Strategic Marketing of McDonald's

This presentation discusses the strategic marketing approaches of McDonald's, including market audit, COVID-19 impact, competitor analysis, macro and micro economic forces, customer analysis, and key marketing objectives.

STRATEGIC MARKETING
OF McDonald's

Introduction
The term strategic marketing refers to all those actions and activities
which aids the management of an organization to reach towards the
prospective customers with motive of converting them into loyal or
regular buyers. Company value proposition, key brand messaging ,
data related with target customers, etc. are considered in the marketing
strategy of the organization (Schiavone, F. and Simoni, M., 2019.
Strategic marketing approaches for the diffusion of innovation in
highly regulated industrial markets: the value of market
access. Journal of Business & Industrial Marketing).

Market Audit
McDonald’s is not always towards the cutting-edge of innovation, food-
trends and technology related factors as per the Paul Pomroy, CEO of UK
McDonald’s. McDonald’s is identified as one of the largest organisation so
to perform all work in a constant manner is not possible because high-
competition among food business generate challenges for retain customer
for a longer period (Thrassou, A., Vrontis, D. and Bresciani, S., 2018). The
agile innovation pendulum: A strategic marketing multicultural model for
family businesses. International Studies of Management & Organization,
48(1), pp.105-120).

COVID-19 Impact on business
The current pandemic conditions are identified as a learning curve for an organization and more than this
numerous changes within the context of McDonald’s business are identified. This aids management to
complete their work according to the new agility of organization and it helps to comeback from different
factors which create challenges for perform all work in an organized manner.
 Change in the work environment and conditions.
 Develop of new work style and method.
(Brooksbank, Subhan and Miller, 2018). What differentiates successful strategic marketing among manufacturers in
an emerging vs developed market?. Asia Pacific Journal of Marketing and Logistics)

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A) Market Size and Trend Data
McDonald’s is identified as one the well-known or
world famous fast food restaurants which start
their operations and functions in America and now
management provide their food approximately in
each country of the world (Hunt, S.D., 2017).
 To explore new geographical areas.
 To understand the size and current information.

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Trend Data
In the present scenario, most appropriate factors which are related with business of fast food industry
is to understand all key trends which are related with the operations and functions of fast food
industry. Moreover, this report highlights on all those sections that focus on company positions to
perform their work in an organized manner (Payne, A and et. al., 2020). Some of the key trends related
with business are mention as follow:
To run business in an organized manner
To understand the local market
Improving quality services

Competitor Analysis
McDonald’s corporation expand their business at the
international level by adoption of growth related strategy
within the organisation.
Competition with industry- (Strong force)
Bargaining power of McDonald’s Customers/buyers- (Strong
force)
Bargaining power of McDonald’s suppliers- (Weak force)
Threats of substitutes- (Strong force)
Threats of New Entrants- (Moderate Force)

Macro and Micro economic forces
PESTLE is considered as one of the most
important tool which is used for analyses any
other industry and also corporate organization
Usually, an analysis of external environment
depend on numerous environmental factors and
this is influenced enormously by organization.

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POLITICAL FACTOR
McDonald's respond towards political laws and also it is influenced by the country over hundred a times.
ECONOMIC FACTOR
The economy of each country in which McDonald's perform their operations impact on the sales and profits
of business and it is is because country policies impacts on all those factors that is related with monetary
factors (Karg, A., McDonald, H. and Leckie, C., 2019).
SOCIAL FACTOR
In the present scenario, main focus of consumers is to identify and analyse that what they are putting or
consuming in their bodies.

