims and objectives. It is
the systematic review of activities that helps to find useful information at workplace.
There are different authors views has been interpreted through aims and objectives will
be develop in systematic manner. It includes, published articles, magazines,
newspapers, etc. With the help of the above elements, researcher has responsibility to
assess useful information towards the aims and objectives. In the present case, case
study of McDonald's has been used in which it describes that company using their
effective marketing strategies through they are able to deliver systematic creative
aspect at workplace. It will help to ascertained systematic results at workplace.
Impact of the marketing strategies on McDonald's
As per the view of Michaelidou, Micevski and Cadogan, (2015), brand image of
the company is continuously increasing that assists in accomplishing desired results at
workplace. In this perspective, psychological impression of the enterprise determines
that can be influence and create positive impact on the society. In other words, it
demonstrates concept of the business that assists in creating way in which activities
and practices can be developed in successful aspect. On the other hand, Sinclair and
Keller, (2014) stated that globalization market competition is also increasing at
corporate level. Hence, for surviving in the competitive market, it is important to build
strong position of the company that increases its brand image as well. It can be
influence to the positive impact on the potential customers as well. Therefore,
McDonald's has chances to develop their operations and outcomes in systematic
manner at workplace. For determining success in the enterprise, the chosen
organisation has chance to make their effective functioning at workplace.
Effectiveness of the brand in competitive era
As per the point of Liao and Cheng, (2014), brand image evaluation assists in
ascertaining effective results at workplace. In this regard, McDonald's customer
6

attracted through determines different activities at workplace. Marketing strategy
involves several actions and ideas that helps in making decisions in the business
through ascertaining products, price, place and promotion. It also assists in defining
objectives and plans that are carried to satisfy customer demand in the business unit.
On the other hand, according to the views of Tingchi Liu and et.al (2014) it also
facilitates the communication level in different departments such as production,
research, development, finance, etc. As results, it creates the highest impact on the
marketing strategies which develops in McDonald's. It develops several benefits such
as assessment of the different people needs, requirement, demand, etc. In addition to
this, it is also helpful to make effective merchandising activities such effective
merchandising activities, the organisation able to supply and assess the demand of the
products and services at workplace.
Marketing strategies that assists to increase brand image of McDonald's
Davcik, Vinhas da Silva and Hair, (2015), generated their views and said that
marketing strategy is known as the important aspect that assists in accomplishing
desired results and outcomes through assessing the customer demand. In this regard,
customers are attracted at workplace by evaluating their demands and requirement in
the business. Basically, it represents positive and effective image at workplace of the
business. On the other hand, Sirianni and et.al (2013) said that concept of the
developing marketing strategies also involves promotion and advertisement that helps
McDonald's to promote their products and services. In this way, enterprise spend more
amount on their marketing strategies that supports in attaining the desired results in the
business environment. With the help of effective marketing strategies, people are
influenced by the products and services all over the market. Social media is the biggest
example through which communication will be developed that further assists in
generating effective functions in the chosen business.
7

2.2 Industry size
As per the view of Mangal and Mangal, (2013), organisation strategy combines
several elements through which organisational goals will be accomplished in systematic
manner. In this regard, effective and good strategy drawn to the chosen firm to focus on
the right product mix that helps to accomplish maximum profits to make sustainable
business. Marketing strategy is the foundation strategy to create marketing plan. In
McDonald's, marketing strategy determines to choose the right target market. In this
way, business can make certain segmentation to make the business successful. With
the help of in-depth marketing research, the company can achieve high profits and
revenue. McDonald's is well known food chain industry so that their industry size is very
wide. They are determining operations in around 14,155 restaurant in US exist. In the
international locations, there are more than 22,744 businesses operating their functions.
8
Illustration 1: Growth of McDonald's

On the other hand, Bogdan and DeVault, (2015) stated that marketing strategy
includes marketing mix which helps to conduct effective organisation process. In this
aspect, the selected enterprise need to gather 4P's of marketing which determines
appropriate combination. Gathering of the marketing mix is crucial part of the task that
assists to take relevant decisions for business development. Therefore, the company
need to demonstrate that what are important elements of 4P's in the situation.
Besides this, Silverman, (2016) argued that marketing strategy provide edge over
the effective departmental coordination. In this aspect, goods and services will be
promoted in successful manner that create more organisational plans in systematic
manner. Furthermore, it also assists to discover the areas in which customer needs will
be identified. Strategy also ensures that maximum optimum utilisation of the resources
also provide sales message to target market. In contradicting, Merunka and Valette-
9
Illustration 2: Market size of McDonald's

Florence, (2013) said that effective communication strategy assists to develop
marketing elements to make successful business operations. Key concept of marketing
idea ascertains successful products and services that make unique benefits with unique
features. Instead of pushing new ideas, smart marketer research need to concentrate
on the competition to cater specific needs and segment as per the customer demand.
Marketers not only considered physical components but also includes brand image of
the products and services.
As per the point of Bogdan and DeVault, (2015), optimal pricing is one of the best
finding that provide the largest gross profit at workplace. With the help of lower pricing
of the activities, sales and revenue will be increasing in systematic manner at
workplace. It can diminish the profit margin. It creates larger gross profits with
increasing margin to work in significant aspect. Every business tests their market to
identify actual position to develop more profits and revenue. However, Silverman,
(2016) stated that McDonald's test their products and services through assessing the
market. In this regard, they can easily capture the customer attraction for business
development and growth. It is the best way to generate total profits with justify price
change. Furthermore, marketing strategy is also determined by the promotional tool that
assists to make successful results through advertisement, promotion, public relations,
etc. It could directly support to the company products and services that assists to meet
with effective results at workplace (Sam Ashe-Edmunds, 2017). Furthermore, business
owners are also grows through relying on the catch their slogans, discount, sales,
sponsorship, etc.
2.3.Growth rate
According to the view of Albert, Merunka and Valette-Florence, (2013), marketing
strategy defines and describes objectives through planning. In this aspect, customers
are satisfied through implement creative elements. In the selected target market,
McDonald's will able to include communication process between different department in
systematic manner. For instance, they can include sales department, managers,
executives, etc. It impacts positively to achieve competitive advantages. Marketing
strategy of McDonald's also centred on the key concept to make effective results and
accomplish goals as well. On the other hand, Karampour and Ahmadinejad, (2014) said
10

that marketing strategy consist several advantages to the chosen firm to demonstrates
needs and wants in systematic manner. Design of the products also fulfil to measures
that generate cash from the daily operations. It also identifies the competitors and
analysis the products to create competitive advantages as well. The chosen company
increasing their per year growth around 3.68%. As results, they are able to increase
their new branches in different areas of the world. Sharp sales of the company is
increasing 10.42% from previous year. Hence, revenue growth will be increasing
continuously. However, in 2016 the company underperformed in service sector so that it
could be reflect to the overall market where they are dealing.
In contradicting, Mohan, Sivakumaran and Sharma, (2013) stated that marketing
strategy in McDonald's identify new product line so that it helps to attract several
customers easily at workplace. Furthermore, it allows for conducting the test to attain
desired results. New areas will be developed through gathering potential candidates.
Besides this, it also determines advantages to assess weaknesses in the business
11
Illustration 3: Graph of the company

