McDonald's Marketing Strategy Analysis

This project aims to provide a comprehensive analysis of McDonald's marketing strategy and plan. It includes evaluating the synergies within the industry, understanding competitors, and assessing the position of McDonald's. The project also focuses on the marketing strategies adopted by the organization and their impact on business growth. The project plan includes company background review, literature review, data collection, analysis and evaluation, report drafting, and final submission.

NAME - RAGHU SHARMA
ID - 20170042
Project Title
The title of the project is to identify aspects of “McDonald’s comprehensive analysis of
Marketing and Strategy: Marketing strategy and Plan.”
Project Background & Outcome Planned
Project title describes certain objectives as well as aims pertaining to studies conducted
for providing a synopsis entirely dedicated in describing marketing of an organization, which is
McDonalds on a global market landscape. The paper aims to represent:

• A detailed synopsis on the influencing factors that represent the synergies within the
industry in order to display optimum potential as well as competitors in the market in
relation to McDonalds.
• This paper will describe the influencing factors as well.
• Position of McDonalds in relation to other competitors in the market.
• Marketing plans and strategies adopted by the organization in association with
strategizing marketing approach.
• This proposal will be created on the basis of evaluating plans and strategies adopted by
McDonalds in order to gain competitive advantage, which will function as a positive
market outcome in contributing towards growth related to business approach globally.
Project Plan
This is done in accordance with certain considerable factors related to the works provided
in the assignment in order to ensure the study related to the assignment. This is created in an
ordered, timely approach to ensure better quality. Strategy developed for this process displays
different phases, which are- a company’s background information, evaluation of varying factors,
review of literature along with concrete data collection procedures. This includes evaluating and
assessing marketing strategies, creating a business draft report and finally creating a complete
report to submit based on the evaluation. The implications of this synopsis in the working
structure are created with giving approach based outcome in the upcoming sections of this report.
Company Background Review & Analysis
The first analysis comprises of a detailed review related to company background,
working policies, prior data collection and analysis related to result oriented outcome for the

business, which has provided this extensive growth to the company in the subsequent years.
Strategies created based on leadership skills, functioning policies of the business are evaluated
after extraction of data in a complete orderly fashion. Same processes are applied in creation of
documents, which exposes the policies related to company work structure, applied to both
mission and vision of the organization, prior performance and value generated by the policies for
the organization.
Similar processes and marketing strategies are applied to create the base for the business
that will help in improving business performance in an orderly and organized manner. Data
collection methods in this paper will provide an idea to understand the given assessment in
creation of the final proposal for the business.

Literature Review
This operation is related to understand basic literary learnings of the concepts and
theories, which are related to marketing strategies, comprehensive competitive analysis and
industry level understanding of the entire process. Related tools, certain approaches and business
models are also identified. The given literature review for this paper will be presented for
analyzing and reviewing in order to extract related data, which is used for starting the analysis
for the given task.
Significantly, the values and outcomes generated from reviewing the literature will be a
contributing factor to form strong theories and concepts, related to the domain of study.
Data Collection
Completion of the literature review, provides with the next process, which is the data
collection done for collection and extraction of data from various secondary sources of data
collection. This given process for the particular paper is concentrated on collecting related data
and information that will provide statistical information and knowledge pertaining to the working
function of these industries and business processes in general. Competitors for McDonalds
present in the market also provides position of the business within the industry as well as in the
market. This will help to identify structural and organizational changes in the business policies
related to generation of marketing policies and subsequent marketing plans.
Sources of data related to this process is taken from published reports, peer-reviewed
journals, and financial as well as statistical data of the organization. Information pertaining to
these sources are directly focused on the company policies, related to the domain of study for
this particular organization.

