A Case Study Of McDonald's UK : Assignment
Added on 2020-10-04
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CASE STUDYDISSERTATION(A Critical Evaluation ofthe marketing strategiesfor brand valuation – ACase study of McDonald'sUK)
Table of ContentsABSTRACT........................................................................................................................1CHAPTER 1 INTRODUCTION..........................................................................................1TITLE ........................................................................................................................11.0 Introduction..........................................................................................................11.1 Background of the study ....................................................................................11.2 Rationale behind the study..................................................................................21.3 Aim of the study...................................................................................................31.4 Objectives of the study........................................................................................31.5 Research questions.............................................................................................31.6 Problem statement..............................................................................................31.7 Literature review..................................................................................................41.8 The methodology.................................................................................................41.9 Structure of the study..........................................................................................41.10 Conclusion of the study.....................................................................................5CHAPTER 2 CASE BRIEF AND A REVIEW OF RELEVANT LITERATURE...................62.1 Literature review on the industry.........................................................................62.2 Industry size........................................................................................................82.3.Growth rate........................................................................................................102.4 Major players.....................................................................................................122.5 Situational analysis............................................................................................152.6 Proposed plan for analysis................................................................................162.7 Relevant literature review to identify resources and techniques......................17CHAPTER 3 METHODOLOGIES....................................................................................193.1 Explanation to research philosophy, design approach method........................193.2 Secondary market research..............................................................................233.3 Reliability...........................................................................................................243.4 Validity...............................................................................................................243.5 Ethical consideration.........................................................................................24CHAPTER 4 FINDINGS AND ANALYSIS.......................................................................26
4.0 Plan of the analysis...........................................................................................264.1 Strategic analysis..............................................................................................274.2 Assessment of the current position...................................................................284.3 Integrated assessment of the analysis..............................................................284.4 Strategies for success.......................................................................................284.5 Findings from data collected.............................................................................294.6 Solution to the problems...................................................................................33CHAPTER 5 CONCLUSION AND RECOMMENDATIONS............................................345.1 Conclusion.........................................................................................................345.2 Recommendations............................................................................................355.3 Decision on action plan.....................................................................................365.4 Contribution ......................................................................................................375.5 Limitations of the study, scope for the further research ...................................39REFERENCES................................................................................................................40APPENDIX.......................................................................................................................45
Illustration IndexIllustration 1: Growth of McDonald's..................................................................................8Illustration 2: Market size of McDonald's...........................................................................9Illustration 3: Graph of the company................................................................................11Illustration 4: Major competitors.......................................................................................13
ABSTRACTThe aim of the present dissertation is to identify critical evaluation of themarketing strategies that impact on the brand valuation of McDonald's. Therefore, itconsists several objectives and aim through it can attain desired results in systematicmanner. Hence, it includes impact of the marketing strategies that helps to assess theeffective results at workplace. Furthermore, UK market has been selected to identifyqualitative performance of the company to attract different customers at workplace. Research questions are also answered with taking survey from employee ofchosen business. In this regard, interview has been conducted that helps to identifyuseful information towards the aims and objectives. With this regard, secondaryinformation has been carried through researcher able to get useful results at workplace.In addition to this, inductive approach and descriptive research design has been usedthat helps to find useful information towards the aims and objectives. Process alsoreviewed to show that marketing strategies highly influenced to operate systematic workperformance at workplace.
Acknowledgement and dedicationIn 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 alsoinspiring to came advance degree of program under them. This program is veryimportant for me to analysis formative experience. In addition to this, I am also grateful thanks to many people who consideredmemories 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. Theygiving several efforts to provide proper functioning and technical assistant towards myresearch.
CHAPTER 1 INTRODUCTIONTITLE “A Critical Evaluation of the marketing strategies for brand valuation – A Case study ofMcDonald's UK”. 1.0 IntroductionIn the competitive environment, there are different elements exist in the marketthat create competition consumer power increasing. As a result, the organisation needto develop innovations through different ideas and opinions within the marketingstrategy. It is the best approach that assists to determine decision making process atworkplace (Armstrong and et.al., 2014). Main intension behind this study is to select theenterprise and investigate effective form of the communication to interact withconsumers. McDonald's has been chosen for the present dissertation proposal toprovide opportunity in the market to implement online application in the system. With thehelp of marketing strategies, the organisation will be able to beat competition and attainmore profits and revenue at workplace. With the help of preparing the marketing plan,internal information for the firm capabilities, financial status and information system thatassists to meet with effective functioning at workplace (Sirianni and et.al., 2013). In order to meet the market demand and trends, the organisation developbusiness and operate in the global environment which could be influenced by thedifferent factors such as social, technological, economic, legal, political, environment,etc. As results, it is crucial to gather and identify external information for the business toknow that where company stand. It can be presented with situational analysis toascertain effective results and outcomes at workplace (Davcik, Vinhas da Silva andHair, 2015). McDonald's operate their functions and operations in the globalenvironment so that it influences by the opportunity and threats of the marketingstrategy. Therefore, it impacts to the brand valuation in systematic perspective atworkplace. 1.1 Background of the study McDonald's is the restaurant operated by Richard and Maurice in USA market. Itwas founded in the year 1940 with operating functions as the franchise used Golden1
Arches logo. Sibling brothers opened first branch in North E Street at West 14th Street inSam Bernardino, California. The company continuously launched their products andservices to capture the market and make themselves leader. These restaurants found inmore than 120 nations all over the territories. There are more than 68 million customerscome towards the organisation daily. The company operating their functions in 36,899restaurants all over the world. There are more than 375,000 people employed in thebusiness. There are currently 5,669 company owned with different locations that providefranchised to conventional franchise. Recently, the company owned with increasing their shareholder dividends for 25consecutive years. They demonstrate high market share which drive for 70% sales allover the market. In October 2012, monthly sales of the company fall first time from 9years. In the year 2014, quarterly sales enhanced around 70%. The company alsodetermines their location in US from 1970. In addition to this, there are several kinds ofproducts 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 toaccomplish desired results at workplace. 1.2 Rationale behind the studyIn order to conduct the present study, researcher’s aim is to determineimportance of the marketing strategy for brand valuation. It is important to assess theissues and problems that impact negatively on the business outcomes. Therefore, in thepresent 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 sothat it impacts on its brand image and producing effective results at workplace (TingchiLiu and et.al., 2014). Hence, it helps to make succession planning in the businessthrough effective functioning can be developed at workplace. It is very important toknow that how business will expand their operations and functions in new areas of theworld. Every enterprise has focus towards developing ascertain effective functioning atworkplace. In this regard, marketing strategy increases brand image that assists tocreate valuation in the customer minds. Major aim is to enhance the brand image and2
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