Marketing Plan for McDonald's: Broiled Salmon with Mayonnaise in UK

Marketing Plan

EXECUTIVE SUMMARY
Marketing plan explains the activities that will be performed by firms to attain particular
objective within a specific period. It has been found out that SWOT analysis is a great tool that
helps organization to evaluate strengths, weaknesses, threats and opportunities. PESTLE analysis
helps firm to analyse the impact of external factors on the operations of company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Environmental analysis................................................................................................................4
Segmentation................................................................................................................................6
Targeting......................................................................................................................................6
Positioning...................................................................................................................................7
Marketing plan.............................................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9
APPENDIX....................................................................................................................................11

INTRODUCTION
Marketing plan refers to the document that defines the marketing efforts and advertising
for coming year. It also explains the activities that are involved in achieving the particular
objectives of the company within a specific period (Risius and Aydin, 2018). McDonald's
Corporation belongs to Restaurants industry. It was founded in year 1940 by Maurice and
Richard McDonald. Headquarter of the organization is located in United States. It is the largest
restaurant chain of the world in terms of revenue. It serves approximately 69 million consumers
in approximately 100 countries across the globe. The products offered by McDonald's are
chicken, soft drinks, hamburgers etc. Now, the firm is extending the existing brand into new
category to meet out the changing requirements of the consumers. It will offer a new product that
is Broiled Salmon with mayonnaise in UK. The Report will outline the macro environment
analysis with the help of SWOT analysis and macro environment analysis with the help of
PESTLE analysis. Further, it will explain segmentation, targeting and positioning strategies,
marketing plan that involves marketing mix etc.
MAIN BODY
Environmental analysis.
It is defined as the process that helps to identify the internal and external factors that may
impact the performance of the organization. The analysis helps to evaluate opportunities and
threats that are present in the environment. The analysis will help McDonald's to determine the
opportunity of offering new product in the market of UK.
Macro environment.
PESTLE analysis -
Political-
McDonald's is required to consider various political factors such as rules and regulations
like food safety controls, labelling transparency controls etc. Political stability in UK will also
impact the working of the firm. Further, it also requires complying various laws related with
health and safety of consumers.
Economical-
There are various economic factors that will influence the sales and profitability of
McDonald's. It includes purchasing power of people, rate of inflation, rate of interest etc. For