Determining Marketing Strategies for McDonald's Brand Valuation

This case study proposal focuses on determining the key marketing strategies for brand valuation of McDonald's. The research aims to evaluate these strategies and their impact on enhancing brand valuation. The study will identify the impact of marketing strategies on McDonald's, assess brand effectiveness in a competitive environment, and ascertain strategies that improve brand image. The research questions address the major impacts of marketing strategies, the effectiveness of brand in a competitive era, and recommendations for improving brand image. The proposal includes an overview of McDonald's, a literature review on marketing strategies, and the importance of corporate image in a competitive era. The methodology involves secondary data analysis from books, journals, and magazines to analyze the marketing strategies of McDonald's. The study also considers ethical issues and data validity to ensure reliable and effective results. The project will provide recommendations for improving McDonald's brand image in the competitive market.

CASE STUDY
PROPOSAL

Table of Contents
TITLE..............................................................................................................................................1
PURPOSE OF THE PROJECT ......................................................................................................1
Research Aim .............................................................................................................................1
Research Objectives....................................................................................................................1
Research Question ......................................................................................................................1
Introduction.................................................................................................................................2
Over view of organisation...........................................................................................................2
LITERATURE REVIEW ...............................................................................................................3
Case brief....................................................................................................................................4
SOURCE OF DATA .......................................................................................................................5
RESEARCH METHODOLOGY ....................................................................................................6
Type of investigation:.................................................................................................................6
Research design ..........................................................................................................................6
Research approach......................................................................................................................6
Research philosophy...................................................................................................................6
PROBLEM STATEMENT .............................................................................................................7
PROJECT PLAN AND TIMESCALE............................................................................................8
.........................................................................................................................................................8
REFERENCES................................................................................................................................9

TITLE
“To determine marketing strategies for brand valuation: A case of McDonald’s”.
PURPOSE OF THE PROJECT
The present report is based on determining key marketing strategies for brand valuation
of McDonald's. The major purpose of conducting this research is to providing a significant
direction to the reader for identifying the importance of brand and its effectiveness at market
place. The current report helps me to resolving issues that are faced by me in my future reports.
The basic aim of this research is to providing significant information about brand and its
importance at market place in order to attaining higher position at market place. Brand has
positive as well as negative impact on customers mind, so people are mainly attract towards the
firm which is having high brand image. In the present market scenario, mostly customers are
attracted towards the image and brand of firm because people are more conscious towards the
brand image and high standard. McDonald's is the largest American foods industry that deals in
providing best quality foods products across the world at reasonable price.
Research Aim
To evaluate marketing strategies which help in enhancing brand valuation. A case study
on McDonald's
Research Objectives
 To identify the impact of marketing strategies on McDonald's
 To evaluate the effectiveness of brand in competitive era
 To ascertain the marketing strategies that help in enhancing brand image of McDonald's
 To recommend various ways through which McDonald's improve their brand image in
the competitive market
Research Question
 What are the major impacts of marketing strategies on McDonald's?
 How to evaluate the effectiveness of brand in competitive era?
 Which marketing strategies help in enhancing the brand image of company?
 What are the major recommendations to McDonald's for improving their brand image in
the minds of customers?
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Introduction
Every business organisation is focused on adopting the most essential marketing strategy
in order to increase their brand image and valuation in the minds of customers. Major purpose of
firm is to provide high quality of goods and services for satisfying the needs and wants of
customers who are willing to take advantage of offered services of firm (Cova and Paranque,
2012). It has the biggest fast food restaurant chain over more than 120 countries. It is required
for company to adopt various marketing strategies through which they can easily attain their set
objectives and aim. These objectives help the organisation to improve their brand image. The
actual value of company is based on their goodwill and brand image. Organisations are focused
on creating suitability in their brand image in order to gain attention of large number of
customers. As a largest food chain, company needs to improve their service quality in order to
maintain their working ability and brand image.
