Marketing Plan: McDonald's Australia

This marketing report analyzes McDonald's position in the Australian market. It begins with a market situation analysis covering economic, socio-cultural, technological, competitive, political, and legal environments. A SWOT analysis identifies McDonald's strengths (brand recognition, global presence), weaknesses (unhealthy image, slow product innovation), opportunities (healthier menu options, technological advancements), and threats (economic recession, competition, health concerns). The report then delves into market segmentation (demographic, psychographic, behavioral), outlining target customer groups (children, families, students). Organizational objectives focus on increasing sales and market share. The core of the report details strategies and tactics across product (introducing healthier, innovative options), price (value meals, affordability), promotion (advertising targeting children and adults, sales promotions), and place (optimizing outlet locations). The conclusion emphasizes the importance of implementing these strategies for successful expansion in the Australian market, highlighting the need for continuous monitoring and adaptation to changing consumer preferences.

Running Head: Marketing Principles
Marketing Plan

Marketing Principles
Executive Summary
M.C. Donald’s is considered as one of the largest chains of fast food in the food restaurants.
They take into consideration thirty two thousand restaurants which are serving more than sixty
million customers daily. If the company takes into consideration effective marketing plan then
the company can easily attain the goals and objectives. It is seen that the company should
manage the operations of the business which can be spread across the different regions in
effective manner. So, in this report the marketing plan will be discussed which should be taken
into consideration in the Australian market. The main aim of the company is to attract more and
more customers towards their product. M.C. Donald’s is a place which is not only for teenagers
but it is also for the families. The company spends millions of dollar of marketing and promotion
of the product. The major advertising campaign of the company is taken into consideration in the
year 1987 that aimed to neutralize the misunderstanding of junk food about their good food. The
business starts between the two brothers. The company started its business by opening a small
restaurant in 1940 and also drive in the restaurant service was taken into consideration in 1961
with the company’s trademark. The company brand image was enhanced by the operating and
delivery system which the company considered. This report will give focus on the marketing
strategies that should be considered by the company, which will help in the expansion of
business in the Australian market.

Marketing Principles
Content
s
Market and Situation Analysis.....................................................................................................................1
1) Economic Environment....................................................................................................................1
2) Socio- Cultural environment............................................................................................................2
3) Technological environment.............................................................................................................2
4) Competitive environment................................................................................................................2
5) Political environment.......................................................................................................................2
6) Legal environment and regulatory environment.............................................................................3
SWOT Analysis.............................................................................................................................................3
Strength...................................................................................................................................................3
Weakness................................................................................................................................................4
Opportunities..........................................................................................................................................4
Threats.....................................................................................................................................................4
Market segmentation and customer analysis..............................................................................................5
Demographic Segmentation....................................................................................................................5
Psychographic Segmentation..................................................................................................................5
Behavioral Segmentation........................................................................................................................5
Organization Objectives and Goals..............................................................................................................6
Objective related with sales....................................................................................................................7
Objective related with Market share.......................................................................................................7
Strategy and Tactics.....................................................................................................................................7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Marketing Principles
Market and Situation Analysis
1) Economic Environment: Economic changes around the world which gives direct
impact to influence the M.C. Donald’s environment by considering its global nature. Mc.
Donald’s has a great opportunity to grow in the market. The economic recession was
incredibly disruptive for the firms in various industries. It reduces the revenues and
profits across the boards and also minimizes the demand of consumers for products and
services. In the Australian market the main issue that arises is concerned with the general
taxation issues. The company also faces many monetary issues that impact the working of
the company. So to minimize this also the company can take corrective measures so that
the growth can be attained in effective manner.
2) Socio- Cultural environment: Fast food has minimized the image in the mind of
consumers as the society is more concerned about the health now a day. People are
attracted towards a product in which the product is concerned with the health. The
company should give main focus on maximizing the product which gives benefit to the
health. In response to this it is seen that in Australia people are more concerned about
their health. So M.C. Donald’s should offer healthier menu options to the consumers.
They should also launch various marketing campaigns which give highlight to the new
range of healthy products. It gives positive impact on the operations of the business and
also helps to maximize the sales (Sachdeva, 2015).
3) Technological environment: The internet has taken into consideration various
opportunities for low cost and which give a high impact on range and firms. The
opportunities concerned with marketing and by using the internet are many. It is seen that
the fast food industry was slow to catch the benefits of internet marketing in the

