Strategic Marketing Analysis of McDonald's

MG529 Strategic Marketing
McDonald’s
2500 word

Contents
Introduction...................................................................................................................3
Market Analysis............................................................................................................3
Market size and trend data...........................................................................................5
Competitive analysis.....................................................................................................6
SWOT analysis.........................................................................................................6
PESTEL analysis......................................................................................................7
Customer analysis........................................................................................................9
Stakeholder analysis.................................................................................................9
Key strategic marketing objectives for the marketing plan.........................................11
Campaign strategy..................................................................................................11
Race model.................................................................................................................12
Key performance indicators........................................................................................13
Recommendations......................................................................................................14
Conclusion..................................................................................................................14
References.................................................................................................................16

Introduction
Strategic marketing planning outlines the process where many approaches
are established to meet corporate marketing goals efficiently. It entails creating aims,
creating goods, analysing internal and external situations and regularly reviewing the
corporate processes to assure improved outcomes in a given time span (Bhardwaj,
2021). In the present report operational working of McDonald’s is being taken into
consideration. The corporate firm is a American fast food company being founded in
1940 by Richard and Maurice McDonald in California US. Respective firm is
recognised as one of the largest restaurant chain throughout the international
markets and also has a decent brand image in its domestic region (Deere, 2021).
This report aims at highlighting several operational affairs of the firm with evaluation
of competitive and other related stakeholders of the company. Further, this report will
highlight use of various marketing models to analyse company’s internal as well as
external environment (Delmas and et. al., 2020).
Market Analysis
The marketing mix is a collection of numerous factors that participate in the
company's marketing efforts. It deals with the efficiency and productivity of the
organisation in order to accomplish the intended marketing objectives and in carrying
out the various business duties on the given market (Doan and et. al., 2020). The
Marketing Mix (4Ps) of McDonald's Corporation includes numerous tactics that
address business challenges around the world in distinct fast-food marketplaces.
The marketing mix specifies a company's plans and tactics in terms of items, site,
promotion, and pricing to reach its target consumers (the 4Ps). McDonald's has
corporate standards in this example of business analysis that are worldwide in their
marketing mix (Jaworski and et. al., 2020).

Marketing Mix of McDonald’s
(Source: The Marketing Mix (Extended) - Simon Attack, 2016)
Product: As a food service firm, McDonald's has a product mix, mostly
consisting of food and drinks. The marketing mix includes the performance of the
different organisation in its target markets (Khatoon and Rehman, 2021). In the
McDonald product mix the following main product lines are available:
 Sandwiches and Hamburgers
 Fish and Chicken
 McCafe
 Breakfast
 Salads
Place: The referenced part of the marketing mix identifies the areas where
things are displayed and obtained by customers. Restaurants are the most important
regions in which the company is dispersed (Khojastehpour and Shams, 2020). The
corporation employs different locations as part of this 4P variable. McDonald's main
distribution locations are as follows:
 Kiosks
 Company’s mobile applications
 Official website of company