Over view of organisation
McDonald's is an American food based industry who deals in hamburger and fast food
products. The founder of McDonald's are Richard and Maurice McDonald who establish their
first outlet in California and San Bernardino in the year 1948. They started their business through
hamburger stand with the help of production line principles (Cuganesan, Dunford and Palmer,
2012). McDonald's is the world's largest foods service retailer with over 35000 outlets and stores
in over 120 locations. The outlets and stores of McDonald's are operated by individual local
business women and men across the world. It is one of the largest franchises in the United
Kingdom as well as in other countries. It included various top items such as cheeseburgers,
hamburgers, French fries, McNuggets. The firm is famous for their high quality and fast services
of food products. It is focused on implementing effective changes in their products as per the
needs and demand of customers. McDonald's has its owned and franchised firms in which it has
various ethical and social responsibilities and norms which are needs to be followed by each
outlets in order to providing good and high quality services to their potential buyers.
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LITERATURE REVIEW
Impact of marketing strategies on McDonald's
Marketing strategies have plays a significant role in every business enterprise as it helps
in attracting a huge number of customers. It gives core attention to customer satisfaction. So, it is
essential for organisation to produce its products according to the needs and demands of
consumers otherwise, firm can face various financial losses. By developing effective
merchandising strategies, McDonald's can build long term relationship with its potential clients.
Also, it can help cited company in increasing its brand image within market place. The main
purpose of formulating marketing strategy is determine that firm is providing enough satisfaction
to its customer or not (Hays, Page and Buhalis, 2013). For better growth and development, every
enterprise should make appropriate changes in its products and services as per the demand of
its clients.
Marketing strategy involves various actions and ideas which helps in making important
decisions regarding product, price, place and promotion. Also, it helps in defining all those
objectives and plans which are required to satisfy customer needs and demands. It facilitates
communication level with all organisational departments such as production, research and
development, human resource management, finance and so on. There is huge impact of
marketing strategies on McDonald's which are follows as under:
 It helps company in identifying different needs, demands and preferences of customers.
 With the help of Effective merchandising activities, company can determine supply and
demand of products within market place.
 It also helps organization in developing existing products of company.
 By using marketing strategies cited firm can approach to new customers.
Hence, these are some positive impact on marketing strategies in the context of
McDonald's, it is essential for this organization to change its schemes according to market trends
otherwise it cannot survive in market place for long time period.
Effectiveness of corporate image in competitive era
Corporate image involves those psychological impressions of company which influence a
positive impact on general public or social groups. In simple words, it is that concept of
organization which helps in determining the way in which company operates it business
activities and practices. In modern world, due to globalization market competition has increased
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at big level. For surviving in competitive market, it is highly important for business firms to
build their strong reputation in marketplace. With the help of this, enterprise can influence
positive impact on its potentials clients. McDonald's is world's biggest restaurant chain, it is
operating its business in all over the world (Hinz and et. al., 2011). For better success, this
company needs to create its positive image in domestic as well as international market, and it can
be possible if company will have good policies and strategies.
By building strong corporate image in market place, cited company can achieve
competitive advantage because, most of people like to purchase goods and services from that
brand which have great reputation in market place. Also, it encourages company to follow
premium pricing policy. Corporate image is an intangible concept but still it influences a huge
impact on organisational performance and growth. By having positive reputation, McDonald's
can compete with its competitors in most effective and systematic manner. Also, it helps in
increasing customer line.
Marketing strategies helps in enhancing the brand image of organization
Marketing strategy is known as most important concept of organization because it helps
in identifying and fulfilling customer needs. Also, it helps in attracting new customers. Basically,
it represents positive image of company in market place. In simple words, merchandising
strategies are the major factors which can enhance corporate image or reputation of McDonald's.
As, this concept involves various activities such as promotion and advertisement which helps
cited company in promoting and advertising its food products in all over the world. Mentioned
organization spends a lot on its marketing strategies so that it can attract a huge number of
individuals and also can build strong position in market place.
By making effective strategies, mentioned company can influence people to purchase its
products and services. Social media is biggest source of market communication also; it helps in
generating brand awareness. Hence, it can be said that, by developing effective marketing
schemes and policies McDonald's can enhance its corporate image in competitive market place.
