Marketing Plan for McDonalds Singapore

Running head: MARKETING PLAN FOR MCDONALDS SINGAPORE
Marketing Plan for McDonalds Singapore
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1MARKETING PLAN FOR MCDONALDS SINGAPORE
Executive Summary
McDonalds Singapore is one of the most popular of fast food outlets in the city of Singapore and
is known to attract customers at all times of the year. McDonalds Singapore caters to the tastes
and requirements of both vegetarian and non-vegetarian customers and has recently decided to
launch what is known as the Mc Cheese Potato burger in order to provide its vegetarian and
vegan customers with more options to choose from. This report prepares a marketing plan based
on detailed situational analysis that can be used by McDonalds Singapore to launch its new
burger in the Singapore fast food market. The report concludes with a number of useful
recommendations that can be considered by McDonalds Singapore for implementation to ensure
the successful sales and promotion of its new burger.

2MARKETING PLAN FOR MCDONALDS SINGAPORE
Table of Contents
1. Introduction..............................................................................................................................2
1.1. About McDonalds Singapore............................................................................................2
2. Part 1 – Situational Analysis....................................................................................................3
2.1. Macro Environment Analysis...........................................................................................3
2.1.1. PESTEL Analysis..........................................................................................................3
2.1.2. Porters 5 Forces Analysis..............................................................................................5
2.2. Micro Environment Analysis................................................................................................6
2.2.1. SWOT Analysis.............................................................................................................6
2.2.2. TOWS Analysis................................................................................................................8
Part 2 – Marketing Objectives.....................................................................................................9
1. Marketing Objectives of McDonalds Singapore for New Mc Cheese Potato Burger using
SMART Criteria..............................................................................................................................9
Part 3 – Marketing Strategies........................................................................................................10
1. Establishment of Marketing Strategies using the ANSOFF Matrix.......................................10
1.1. Product Development......................................................................................................10
Part 4 - Implementation of Marketing Strategies..........................................................................11
1.1. Marketing Mix................................................................................................................11
Part 5 – Action...............................................................................................................................14
Part 6 – Control..............................................................................................................................14

3MARKETING PLAN FOR MCDONALDS SINGAPORE
1. Evaluation of Marketing Objectives using SMART Criteria.............................................14
Conclusion/Recommendations......................................................................................................16

4MARKETING PLAN FOR MCDONALDS SINGAPORE
1. Introduction
McDonalds is one of the largest and most renowned of fast food joints in the whole
world. McDonald’s burgers and fries are popular among people of all ages. The company is
headquartered in the United States of America, and it runs branch operations in different parts of
the world, both in the Global North as well as in the Global South. This report prepares a
marketing plan for McDonalds Singapore that it can use to launch and promote a new product,
known as the Mc Cheese and Potato Burger. This brand new vegetarian burger is going to be
unique in taste and appeal as it is made with generous dollops of cheese and hash browns, with a
few boiled greens thrown in. The report is prepared using detailed situational analysis and
mentions the marketing objectives and the marketing strategies of McDonalds Singapore,
concluding with effective recommendations that can be taken into consideration by the company
for launching its product with success and ensuring huge takers for it upon doing so.
1.1. About McDonalds Singapore
McDonalds Singapore is a prominent fast food destination in Singapore that caters to the fast
food requirements of the young and the old, the rich and the middle income customers in many
ways. The McDonalds Singapore burgers and fries are much sought after, largely because of
their delicious meat and also because of the fact that the quality of meat used by McDonalds
Singapore to make its burgers is of a very high standard. McDonalds Singapore also offers a
wide array of vegetarian burgers, and makes an effort to come up with new varieties of the latter,
to cater to the specific requirements of vegetarian customers.

5MARKETING PLAN FOR MCDONALDS SINGAPORE
2. Part 1 – Situational Analysis
2.1. Macro Environment Analysis
2.1.1. PESTEL Analysis
Political – Singapore is a country that is characterized by a high degree of political stability.
Singapore is a democratic nation and is also a First World Country. It is a member of the
Association for Southeast Asian Nations or ASEAN as it is commonly known, and enjoys
harmonious diplomatic relationships with other ASEAN member states (Henderson 2016). The
steady and secure political climate in Singapore will give McDonalds in Singapore the flexible
and dynamic environment that it needs to launch its new food product, the Mc Cheese Potato
Burger in the market.
Economic – The country of Singapore is a free market economy with diversification having
taken place in a number of sectors. Although the economy of Singapore is one that is growing at
a slow and steady pace, the country has recently witnessed a number of problems in the
economic sector such as labor shortages, the rising cost of labor, and a decline in productivity. In
spite of such seemingly negative trends, McDonalds in Singapore will be able to access the
human and financial resources that it needs to launch its new Mc Cheese Potato Burger in the
Singapore market with success.
Social – Singapore is a nation that features a multiethnic society. There are people from diverse
ethnic backgrounds living in Singapore such as ethnic Malays, Indonesians, Chinese, Japanese,
Koreans, Indians, and of course the native people of Singapore. Society in Singapore is
progressive and liberal. It is an international destination, and this is evident in the fact that there
are no restrictions levied here on the way in which people should live their lives. The social