International marketing

International Marketing
part 2

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
Trends in the environment and market for the sector..................................................................1
Market structure for the sector.....................................................................................................3
SECTION 2......................................................................................................................................4
Summary of product and market focus with the reasons for the company's domestic, regional
and internal success to date..........................................................................................................4
Basis of current competitive advantage.......................................................................................5
The strategic marketing challenges..............................................................................................5
SECTION 3......................................................................................................................................6
Recommendations on the way in which sustainable competitive advantage could be built for
future............................................................................................................................................6
Implementation of the actions that will be critical in building competitive advantage...............6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
International marketing is the process of formulating strategies for the purpose of
promoting products and services of the organisation at global level in multiple countries. For all
the companies which are executing operations in different location it is very important to pay
attention towards the efforts which are made by them to market the goods and facilities (Baker,
2014). It can help them to formulate best strategy to enhance awareness of all the items sold by
them. The organisation which is selected for this project is Mc Donald's. It is a fast food
company which carry out its operational activities all around the world. It was founded by
Richard and Maurice McDonalds in year 1955. This assignment covers various topics such as
trends in the environment, market structure of industry, summary of product and market focus,
reasons for domestic, regional and international success, basis of current competitive advantage.
Additionally, strategic marketing challenges, recommendations to build sustainable competitive
advantage and implementation of the actions are also discussed under this project.
SECTION 1
Trends in the environment and market for the sector
Mc Donald's is operating business in the food and beverage sector and there are various
new trends which are taking place in the industry. All of them are affecting the company in
positive and negative manner. Analysis of them with their affect on the organisation is as
follows:
 Healthy dieting: It is one of the common trend in the food and beverage industry as
customers are becoming fitness freak and they do not want to consume such food items
which may affect their health. It is affecting Mc Donlad's negatively because the
organisation is mainly known for its burgers which are not at all healthy. In order to deal
with this problem the management may take decision to add some new burgers made
from multigrain bread and other healthy products (Brannen, Piekkari and Tietze, 2017).
 Instagram-able meals: In current era all the people are addicted to the social media
websites such as Instagram and Facebook. They post images all the food items which are
eaten by them so they prefer to go to such places which ar providing them instagramble
meals. This trend is leaving positive impact of Mc Donald's because all the meals which
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are offered by it are highly presentable and for all the burgers whether it is veg or non veg
they are having separate packagings.
 Meat free food: In UK and other countries individuals are becoming vegetarian as they
do not want top harm animals. It is the main reason they prefer to go to such places where
they can get vegetarian food. There is also a positive impact of this trend on Mc Donald's
because the organisation is offering both types of meals which are veg and non veg to all
its clients to retain them for long period in future.
In order to analyse the market of food and beverage sector PESTLE analysis could be
used. It is a strategic tool which guides companies analyse the external environment of business.
There are six different elements of this model which are discussed below in context of Mc
Donald's:
 Political: This element of the analysis is highly focused with the impacts of
governmental actions and policies which are imposed by political parties. Currently the
internal trade agreements are increasing which is a great opportunity for Mc Donald's to
develop its business and market all the items offered by it. Different public health
policies are also launched by governmental bodies which is a threat for the company
because if it is not providing food according to to policies then it will affect the business
(Buckley and Casson, 2018).
 Economic: This factor takes different economic factors such as exchange, inflation,
deflation etc. rates in to consideration. With the help of it organisations such as Mc
Donald's can enhance their understanding about the economic conditions and trends
which may leave negative impact upon their business. The grow of developed and
developing countries is stable and rapid which can help the enterprise to develop its
business in different location but it is possible with the effective marketing strategies. On
the other hand the economy of China is getting slowdown which is an unfavourable
condition for Mc Donald's because it may affect the growth of the entity.
 Social: All the elements which are affecting consumer behaviour are considered as the
part of this component of PESTLE. Currently most of the customers are moving towards
healthy lifestyle and Mc Donald's is a fast food company so it may affect the profitability
of it. Disposable income of clients are rising which is an opportunity for it to grow the
business.
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