As, it provides positive framework of company to the general public.
Case brief
The present case is depending on the marketing strategies which are used by the
McDonald's in order to enhancing their brand valuation.
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McDonald's is the world’s leading food Retail Company who is having more than 32000 local
restaurants over 120 countries who are serving more than 65 million people across the world.
The large number of people attract towards the firm for taking advantage of offered service of
firm (Cairns and et. al., 2013). It is the internationally leading food retail company across the
globe and U.S is its largest market of McDonald's in terms of high number of restaurant,
operating income and revenues. There are lots of competitors available at market place and
company is concerned on adopting most suitable marketing strategy in order to providing high
range of competition to their competitors. The high growth markets of McDonald's are China,
Korea, Russia, Poland, Italy, Spain, Netherlands and Switzerland. In the year of 2005, business
performance of McDonald's has reaches to higher growth stage, the combination of various
factors in history of brand value and its products are capable to gaining the trust of target
customers. Thus, it can be said that people of the nation are loving products of McDonald's. They
have made a clear vision considering all aspects of business and the way they presented to
customers.
SOURCE OF DATA
If firms want to gain all their objectives which are related with research activities, data
should be collected in appropriate ways in order to achieve good and effective results. The
research contains quality data which helps in gaining good results. Various sources of data are
evaluated as:
Data Collection: In order to collect and gather effective data from the research activities
mainly secondary forms of data are taken into accounts which also contains a case study which is
composed in this research. Data is collected from books, journals, magazines old newspapers etc.
These are used in order to make the research more vital and accurate.
Data Analysis: In this research qualitative data are used which are useful in gaining true
and effective results. This is related with using various tools and techniques in order to achieve
good fruits. Mostly this method is used in order to obtain new ideas which are related with
several themes.
Reliability: While this research is carried out each and every factor is given strong
attention in order to gain outputs on while persons can relay. Efforts are made in relation to all
business operations which are useful in gaining effective results (Kumaraswamy and et. al.,
2012).
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Validity: If firm wants to acquire and retain effective data then more attention is given in
order to make facts more authenticate. All the data which carry standard marks like trademark,
copyright are used in order to achieve effective results from the current research.
Ethical issues: These issues are seriously addressed in order to gain result which are
meaningful. All the persons are given information about the study materials. Permissions have to
be taken in order to use data so that interest factors of researchers and researcher can be saved.
RESEARCH METHODOLOGY
This is the most essential part of research which provide proper guidance to researcher in
order to finding proper results and outcomes. With the help of this section researcher get a way
to conduct the research in most effective manner. This can be categorised among various parts
which are described as under:
Type of investigation:
In order to adopting most appropriate method, it is required for researcher to identify the
nature of research. A research can be qualitative or quantitative in nature. The present research is
based on qualitative nature because these kind of techniques are adopted in order to providing an
effective analysis. For conducting research in efficient manner various qualitative techniques and
methods are adopted by researcher.
Research design
This section helps in measuring various ways through which research can be conducted
in right direction. This can be considered as a blue print of research, this section is categorised
among various parts such as descriptive, exploratory and experimental. For this current research
report descriptive research design has to be taken because this is able to provide detailed
descriptions about various aspects that are related with given field of study.
Research approach
This is also an important section of research work, this is divided in to two major parts
such as inductive and deductive research. For this present research report inductive research has
to be taken in to proper action because this helps in providing reliable results and outcomes.
Research philosophy
The research philosophy can be considered as the belief pattern which are needs to be
followed by research in order to carry out the research work in right direction. It is important for
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researcher to select the most appropriate philosophy in respect of providing significant support to
the activities of research work. For the present research report Interpretivism philosophy has to
be applied by the researcher because this helps in providing significant direction to gather data
and information which are required for the research work.
