Business Development Project: McDonald's Marketing Plan and Strategy

This report provides a comprehensive analysis of McDonald's marketing plan, focusing on key strategic objectives for business development. The report outlines the mission, situation analysis (including SWOT analysis), marketing strategy (STP analysis), and marketing mix (4Ps) for introducing the "Veg-alloo tikki Berger." The strategic objectives include a 5% sales increase through effective product development. The situation analysis assesses internal and external factors influencing McDonald's, while the marketing strategy details segmentation, targeting, and positioning. The marketing mix covers product, price, place, and promotion strategies. The report emphasizes the importance of implementation and control, ensuring timely execution and addressing any issues. References to books and journals support the analysis, providing a solid foundation for understanding McDonald's marketing approach and project management.

Project management

Contents
2. Key strategic objectives for the marketing plan......................................................................1
REFERENCES................................................................................................................................3

2. Key strategic objectives for the marketing plan
The management of McDonalds can set and establish effective strategic objectives for the
development of the business:
 To make development in the sales of the business by 5% by using effective product
development strategy.
To accomplish this strategic objective, the administration of respective firm can devised and
made a marketing plan. It is a comprehensive document which outlines an establishment’s
overall marketing effectiveness. It is a blueprint which outlines how an establishment will
execute its marketing strategy and utilise a combination to accomplish business aims considering
sales targets or consumer acquisition (Dobie, 2020). The management of McDonalds can devise
this plan in term of accomplishing their strategic objective in term of making development in
their product by introducing “Veg-alloo tikki Berger”. The stages of strategic marketing
planning are as below:
Mission- The mission of the company is to offer quality product to fulfil the need of those
consumer who are health conscious and like to green-vegetable in their meal or food.
Situation analysis- It is basically the activity of critically assessing the interior and exterior
situations which influence a company like McDonalds that is completed prior to a new initiative
or project. It offers the information to find out the current development options and challenges to
company, service and commodity. Within it, the management can consider SWOT analysis:
Strengths- McDonalds is keeping at the forefront of technology around the globe. It has a
global brand presence in more than 120 nations. It has a wide range of goods, starting from
burgers, smoothes, shakes, ice cream and snacks items vary from place to place. It offers the
food items as per the region; like in India the consumption of non-veg items are relatively low.
So they gave shaped the several menu for vegans, it considers Mcveggie.
Weaknesses- It will be harder and harder to identify prime locations to build a set of
golden arches. The US is saturated with its restaurants, so development will have to arise
globally, posing possible cultural issues (Rew and et. al.., 2020). Also, when the annual dividend
hikes are likely to constant, the dividend development rate has been slowing and will probably
constant to slow or level off.
Opportunities- By expanding their business in developing nations, the management can
gain growth option regarding its business. With low cost menu, McDonalds can get attention of
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consumers who just have low income. This section makes up a fairly remarkable segment,
especially in the current time, when international economic is struggling. It is not complex for
McDonalds to apply low cost menu on all restaurants.
Threats- The key risk is changes in laws and legislations. The government make changes
in the regulations of their policies which affect the business operations and activities of firm.
Marketing strategy- The management can consider STP analysis as marketing strategy with the
help of it, the management of McDonalds can classify its consumer regarding new product,
target and positioned them. Regarding its Veg-alloo tikki Berger, the company can be segmented
its consumer on demographic base (Suwal and Singh, 2018). Also, they can be targeted on the
basis of age, income and profession etc. They can target middle income people, gym trainer,
youths, college students and all age group individual both male and female. Along with this, the
firm can use effective promotional tools like social media to position this product in the market
place.
Marketing mix- It is the process of placing a right product at right place by using effective
distribution tools. The description of 4 P’s of marketing mix is as under:
Product- It is the process of converting raw material in to final product which has some
value and consumers are ready to purchase it. In McDonalds, the management interested in
introduce Veg-alloo tikki Berger to achieve its strategic objective.
Price- In context of particular product, the firm can use competitive pricing strategy o
sell the product.
Place- For the distribution of it, the firm can consider its both online and offline model
like its outlets and online way.
Promotion- Within it, the company can consider social media tools and company website
to promote its particular products.
Implementation and control- Within it, the firm will assure that there is constant monitoring of
the execution. The company will make sure that plan is executed on time (Jo, Lee and Pyo,
2018). There will be timely strategies that will be put in place to assure that there is enough time
to address any occur issue in the execution of the marketing strategy.
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REFERENCES
Books & Journals
Dobie, C., 2020. Handbook of project management: A complete guide for beginners to
professionals. Routledge.
Rew, L. and et. al.., 2020. Application of project management tools and techniques to support
nursing intervention research. Nursing Outlook.
Suwal, S. and Singh, V., 2018. Assessing students’ sentiments towards the use of a Building
Information Modelling (BIM) learning platform in a construction project management
course. European Journal of Engineering Education, 43(4), pp.492-506.
Jo, S.H., Lee, E.B. and Pyo, K.Y., 2018. Integrating a procurement management process into
critical chain project management (CCPM): A case-study on oil and gas projects, the piping
process. Sustainability, 10(6), p.1817.
Anbari, F.T., 2018. Innovation, project management, and Six Sigma method. Current Topics in
Management: Volume 10.
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