ISMM U502 Task 2: Marketing Research on McDonald's in Singapore

This assignment, focusing on ISMM U502 Task 2, presents a marketing research analysis of McDonald's operations in Singapore. It incorporates both primary and secondary research methods to gather data and information. The research includes an overview of various data sources and analyses, such as the Boston Consulting Group matrix, SWOT analysis, and sales-related information. The assignment also explores strategic frameworks like the Strategic Position and Action Evaluation (SPACE) matrix and discusses potential strategic actions for McDonald's. Furthermore, a PESTLE analysis is conducted to evaluate the impact of the macro environment on McDonald's in Singapore. The assignment also provides a bibliography of cited sources.

ISMM Model assignment U502- Understanding the integrated
functions of sales and marketing
Task 2- Gathering Marketing Research
(McDonald Inc. at Singapore)

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Primary and Secondary Market Research
The comparion between the primary and secondary data research has been
performed as follows:
Source (Dekker & Van der Veen, 2017)
Various sources of marketing information for McDonald Inc.

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Source (Vrontis & Pavlou, 2008)
The qualitative and quantitative information
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ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
.
Source (KeyDifferences, 2016)
Sales related data
Product Life cycle
Source: (ISMM, 2011)

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Source (ISMM, 2011)
Boston Consulting Group matrix
1. McCafe, 2. BigMac, 3. The Premium McWrap 4. McLeanDeluxe
Source (Vrontis & Pavlou, 2008)
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ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
SWOT analysis
Source (McDonald & Rogers, 2017)
Sales Information
Strategic focus matrix
Source (Vrontis & Pavlou, 2008)

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Short term solvency or liquidity ratios
Long-term solvency or financial leverages ratios
Asset Utilization or turnover ratios
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ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Profitability ratios
Market value ratios
Source (McDonald's Corporation, 2015)

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
The Strategic Position and Action Evaluation (Space Matrix)
Source (McDonald's Corporation, 2015)
McDonald would perform:
 Forward integration
 Product Development
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ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Regression Analysis
Source (Singapore Press Holdings , 2016)
Note: Population in 10,000; area in square kilometers; GDP in 100 million RMB; and
distance to headquarters in kilometers.

ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Suitability, relevance, validity and reliability of market information
Evaluation of the use of up to date and relevant market information
to support sales related decisions
For evaluation of up to date as well as the relevant market information which
supports the related decisions the PESTLE analysis which is performed to know
about impacts the macro environment on McDonald Inc. at Singapore
PESTLE analysis
Source (Sarwar, Ramachandran, & Hosseinian-Far, 2017)
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ISMM Model assignment U502-Understanding the integrated functions of sales and marketing-Task 2
Bibliography
Dekker, F., & Van der Veen, R. (2017). Modern working life: A blurring of the boundaries between
secondary and primary labour markets? Economic and Industrial Democracy, 256-270.
ISMM. (2011). ISMM-Study-Guide-for-L5-U502-Understanding-the-Integrated-Functions-of-Sales-and-
Marketing.pdf. ISMM.
KeyDifferences. (2016). Difference Between Qualitative and Quantitative Research. Retrieved from
https://keydifferences.com/: https://keydifferences.com/difference-between-qualitative-and-
quantitative-research.html
McDonald, M., & Rogers, B. (2017). Malcolm McDonald on Key Account Management. London, United
Kingdom: Kogan Page Publishers.
McDonald's Corporation. (2015, 03). 2014 Annual Report. Retrieved from
http://corporate.mcdonalds.com/:
http://corporate.mcdonalds.com/content/dam/AboutMcDonalds/Investors/
McDonalds2014AnnualReport.PDF
Sarwar, D., Ramachandran, M., & Hosseinian-Far, A. (2017). Disaster Management System as an
Element of Risk Management for Natural Disaster Systems Using the PESTLE Framework. In
International Conference on Global Security, Safety, and Sustainability, 191-204.
Singapore Press Holdings . (2016, 07). McDonald's planning $540m sale of Singapore, Malaysia franchise
rights, sources say. Retrieved from http://www.straitstimes.com/:
http://www.straitstimes.com/business/companies-markets/mcdonalds-planning-540m-sale-
of-singapore-malaysia-franchise-rights
Vrontis, D., & Pavlou, P. (2008). The external environment and its effect on strategicmarketing planning:
a case study for McDonald’s. J. International Business and Entrepreneurship Development,
289.
The End