Strategic Marketing for Mc Donald's

Strategic Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
Market Analysis..........................................................................................................................3
Customer Analysis...........................................................................................................................5
Key Strategic marketing objectives for the campaign................................................................6
Strategy Implementation.............................................................................................................7
Marketing Roll Out Plan.............................................................................................................8
CONCLUSION .............................................................................................................................10
REFRENCES.................................................................................................................................11
Books and Journal.....................................................................................................................11

INTRODUCTION
Strategic marketing is a process under which the strategies are formulated by planning
and that helps in gaining competitive advantage. It is a fundamental approach that is forward
looking which studies the needs and wants of the customers and helps in gaining competitive
advantage. The report is about the strategic marketing used in Mc Donald's. McDonald's
Corporation is an American fast food company, founded in 1940 as a restaurant operated by
Richard and Maurice McDonald, in San Bernardino, California, United States (Hansen, and
Juslin, 2018). The market analysis of the organisation and competitor analysis that helps the
organisation to make strategies. Also the strategies to formulate marketing campaign. The target
audience and the budget for the campaign is also part of the report. To monitor the performance
Key performance Indicators are also mentioned in the end of the report.
TASK
Market Analysis
Market Size
The fast food organisation is serving around $245 billion customers world wide. This
includes all the the food items that are served by them like pizza, Italian and Asian at different
places. In United states it has around $8.253 billion market share.
Competitor Analysis
The market is so competitive and there are competitors of Mc Donald's, the major
competitors are Burger King and Subway. Also Subway is the largest chain in this industry and
giving touch competition to Mc Donald's. In respect with burger king it uses the strategy of
market penetration to attract more customers and has established a strong brand image
(Varadarajan, 2019). There are many other competitors of the organisation and it is important to
know about the strategies that are followed by them. It is also vital to formulate strategies and
retain more customers to gain advantage over competitors.
Macro and Micro Economic forces
SWOT Analysis
To study the micro economic factors Strength, opportunities, weakness and threats of Mc
Donald's are mentioned below:

Strengths
 Mc Donald's are serving around 120
countries world wide and has second-
largest network in the world.
 The company gains economy of scale
as it manages its operations effectively
and perform all the tasks in a better
way.
Weakness
 They are not providing a good rate of
dividend to its investors.
 There is negative publicity and image
in mind of customers that Mc Donald's
serve with fast food and may increase
obesity among children (Chernev,
2018).
Opportunities
 As they have global presence and they
have opportunity to expand more.
 They can also sell the product focusing
on health proposition.
Threats
 There is a lot of competition in market
in the food chain industry.
 The customers are now concerned
about the health so this is also threat for
the organisation.
PESTLE Analysis
To analyse the impact of external economic factors on an organisation this framework is used.
So, the PESTLE Analysis in respect with MC Donald's is discussed below:
Political Factors: The policies that are formed by government need to be followed and have
direct impact on business. In relation to Mc Donald's the organisation has to follow government
guidance in relation to diet and health and it is important to abide the law and take it as an
opportunity.
Economic Factors: The economic condition of the place where the business is operating
includes factors like inflation rate, interest rate. In context of Mc Donald's it has its operations in
many countries and there is opportunity to grow in developed countries as growth rate is high
and there are chances of stability (Beirman, 2020).
Social Factors: The impact of social trends and the socio conditions of the organisation. Mc
Donald's should study the trends and serve the customers accordingly. As there is tendency that
youth likes to eat fast food so this is opportunity for the business.