Strategic Planning Assignment - McDonald

Strategic Planning

EXECUTIVE SUMMARY
Strategic planning plays a crucial role in business environment. McDonald operated
variety of food in all over world but still there are some countries where the company did not
offer its product such as Macedonia. The company uses different marketing strategies in order to
develop or grow its existing business.
McDonald also offer variety of product such as hamburgers, double cheeseburger,
McFeast etc. The company faces macro as well as micro factors such as political, economical,
social, technological etc.
The report gives various market entry options with different opportunities as well as
threats. To introduce the product in new country it is necessary to target audience which is also
present in this report.
The report also presents market segmentation and targeting options in order to emerge
into new country and also describe porter's generic strategy which help to identify the
competitive advantage in particular market.

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Presenting PESTLE analysis of McDonald............................................................................3
2. Describing different market entry options for a company......................................................5
3. Presenting market segmentation and targeting for a company to emerge in new country......6
4. Presenting different Porter's generic strategy..........................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic planning is very necessary to expand a business in some other country. The
present report based on McDonald who wants to expand its business in Macedonia but there are
some factors that affect the profitability as well as productivity. The report focus on different
micro and macro factors that affect the environment of a company such as its political, social,
economical, technological and environmental factors. It also provide some suggestion that help
to overcome such threats. The report also analysis the main market entry modes that help Mc-D
in operating in another country. It also provides deeper understanding the company target its
audience effectively through undertaking the tactic of segmentation etc. It also explains porter's
generic strategy and helps in identifying one strategy which is suited for the company to expand
its market within a country.
1. Presenting PESTLE analysis of McDonald
McDonald has a great opportunities to expand its business in Macedonia and it will help
to enhance global supply chain. The company always try to introduce new product in a country
such as cheeseburger, hamburgers, french fries etc. there are various factors that affect the
environment of a company when try to introduce same in new country and these factors are
mention below:
Political Factors: The government and political factors such as taxes, threat of tourism
attack of the Macedonia definitely affect the working environment of a company. These political
factors such as government incentives of Macedonia may impact the decision when relate to
establishing some industry. The current political position and the expected annual budget of
government support McDonald to establish its branch in a country. The company also has good
relationship with international market so it is always trying to open all the branches in many
countries. The political status of a company is deteriorated from last many years as it did not
participate in any elections which may result in decrease in market share (Political sitaution of
Macenodia, 2018). The country has large population and have many internal political crises and
many institution are trying to fulfilling the demands of Europeans.
Economical factors: the economic condition of Macedonia is quite average and there is
a demand of establishment of McDonald in that country. The country has many internal political
crises which somehow disturb the economic performance of a company Inflation rate of the
country is quite slow that may be affect the planning of McDonald. As the company slowly