Brand Extension Report: McDonald's - MG412 Principles of Marketing

This report provides an analysis of McDonald's brand extension strategies within the framework of marketing principles (MG412). It covers the company's background, existing brand values, and growth strategies, including the application of the Ansoff matrix. The report identifies the target market and examines market trends through a PESTEL analysis, highlighting the impact of political and economic factors like Brexit and the COVID-19 pandemic. A comparative analysis with Burger King's expansion strategy is included, alongside an explanation of McDonald's new product launches, such as the spicy chicken McNuggets, and their target market. The report concludes by emphasizing the importance of product development strategies for organizational growth and the value of PESTEL analysis in understanding the business environment.