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

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.

MARKETING ESSENTIALS

Table of content
 Introduction
 Main body
 Conclusion
 References

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.

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”

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

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

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.

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

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.

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.

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