Strategic Marketing: Analyzing Internal and External Environments of McDonald's

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1.....................................................................................................................................1
Internal and external......................................................................................................1
environments of an organization..................................................................................1
Task 2.....................................................................................................................................3
Analysing strategic marketing......................................................................................3
decision making...........................................................................................................3
Task 3.....................................................................................................................................5
Developing a strategic marketing plan..........................................................................5
Task 4.....................................................................................................................................6
Control mechanisms to measure marketing strategy....................................................6
CONCLUSION................................................................................................................................7
References:.......................................................................................................................................9

INTRODUCTION
Strategic marketing is defined as the developing of marketing strategy in an organization
in terms of promotional activities, target marketing, analysis of external and internal business
environment and many more. This is done for the better operations in the company so that firm
could achieve the desired objectives of the company (Brooksbank, Subhan and Miller, 2018).
Organization chosen here is McDonald's, it is one of the leading international fast food company
founded in 1955 in US. It mainly offers the food items like burger, pizza, beverages, French fries
and many more. It has a concept of self service for the customers. The following discussions are
made on the analysing of internal and external environment of the company,interpreting the
decision making through strategic marketing, building up the marketing plan for the company,
measures to control the marketing strategy and finally the conclusion in context of McDonald's.
MAIN BODY
Task 1
Internal and external
environments of an organization
Market Size
All over the world, there is $245 billion market size of the fast food companies and the
market size of McDonald's is $8.253 billion of the total market size in the world of fast food
restaurants. It is situated in approximately 100 counties all over the world with more than 38,600
locations having 1.9 million workforce internationally. This shows that it has a wider market size
and share of the company established in many places leading the market with the loyal
customers. Moreover, reason behind such a great market size is that they are offering the vast
variety of products in standard prices which can be affordable by middle class and rich society as
well with a good physical infrastructure (Brown, Abduljabbar, Englund and Treen, 2018).
Competitors analysis
Competitor analysis of McDonald's is very tough because there is a strong competition in
a fast food industry among so many brands like Yum brand, Darden restaurants, Starbucks
restaurants. Fast food industry is considered as the most fast growing and competitive industry.
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