Micro environment analysis
Strength
 Second-largest restaurant which serve
in more than 120 countries is
considered as major strength of
business.
 Most recognizable brand is another
strength of the business and this helps
to generate loyal customer base at
worldwide level.
Weakness
 High staff turnover is considered as a
major weakness factors due to which
skilled workforce not retain for longer
period.
 Issue with organic and unhealthy food
generate problems to manage work in
an organised manner.
Opportunities
 Demand of fast food is increasing
among all over the world and this
define McDonald's has more
opportunities to explore geographical
market.
 New product development as
organisation can introduce new
products among different parts of
world. This aids individuals to develop
all products in a productive manner.
Threats
 Competitors usually considered
different threats and in case of
McDonald's management face strong
competition from Starbucks, KFC, etc.
and it impact on market share of
respective organisation.
 Legal threats generate problems and
it impacts on organisation image
because various times it offer
unhealthy food that impact on
organisational goodwill or image of
business.

Customer Analysis
In the initial or previous period McDonald's is identified as a pioneer within the fast-food industry and it
results that organization is widely accepted with its success.
High-competition.
Business concerns.
Simplicity of business.

McDonald's Stakeholder Analysis
In the present scenario, McDonald's and their
stakeholder are impacted due to the Covid-19 conditions
(Graakjær, N.J., 2019). One of the major problem faced by
management relates with different CSR factors and they
are used for address the interest of their stakeholders.
Employees
Customers
InvestorsRow 1 Row 2 Row 3 Row 4
0
2
4
6
8
10
12
Column 1
Column 2
Column 3

Key marketing objectives of McDonald's
 To perform and start organisational operations as well as functions in those locations which are easy to
approach by the customers.
 To induce effective and appropriate policies related with business operations for increasing productivity
of organisation.
 To make effective decisions related with business in order to attract more customers and also to enhance
overall size of organisation.

Conclusion
From the basis of above report this is concluded that strategic marketing perform an important role for
the organisation and it aids the management to complete their overall operations and functions in an
organised manner. With analyse the market size and information related with current trend better and
effective results are generated for complete the work with systematic approaches. This also refers
competitors analysis perform an important role and for this Porter's five force model is used by organisation
to understand the rival position and strategy. In the last, both internal and external environment is analysed
for formulation of policies which aids to formulate and induce policies according to the current market
conditions and internal environment.

References
Schiavone, F. and Simoni, M., 2019. Strategic marketing approaches for the diffusion of innovation in
highly regulated industrial markets: the value of market access. Journal of Business & Industrial
Marketing.
Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: A strategic marketing
multicultural model for family businesses. International Studies of Management & Organization, 48(1),
pp.105-120.
Brooksbank, R., Subhan, Z. and Miller, S., 2018. What differentiates successful strategic marketing
among manufacturers in an emerging vs developed market?. Asia Pacific Journal of Marketing and
Logistics.
Hunt, S.D., 2017. Strategic marketing, sustainability, the triple bottom line, and resource-advantage (RA)
theory: Securing the foundations of strategic marketing theory and research. AMS Review, 7(1), pp.52-
66.

References
Singireddy, M., 2020. Mcdonald's: Global Marketing. International Journal of Health and Economic
Development, 6(2), pp.16-27.
Kwinta, Z.C., 2018. Analysis and evaluation of the strategic management process at McDonalds (Doctoral
dissertation, Katedra Systemów Zarządzania).
Graakjær, N.J., 2019. Sounding out i’m lovin’it–a multimodal discourse analysis of the sonic logo in
commercials for McDonald’s 2003–2018. Critical Discourse Studies, 16(5), pp.569-582.
McDonald, R.M. and Eisenhardt, K.M., 2020. Parallel play: Startups, nascent markets, and effective
business-model design. Administrative Science Quarterly, 65(2), pp.483-523.

References
Karg, A., McDonald, H. and Leckie, C., 2019. Channel preferences among sport consumers: Profiling
media-dominant consumers. Journal of Sport Management, 33(4), pp.303-316.
Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: A strategic marketing
multicultural model for family businesses. International Studies of Management & Organization, 48(1),
pp.105-120.
Payne, A and et. al., 2020. Toward a comprehensive framework of value proposition development: From
strategy to implementation. Industrial Marketing Management, 87, pp.244-255.

Thank-You