Analysis & Evaluation
This paper represents important activities, which are required to be followed in applying
the theory and knowledge derived from analysis of data collected from secondary data collection
methods for understanding review of the given literature. Data presented indicates the logical and
structural factors responsible for creation of influence for the business in the industry. Listing of
subsequent competitors for McDonalds are also provided in order to understand position of the
particular business within the industry to extract information on marketing strategies adopted by
competitors.
Depending upon the extracted data and assessing criteria, for the business study is
completely relevant for the challenges and concerns taken up for evaluation. This paper will help
in analyzing and collecting data to assess challenges prevalent within the industry. This will also
review the concerns raised from data collected to create the application methods and reviewing
strategies to generate the proposal.
Summarization of the content is depicted for creating the primary objectives for assessing
the tasks in order to create and develop possible marketing strategies and plans devised which
will work as a contributing factor in accomplishing an effective marketing strategies that will
provide an advantage contributing to growth of the business.
Report Drafting
After completing the data collection method and its analysis, the report is then structured
on the basis of the requirements of the assessment. The data that is extracted and its relevant
findings from the data collection process based on the final proposal is presented in a systematic
manner in association with the following structure of the following headings:
Section 1: presenting the executive summary of the report

Section 2: Reflecting on the background of the company of McDonald’s
Section 3: Reflecting on the problems or issues or the focus of the research that is assessed.
Section 4: Consisting of the detailed overview and comprehensive view based on the challenges
that are identified through the application of key information based on the literature review and
the collection of secondary data.
Section 5: Consisting of recommendations on the solutions in relation to marketing strategy and
planning contributing towards the effective advantage over competitive growth in the business
market.
Section 6: Consisting of journals reflecting their ideas regarding the plan based on future
applications.
Finalization & Submission
After completing the assessment report, a similar type of assessment is subjected so as to
review and proofread the final submission.
Project Plan – Schedule
The detail of the assessment project plan is represented as follows:
Task W
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Team Setup &
Topic
Identification
Drafting Project
Plan
Presenting the
Plan
Identification of
Literature
Review of
Literature
Secondary Data

Collection
Analysis
Evalaution &
Outcome
Finalization
Report Drafting
Report Review
Report
Submission
Week 6 –A progress update for : McDonald’s Industry & Competitive Analysis: It’s Marketing
Strategy & Plan
Progress Update
After completing the 6th week assessment, the paper aims at completing the overview of the
company and its relevant literature review
Planned Outcome
 The task is based on the overall view of the company, while assessing its comprehensive
literature review based on the evaluation of the planning, its historical trends in
association with the growth of the organizational performance The type of leadership
specified to the business strategy aims at collecting and assessing the task in an
exhaustive way.
 The planning of the paper is based on the documentation and receiving of important
exposure based on the direction of the company based on its vision and mission and its
historical performances and the different values of the organization.
 The second task of the assessment aims at identifying the key literature review regarding
the proposed conceptual framework and analyzing the theoretical elements of the
industry, marketing and assessing the competitive market. Moreover, the tools and

approaches along with the methods that will be used to extract information from relevant
sources will also be assessed.
 After identifying the literature review, the paper is further reviewed and the data are
further assessed effectively extracting relevant data based on the references and planning
of the implementation.
Actual Outcome
 While initiating the analysis of the task, the task related to company overview,
assessing the comprehensive literature review and evaluating the plan of the
background, assessing the historical trends regarding the growth of the
organization and its business performance. The functional strategies related to the
business and its specific leadership styles are aimed for collecting as well as
assessing the task in an exhaustive manner.
 The result of the planned documentation and the important exposure related to the
structure of the company and its associated mission and vison, the values of the
organization and its historical performances.
 The second task aims in identifying the literature review in regards to the
conceptual framework and the different theoretical elements based on the industry
analysis, while marketing and assessing its competitions. Moreover, various tools,
models and approaches based on relevant sources will also be extracted.
 After identifying the paper, the data are further reviewed and assessed for
acquiring desired results and relevant data are extracted for the references and
implementation of the plan.

Challenges Faced & Solutions
Some of the significant challenges that are faced while initiating the tasks are reflected as
follows:
 Finding and extracting the content of the data via online platform
In the initial stage of the task, the assessment is deduced based on the collection
of the task of the overall company view, assessment and its comprehensive
literature review and planning the evaluation of the background, various historical
trends regarding the organizational growth and the performance of the business.
The leadership style and the specified business strategy are aimed for assessing
and collecting the information in an exhaustive manner. The exhausted data was
available via online platform and was very challenging so as to determine the data
and the sources of information that are useful for the assessment.
The particular challenge was considered as a significant one as it reflects the
propensity for getting stuck while in progress and producing actions. In this case
the plan is strategized based on the website of the company like the investor
relation page, other publishing reports and stressing upon on the home page of the
company. Moreover, the available data based on third party basis was used for the
existing domain such as for journal portals, popular magazines. In the similar way
the concerns were also responded effectively.
• Deduction and completion of literature for the study
When the literature review was conducted, the domain related to developing
marketing strategies, McDonalds is highly researched with regards to conducting

