Marketing Plan for McDonald's: Strategies for Sales and Growth

Verified

Added on  2023/02/02

|12
|658
|35
Report
AI Summary
This report presents a comprehensive marketing plan for McDonald's, focusing on strategies to increase global sales and enhance customer satisfaction. It begins with an executive summary outlining the business objective of a 10% sales increase. The report then delves into external analysis using the PESTLE framework, examining political, economic, social, technological, legal, and environmental factors. Internal analysis includes a SWOT analysis, highlighting McDonald's strengths, weaknesses, opportunities, and threats. The STP (Segmentation, Targeting, and Positioning) strategy is discussed, detailing how McDonald's aligns its products with specific customer segments. A detailed budget is provided, outlining expenses for various marketing activities. The evaluation of the plan includes objectives, strategies, and a scorecard method for measuring performance, focusing on sales increases and customer satisfaction. The conclusion emphasizes the importance of competitive pricing and meeting customer expectations. References include key marketing texts and journals.
Document Page
MARKETING ESSENTIALS
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Table of content
Introduction
Main body
Conclusion
References
Document Page
Introduction
Marketing is the set of activities, process or strategies for promoting and selling the
products and services of the organisation.
The ppt will highlight a marketing plan of McDonalds.
Document Page
Preparing and evaluating a marketing plan for
McDonald's
Executive Summary
The marketing plan is prepared for the business objective of increasing 10% sales globally
of McDonald's, a fast food chain..
Aim
Aim: “To increase the sales by 10% globally. A study on McDonald's”
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
External analysis
PESTLE analysis : PESTLE analysis is the scanning of macro environmental factors that have the potential
of affecting the operations of organisation. It has following components:
Political
Economic
Social:
Technological
Legal
Environmental
Document Page
Internal analysis
SWOT analysis
Strengths:
Large variety of product line
Strong brand image globally
Human capital of around 440000
employees
Diversification of income due to
tremendous global presence in more than
120 countries.
Weaknesses
Victim of negative publicity of unhealthy
food products
High employee turnover
Involved in many lawsuits
Opportunities
Producing low cost food products
entering into emerging markets of world
Adding more nutritious meals in its menu
Threats
Severe competition from Burger King,
KFC, Yum Brands
Increase in prices of raw materials
Document Page
Segmentation, Targeting and Positioning
(STP) is used for aligning McDonald's products with the
right customers.
Segmentation : It is basically dividing the market into
segments on the basis of similar interest, purchasing power
and preferences.
Targeting : The company needs to form a decision of target
market for achieving the goal. A target audience is a group
of market to which company wants to serve its products.
Positioning: It means choosing the most suitable marketing
mix for the target audience. The company can be more
adaptive in relation to its price and products for attracting
low income class of people.
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
Budget
Expenses Amount (£)
Development cost 8000
Personal selling cost 15000
Website and digital marketing 20000
Commissions to advertising agencies 5000
Printing, mailing and stationary 2000
Promotional campaigns 12000
Salaries to employees 30000
Customer researches and surveying cost 1000
Distribution cost 3000
Other expenses 4000
Total expenses 100000
Document Page
Evaluation of plan
Objectives Strategies Monitoring
Increasing sales by 15% Adding more attractive dishes in
menu that are low priced.
More of self serve kiosks will help
in increasing sales
Aggressive marketing and
promotions of brand through social
media, hoardings, television.
Offerings discounts and buy one get
one would help in attracting
consumers.
Giving additional benefits to people
ordering food online.
Scorecard method for evaluating the
performance of company
Customer satisfaction Understanding target audience
Serving as per their requirements.
Providing excellent customer
support services.
Bench marking would be applied for
measuring the overall performance of
McDonald's.
Document Page
Conclusion
From the above task, it can be concluded that for increasing sales and for achieving
maximum customer satisfaction, McDonalds have to provide products and services at
the most competitive price and which have the capability of meeting the expectations
of customers.
tabler-icon-diamond-filled.svg

Paraphrase This Document

Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Document Page
References
McDonald, M. and Wilson, H., 2016. Marketing Plans: How to prepare them, how to
profit from them. John Wiley & Sons
Strauss, J. and Frost, R.D., 2016. E-marketing: Instructor's Review Copy. Routledge.
Kumar, V., 2015. Evolution of marketing as a discipline: What has happened and what
to look out for. Journal of Marketing. 79(1). pp.1-9
Document Page
chevron_up_icon
1 out of 12
circle_padding
hide_on_mobile
zoom_out_icon
[object Object]