skills. It helps to lead with the faulty marketing decisions that reduce profits and revenue
of the company. Along with this, Mistry and Capon, (2013) generated their views
through conducting marketing strategy to implement business of franchise model. In this
way, good quality services and cleanliness ascertain that offer values to the customers.
Product consistency also determines that sophisticated to create connection of supplier
and network operation with the distribution system. According to the customer
preferences, McDonald's will consider their operations for their customer demand. In the
different stages of the product life cycle, segmentation and development will be
ascertained that assists to accomplish demand and requirement of the customers.
Market share of the company is also declined every year because of the fluctuation in
the market. It could be impact negatively on the business and its target market. In the
2017, earning results of the business also developing around 13.79 which impact
positively on the customer attraction.
Namkung and Jang, (2013), explored their views that marketing strategy of
targeting customer create positive impact. This is because, it assists to place and attract
customers to spend more effective quality at a particular time. Therefore, they are able
to target teenagers and young generation people. Furthermore, price sensitivity of the
buyer regarding products is useful element that helps to implement creative results at
workplace. The company commitment towards their products’ quality so that it assists to
ensure that it helps to maintain positive relationship with different customers. After
assessment of the market, it can be interpreted that there are 5 P's as discovered by
McDonald's that impact positively to make high growth and outcomes such as product,
price, place, promotion and people.
2.4 Major players
As per the view of Liao and Cheng, (2014), gaining competitive advantages is the
crucial element for the business. In this aspect, several advantages have been
developed by the company to produce effective results at workplace. Products and
services of the business also offer similar things from their competitors to make more
profits and revenue at workplace. McDonald's continually develops new competitive
advantages through assessing, analysing and developing results in systematic manner.
In addition to this, Schallehn, Burmann and Riley, (2014) also stated that eco-system
12

and co-operation create dynamic results to develop their more profits and revenue at
workplace. In this regard, firms, competitors, suppliers, etc. are considered important to
work in the significant manner. McDonald's has creative and effective brand image
through which they can concentrate on the competition that exists in market and
ascertain to make more profits at workplace. There are several competitors exist in
market of McDonald's such as Starbucks, Subway, Chipotle, Burger king, KFC, Pizza
Hut, etc. They all are operating their activities in different areas of the world so that
highest market share will be considered to make effective results.
According to the point of Chan, Leung Ng and Luk, (2013), in the era of hyper
competition, competitive advantages will be developed to the marketing strategy. In this
aspect, the company has several benefits to pursue the brand extensions. In the
practices, most of the brand extensions create unique advantages to increase
considerably results at workplace. One of the setbacks also related with the better and
13
Illustration 4: Major competitors

simple improved services that create value for their expectations. On the other hand,
Kelly, Baur and Smith, (2013) argued that in the several cases, competitive
differentiation is developing results through offers values and expectation according to
customers requirement. Many brands also implemented to achieve more significant
results through adding new features to the brand extension. In these circumstances,
brand positioning is the focus to make competitive differentiation. In order to ensure that
decisions are also maintained through establishing brand positioning with careful
examination to make competitive differentiation towards the related issues.
As per the point of, Strandvik and Heinonen, (2013) McDonald's has another
advantage to implement and develop their brand image with specific frame of reference.
In respect to communicate unique value proposition, the chosen organisation
determines their target segment and main competitors. Positioning strategy create solid
competitive advantages that are based on the frameworks to build unique target
segment. In order to develop the brand point of reference, effective positioning strategy
contains target customer to prefer detriment of competitors. However, Kelly, King, MPsy
and Baur, (2015) argued that there is several brand positioning strategies exist that
create and sustain competitive advantages. Therefore, McDonald's need to concentrate
that which thing need to be selected to achieve effective brand image. Usually,
differentiation strategy based on the products and brand image as well. Therefore, they
need to concentrate on the services that are provided with implementing effective
distribution channel at workplace.
In contradicting, Beckman, Kumar and Kim, (2013) stated that effective
positioning strategy also creates strong competitive differentiation. It is very important to
make successful results to the brand extension. There are multiple ways through which
symbolic strategy is developed. It contributes to fostering sense of belonging to the
business enterprise. Symbolic positioning is highly based on the consumer values that
assists to understand importance of creating relevant brand extensions. On the other
hand, Etemad-Sajadi and Rizzuto, (2013) said that forecasting is the success towards
the future brand so that differentiation strategy also creates and sustain the competitive
advantages. With the help of effective brand image of the chosen company,
differentiation can be made at workplace which assists to promote and provide medium
14

brand development. Brand differentiation is possible when new customer segment
analyses congruity between the new brand extension and parent brand promised.
2.5 Situational analysis
As per the view of Abosag and F. Farah, (2014), McDonald's is always looking
for increasing their brand image through considering different elements in the business.
In this aspect, they include the best content award to provide successful elements at
workplace. In this regard, McDonald's open their several stores in different areas of the
world. In this aspect, they have concentrated to become one of the largest food service
provider in the country. The company adopted different marketing strategies through
which they can easily capture the market and make themselves as the market leader.
According to the Rubio, Oubiña and Villaseñor, (2014), franchise model is the suitable
way through which the company can increase their target market in different areas of
the world. In this aspect, the chosen industry allows for providing proper training and
development program to each candidate so that they are able to accomplish good
quality services, cleanliness and value for the money. Therefore, it is the best aspect in
which objectives and goals will be accomplished in the desired manner.
However, Hinestroza and James, (2014) stated that product consistency is also
an important element that assists to develop sophisticated supplier network operations
and distribution system. In this way, the chosen company is able to accomplish
consistent product taste and quality in different areas of the world in systematic manner.
The chosen company also focuses on the continuous development system of products
so that they are able to deliver creative results at workplace. In addition to this, Xie,
Bagozzi and Meland, (2015) explored their views that act as the retailer is also an
important parameter that delivers sales for the immediate present but protect to make
long term brand reputations. Product, price, place and promotion are important
marketing strategy elements that assists to develop and create more effective results at
workplace. In this regard, products included physical attributes which are offered by the
company to their customers. McDonald's also includes certain aspects of the products
and services which assists to develop effective results.
Caraher, (2013) stated that McDonald's includes certain aspects of the products
such as packaging, desirability and looks etc. With these elements, the company can
15

