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The Strategic Marketing McDonald's

   

Added on  2021-01-02

12 Pages3404 Words216 Views
THE STRATEGICMARKETING

Table of ContentsINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1A 1....................................................................................................................................................1Covered in PPT...........................................................................................................................1A2.....................................................................................................................................................1Evaluate different approaches to conducting an internal environmental analysis......................1Evaluate different approaches to conducting an external environmental analysis......................2Assess the integration of internal and external analysis..............................................................3A 3....................................................................................................................................................3Role of marketing research process and its relationship to consumer behaviour.......................3Different types of consumers and their behaviour in B2B and B2C markets.............................4Role of relationship marketing in customer behaviour analysis.................................................4A 4....................................................................................................................................................5Factors to be taken into account in development of marketing plan...........................................5Develop an implementable plan for McDonald's........................................................................5Design monitoring system that are capable of identifying performance deviations...................6Anticipate the need for contingency plans..................................................................................7A 5....................................................................................................................................................7Evaluate requirements of marketing strategy..............................................................................7Relationship between a marketing strategy and corporate strategy............................................7Explain how marketing strategy addresses competitive forces and its impacts..........................7

Design a dissemination process to ensure internal stakeholders are informed to marketingstrategy........................................................................................................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9

INTRODUCTIONThe organisation focus on capitalising on the current and potential strengths for providingbetter value to its target customers. McDonald's is an American fast food chain restaurantbusiness that was founded in the year 1940. Products offered by McDonald's includes softdrinks, hamburgers, French fries, salads, wraps, deserts, coffee and breakfast. McDonald'sprovide employment to approx 210000 persons. The present report explains that principles ofstrategic marketing that includes analysis of relationship between corporate strategy andmarketing strategy. The report explains understanding of carrying out strategic environmentalanalysis and role of customer behaviour in marketing strategies. Further in the report,development of implementable strategic marketing plan is done. MAIN BODYA 1Covered in PPTA2Evaluate different approaches to conducting an internal environmental analysisMcDonald's aims at analysing and evaluating its internal environmental factors in orderto assess the internal capabilities and resources (Didner, 2015). The internal environmentalanalysis provides means for identifying the strengths that needs to be built on and the weaknessthat needs to be overcome while formulating business strategies (Approaches to InternalAnalysis. 2011). The approach of internal analysis is SWOT that is used by McDonald's forassessing the internal environmental factors, which is shown as below:StrengthsMcDonald's enjoys strength of having strong brand name.It has large product range.It makes use of effective promotional strategies.It has developed trust and image in the minds of target customers.Weaknesseslimited range for vegans and vegetarianfood.The food of company is considered as unhealthy (Kumar, 2015).There are no alternatives for French fries in UK.Long queues in busy and peak hours.1

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