Strategic Options for McDonald's in Australia

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author note

1MARKETING MANAGEMENT
Executive Summary
Strategic Management is considered to be a crucial aspect of the organization and an
organization operating in the global market needs to have a proper strategy in place in order to
ensure that it is successfully able to compete with the competitors and make a place for itself.
The given report will be discussing the different strategic options which are available to the
chosen company Mc Donald’s in India and the recommended strategy as well. The latter half of
the report has thrown light upon the implementation strategy as well as the monitoring and
controlling plan of Mc Donald’s.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Market size and trends.....................................................................................................................3
Financial and Corporate Performance.............................................................................................4
Strategic Options.............................................................................................................................4
Final Recommended Strategy..........................................................................................................6
Implementation of Final Strategy....................................................................................................8
Monitoring and Control of Future Performance............................................................................10
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

3MARKETING MANAGEMENT
Introduction
Strategic Management is considered to be a crucial part of the business as it enables the
company to make suitable strategies for the future success of the business organization. The
organization must ensure that the company has suitable strategies in place which will help them
to compete with the different competitors present in the market and assist them in gaining a
strategic advantage (Rees & Smith, 2017). The company which is chosen for the report is the
McDonalds in Australia. The report follows a structured format which tends to discuss the
market size and trends, followed by the corporate and financial performance. The different
strategies which are available to the firm will be discussed followed by the final strategy adopted
and the way the strategy shall be implemented.
Market size and trends
The McDonalds is an American fast food giant which has approximately more than 950
restaurants around the globe and through this the company has been able to generate and income
of around 5 billion dollars in the year 2016. The burger company has been able to make an
increase of 3.5% annually all around the globe (Jarillo, 2013). The market in Australia has been
able to show a continuous growth in the past few years and hence, this has been predicted to
become even better in the coming years. In the recent years, the Australians have increased their
takeaway food system in the recent years. This has served well for the company and the
company has been able to become the king of the Australian fast food market (McDonald's
Australia., 2018). The market size in Australia is 15.6 billion and hence, this serves as a rather
good opportunity for the company.