research where there has been a trend in the market for the past few decades. Literature
pertaining to the study oriented papers were given an extensive and varied range of
pertinent sources. The challenges related to collection of data, making shortlist and
creating a final report is a significant aspect for the given literature review. Related to the
challenges identified previously are reflected in stopping the constant progress devoid of
serious actions taken against such outcomes.
Addressing challenges of such magnitude requires a step by step breakdown for
identification of the reviewed works of literature in research methodologies followed on
text books approach. This contributed for development of ideas which are important and
follow certain structures, which are undertaken for the literature review. Similar
situations and outcomes are also reviewed and subsequent criterions were formed:
• Review of literary papers published after the time period of 2013.
• Key words were used in finding papers, which were “ industrial analysis”, “
marketing strategies”, “McDonalds”, “market plans”, and “competitive analysis”.
• Limiting the assessment of papers in only English language.
• Removal of location of the research papers for company of McDonalds.
Through the presentation of unique provisional technique, the literature was construed to a
controllable level and finished comparable and pertinent ones which were removed for the
determination of upcoming valuation.
Analyzing an enormous assortment of works and measuring obligatory gratified.
Additional contest practiced as nonfiction was to be revised was included by the massive rate of
information which was significant for being studied. Comparable watched appalling and
stimulating for handling the comparable characterized one of the vital stages of the investigation

procedure. The test was taken maintenance by introducing the development and the prearranged
method. Initially, literature was separated as well as a collective between team associates. Later
which the team fellows evaluated the works with the attentiveness on significant portions and
rapidly removing applicable information. In an accessible way, substantial stages were
recognized and appropriately studied by exchangeable expression to expression.
Time administration
This assignment, the time is measuring of countless significance, and the disappointment which
is to be assuming in the transfer is reproducing in a time-bound method was dreadful. Likewise,
it can lead to the disorder where the primary necessities of the valuation workout will not be
meeting in the appropriate achievement period. The strategy was separating in controllable
responsibilities along with specific time for each task.
Consequently, the proposal presented a normal. Concluded the design of similar characteristic as
Gantt chart, it reproduced the comfort of position for such basics which at the exact point of the
period, real for the sequence of a scheme in the inconsistency of the strategy. Correspondingly,
the appropriate happenings and the time focused psychology was designing. Furthermore, there
has not been an interruption and assignment was introduced as per the proposal.
Progress Update
After the end of 10th week, the task purposes at being ended by counting these given sections-
Squad development and theme documentation, project plan drafting, offering project strategy,
literature review documentation, studying works, documents assembly method through under
investigation and last assignment. The subsequent fractional work in affections with the
valuation and outcome completion will be desirable to end in a period.

Deliberate Consequence
• The assignment of company overview, valuation, complete literature review and the
strategy of background evaluation, historical tendencies in regards to structural development and
sales presentation. The management style, exact and profitable practical policy are intending for
gathering and measuring in a comprehensive method.
• The assignment was the plan for authenticating and getting a significant revelation in the
bearing of construction of business, visualization and mission, previous presentations and
principles of association. The purposes of the task at classifying the critical works in respects
with the theoretical. Theoretical fundamentals of manufacturing investigation, advertising and
the valuation of the opposition. Moreover, the tools, methods, prototypes and approaches will be
removing over applicable bases.
• After the identification, the assignment will evaluate and measure the records
successfully and will be cutting applicable figures for the reference and execution as planned.
Additionally, after the documentation, evaluation, investigation and quotation the appropriate
statistics for the upcoming assignment references and for which presentation was similarly
expecting.
• Furthermore, the following papers will concentration on the gathering of subordinate
statistics concerning the project stages. After the Subordinate information collection, the
complete qualitative investigation will be accompanied by speaking the purposes. The base of
the calculated outcomes, the results will be investigated and authenticated appropriately
preceding the development of the draft.