Marketing Principles
beginning. The company should also use the updated technology, so that the customer
can feel comfortable to purchase the product (Galician, 2013).
4) Competitive environment: In Australian market there is a high competition in the
market. The fast food products are available to the consumer in low price also, so the
company should offer attractive discounts to the consumer so that they get induced to buy
a product.
5) Political environment: The fast food industry is targeted by the government and it
aim to enhances the health and minimize the obesity particularly in the Australian market.
The fast food industry is more regulating with less intervention of the government as it is
seen that many reports are published between the fast food industry and childhood
obesity. The company should take into consideration proper policies and procedures
which enhances the profit of the organization. The company should keep the profit
margin more than those countries where the restrictions have been imposed.
6) Legal environment and regulatory environment: The legal environment in
which the company operates is highly dependent on the Australian market. M.C.
Donald’s should operate all the functions under health and safety legal framework. The
company should also take into consideration all the controls that are essential by the
health agency (Percy, 2014).

Marketing Principles
SWOT Analysis
SWOT analysis refers to analyze the strength, weakness, opportunity and threats that are
prevailing in the market.
Strength: Company has much strength that is prevailing in the market. It helps the company to
attain the goals and objectives in effective manner. The main advantage to the company is that it
is considered as a recognized brand worldwide. The menu helps to promote the services and
products of the company. The company was the first who give customers the food nurture. The
company also provides the training for its managers in effective manner. The company is present
globally while having the great impact on its competitors. Mc. Donald’s is considered as a leader
of the market in both domestic and international market. The company has a capability of
generating more revenues and sales due to its brand recognition (Brentari, Dancelli & Manisera,
2016).
Weakness:
Weakness is in all the companies that are prevailing in the market. The weaker side of the
company is that it has an unhealthy food image an also the quality of the food is incompatible.
The revenue of the employees is huge. The other drawback is that more advertising is given on
children. The company should take into consideration product innovation. The company has a
very slow process of product innovation. Market saturation has also caused a major difficulty for
the company to expand its operations in the market. The company should take corrective steps
soon, so that the goals and objectives can easily be attained (Wang,Silva & Moutinho, 2016).
Opportunities
There are various opportunities that are prevailing in the market. The company can make its
outlet chains better and more attractive for the customers who are new. It can be done by offering
value added services like internet access. There are many ways of product innovation that are
available for the company. The company should utilize that opportunities so that the profits can
be easily attained. Product innovation helps the organization to enhance its operations in the
market and in Australian market the company should take into consideration the strategy of

Marketing Principles
product innovation. Mc. Donald’s should always adopt the strategy of new product line for
expansion. To attract more and more customers towards the company the company should use
low cost menus so that customer gets induced to buy a product (Chari, Katsikeas, Balabanis &
Robson, 2014).
Threats
Threats are there in every organization. There is no business who survives without threats. The
main threat to the company is that the economy situation is weak with the negative impact from
the recession by its diversification. The main problems that are arising are the fluctuation in the
currency. There are many health problems also that are arising which are concern with the
quality of food and healthier menu items. The market share is diminishing with the huge
promotion of investments. The big threat to the company is from the fluctuations that are
prevailing in the market. The company should give main focus on the fluctuation pattern so that
the threats or the risks that are arising can be minimized (Kirzner, 2015).
Market segmentation and customer analysis
MC Donald’s has taken into consideration the strategy which takes the age as a major structure
for segmentation. The main target segments of the company are children, youth and the young
urban family members. McDonalds in Australia should be segment into three different bases
(Paul & Roy, 2014).
Demographic Segmentation: In this the segmentation criteria the kids, family and students
are involved. The company should offers goods like happy meal which consist a free toy for
kids. For families the various outlets and meals which are best for take away should be
considered. The company has made its atmosphere which is best for students of school to chill
with their friends and can go for a dine at McDonalds (Kotler & Armstrong, 2013).
Psychographic Segmentation: It is concerned with convenience and lifestyle. The
company should adopt the lifestyle and convenience of the Australian consumers, as Australia
has a large number of non-vegetarian population, so the company should come up with
something new and innovative which consist items like chicken fried burger. The consumer
should consider the place to relax and also for entertainment then only the company can enhance
its growth in effective manner (Galician, 2013).

