McDonald’s International Marketing in France

McDonald’s International
Marketing in France

Table of content
Introduction
• Internal audit
• External audit
• The marketing condition
• Competitors analysis
• SWOT analysis
• Marketing plan objectives in target market
• Entry mode strategy
• Conclusion
• References

Introduction
• International marketing is the way of targeting other countries to
expand the business. There are various types of international growth
which can be adopted by a company after analysis their pros and corns
appropriately. McDonald's is an American fast food company which is
founded by Richard McDonald and Maurice McDonald in the year
1955. It is headquartered in Chicago, US

Internal Audit
It is essential to analyse a business internally that what position they are
occupying in their home country and how they are operating there. In context of
McDonald's, they are quite more popular in USA because it has many restaurants.
It has approx. 13,600 McDonald's restaurants in US. Customers are preferring
more to the products of McDonald's as compared to other companies products
because they use fresh vegetables and non-veg items to make their burgers. Their
main aim is to provide best services to their customers. They are gaining strength
from their brand name because they are quite more popular and famous in their
home country.

McDonald’s
International Marketing
in France

Executive Summary
The basic objective of every company is to grow internationally by applying appreciate growth
strategies. It is essential to analyse external and internal environment of a business to recognise
all opportunities and threats for fast growth. The following report covers all those strategies
which will taken by McDonald’s to expand their business in France. Here, they can adopt
exporting method of entering new market because it is consist of low risk as it requires to sell
products from home country to other countries. Analysing current marketing trends and customer
behaviour toward their products will helps to McDonald’s to analyse whether their existing
existing products will get popular in France or not.

Table of Contents
Executive Summary.........................................................................................................................2
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Internal Audit..............................................................................................................................4
External Audit.............................................................................................................................4
Competitive analysis...................................................................................................................7
SWOT analysis............................................................................................................................7
STP for France............................................................................................................................7
Entry mode strategy....................................................................................................................8
Conclusion.......................................................................................................................................9
REFERNCES:................................................................................................................................10
Books and Journals:..................................................................................................................10

McDonald’s International Marketing
in France

Introduction
• International marketing is an important method for
the company if they want to expand their production
or services in other markets as well.
• In order to have presence in more than home
countries it is important for the company to explore
ways of expansion which can help the company in
expanding and entering into new markets and also
attracting potential customers of other market.

Internal Audit
• It is important for the company to make sure that
they have analysed their position in the home
market first.
• It is refers to as internal audit of the company
where with the help of home market the company
will be able to analyse the strength and
weaknesses of the company and will also be able
to identify the changes that the company is
needed to make.

External Audit
• Political factors- these are the factors that help the company in determining the intervention of the government
in the free market or in the workings of the industry in which the company wants to enter
• Economic factors- These factors include factors which tells the company about the economic performance of
the country in which the company wants to enter.
• Social factors- it refers to the factors that are related to the norms and culture of the society in which the
company is going to operate.
• Technological factor- These are the factors that helps the company in analysing the prevailing technology in
the market and will also help in identifying what are the technology that the competitors have.
• Environmental factor- these are the factors that are related to the environment and its concerns.
• Legal factors- these are the rules and regulations implemented by the government on the companies.

McDonald’s
International Marketing
in France

Table of Contents
Introduction......................................................................................................................................4
Main Body.......................................................................................................................................4
Internal Audit..............................................................................................................................4
External Audit.............................................................................................................................4
The marketing condition ............................................................................................................6
Competitors analysis ..................................................................................................................6
SWOT analysis............................................................................................................................6
Marketing objectives-..................................................................................................................7
Entry mode strategy....................................................................................................................7
Marketing mix.............................................................................................................................8
Conclusion.......................................................................................................................................9
REFERENCES..............................................................................................................................10

Executive summary
This report includes internal audit as well as external audit of McDonald's. The report states the
marketing condition that the company is facing along with competition analysis. The company
wants to enter in a new market which is of France. In this report entry mode strategy is provided.
The marketing mix which can help the company in entering a new market is also given.

Introduction
International marketing refers to selling of goods and services in more than one country. It is an
important activity of import and export and it is important for the countries to make sure that
they are planning these activities carefully so that the products and services of the cop-any can
capture the market. With the constant changes in the taste, preferences, demands and choices it is
important for the markets to expand globally (Martínez-López and et. al., 2018.). It provides
more competitive market to the companies which is why the consumer get a chance to have bet