McDonald's Marketing Strategy and Plan Analysis

McDonalds
4/22/2018Marketing Strategy and Plan

MARKETING STRATEGY AND PLAN 1
Executive Summary
This report is being prepared in order to analyze the McDonald's Australian market
performance and external factors influencing the performance of the industry. Along with this
analysis will present the market structure, segmentation, distribution channels, competitors,
and trends for the overall market. Besides this, the report will perform the internal analysis of
McDonald's to recognize its competencies and core capabilities and competitive advantage.
Further, with the help of analysis major issues that the industry is facing will be presented
and strategic options will be provided. In the end, recommendations will be given to the
company to improve the performance in the market.

MARKETING STRATEGY AND PLAN 2
Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Background of McDonald's....................................................................................................3
Market Size and Trends.........................................................................................................4
Financial and Corporate Performance....................................................................................5
SWOT Analysis.....................................................................................................................6
Strength..............................................................................................................................7
Weaknesses........................................................................................................................8
Opportunities......................................................................................................................8
Threats................................................................................................................................9
Competitive Advantage........................................................................................................10
Strategic Options..................................................................................................................10
Simplifying the Menu......................................................................................................10
Differentiation..................................................................................................................11
Recommendations....................................................................................................................11
Conclusion................................................................................................................................11
References................................................................................................................................13

MARKETING STRATEGY AND PLAN 3
Introduction
An integration of techniques or methods that administration of an organization uses in order
to analyze the external and internal environment to know the capabilities of the organization,
business environment, and customers are known as Situation analysis (Bhasin, 2017). The
aim of this report is to analyze the influence of external and internal environment on the fast
food industry of Australia. This will help in identifying the issues that the fast food industry
is facing in the Australia and strategies to be adopted in order to overcome those issues.
Recommendations will be stated that might be able to support company in the long run.
Background of McDonald's
Source [(Literally Media, 2018)]
McDonald's is a famous fast food company in America and was established in 1940 by
Maurice McDonald and Richard in California, United States (Oches, 2010). They started the
business as a hamburger stand. The first restaurant of McDonald's in Australia was opened in
1971 in Sydney popularly known as Yagoona. Presently there are around 900 McDonalds all
around in Australia with approx. 90,000 employees and management officers (McDonald’s,
2018). The priority of the restaurant is to maintain their customer's integrity and trust. In
order to achieve this, they confirm that their employees and customers get the respect that