Marketing Principles
Behavioral Segmentation: It is concerned with Occasions like birthday party for the kids.
The company can get easily attract more customers by whom they can easily get the large share
of Australian fast food industry, but the main emphasis should be given on targeting techniques.
The company should take into consideration the mindset and the taste of consumers in the
market.
To get the benefits over the competitors the company should introduce new and innovative
products which can be based on low cholesterol. In Australia the company faces so much of
competition that is should give emphasis on variation of its products enhancement in market size
by executing the penetration strategy of pricing in which the products can be introduced in the
lower price (Salar & Salar, 2014). By this the objectives can be attained and there can be
increase in the deals and total revenue even in the future. The company should target the children
and teenagers more. By positioning also the company can easily attain the target in effective
manner. By this there can be enhancement in the marketing objectives and in the sales and total
revenue. The company should implement arranging techniques to create a new image in the
consumers mind about the company. McDonald’s should take into consideration the current
approach which they are following and also the latest advertising with is concerned with the
good messages (Samnani, 2014). The advertising of the company should give focus on the
qualities about the products the company is giving to its consumers. Positioning is a method by
which the company can create an image in the consumer’s attention by which the consumers can
easily analyze the exclusivity about the product when the comparison is made with the
competitors. In Australia positioning of the company has been focused as a restaurant for
families. Now the company should target the kids by presenting new advertising toys with the
products such as “Happy Meal”. The adults should be given target because they can pay for the
quality and various goods that are offered by the company (Grün & Dolnicar, 2016).
Organization Objectives and Goals
Mission statement: To be our customers favorite place and a way to eat with the good people
who are delighted with every client with the unmatched quality, service, quality and value every
time. The company wants to be the best food industry in the Australian market. The team give
you an opportunity to be a part of our team and give yourself and chance to grow with the family
that can create smiles on the faces of millions people (Puzakova, Kwak & Bell, 2015). The

Marketing Principles
company believes that customer perception is considered as a one thing which always guarantees
the success of the product. So the strategies of marketing are designed with a view of customer
perspective. IT is seen that the there are many innovative products that are not successful in the
market just due to the incapability of making a strong perception in the mind of consumers. The
company brings the hopes for its clients. The brand mission of the company is to be the
customer’s favorite place and also a good way to eat and drink. The operations that are globally
aligned around the strategy should be called as the plan to Win, which takes into consideration
people, products, place, price and promotion (Keiningham, Gupta, Aksoy & Buoye, 2014).
Objective related with sales
The main objective of the company is to enhance the sale so that the profitability can be
enhanced in effective manner. The main objective of the company is to be the place where
people enjoy more to spend their time. The company objective is to attract more and more
customers towards the company so that the sales can be enhanced in effective manner. The sales
should be increased by promotions, because promotion is the best medium through which the
company can induce the customers to buy a product. McDonalds have an great advantage
through which the sales can be enhanced efficiently. The company has an objective to enhance
and improve their menu. This will attract more and more customers and also help to satisfy the
customers (Osman, Johns & Lugosi, 2014).
Objective related with Market share
The main objective of the company is to cover large market share in the market, so that the goals
and objective can be attained in effective manner. If the company tries to expand its market and
provide quality product to its consumers then it is very simple to enhance the growth of the
organization. The more the market share attained by the company, the more will be the profit
achieved by the company. It is very essential to cover a large area market so that company can
enhance its market growth in effective manner. The company should give more on enhancing the
quality so that the more customers are attracted towards the product in effective manner. If the
market share of the company is more, then the profitability of the company will be enhanced in
effective manner (Armstrong, Adam, Denize & Kotler, 2014).

