Strategic Marketing Analysis of McDonald's

MG529 STRATEGIC
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Market analysis............................................................................................................................1
Organizations key marketing strategy objectives........................................................................3
Campaign strategy.......................................................................................................................4
Strategy implementation..............................................................................................................5
Budget..........................................................................................................................................5
Recommendations........................................................................................................................6
KPI of McDonald’s......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is defined to be one of the assets that will bring about the set of opportunities
that are associated with sales and in return increases the growth prospect of the organization.
strategic marketing is defined to be an authentic support to every organization in maintaining the
choices and the principles of the organization. The entire report will bring forth the prospect of
strategic marketing and its components. The company that is chosen in this regard is Mc
Donald's. This company is the American fast-food company established in 1940. Its business
with respect to the fast food purchase by the consumers is one of the prominent strategic
approach and that is depicted in the report.
MAIN BODY
Market analysis
Market for McDonald’s has increased a lot over the years. Statistically speaking in the
global fast food market the growth has been huge since 2006. The growth of this market
automatically developed the business of McDonald’s over the years. McDonald’s was one of the
leading fast food industry which has more than 30,000 restaurants in many countries. The
success of this company was mainly due to the policy which it started in its restaurants. This
policy was quality food, fast food, friendly service and restaurant cleanliness. The major reasons
for success is the drive through restaurants. The customers of this company variable to drive
through the stores and make their orders while being in the car. Number of employees working
for this company is also very huge (Abratt and Bendixen, 2018).
In the past food industry the competition is really very high. Show me the competitors of
McDonald’s are Burger King subway KFC and also Taco Bell. The biggest competitor of this
company is KFC and Burger King as this will provide the customer very similar product’s as that
McDonald’s. The market of this company is very much dependent on the customers and their
taste. Due to the tough Competition faced by this company a rivalry has developed between these
companies. For staying in the competition all of these companies concentrate on beating each
other with new strategies.
For understanding the macro environment analysis of McDonald's PESTLE analysis is
used.
Political :
1

In this company the employees and job applicants are selected trained and also treated
differently on the basis of their skills talents and also performance. There are no discrimination
in this company regarding any race nationality colour gender etc. The political environment of
the country in which this business will be operating can affect its operation (Das and Saha,
2017).
Economic
The rate of taxes, inflation and also the economical condition of the country in which
McDonald’s is present affect the operations of the company. During the time of Covid 19
pandemic the whole world was going through a economic crisis this shows how effective the
economical condition is on the business of the company.
Social :
This company needs to keep its product standards according to the social preferences
regarding nutrition and also need to make sure that the company is providing safe and hygienic
food to the customers. In certain countries the preference of the food is very different therefore
the McDonald's has to make alteration in its menu for keeping up with society (Haque and
et.al.,2017).
Technological :
This company has used technology for its advantages many times. It uses technology for
enhancing the user experience. With the help of digital screen it provides a proper view of the
products it has available for the customers.
Environmental :
McDonald's has to keep proper care about its waste management in a country as there are
strict rules in many countries regarding their waste management. Poor waste management by this
company can also lead to running the image of the company which can affect the business of the
company.
Legal :
Change in any regulation and legislation in the country that can affect the operation of
this business can influence McDonald's to change it business activities. It is important for the
company to follow the rules and regulation which are instructed by the governments regarding
the health and hygiene (Nobre and Faria, 2017).
2