make tangible and non-tangible aspects towards the products and services. The chosen
company is also operating their services through continuously innovating products as
per the changes of customer preferences and taste. In addition to this, Dinnie, (2015)
said that place is another important aspect that is contributing important distribution
channel and outlet to the company. It is also considered as the important products and
services that are available to customer at right time and right place. Certain degree of
fun and happiness of McDonald's also ascertain to create value based position. Along
with this, McDonald's also prepare their products and services with proper hygiene to
maintain effective results at workplace.
In contradicting, Wiedmann, Hennigs and Wuestefeld, (2013) stated that price
strategy is an important element that assists to accomplish goals and objectives in
systematic manner at workplace. In this regard, discount facility is available which is
needed to be taken into the consideration from the competitors regarding their pricing.
Promotional tools are important parameters that help to find useful information towards
the aims and objectives. Therefore, it creates effective results to ascertain systematic
review of process in the business.
2.6 Proposed plan for analysis
In order to give useful recommendations, Rifon, Taylor Quilliam and
Smreker, (2014) stated that McDonald's need to concentrate on their online promotional
tools through which they can easily concentrate on the business objectives and goals.
With this regard, they can develop more profits and revenue in order to provide services
to each customer. They stated that with the help of implementing Wi-Fi facilities, the
company can easily able to deliver creative results at workplace. Therefore, it is the
systematic process to consider aims and objectives in the business. However, Cao and
Kim, (2015) argued that customers are attracted through providing them discount facility
at workplace. This is because generally, customers are attracted through taking
discount on the products and services that they are purchasing from business. It can be
interpreted that the manager has advantages to get more effective results through
taking major advantages and implement new products at workplace.
In addition to this, Lindsay, Thomas and Jones, (2013) also interpret that brand
image will be improved through demonstrating new and effective features of products
16

on the social media. It is the systematic work performance that assists to meet with
aims and objectives. With performing different activities, the company has advantages
to attract potential candidates at workplace. Hence, it ascertains creative functions and
operations to deal with more profits and revenue. With the help of concentration on the
business activities, the company can easily deal with targets and aims that they set to
accomplish desired results. However, Girard, Anitsal and Anitsal, 2013) explored their
views that social media tools some time create disadvantages to make sure that aims
and objectives will be accomplished in desired manner. Furthermore, they said that
traditional marketing is the best tool to the chosen business to deal with effective
functioning at workplace. In this regard, the company need to concentrate on the aims
and objectives that assists to develop creative functioning in the business. Word of
mouth is the important parameter of traditional marketing that assists to accomplish
desired results at workplace.
In contradicting, Mutsikiwa and Marumbwa, (2013) generated their views that
traditional and modern both kinds of marketing are useful aspects that assist to
accomplish desired results in systematic manner. In this way, McDonald's has
advantages to deal with different activities and functions of the company. As results, it
makes sure that aims and objectives of the company will be delivered in systematic
manner. Researcher has advantages to collect useful information from the different
resources. Furthermore, the company can also concentrate on the aims and objectives
that assists to frame relevant results at workplace.
2.7 Relevant literature review to identify resources and techniques
In contradicting, Michaelidou, Micevski and Cadogan, (2015) explored their views
and said that there are several kinds of marketing strategies exist through which
business will easily develop their functions and operations in the business environment.
In this regard, internet marketing strategy is the useful method through which
McDonald's will be able to sell their products and services in different areas of the world.
Further, it is also useful strategy to enhance market share and profits in respect to
develop the profitability at workplace. Besides this, Armstrong and et.al (2014) stated
that online advertisement is the useful method through which brand valuation will be
developed in systematic perspective at workplace. In this regard, McDonald's is able to
17

increase their brand image in competitive market to attract several customers in it. As
results, it provides positive frameworks to the general people of the country. It assists to
make creative functions and operations that make effective brand image in front of the
customers. According to the customer requirement, the organisation need to develop
their operations in different areas of the world. Therefore, the organisation is able to
make their brand image towards the customers.
18

CHAPTER 3 METHODOLOGIES
3.1 Explanation to research philosophy, design approach method
It is an important chapter that helps to include different tools that take significant
part in attaining the business aims and objectives. In this regard, research program is
considered very useful to attain effective results at workplace. Aims and objectives of
the company also ascertain creative results to set the targets at workplace. It includes
several elements that helps to conduct effective research program in the business. For
example, research design, research approach, data analysis, research philosophy, etc.
With this aspect, different sources help to obtain effective results at workplace (Rifon,
Taylor Quilliam and Smreker, 2014). Performance of the business is also maintained
that impact positively on McDonald's. Moreover, research scholar also ascertains his
focus on several business’ requirements. Hence, the best possible outcomes can be
obtained to make effective research program.
Along with this, research approach also assists to ensure that their aims and
objectives will be accomplishing in systematic manner. It helps to find useful and
effective information towards aims and objectives (Xie, Bagozzi and Meland, 2015).
Further, it also assists to conduct relevant information to undertake effective results at
workplace. Qualitative and quantitative data are investigated at workplace that assists to
find useful information. In this regard, present research has been used inductive
research technique for measuring proper action that assists to identify reliable results at
workplace.
Research philosophy is another important tool that assists to focus on the
subjective part of the business that supports to make innovative results at workplace.
Different theories and models will be included to conduct effective research program in
the business. Proper positive results will be ascertained to integrate in-depth study
towards the business. With the help of research philosophy, researcher is able to obtain
creative results at workplace through marketing strategies (Powell and Nguyen, 2013).
There are two types of research philosophies that has been implemented that assists to
find useful information at workplace such as interpretivism and positivism.
19

Interpretivism is the important part of research philosophy that create subjective
part in which innovative theory and model will be implemented. In addition to this, it
includes specific topic to conduct effective research program towards the specific topic.
Besides this, positivism research philosophy determines several kinds of useful
outcomes that create effective functioning at workplace. However, it is not useful
because it is unable to interpret relevant data at workplace. Thus, it impacts negatively
on the business operations and functions which need to be implemented to consider
positive results at workplace (Cairns, Angus and Caraher, 2013).
Furthermore, research program will be conducted to determine the best results at
workplace. In this aspect, research design takes important part to identify useful
information towards the business aims and objectives. In this way, different tools and
techniques have been used that accomplish desired outcomes in systematic manner. It
also makes sure that issues will be resolved which requires blue print for the whole
business program. This also ascertains analysis of collected data that helps to attain
successful results and performance. There are different types of research design exists
that can be used by researcher to carry proper functioning at workplace. For example,
experimental, exploratory, descriptive, etc. With the help of exploratory research design,
research program will be carried out in systematic manner (Le, Sarlós and Smola,
2013). In order to collect the data, secondary two types of information has been
gathered that contains from secondary sources. In respect to include secondary
sources, researcher use journals, magazines, newspapers, etc.
Furthermore, it includes several questions that are related with research
program. Therefore, desired outcomes will be framed to ascertain more systematic work
performance at workplace. In addition to this, descriptive research design also helps to
determine theoretical frameworks at workplace. Hence, researcher evaluates theories
and programs to make effective functioning in the business. In order to focus on the
implementation of successful program, it is the best way that can be used by the
researcher (Nestle, 2013). Experimental research design also ascertains to formulate
aims and objectives in systematic manner. It helps to execute the outcomes in the
activities to find useful information at workplace. It assists to meet with effective
20