Definite Consequence
In introducing the task of the investigation, the task of business overview, valuation, complete
literature review and the strategy of assessment of the precise, ancient tendencies in respects with
structural development and sales presentation. The management style, exact and commercial
functional plan is intending for gathering and measuring in a comprehensive method. The
following task purposes at classifying the critical literature in respects with the theoretical and
theoretical fundamentals of manufacturing examination, advertising and the calculation of the
rivalry. Furthermore, the tools, approaches, representations and approaches will be extract
pertinent finished bases.
The data composed from sub-bases for the assignment was thoroughly to write of magazines,
visual bits of intelligence, and financial information of the business. This evidence can be
removed from the stations like general periodicals, papers from community province and studied
pieces of training which attentions on the corporation in respects with the focused part of the
study.
Contests Faced & Resolutions
Some of the important encounters that confronted while responsibility these tasks are as follows:
The contest was taken upkeep by starting the scheduling and the prearranged method. Initially,
literature was separating as well as collective among squad fellows. After which the fellows
judged the literature with the attentiveness on significant portions and rapidly mining applicable

information. In the accessible method, solid phases were recognized and appropriately studied by
valid expression to expression.
• Time administration
In this assignment, the time is measuring of high position, and the failure, which is to be
assuming in the transfer is replicate in time the guaranteed method was devastating.
Correspondingly, it can lead to a situation where necessities of the assessment implementation
will not observe in the period of appropriate conclusion.
In the planning phase, the apprehension was recognizing that anxiety was comparable, which
donated in the preparation phase of the assignment. The preparation was arranging and shaped
for the valuation development in a well-organized manner. Through the design of similar
characteristic as Gantt chart, it reproduced the affluence of orientation for such basics which at
an exact argument of the time, real for the development of assignment inconsistency of the
strategy. Likewise, the appropriate actions and the time focused thinking was design.
Furthermore, there has not been an interruption and assignment was originated as per the
procedure.
Running Header: WEEK 13 – MCDONALD’S INDUSTRY & COMPETITIVE
ANALYSIS: MARKETING STRATEGY & PLAN –FINAL PROGRESS REPORT

The quick serving restaurant industry has become dynamic over the years. McDonalds
being one of the founders in the chain system in the quick serving restaurants is one of the
dominant players globally. Intense competition from other QSR giants like Kentucky fried
Chicken and Taco Bell have reduced the market capitalization of McDonalds over the years.
Therefore, the strategies McDonalds must undertake to gain the edge in the market are as
follows:
• Past Examination and Future Prediction: For gaining competitive edge in the market the
first thing it should do is to look at the past records and try to identify the problems,
which are reducing sales of the company. The method weighted average must be used to
analyze these types of data sets where the weightage of the last year is the most and will
decrease as the years goes back. From the last year it must analyze the products in the
menu which were highly accepted by the consumer and keep them in the menu. The
products, which were rarely bought by the consumers, has to be discarded from the menu.
• Induce loyalty among the customers: This is the one of the primary factors, which is not
applied by McDonalds. The company has to identify a loyal customer base based on
frequency of footfalls and the amount of the products bought by individual customers.
McDonalds must launch loyalty cards and membership cards to retain customers. The
process they should use is provide redeemable points, which can be converted to
additional benefits for products, which are rarely sold from the outlets.

• Introduction of McDonalds in the digital world: Going digital is the key to success of
every business to consumer organization. Today people are found more in the internet
than on the roads. So, the company must increase its digital presence not only to advertise
its products but also to lure customers into their outlet by using methods such as promo
codes. Digital marketing campaigns must be used effectively to increase the market
presence.
• Investing in quality photography and good content: Today the social media has become
the global hub of advertisement. Therefore, the quality of the photograph, which not only
will display the product but it, should show the consumers enjoying the food and having a
good moment with others. This will attract the customer more and make the
advertisement different from others. On the other hand, the content quality must also be
the best so that the viewers’ feel connected to the advertisement and not be irritated due
to repetition or irrelevance.
• Exploring the new digital world of Marketing: The digital is becoming more localized
year by year. Moreover, YouTube, Facebook and Google have become very traditional
approach in the digital world. Therefore, it must provide advertisements based on the
local preferences like TikTok, Netflix, and Amazon Prime and so on.
• Considering Local Taste and Preferences: The taste and Preferences of the people change
with location. Therefore, a series of demographic analysis on taste and preferences of the
consumer has to be conducted to perfectly set the menu of the concerned area. This will
not only increase the sales of the company but will strengthen the long-term relations
with the customer.

