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Marketing Principle "McDonald's"

   

Added on  2020-06-04

20 Pages5458 Words101 Views
MARKETINGPRINCIPLES
Marketing Principle "McDonald's"_1
Marketing Principle "McDonald's"_2
Marketing Principle "McDonald's"_3
INTRODUCTIONThis report will elaborate and discuss key elements of the marketing process. Furtherthis report will include two marketing environments; micro and macro, which are not in thecontrol of marketer but still have impacts on making decisions made by strategic decisionmakers (Harrington, 2017). Before starting the marketing process, it is important to give an overview of the casestudy organisation, McDonald will be used as the reference for understanding the concept ofsegmentation, targeting and positioning (Hansen, 2017). McDonald's is an American foodchain, it is the world's second largest private employer, currently have a staff of about 1.5million. It's global presence can be found in 120 countries around the world. This report also include different marketing strategies used by McDonald's fordifferent segmentations. It has also discussed how to choose a marketing strategy for differentproducts and services. It also demonstrate how buying behaviour of customers affectsmarketing strategies in alternative buying situation. Next, it include how products andservices are positioned by McDonald's in order to sustain competitive advantage over itscompetitors. Further, it also consists the distribution strategies used by McDonald andpromotional activities can be combined to accomplishorganisation's marketing objectives.Additional elements of the marketing mix for McDonald will also be discussed in this report.TASK 11.1 Different elements of the marketing process of the organization Discuss below different element of marketing process:- 1.Situational analysis: Situational analysis is the foundation of any marketing plan, itincludes many factors affecting on a firm like, SWOT analysis, Marketing forces byPorter and PESTLE analysis (Jackson, 2017). A situational analysis can determine theright path for an organisation by analysing different factors that influence the future ofthe organisation. McDonald's, before opening every franchisee, it does an in-depthanalysis of the market situation and all the forces that will affect its brand image.2.Marketing objectives: The objective forms the basic blue print of the marketing plan.Marketing objectives are the organisational goals that has to be accomplished in orderto be successful. The must always support the organisation's mission and vision. Theyexplain the purpose and benefits of a marketing plan. By using the SMART criteriathe organisation can define its goals and objectives more effectively. Vision of1
Marketing Principle "McDonald's"_4

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