functioning at workplace (Silverman, 2016). In this regard, McDonald's is also able to
deliver different perspective at workplace in the business unit.
In the present research, descriptive research design has been selected that
assist to find useful information towards the goals and objectives. It ascertains
significant information towards the several opportunities that help to prepare
questionnaire (Morgan, 2015). Questionnaire has been filled by the different
respondents that assists to accomplish desired results in McDonald's. In the present
research determines through opinion, ideas, perception, etc. On the other hand,
quantitative approaches determines semi structured technique that helps to assess
effectiveness in the business environment.
It is another major aspect that assists to show creative results to accomplish
more effective functioning at workplace. In this way, results and performance will be
developed in systematic way at workplace. It is the best aspect in which researcher
identify appropriate process and techniques to develop targets and goals. Research
approach is useful fundamental in which data could be collected and analysed to find
useful results (Berger, 2015). Different theories and models have been implemented to
accomplish. With this regard, there are two kinds of approaches have been framed such
as inductive and deductive. From the both, researcher has used interpretivism that
assists to find out relevant information towards the topic. Interpretivism approach assists
to conduct systematic analysis and ascertain systematic results at workplace.
Inductive approach is helpful to execute effective results with assessed data and
information. Therefore, aims and objectives will be accomplished to set the activities in
the business. Best results will be ascertained to make sure that it will support to make
more profits and revenue in McDonald's. Certain changes could be implemented at
workplace which create proper direction to achieve the relevant information (Sunderland
and Denny, 2016). In addition to this, deductive approach also includes different models
and theories which is related with the present topic. It helps to carry different aspects
with hypothesis that are useful in the present research. Models and theories included for
undertake appropriate results with strategies that has been carry in general way.
Present research is based on the inductive approach that is used to create
general and specific outcomes in systematic way to ascertain more profits and revenue
21

at workplace (Mukherji and Albon, 2018). It is the best tool which creates relationship
between McDonald's success and customer attraction.
This is another tool that assists to gather relevant information towards the aims
and objectives of the business. In this regard, researcher has responsibilities to
determines their aim on the basis of research program. Therefore, effective results and
performance will be ascertained to obtain creative learning. There are different methods
exists that can be used to select the sample size which also ascertain responses from
the population. For example, probabilistic and non-probabilistic sampling method (Mok,
Sparks and Kadampully, 2013).
In order to carry the present report, simple random sampling method has been
used that assists to provide useful information towards aims and objectives. It also
demonstrates equal opportunities for every respondent so that researcher has
responsibility to make conclusion on the behalf of it. Therefore, sample size of 100 has
been selected on which critical evaluation of the brand strategies on value proposition
ascertained at workplace (Babin and Zikmund, 2015). It helps to identify useful
information towards the aims and objectives of McDonald's.
It is another useful aspect that used to conduct effective research. In this regard,
relevant techniques have been implemented for data analysis. With the help of
implementation of data, researcher able to gather relevant information which related to
the qualitative methods. Furthermore, thematic analysis ascertains to gather relevant
information at workplace. Different themes help to present the results and performance
in an effective manner. Crucial data can be adopted from the selected respondents.
Furthermore, graphical representation also used to find relevant information towards the
aims and objectives. In this regard, different themes have been prepared to make
effective results (Powell and Nguyen, 2013). Tables and other charts shows 100
respondents’ views that assists to attain positive results in the research. In respect to
adopt the method, there are different options exist in front of researcher that make
ascertain results at workplace. With the help of this section, effective information will be
gathered at workplace (Mangal and Mangal, 2013).
22

3.2 Secondary market research
In order to accomplish aims and objectives, researcher has used different
elements of the methodologies that assists to identify useful information at workplace.
Research strategy is another important aspect which accomplish desired results with
suitable techniques. In respect to carry effective research, present report finds impact of
brand image for attracting several customers at workplace. In this way, qualitative and
quantitative two types of research strategy have been placed. With the help of
qualitative research strategy, theory and model can be implemented to understand the
aims and objectives (Kang, Tang and Fiore, 2014). Different respondents have been
take part so that researcher able to collect useful information towards the aims and
objectives. Furthermore, it assists to implement creative results that make sure targets
will be accomplish in successful manner. On the other hand, quantitative strategy
demonstrates statistical and mathematical tools which helps to get response in
systematic manner. These frameworks assist to create detailed program for the
selected topic which enhances outcomes in successful manner (Eriksson and
Kovalainen, 2015). In this aspect, there are several ways exists in which researcher can
conduct right direction towards the aim and objectives. It will develop blue print of the
research activity in the business.
In the present dissertation, qualitative strategy has been used that assists to
make successful operations in systematic manner. There are different elements framed
towards the particular topic with effective model and theory. Furthermore, researcher
need to carry the program with marketing strategy in McDonald's. Therefore, aims and
objectives will be developed that assists to motivate people in successful manner
(Bernard, 2017). Research philosophy consists of belief pattern that need to be
ascertained by researcher to carry the effective program at workplace. In this way, right
direction will be considered that assists to get relevant information at workplace (Taylor,
Bogdan and DeVault, 2015).
Data collection is another useful element that assists to obtain current
information towards the business aim and objectives. It is the best way to attain desired
results from different sources. It is the best way through which aims and objectives will
be achieved at workplace. Secondary kinds of resources have been implemented to
23

attain desired results in the business. These sources help to attain appropriate
information that ascertain desired results at workplace. Furthermore, it carried functions
and operations that need to be placed first time. Fresh and relevant information will be
obtained through ascertaining effective functioning in the enterprise. It helps to grow the
business performances through analysis business requirement (De Vogli, Kouvonen
and Gimeno, 2014). However, it increases cost and time of researcher which create
negative impact on the enterprise. There are different tools exist through which
secondary information will be gathered in systematic manner. For example, magazines,
articles, journals, etc.
In the present report, secondary both types of resources have been carried that
assists to accomplish desired results at workplace (Hair, 2015). Furthermore, secondary
information provides views of different authors through online articles, newspapers,
journals, etc.
3.3 Reliability
From the various scholar, proper attentions need to be implemented that
encourage manager of McDonald's to implement brand strategies that create value
proposition. It is the best way to attain reliable information that made to overcome
issues of the business. There are two kinds of research approach used such as
inductive and deductive.
3.4 Validity
Validity and reliability is another important part that assists to accomplish desired results
in systematic manner. In this way, various factors exist that can impact to attain positive
outcomes at workplace. Furthermore, researcher need to know about the relevant
information to accomplish their desirable aims and objectives (Cairns, Angus and
Caraher, 2013).
3.5 Ethical consideration
In the research, it is very important to determine ethical consideration that helps
to identify reasons to assess the right and wrong thing. With this aspect, researcher has
main aim to ensure that he follows all rules and regulations that assists to carry study in
systematic manner. Along with this, it is also considered that study will never impact
24

negatively on the business operations and functions. With the help of secondary
information, effective way will be created that assists to spread information towards the
aims and objectives. Moreover, maintenance of confidentiality also provides effective
and reliable information that are related to the study (Le, Sarlós and Smola, 2013). At
last, proper rephrasing is considered so that there is no chance of plagiarism.
25

