PGBM15 Marketing Management: McDonald's in Chinese Market Analysis

This report provides a comprehensive strategic analysis of McDonald's in the Chinese market. It begins with an introduction to strategic marketing management, emphasizing the importance of adapting to changing consumer tastes and global market trends. The report then delves into McDonald's background, including its global presence and expansion strategies, and explores its market orientation and holistic marketing approach. A significant portion of the report is dedicated to analyzing the external environment using PESTLE and Porter's Five Forces, identifying political, economic, social, technological, environmental, and legal factors, as well as competitive forces influencing McDonald's operations in China. Furthermore, it conducts a SWOT analysis to assess the company's internal strengths and weaknesses alongside external opportunities and threats. The report concludes with a discussion of strategic choices, including the BCG and Ansoff matrices, marketing management approaches, recommendations for brand extension, and overall conclusions regarding McDonald's position and strategies within the Chinese market.