McDonald's Marketing Plan

This assignment delves into a comprehensive marketing plan for McDonald's, focusing on expansion strategies within the United States. It examines the company's competitive landscape, analyzing key competitors like Burger King and Subway, and evaluates communication market opportunities through customer surveys, promotions, and advertising. The plan also identifies target markets, particularly school and college-aged youth (10-30 years), and outlines the potential for a new customized burger offering to increase sales and brand awareness.

Marketing plan

Table of Contents
Promotion Opportunity Analysis.....................................................................................................1
Competitive Analysis.......................................................................................................................1
Communication Market Analysis....................................................................................................1
Opportunity Analysis.......................................................................................................................2
Target Market Analysis...................................................................................................................2
REFERENCES................................................................................................................................3

Promotion Opportunity Analysis
Mc Donald’s is a fast food chain whose largest market lies in United States. However, there
are still certain places where the existence of this chain is nil. Hence, plan for an expansion
strategy can help the company to grow its revenue through the market of United States. In order
to promote this idea of promotion and expansion environmental analysis will be made by the
company where a survey will be conducted from the potential customers regarding their will to
establish their store (Harrington, Ottenbacher and Fauser, 2017). Hence, in that case, a tailor-
made burger will be launched which can be combined with various ingredients as per the will
and taste buds of the customers. The appropriate method to promote the same is through, free
tasting stalls, advertisements, TV, newspaper etc.
Competitive Analysis
Main competitors of McDonalds are Burger King, Habib’s, Subway, KFC and OXXO.
Majority of the market share is taken up by McDonalds which is 10.4%, Burger King its 3.3%,
2.3% for Subway, 1.9% for Habib’s and 0.9% for KFC. In accordance with the products, they
provide Chicken Mcbites, Aussie BBQ Angus, Classic Angus, etc. (McDonald, Payne and Frow,
2011). As per the services they focus on deliver the products within speculated time period so
that waiting time can be reduced. As per the type of strategies that are used by cite firm, they
make sure that all the new products or offers that are introduced are conveyed to customers. This
is done with the help of advertisements on Television, radio, newspapers, social websites, etc.
The advertisements are shown 24*7 so that customers of all age group get to know about the
products. Main strength of the business is to understand the preferences of customers and to take
up appropriate steps that will enable to provide new products. The rate of competition in this area
is increasing so threat is competition (McDonald, Treweek and Campbell, 2011). Opportunity is
expansion of business that can be made at other countries.
Communication Market Analysis
In order to increase brand awareness, one of the main steps that will be taken is related
with considering the issues or problems that are faced by customers. Appropriate steps should be
taken so that customer’s requirements can be satisfied. This is an effective way that enables to
raise brand awareness. In order to raise purchases, different type of offers will be provided in
which discounts or gifts can be attained by people (McDonald, Oates and Hwang, 2012). This
enables to develop positive perception within the mind of people and the rate of purchases can
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also be raised. There are certain set of expectations that individuals have, it includes quality,
price, etc. When these are considered, then it becomes favourable enough to make customers
repeat purchases. In other words, when firm is willing to raise their market share, sales, etc., then
it requires to satisfy customers. This can be done by taking feedback and conducting research so
that preferences of customers can be identified. Advertisements are effective to make people to
know about the offers that McDonald is willing to provide (McDonald’s Marketing Mix (4Ps)
Analysis, 2017).
Opportunity Analysis
One of the most important thing that can affect the overall demand of product and services is
choice, taste and preferences of the customers. They are the people who may not like their own
customized burger and may not walk into the store again. It can badly hit the demand of the
product. In case of customized burgers and sandwiches, subway can be the biggest competitor of
Mc Donald’s. The market of this type of burger is quite wide as it is offered by only few fast
food chains only. Hence, in that case, the room for growth and expansion in terms of market
share is quite wide and Mc Donald’s through its existing brand name and adequately grow in this
area as well (Elena, Cecilia and Chiara, 2016). An overall increase in 10% of the sales in
comparison to the revenue of last year is expected from the new addition being made to the
product line.
Target Market Analysis
Since, fast food is commonly preferred by school and college going youngsters, falling
between the age group of 10 to 30 years, the same will be targeted for this product as well. The
product is quite interesting and will be able to tap the market easily
(Shamah and et.al., 2017). The same is not yet being introduced by Mc Donald’s. hence, it will
be a new and innovative offering from the side of company and compete with other fast food
chain offerings as well.
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REFERENCES
Books and Journals
Elena, C., Cecilia, C. and Chiara, C., 2016. Communication for preventing reputational risk.
McDonald’s strategy and its impact on the Italian market.
Harrington, R. J., Ottenbacher, M. C. and Fauser, S., 2017. QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and
Starbucks. International Journal of Contemporary Hospitality Management. 29(1).
pp.551-570.
McDonald, A. M., Treweek, S. and Campbell, M. K., 2011. Using a business model approach
and marketing techniques for recruitment to clinical trials. Trials, 12(1), p.74.
McDonald, M., Payne, A. and Frow, P., 2011. Marketing plans for services: A complete guide.
John Wiley & Sons.
McDonald, S., Oates, C. J. and Hwang, K., 2012. Individual strategies for sustainable
consumption. Journal of Marketing Management, 28(3-4), pp.445-468.
Shamah, R. A. and et.al., 2017. Investigating the antecedents of African fast food customers'
loyalty: A self-congruity perspective. Journal of Business Research.
Online
McDonald’s Marketing Mix (4Ps) Analysis. 2017. [Online]. Available through <
http://panmore.com/mcdonalds-marketing-mix-4ps-analysis>
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