CHAPTER 4 FINDINGS AND ANALYSIS
4.0 Plan of the analysis
In respect to considered the finding and analysis, it is important to implement
different chapters that assists to make creative results at workplace. In this
consideration aims and objectives will be complete with ascertain several activities in
the research. With the help of the integrated management of assessment research will
be develop in positive way at workplace.
SWOT analysis
Strength Weaknesses
 McDonald's has strong brand in all over
the world. Therefore, it creates benefits
to increasing its profits and revenue
through operating several activities.
 Diversified income is the another
strength of the McDonald's which
develop fundamental perspective in
different locations.
 Negative publicity of the company
reduce its healthiness. Therefore, it
impacts negatively and unable to create
standards to lead with different
customers.
 High employee turnover also create
negative impact. This is because low
skilled employees are paying low
attentions.
Opportunities Threats
 McDonald's can increasing their menu
list. With the help of the big plans, the
business can set premium products to
add it at location.
 The company could also expand their
plans so that it would be increasing its
market share. In this way, accelerating
the pace of refreshing will be develop.
 High competition in the market
regarding food chain create negative
impact on the performance.
 Customers are more concious about
their health in these days. Therefore, it
also creates major impact to try to
implement healthier diet. They can also
face issues and problems towards the
strategy.
26

PESTLE analysis
In respect to identify impact of marketing activities, following are certain elements
exist that impact on the operations and functions:
Political: Government of UK market often determines different rules and
regulations to systematic results at workplace. Therefore, McDonald's need to follow
this and make qualitative products and services. UK government also initiative to
diminish their amount of salt in foodstuff.
Economic: Due to recent economic recession, incredibly disruptive for the
enterprise develop in many nations. In this regard, revenue and profits also increasing
which reduce consumer demand of many goods and services.
Social: McDonald's is fast food retailer so that they need to concentrate on the
society demand and requirement. In this regard, as per the customer requirement, they
should produce. This is because, customer opinion and ideas create impact on the
business performance.
Technological: Advance technology assists to make creative results in the
business. In this regard, digital technology of the company requires high so that on you
tube, Facebook, Twitter, etc., the chosen company can promote their business.
Environment: In recent time, environmental issue create major impact so that
the company need to know about the environment perspective. As per the environment
perspective, they need to develop their operations and functions.
Legal: Specific legal requirement also needed in the business in which
McDonald's need to follow all rules and regulations. With the help of the creative
elements, the company can produce more effective results at workplace.
4.1 Strategic analysis
In this chapter, reliable information will be gather that assists to examine
information in systematic manner. It helps to collect the secondary data from different
resources. Therefore, aims and objectives will be ascertain for the business analysis.
There are several methods exists that assess qualitative and quantitative data in
systematic manner. Research also made to implement thematic analysis at workplace.
It helps to get subjective information towards the business aims and objectives at
workplace. For the particular topic, qualitative elements gather which present to
27

undertake creative results at workplace. It involves tables, graph, charts, etc. that
assists to gather relevant information. Further, it also includes different elements which
enhance efficiency and effectiveness to attain aims and objectives. There are several
competitors exist in market of McDonald's who provide unique features and
characteristics to attract several customers. In this way, growth of the company
continuously expanded in proper and systematic manner. Therefore, it helps to attract
different people at workplace. For example, Burger King. McDonald's provide cheap
drinking products so that they can easily attract several people in the business.
In respect to follow the all rules and regulations of the market, the chosen
business can easily create innovative functions and operations at workplace. In this
regard, creative results will be develop at workplace. Strength assists to make
innovative results and outcomes at workplace to produce more profits and revenue.
4.2 Assessment of the current position
Analysis is made focus on developing in depth understanding on research topic.
Main focus is made on the marketing strategies that are followed at workplace of
McDonald's. In this regard, themes are developed that covers all the areas in respect
with the research topic. This is prepared that helps to gather relevant information
towards the aims and objectives:
4.3 Integrated assessment of the analysis
With the help of secondary information, thematic analysis consider create proper
assessment. Therefore, it is helpful activity to develop systematic results. In this way,
opportunities will be improves to make better results at workplace.
4.4 Strategies for success
There are different strategies exist that helps to make successful results in
systematic manner. In this regard, McDonald's need to implement following strategies:
 Focus on the qualitative material: In respect to create innovative results,
McDonald's need to focus on their quality and other perspective. In this context,
they are able to develop systematic activities at workplace.
28

 Realistic optimistic: Visualised also helps to make successful results to make
success through overcome obstacles. Therefore, it is using to create innovative
features.
4.5 Findings from data collected
Theme 1 Increasing number of customer is the main motive of McDonald's
Around the world, there are different type of firms that work towards their own set
of goals and objectives. In accordance with the findings, it can be stated that there are
McDonald's determines their operations in UK to increases their customer. Therefore,
their main motive is to increase customer base in the market. Further, there are other
objectives that have to be attained in which focus is made on understanding the goals
that has to be attained by the companies. Main focus is made by McDonalds in which
they focus on raising customer base. To attain their goals, research is conducted on
regular basis so that needs and requirement of service users are identified.
Theme 2 McDonald's uses direct personal sale, direct online sale and indirect
through channels to accomplish their aim
There is different type of channels that are helpful enough to make sure that cited
firm is able to attain their set of goals in desirable manner. In this context, it includes
direct sales, direct online sales and indirect channels. All these strategies are helpful
enough to develop strong relationship with customers and in attaining McDonald's to
attain their aims and objectives in systematic manner. In this regard, the company has
opportunities to increase their brand image in front of customers in UK. However, in all
these activities it requires to have proper support from the side of employees. When
workers are not able to perform their set of roles in effective manner, then it has
negative impact over the business. Proper training should be provided to employees so
that they are able to put on their full efforts in attaining the set goals.
Theme 3 The chosen company implement branded formulation of products to implement
effective results
Branded formulation is the main aspect which determines category of products in
the business. There are other type of categories that are which are bilk drug, patented
products, generics, etc. With the help of branded formulation, it becomes helpful for the
29

