Strategic Marketing for Mc Donald’s: Market Analysis, Campaign Strategy, and Implementation

STRATEGIC MARKETING

Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
Market Analysis...........................................................................................................................3
COVID of McDonald...................................................................................................................4
Key strategic marketing objectives of Mc Donald’sfor the campaign.........................................6
Campaign strategy – Safer Shopping...........................................................................................6
Strategy implementation (tactics) covering key areas of the marketing and the communications
mix...............................................................................................................................................7
RACE model as a framework for digital campaign planning and its relevance to your
campaign plan specifically...........................................................................................................8
Budget..........................................................................................................................................9
Key Performance Indicators (KPIs).............................................................................................9
Recommendations......................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
Books and Journal......................................................................................................................12

INTRODUCTION
Strategic marketing concept highlights upon the incorporation of strategic direction and
tactics within the marketing practices of a business enterprise in order to persuade the same to
achieve greater profitability and productivity within the marketing operations (Anderson, et.al,
2020). The proposed report incorporates the market analysis of Mc Donald’s. It also discusses
effective campaign strategy for Mc Donald’s. In addition to this, strategy implementation process
as well as application of Race model to boost the digital strategies for the company is also
discussed within the report.
Main Body
Market Analysis
It demonstrated a clear and in depth evaluation of the market environment under which
business firm performs its day to day functions and operation. The market analysis and
evaluation of Mc Donald’s is mentioned below:-
Market Size
Mc Donald’s is one of the well-known and leading business enterprises within the
services business industry of UK. The firm capitalises upon highest market share in its respective
industry within UK as well as different parts of the world (Gonzalez-Fuentes, Robertson and
Davis, 2021). The company has acquired approximately 25% of the market share within its
business sector. It is recognised as one of the largest chains within the supermarket industry of
UK as well.
Competitors analysis
The degree of competition is very intense and severe within the supermarket industry.
Although, Mc Donald’s can be termed as a powerful enterprise in the global market, companies
such as Sainsbury, Morrison’s and ASDA are few of existing competitors of Mc Donald’s that
provide tough competition to the firm within the market domain. Mc Donald’s brilliantly
monitors the competition in an effective manner so as to map the forthcoming moves of the

same. This further helps the firm to formulate retaliatory strategies that can facilitate in
acquisition of much-needed competitive advantages in the business environment.
COVID impact on McDonald
McDonald's Corp reported a larger-than-expected loss in worldwide same-store sales on
Tuesday, as the burger chain's locations throughout the world were closed due to the COVID-19
outbreak, leaving just drive-thru and delivery operations open. Restaurants have been battling to
keep up with the shifting dynamics and customer habits around the health problem, requiring
them to streamline menus and rely heavily on online and mobile orders for pickup, delivery, and
drive-thru service.
Macro & Micro economic forces affecting the organisation
 Macro Environment Pestle Model
Pestle Framework will be taken into application so as to determine the macro business
environment of Mc Donald’s..
 Political Factor - The political environment’s stability and position of the nations in
which Mc Donald’s leads its operations can affect upon the policies and business
procedure of Mc Donald’s.. In addition to this, regulation of Brexit policy within the
market scenario of United Kingdom can exercise impact on the business practises served
by Mc Donald’s..
 Economic Factor - The prevailing economic recession, labour rates, employability rate
etc. can affect the business decisions and strategies of Mc Donald’s.. The reduction in the
economic growth due to lock down and COVID pandemic can also result in major
complication for Mc Donald’s..
 Social Factor - The emergence of new trends in a constant basis within the market
environment severely impact the business practises of Mc Donald’s (Yaneva, 2020). The
changing consumer preferences and requirements needs to be met by the company in
excellent manner.
 Technological Factor - The introduction of new and high-tech upgrade within the
technological industry can affect the productivity of the business institution. Mc Donald’s