PROBLEM STATEMENT
Nowadays, it is essential for organisation to recognise their brand awareness in
competitive market. As there are many competitors of this company who is dealing in beverage
food services. In McDonald's marketing manager are having vital role in order to determine their
growth and profitability in competitive (Duguleana and Duguleana, 2014). It is their
responsibility to adopt sound strategies which will help them in targeting new customers. Apart
from this, whatever strategies which are adopting by organisation should be implemented in
appropriate manner because through this they can determine their brand valuation in competitive
market.
Further, in order to increase market, share of firm, manager has to establish some new plans and
procedures through which they can identify what kind of strategies and techniques are following
by their competitors to target their customers also. Besides this, there is also new revivals in this
sector who is providing same services and food so in order to beat them adequate plans and
policies should be adopted by firm. Therefore, different marketing strategies has been used by
researcher in order to identify their brand awareness at marketplace and what are the factors
which influencing their aims and objectives. In recent time, there is also changing in
technologies which has to be adopted by marketing manager in order to promote the brand
awareness of goods. So it is their responsibility to use new promotional tools and techniques
regarding software’s which will aid them to attract large number of user who are active on social
media sites. Through this, company can deal with problems also which are facing by customers
and resolve them with in time period.
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PROJECT PLAN AND TIMESCALE
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REFERENCES
Books and journals
Cairns, G. and et. al., 2013. Systematic reviews of the evidence on the nature, extent and effects
of food marketing to children. A retrospective summary. Appetite. 62. pp.209-215.
Cova, B. and Paranque, B., 2012. Value creation versus destruction: The relationship between
consumers, marketers and financiers. Journal of Brand Management. 20(2). pp.147-158.
Cuganesan, S., Dunford, R. and Palmer, I., 2012. Strategic management accounting and strategy
practices within a public sector agency. Management Accounting Research. 23(4).
pp.245-260.
Duguleana, L. and Duguleana, C., 2014. Brand valuation methodologies and practices. Bulletin
of the Transilvania University of Brasov. Economic Sciences. Series V. 7(1). p.43.
Hays, S., Page, S. J. and Buhalis, D., 2013. Social media as a destination marketing tool: its use
by national tourism organisations. Current issues in Tourism16(3). pp.211-239.
Hinz, O. and et. al., 2011. Seeding strategies for viral marketing: An empirical comparison.
Journal of Marketing.75(6). pp.55-71.
Jia, Y. and Zhang, W., 2013. Brand equity valuation: an optimized interbrand model which is
based on the consumer perspective.Proceedings of the 2013 international academic
worskhop on social science,(IAW-SC-13).50.
Kirk, C. P., Ray, I. and Wilson, B., 2013. The impact of brand value on firm valuation: The
moderating influence of firm type. Journal of Brand Management. 20(6). pp.488-500.
Kumaraswamy, A. and et. al., 2012. Catch-up strategies in the Indian auto components industry:
Domestic firms’ responses to market liberalization.Journal of International Business
Studies. 43(4). pp.368-395.
Moor, L. and Lury, C., 2011. Making and measuring value: comparison, singularity and agency
in brand valuation practice. Journal of Cultural Economy. 4(4). pp.439-454.
Neti, S., 2011. Social media and its role in marketing. International Journal of Enterprise
Computing and Business Systems.1(2). pp.1-15.
Parker, B. T., 2012. Candidate brand equity valuation: A comparison of US presidential
candidates during the 2008 primary election campaign. Journal of Political Marketing.
11(3). pp.208-230.
Rahbar, E. and Abdul Wahid, N., 2011. Investigation of green marketing tools' effect on
consumers' purchase behavior. Business strategy series.12(2). pp.73-83.
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Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Online
BCG Matrix and its Four Quadrants. 2017. [Online]. Available through:
<http://panmore.com/mcdonalds-marketing-mix-4ps-analysis>. [Accessed on 23rd
September 2017].
MEYER, P., 2017. McDonald’s Marketing Mix (4Ps) Analysis. [Online]. Available through:
<http://panmore.com/mcdonalds-marketing-mix-4ps-analysis>. [Accessed on 23rd
September 2017].
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