business to develop positive perception within the mind of customers. This way, cited
firm is able to implement effective results.
Theme 4 McDonald's is product orientation
McDonald's has product orientation towards their goals and objectives. There are
research carried out on frequent basis and these enable to make innovation in the type
of products and services that can be delivered to customers. For example, the type of
products that are delivered at Australia will be different when compared with UK. These
type of changes are done so that service users are able to meet their needs and
requirements. On the other hand, when similar types of products are delivered to people
at Australia like is given at UK, then it will not be effective enough for customers.
Theme 5 Production department of McDonald's mainly create plan for the new
products and services
Production department is the main areas in which new product planning will be
done. They have proper understanding of the total unit they have delivered. Further, the
trust that people have will be low. There is involvement of productions department that
they develop plan in which focus is made on step by step sales and units that will be
developed. This is done as per the rate of preferences that each of the customers have
made towards the new product.
Theme 6 In every three months, McDonald's takes inter-department meetings with
their employees
In accordance with the analysis made, it can be stated that company determines
their meetings in every 3 months so that it can be develop that it is more useful concept
for undertake more effective results at workplace. Furthermore, it can also be
determined that meeting will be conducted once in a year so that McDonald's make their
plan accordingly.
Theme 7 On the basis of advance technology, the chosen business determines their plans
Various type of strategies is implemented by McDonald's, in accordance
with developing their operations and functions on the basis of technology
advances. It is also require firm to make sure that they have attained aims and
objectives in systematic manner at workplace. In addition to this, market research
30

needs to be conducted so that company determines development in the
successful aspect.
Theme 8 Marketing strategy is very useful aspect to implement new plans in the business
From the findings is can stated that marketing strategies very useful to create
value proposition in McDonald's. In this regard, they can easily operate through
implement advance technology and new plans at workplace. This is important to reach
out customers and in providing them information with regard to the products and
services that are developed by the firm.
Theme 9 On the basis of maintaining database in the market, the cited firm
estimate their market potential
Main database of the market is crucial element that assists to estimate market
potential. In this way, it can be stated that it is the crucial aspect to work on estimation
elements of the business. Further, it can also be determined that periodic sales are the
important aspect that assists to gather relevant information towards the aims and
objectives.
Theme 10 Employees of McDonald's are strongly agreed with dealing to customer
satisfaction towards the new products and services in UK
There are frequent researches that are carried out and this is done to determine
the satisfaction level of customers. Majority of the people in accordance with the review
on websites and any other social site, it can be stated that service users are satisfied
with the products and services that are delivered by the firm.
Theme 11 McDonald's has inability to compete with other business in market
McDonald's has inability to determine competitive results in their business. With
time there are many changes that have taken place and the level of competition has
also increased. There are many companies that has come which deliver similar type of
products and services. Furthermore, the financial constraints of the chosen company
are not effective so that it impact negatively on the business operations and functions.
McDonald's unable to access foreign market so that it impact negatively on the business
operations and functions for ascertain more creative elements at workplace. Company
has less amount to conduct research and development so that it impact negatively on
the business operations to work in the systematic manner.
31

Theme 12 In order to segment the market, the company need to focus on the
demographic elements
There are several kinds of segmentation exists in the market. McDonald's mainly
opt demographic which is the important aspect to carry effective results at workplace.
Furthermore, company need to focus on the geographical segment that helps to
compete with other organisation. On the basis of income level, the chosen company can
focus on the effective functioning of the market that makes effective results at
workplace. Further, firm need to provide other benefits through they can attract them at
workplace.
Theme 13 Target market support to the business through implement promotional
cost and adequate rate of return
Target market support to the business with implementation of promotional tools
in it. In this regard, McDonald's need to concentrate on the promotional activities
through they will easily develop their market share in systematic way. Promotional cost
and providing adequate rate of return is most suitable technique to accomplish desire
results.
Theme 14 McDonald's need to adopt undifferentiated marketing strategy to target
the customers
Undifferentiated marketing strategy is the best way to promote effective results in
McDonald's. Concentrated on the marketing in selected segment is the another useful
perspective that helps to develop creative results at workplace. Differentiation marketing
is useful fundamental aspect that assists to concentrate on the aims and objectives of
the business.
Theme 15 Expanding market share is the current marketing strategy of chosen
firm
Expanding market share is the useful element that assists to implement in
current marketing strategy. Furthermore, defending existing market share is the useful
parameter that assists to concentrate on the business aims and objectives. Niches is
the useful element to McDonald's that can be implementing to develop effective results
at workplace. Theme 16 employees are satisfied to implement marketing strategy to
create high value in respect to make value proposition
32

Implementation of marketing strategy is effective enough for the business to
reach out customers. Furthermore, it enables the business to attain their set goals and
objectives in positive manner. The issues that are faced from the side of workers are
identified and steps are taken so that satisfaction level can be raised.
Theme 17 Employees are highly satisfied to deal with customer queries which
increases efficiency of McDonald's
Employees are strongly satisfied with the solving customer query. Workers are
monitored so that they get to know regarding the areas in which improvement need to
be made. As per the findings made, employees are provided with training so that they
develop their skills. On the other hand, when they are not able to perform their set of
roles in effective manner, it has negative impact over the business. However,
employees of cited firm are skilled and are able to focus on customers’ requirements.
4.6 Solution to the problems
In respect to make effective solution for the present problems, following elements
could be implemented at workplace:
1. Make innovative functions and operations: With the help of innovations, the
company can easily develop their activities in new areas. Therefore, systematic
review of activities develop in McDonald's.
2. Unique features with discount rate: Adding unique features helps to
concentrate on the new things that helps to attract customers. However, unique
element consist high cost so that McDonald's need to implement discounts on it.
It makes creative results.
3. Make competitive advantages in the business: In respect to implement
creative results, McDonald's need to make their operations through they can
easily compete with different people. In this way, brand image of the company
will be increasing.
33

CHAPTER 5 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
Report consists several chapter in which effective results and performance will
be develop in systematic manner. These chapter assists to grow b business
performance in successful aspect. Aims and objectives has been prepared on the basis
of researcher collect information from McDonald's. It aids in developing ideas to
increases marketing strategies in systematic way. It is the main aspect through value
proposition will be enhances in the business. In the first chapter, background
information, rationale, etc. ascertain in systematic manner that includes aims and
objectives for the research. In addition to this, literature review also carried which
enhance effective performance from the several authors views. Researcher easily know
about the different views and information that given by several authors.
Along with this, it can be summarised that, present research is based on the
investigation which helps to ascertain that customer are happy or not with
implementation of the marketing strategies. Therefore, it will easily demonstrate that
they can create value proposition or not. In this regard, several people will be connected
to find useful information which can increase profits and revenue of McDonald's. In
order to investigate the marketing strategies, the chosen business has opportunities to
increase their customers in systematic manner at workplace. Positive satisfaction level
of customers will be implemented to grow business performance towards the research
program.
With the help of making profits and revenue at high level, the company able to
develop more effective results at workplace. Manager of the organisation has
responsibilities to implement new services at workplace. Furthermore, it can be
discussed that marketing strategy of the chosen company is very useful so that they
need to carry their operations to work on the aims and objectives. In addition to this,
employees are highly satisfied with implementation of the activities that assists to
undertake new plans in the business. Along with this, report demonstrated that advance
technology is the crucial element that assists to accomplish desired results at
workplace. Apart from this, McDonald's need to concentrate on the brand formulation
34