Marketing Principles
Strategy and Tactics
Product: The Company should give main emphasis on the menu which attracts the customers
towards the company. The needs and wants of the customers changes from time to time. So the
company should take into consideration the products that are needed by the company. In the
Australian market the non-veg food is more preferred, so the company should see this that the
product is according to the need of the customers. The company should introduce new and
innovative product and should phase out the old one. The Non veg varieties should be offered in
the market so that customer get induced and buy the product (Aaker & Biel, 2013).
Price: The value of the product is a major aspect for the customers before buying the product.
The product is rated according to the perception of the consumer mindset. The main threat of
using low price as a marketing tool is that in which customer can think that the quality is been
compromised. It is very essential at the time of deciding the price as it is important to be aware
about the brand and integrity. The company should start the strategy of giving the value meals in
a range of process and also the affordability of the customers should be considered. For example:
if a consumer eats with the Mcaloo Tikki then he will use it and same is with the Non Veg. The
company should also provide a range of entry level products to its consumers (Armstrong,
Kotler, Harker & Brennan, 2015).
Promotion: Promotion is also considered as an important part to enhance the growth of the
company. Promotion includes advertising which is conducted on television, online, newspaper.
There are many various promotional methods like sales promotion, point of sale display and
direct mail. The company gives main focus on the children and teenagers. So the advertisement
should be based on happy meal with a toy should be given. There are various schemes that
should introduced by the company like lucky draws and also scratch cards which should be given
when a consumer place an order. The company should maintain the strategy of promotion with
the highest spending marketing by comparing with the competitors. Attractive taglines should be
used by the company so that the customer gets attracted towards the product (Stephen & Yakov,
2015).
Place: Place plays an essential role. It is not only concerned with the physical location or with the
point of distribution for products. It takes into consideration the various processes which are
involved in bringing the product to the consumers. The company outlet is spread throughout the

Marketing Principles
cities which make them very accessible and easy to reach to the consumers (De Mooij, 2013).
The company should locate its outlet at the place where it caters huge population. If the outlet is
a place where everyone can reach in easy way then the objectives and goals can be attained in
effective manner. If the outlet is situated at the corner of the city, then it will create difficulty for
the customers to go there. It can affect the sales of the company. So the outlet should be located
at the center of the city (Wang & Chang, 2016).
Conclusion
By analyzing this report, it is concluded that for expansion the company should follow proper
marketing strategies. If the marketing strategy is in place then there are many responsibilities
which are given to different individuals so that the plan can be implemented in effective manner.
The systems should be put in place so that the feedback of the market can be attained and
measured against the targets which are for short term. McDonald’s should assure that this is done
with the tight controlled and finite marketing budget. The fast food industry in Australia is
concerned with the changing lifestyles of thee young population. The strategies which are
discussed in this report should be implemented effectively, so that the company can easily attain
the goals and objectives of the organization. McDonalds is considered as the famous leading
food service brand with the retailer of more than 30,000 restaurants in 119 countries serving 46
million customers each day. The company should provide good quality product, because for
expansion it is the main element which is considered by the company. The company should
manage its employees also in effective manner, so that they can work with their full dedication.

Marketing Principles
References
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strong brands. Psychology Press.
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Australia.
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marketing theory, practice, trends, and ethics. Routledge.
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marketing theory, practice, trends, and ethics. Routledge.
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data. Marketing Letters, 27(4), 729-741.
Keiningham, T., Gupta, S., Aksoy, L., & Buoye, A. (2014). The high price of customer
satisfaction. MIT Sloan Management Review, 55(3), 37.
Kirzner, I. M. (2015). Competition and entrepreneurship. University of Chicago press.
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