Marketing Plan.

Running Head: Marketing Plan 0
Marketing Plan
.
6/13/2019

Marketing Plan 1
Executive Summary
McDonald's is a famous fast food chain in the international market. The firm has
expanded its business in most of the countries that made it more competitive in the market.
Nevertheless, due to a huge rivalry in the marketplace, the business faces numerous challenges in
targeting its consumers. It affected the overall profit margin of the corporation. Thus, it is
essential for the firm to introduce a novel product in the existing market to target its consumers
more efficiently. American Samoa is one of the effective places where the company can
introduce its new product due to the reason the number of visitors at such place is high. The
company can target its customers more efficiently. The company will keep its price low to entice
maximum customers in an efficient way. The firm will introduce chocolate sandwich, and
seasonal fruits platter to target healthy consumers. McDonald's will analyze its performance by
adopting a key performance measure to understand the growth and development of the company.
Content

Marketing Plan 2
s
Background of Company.................................................................................................................2
Situational Analysis.........................................................................................................................3
SWOT Analysis...........................................................................................................................3
PESTLE Analysis........................................................................................................................6
Porter Five Forces Analysis.........................................................................................................8
Marketing Strategy........................................................................................................................10
STP.............................................................................................................................................10
Segmentation..........................................................................................................................10
Target Market.........................................................................................................................11
Positioning..............................................................................................................................11
Marketing Tactics..........................................................................................................................12
Marketing Mix...........................................................................................................................12
Financial Projections.....................................................................................................................14
Implementation Control.................................................................................................................16
Conclusion.....................................................................................................................................18
References......................................................................................................................................19

Marketing Plan 3
Background of the Company
McDonald's is one of the biggest food chains
that have attained the global acclaim from its
clients of diverse communities. It is one of the
largest food service retail corporation.
McDonald's manage more than 30,000
restaurants in over 199 countries. In American
Samoa, a majority of the McDonald’s operates
on the franchise basis. It has expanded its
business in the international market in a more efficient and effective manner (Genoveva & Siam,
2017). McDonald's was started in the year 1948 in San Bernardino, California by brothers
Richard McDonald as well as Maurice McDonald. It has achieved great achievement in the
international market by adopting effective marketing plans that make the business more modest
in the global market (Brentari, Dancelli & Manisera, 2016). It majorly concentrates on the
burger, French fries, soft drinks as well as breakfast. In the most recent, McDonald's has
introduced salads, fruits, carrots sticks as well as snack wraps that entice maximum number of
customers towards the company in an efficient as well as an effective way (Samson & Sheela,
2016).
In the subsequent part, there will be a comprehensive examination of the marketing plan
that can be adopted by McDonald's to target its consumers more efficiently and recommended
certain strategies that will make them competitive in the market effectively.
Situational Analysis
SWOT Analysis
Strengths Weaknesses
 Sturdy brand image as well as  Unhealthy image of food: McDonald's

Marketing Plan 4
reputation: McDonald's has erected up
to a great image in the market. The
company is considered as no. one fast
food Company in term of sales. The
image of the McDonald’s is recognized
at every place. Now they don’t need to
struggle as much to set up a brand
image (McLean, 2018).
 Large Market Share: McDonald's is
considered as one of the largest players
in term of size as well as global reach.
At the time when, Burger King as well
as Wendy’s losing its market share,
McDonald's still enhanced its market
share. In recent, the market share of
McDonald's is approximately 19%.
 Effective marketing strategy: the
company has adopted efficient
marketing approaches. No staple the
area, progenies as well as adults know
the aspect of Ronald McDonald is
identical with the giant eatery chain
(Lima, 2016).
has created a negative image of the
product in the market. it is greatly
affected by the negative review of the
press like the documentary “Supersize
Me” in which the author has
represented the contribution of
McDonald's and another fast food chain
in the society’s obesity.
 Lose of consumers due to high rivalry:
McDonald's has to strive with many
robust brand names in such industry
that create the issue of losing the
consumers at large number.
 Action related to Legal: McDonald's
has also intricate in a number of
grievances as well as further lawful
cases in the sequence. For instance,
there are numerous cases that include
the trademark issue (McDonald, 2015).
Opportunities Threats
 Growth & Development of fast food:  Intense Competition: Alongside the

Marketing Plan 5
the industry of fast food is developing
day by day. The variation in the
lifestyle of people also lead to the
variation in consumption behaviors of
people therefore, it will enhance the
opportunity to the McDonald’s to target
such consumers more professionally.
 Low price menu attracts consumers:
McDonald's can entice a maximum
number of low-income level customers
with low price menu. Such section
makes up a justly astonishing part,
particularly in the recent period, when
global economic is besieged (Crawford,
2015).
growth of the fast food industry, there
are numerous new fast food brands that
enter the market. Such brands provide
its service in competing prices of
McDonald's that attract its consumers
to the new brands. It enhances the issue
of intense competition for McDonald's
in the market.
 Serious environmental issue:
Environment is one of the major
concerns among the people in the
recent scenario. Subsequently, if
McDonald's continuing using HCFC-
22, it may mislay the consumers who
have a concern about the environment
(Coursaris, van Osch & Balogh, 2016).