that assists to accomplish aims and objectives in systematic manner at workplace.
Therefore, it is the curial aspect that make more profits and revenue in the business.
5.2 Recommendations
Now it could be recommended that study on marketing activity to increase
customer and increase brand value in market. In this way, McDonald's UK. is focus on
different kinds of strategies to increase brand value. In this context organisation is to be
focus on to increase the value of brand. There are some important points is to be used
in organisation performance are as follows :-
1) Maintain and active social networking :- In this context organisation is been focus
on increase the level of brand in market. It is use more and more social networking site
and put there advertisement on it. It is help to increaser the customer traffic and brand
value in market. In respect to implement social networking in McDonald's, the company
able to deliver qualitative results at workplace. With the help of creative elements, the
company able to target several customers in systematic manner. In UK, there is high
digital technology exist so that the chosen organisation has advantages to implement
new software to attract customers.
2) Build loyalty :- It is help to increase customer traffic in market. Customer is attracted
to the organisation. If they are loyal for there customer in market. It is help to increase
the brand value in different market. In this context loyalty is most important factor to the
organisation. In this way, McDonald's has opportunities to attract several customers that
are loyal towards the business and operate successfully in the market. In UK market,
building loyalty is the important concept that helps to enhance customers base.
Therefore, it is the biggest advantage to increase value proposition at workplace.
3) Emotional connection to brand :- In this context consumer make purchasing
decision as per the emotional reaction to the brand. They want to connect with a
company that’s aligned with their values and aspirations, and makes them feel better
about themselves. It is help to increase the number of customer in market and increase
the brand value. McDonald's is connected with the brand in successful aspect.
Therefore, in UK they have an opportunity to contact with customers in systematic
manner.
35

4) Strength brand internally :- In this way, in side the organisation positive culture,
proper training to each and every employees and focus on online market. All such factor
is to be help to increase the level of customer and maintained the brand in market. This
is all factor is to help to increase brand value in market. With this regard, it could be
recommends that McDonald's need to enhance their strength that assists to make them
strong internally. Therefore, they are able to deliver creative results in systematic
manner at workplace.
5) Consistency :- It is the most important factor to increase brand value or maintained
brand value in market. Customer is to be focus on there market growth for last many
years. All such factor is to be help to increase the brand value. In order for customers to
appreciate your brand, they have to know what it stands for. This factor is help to
increase brand value in market. It is the best way in which McDonald's should try to
make continuous development in their business that assists to accomplish desire aims
and objectives. It is the successful aspect that helps to set the targets for undertake
different advantages in it.
6) Communication :- In each and every organisation is to be focus on communication.
In this way, McDonald's is focus on communication. They guide each and every
employees in organisation about the communication with customer. This is help to
increase the brand value in market. This organisation is deal with every age group, so
communication is to be as per the age group of people and maintain it. It is help to
increase the customer traffic and increase the market share or brand value (Harris,
Sarda and Brownell, 2013). Communication is the important part which essentially
implemented at workplace to perform several activities in it. Therefore, in UK market, it
is the best alternative to make sure that targets and aims can be achieve in systematic
manner. Communication play major role in the enterprise to demonstrate that the
company able to deliver creative results in UK.
There are all such factors is to be help to increase the brand value in market and
maintained the growth rate. All such factors is help to increase the level of performance
and increase customer traffic in UK.
5.3 Decision on action plan
36

Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research
study
Assortment of suitable research
methodologies
Data collection by using
secondary sources
Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission

5.4 Contribution
In the present research, there are several factors exist that contribute major participation a
workplace. In this way, development of the activities will be considered to make creative project.
Therefore, marketing strategies also applied that helps to make sure aims and objectives will be
complete on the time.

5.5 Limitations of the study, scope for the further research
There are several limitations exist in the present research that are as follows:
1. Lack of time: Due to lack of time, researcher unable to get more effective
response from the secondary data. In this context, they are considering
participation towards the data collection activities
2. Limited cost: Further, limited cost also create major impact on the outcomes
and results in the research. Therefore, it is important to make systematic
activities to find useful consideration.3. Unauthorised resources: Sometimes unauthorised resources also reduce
gathering creative results from the different activities. Therefore, it impacts on the
business to get systematic activities.
Scope for further research
1. Impact of digital technology on customer attraction.
2. Scope of social media implication to develop profits and revenue.
3. Identify buying behaviour in order to purchase from food chain industry.
39

REFERENCES
Books and Journals
Abosag, I. and F. Farah, M., 2014. The influence of religiously motivated consumer
boycotts on brand image, loyalty and product judgment. European Journal of
Marketing. 48(11/12). pp.2262-2283.
Albert, N., Merunka, D. and Valette-Florence, P., 2013. Brand passion: Antecedents
and consequences. Journal of Business Research. 66(7). pp.904-909.
Armstrong, G. and et.al 2014. Principles of marketing. Pearson Australia.
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage
Learning.
Beckman, E., Kumar, A. and Kim, Y.K., 2013. The impact of brand experience on
downtown success. Journal of Travel Research. 52(5). pp.646-658.
Berger, A.A., 2015. Media and communication research methods: An introduction to
qualitative and quantitative approaches. Sage Publications.
Bernard, H.R., 2017. Research methods in anthropology: Qualitative and quantitative
approaches. Rowman & Littlefield.
Cairns, G., Angus, K. and Caraher, M., 2013. Systematic reviews of the evidence on the
nature, extent and effects of food marketing to children. A retrospective summary.
Appetite. 62. pp.209-215.
Cairns, G., Angus, K. and Caraher, M., 2013. Systematic reviews of the evidence on the
nature, extent and effects of food marketing to children. A retrospective summary.
Appetite. 62. pp.209-215.
Cao, Y. and Kim, K., 2015. How do customers perceive service quality in differently
structured fast food restaurants?. Journal of Hospitality Marketing &
Management. 24(1). pp.99-117.
Chan, K., Leung Ng, Y. and Luk, E.K., 2013. Impact of celebrity endorsement in
advertising on brand image among Chinese adolescents. Young Consumers.
14(2). pp.167-179.
Davcik, N.S., Vinhas da Silva, R. and Hair, J.F., 2015. Towards a unified theory of
brand equity: conceptualizations, taxonomy and avenues for future
research. Journal of Product & Brand Management. 24(1). pp.3-17.
40

