Marketing Strategies of McDonald's

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Contents
Introduction...........................................................................................................................................2
Introduction to the concept of marketing that includes current as well as future trends.....................2
Overview of Different marketing processes..........................................................................................3
Situational Analysis................................................................................................................................3
Roles and responsibilities of the marketing manager............................................................................4
Impact of marketing on other functional departments.........................................................................5
Value and significance of marketing role...............................................................................................6
Conclusion.............................................................................................................................................6
Application of 7`ps to marketing planning process................................................................................6
Developing and evaluating the marketing plan.....................................................................................9
Conclusion...........................................................................................................................................11
References...........................................................................................................................................12

Introduction
Mc Donald’s is one of the most famous fast food restaurant, which started as a Hamburger
joint, but later it started offering cod drinks, French Fries, and ice-cream. Mc Donald’s is one
of the fourth largest employee concerned company. Currently, business quarterly employs
around 1.9 million all over the world. The union of its resources gives it a huge brand name
to the organisation that further assists in marketing. McDonalds food chain have spread in
around more than 100 countries in the whole world where 80% of the outlets are based on
franchise model. Although, this sector of informal eating out segment attracts huge
competition and stagnant growth and this market is able to attract customers to around
36000+ stores.
Introduction to the concept of marketing that includes
current as well as future trends
McDonalds is a world market leader that has certain goals which strives to attain 100%
customer satisfaction that enabled it to increase its market share and optimise in order to
reduce costs. The current strategy of McDonalds aims to reach its customers that includes
concern regarding healthier foods, food quality and nutrition, restaurant diversity, larger
menu, and finally positioning the brand. To handle changes in trends and concern towards
healthier food, McDonalds have changed the way it prepare the food. It ensures that it uses
100% vegetable oil, less amount of sodium and low fat milk for the milk shakes. The quality
as well as the safety are of paramount significance in McDonalds. Moreover, it can be
achieved with strict and higher product quality, strict enforcement for the operating
procedures and maintain a close relationship with suppliers. Mcdonalds targets to achieve
other important expectation from customers. In order to accomplish the expectations, the
company has introduced the breakfast menu with wide variety of food products. Apart from
this, restaurants have become customised and their menu would confirm as per taste and

preferences of the people in that particular location. With a view to position the market,
McDonald’s positions sponsor events and sports and events such as dome`s community
programme and child safety week.
The company is no longer relying on traditional and TV advertising, the company has opted
for more holistic digital strategy in order to capture the attention of “Y” generation people.
Overview of Different marketing processes
While going through the different marketing processes, it is seen that overview considers
situational analysis as an important component. As the company is successfully widely
spread over several businesses in distant countries of US and other European country. The
company is maintain its reputation as it is able to develop strong market planning and an
organised management.
Situational Analysis
Analysis is a significant part of the business to grow. Every internal and external environment
in regards to the performance of the employees, managerial body, and productivity with the
same value. Whereas, the rivalry and external threats in the market should be analysed in
order to serve the customers with the quality services.
Overview of the market- the market should be examined on the basis of price, competition,
and product availability. The scenario of the company and its position at the marketplace
should be analysed well and McDonalds have a bright position regarding this.
Competition analysis- High competition suggests that the rivalry between several
organisations. Market competition and external threats can put the company back.
Objectives and goals
Goals and objectives should be determined enough and should have fixed and greater
insights. While regulating resources and capital in a positive way that has to be found to cast