• Remembering the past: Analysis of the past performance has to be conducted annually to
identify the strengths and weaknesses of the company. The weak products must be
directly removed from the menu and new variants of the strong products has to be
introduced in the menu for the next cycle to provide a fresh range of products to the
customers.
• Avoid Stale Raw Materials: McDonalds has a very bad reputation in the markets
regarding bad quality of raw materials. This has resulted in losing out many customers
due to such problems. It should either stop using stale raw materials or use superior
quality preservatives to preserve the food for a long period.
Reflective Journal of the plans for the future
From the above plans and strategies, it can be understood that McDonalds can
return to its past glory if it emphasizes on them. However, those were to strengthen the
current market position or the short-term fixations. This section will be a reflective study
to strengthen the future of the company.
The above study indicates that the market position of the company was very
strong in the initial period but lost its glory when the market became crowded with
competition. Then McDonald’s became a second or even third choice of the consumer. It
has also stuck less variants in the menu and does not offer a very big range of food items.
The marketing strategy of McDonald was used as an example in management studies but
lost the position as it failed to transform its strategy and kept focusing on the mascot

rather than customer preferences. Therefore, to protect the future of the company the
steps it should take are as follows:
• Tapping future Markets: The company must try to study the future prospects and the
growth potentials. Countries of Africa such as Uganda and Congo are becoming the
industrial hubs in the future so these areas must be considered and outlets must be
opened in prime locations. This will not only help to tap the taste and preferences of
the future consumers but also will provide a competitive advantage in the markets.
• Tying up with Holiday Companies: McDonalds to gain propose tie ups with holiday,
tour and travel companies like Thomas Cook, OYO, AirBnB and so on to provide
services such as lunch, breakfast and snacks.
• Collaboration with Corporates: Thirdly, McDonalds can tie up with other corporates
to provide food in their pantry and canteen to extend their markets share in a different
way.
• Public Transits: People today are fast moving these days. Therefore, they do not get
enough time to sit and eat during the day. So, if mini outlets are present in places such
as railway transits, bus transits, and ports as takeaway centers then it will add to the
profits of the company.
• Vegan Options: The main market for McDonalds is America and people they are
preferring the Vegan option to Vegetarian and Non Vegetarian option. Therefore, to
gain a sense of sympathy among the vegan part of the population it can open separate

vegan stores in different places in the country to increase sales and explore a new
market.
Therefore, from the above study we can understand that the market for McDonald is not
yet lost and can recover if the above strategies are systematically taken. Other emerging
companies such as Taco Bell and Kentucky Fried Chicken have gained advantage in the
market. Changing with time is very essential today, McDonalds must review, and change
things in order to gain the market share it used to enjoy in the past.

References
Harrington, R.J., Ottenbacher, M.C. and Fauser, S., 2017. QSR brand value: Marketing mix
dimensions among McDonald’s, KFC, Burger King, Subway and Starbucks. International
Journal of Contemporary Hospitality Management, 29(1), pp.551-570.
Gerhardt, S., Hazen, S. and Lewis, S., 2014. Small business marketing strategy based on
McDonald's. ASBBS Proceedings, 21(1), p.271.
Park, K., “Shawn” Lee, S. and A. Khan, M., 2014. Exploring the impact of franchise support on
franchisee acceptance of intranet in quick service restaurant (QSR) franchise system. Journal of
Hospitality and Tourism Technology, 5(2), pp.143-159.
Le, L. and Sabaté, J., 2014. Beyond meatless, the health effects of vegan diets: findings from the
Adventist cohorts. Nutrients, 6(6), pp.2131-2147.
McDonald's staff reveal secrets to getting fresh food, discounts and VIP service (2019).
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9 QSR Marketing Strategies: Ideas for Your Quick-Service Restaurant. [online] KORONA.pos.
Available at: https://koronapos.com/blog/9-qsr-marketing-strategies/ [Accessed 22 Aug. 2019].
The QSR marketing strategies with the greatest potential ROI - Shopkick Insights Blog | Partners
(2019). The QSR marketing strategies with the greatest potential ROI - Shopkick Insights Blog |
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https://www.shopkick.com/partners/blog/the-top-3-fast-food-marketing-strategies-for-2018/
(2019). The top 3 fast food marketing strategies for 2018 - Shopkick Insights Blog | Partners.
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