De Vogli, R., Kouvonen, A. and Gimeno, D., 2014. The influence of market deregulation
on fast food consumption and body mass index: a cross-national time series
analysis. Bulletin of the World Health Organization. 92(2). pp.99-107A.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Eriksson, P. and Kovalainen, A., 2015. Qualitative methods in business research: A
practical guide to social research. Sage.
Etemad-Sajadi, R. and Rizzuto, D., 2013. The antecedents of consumer satisfaction
and loyalty in fast food industry: a cross-national comparison between Chinese
and Swiss consumers. International Journal of Quality & Reliability Management.
30(7). pp.780-798.
Girard, T., Anitsal, M.M. and Anitsal, I., 2013. The role of logos in building brand
awareness and performance: Implications for entrepreneurs. The Entrepreneurial
Executive. 18, p.7.
Hair, J.F., 2015. Essentials of business research methods. ME Sharpe.
Harris, J.L., Sarda, V. and Brownell, K.D., 2013. Redefining “child-directed advertising”
to reduce unhealthy television food advertising. American Journal of Preventive
Medicine. 44(4). pp.358-364.
Hinestroza, N.B. and James, P.T., 2014. The effects of sensory marketing on the
implementation of fast-food marketing campaigns. Journal of Management and
Marketing Research. 14. pp.1-11.
Hunt, K.A., Mistry, V. and Capon, F., 2013. Negligible impact of rare autoimmune-locus
coding-region variants on missing heritability. Nature. 498(7453). pp.232-235.
Kang, J., Tang, L. and Fiore, A.M., 2014. Enhancing consumer–brand relationships on
restaurant Facebook fan pages: Maximizing consumer benefits and increasing
active participation. International Journal of Hospitality Management. 36. pp.145-
155.
Karampour, A. and Ahmadinejad, B., 2014. Purchase Intention for a Private Label
Brand: Direct Impact of Factors including Price Sensitivity, Understanding Brand,
Image of Private Brands and Mental Image of Store: Case Study: Etka Chain
Stores. Kuwait Chapter of Arabian Journal of Business and Management Review.
3(7). pp.417-426.
41

Kelly, B., Baur, L.A. and Smith, B.J., 2013. Views of children and parents on limiting
unhealthy food, drink and alcohol sponsorship of elite and children's sports.
Public health nutrition. 16(1). pp.130-135.
Kelly, B., King, MPsy, L and Baur, L.A., 2015. A hierarchy of unhealthy food promotion
effects: identifying methodological approaches and knowledge gaps. American
journal of public health. 105(4). pp.e86-e95.
Le, Q., Sarlós, T. and Smola, A., 2013, June. Fastfood-approximating kernel
expansions in loglinear time. In Proceedings of the international conference on
machine learning (Vol. 85).
Liao, S. and Cheng, C.C., 2014. Brand equity and the exacerbating factors of product
innovation failure evaluations: A communication effect perspective. Journal of
business research. 67(1) pp.2919-
Liao, S. and Cheng, C.C., 2014. Brand equity and the exacerbating factors of product
innovation failure evaluations: A communication effect perspective. Journal of
business research. 67(1). pp.2919-2925.
Lindsay, S., Thomas, S. and Jones, S., 2013. Eat, drink and gamble: marketing
messages about ‘risky’products in an Australian major sporting series. BMC
public health. 13(1). p.719.
Mangal, S.K. and Mangal, S., 2013. Research methodology in behavioural sciences.
PHI Learning Pvt. Ltd..
Martin Strandvik, T. and Heinonen, K., 2013. Diagnosing service brand strength:
customer-dominant brand relationship mapping. Journal of Service Management,
24(5), pp.502-519.
Michaelidou, N., Micevski, M. and Cadogan, J.W., 2015. An evaluation of nonprofit
brand image: Towards a better conceptualization and measurement. Journal of
Business Research. 68(8). pp.1657-1666.
Mohan, G., Sivakumaran, B. and Sharma, P., 2013. Impact of store environment on
impulse buying behavior. European Journal of Marketing. 47(10). pp.1711-1732.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service quality management in
hospitality, tourism, and leisure. Routledge.
42

Morgan, K., 2015. Nourishing the city: The rise of the urban food question in the Global
North. Urban Studies. 52(8). pp.1379-1394.
Mukherji, P. and Albon, D., 2018. Research methods in early childhood: An introductory
guide. Sage.
Mutsikiwa, M. and Marumbwa, J., 2013. The impact of aesthetics package design
elements on consumer purchase decisions: a case of locally produced dairy
products in Southern Zimbabwe. Journal of Business and Management. 8(5).
pp.64-71.
Namkung, Y. and Jang, S.S., 2013. Effects of restaurant green practices on brand
equity formation: Do green practices really matter?. International Journal of
Hospitality Management. 33. pp.85-95.
Nestle, M., 2013. Food politics: How the food industry influences nutrition and health
(Vol. 3). Univ of California Press.
Powell, L.M. and Nguyen, B.T., 2013. Fast-food and full-service restaurant consumption
among children and adolescents: effect on energy, beverage, and nutrient intake.
JAMA pediatrics. 167(1). pp.14-20.
Rifon, N.J., Taylor Quilliam, E. and Smreker, K.C., 2014. Age-dependent effects of food
advergame brand integration and interactivity. International Journal of
Advertising. 33(3). pp.475-508.
Rubio, N., Oubiña, J. and Villaseñor, N., 2014. Brand awareness–Brand quality
inference and consumer’s risk perception in store brands of food products. Food
quality and preference. 32. pp.289-298.
Schallehn, M., Burmann, C. and Riley, N., 2014. Brand authenticity: model development
and empirical testing. Journal of Product & Brand Management. 23(3). pp.192-
199.
Silverman, D. ed., 2016. Qualitative research. Sage.
Sinclair, R.N. and Keller, K.L., 2014. A case for brands as assets: Acquired and
internally developed. Journal of Brand Management. 21(4). pp.286-302.
Sirianni, N.J. and et.al 2013. Branded service encounters: Strategically aligning
employee behavior with the brand positioning. Journal of Marketing. 77(6).
pp.108-123.
43

Sunderland, P.L. and Denny, R.M., 2016. Doing anthropology in consumer research.
Routledge.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley & Sons.
Tingchi Liu, M. and et.al 2014. The impact of corporate social responsibility (CSR)
performance and perceived brand quality on customer-based brand
preference. Journal of Services Marketing. 28(3). pp.181-194.
Wiedmann, K.P., Hennigs, N. and Wuestefeld, T., 2013. Brand heritage and its impact
on corporate reputation: Corporate roots as a vision for the future. Corporate
Reputation Review. 16(3). pp.187-205.
Xie, C., Bagozzi, R.P. and Meland, K.V., 2015. The impact of reputation and identity
congruence on employer brand attractiveness. Marketing Intelligence & Planning.
33(2). pp.124-146.
Online
Sam Ashe-Edmunds, 2017. Marketing Concepts & Strategies. [Online] Available
through: <http://smallbusiness.chron.com/marketing-concepts-strategies-
64155.html>.
44

APPENDIX
45