McDonald’s International Marketing Strategy and Market Entry in France

This presentation provides an overview of McDonald’s international marketing strategy for entering the French market. It begins with an introduction to international marketing and its importance for companies seeking expansion. The presentation covers internal and external audits, including political, economic, social, technological, environmental, and legal factors. It also includes a competitor analysis focusing on Burger King. A SWOT analysis identifies McDonald’s strengths, weaknesses, opportunities, and threats in the French market. The presentation further discusses STP (segmentation, targeting, and positioning) strategies, finance and marketing objectives, and concludes with the importance of comprehensive planning and strategies for successful international expansion. The presentation references several academic sources to support its analysis.

McDonald’s International Marketing
in France

Introduction
• International marketing is an important method for
the company if they want to expand their production
or services in other markets as well.
• In order to have presence in more than home
countries it is important for the company to explore
ways of expansion which can help the company in
expanding and entering into new markets and also
attracting potential customers of other market.

Internal Audit
• It is important for the company to make sure that
they have analysed their position in the home
market first.
• It is refers to as internal audit of the company
where with the help of home market the company
will be able to analyse the strength and
weaknesses of the company and will also be able
to identify the changes that the company is
needed to make.

External Audit
• Political factors- these are the factors that help the company in determining the intervention of the government
in the free market or in the workings of the industry in which the company wants to enter
• Economic factors- These factors include factors which tells the company about the economic performance of
the country in which the company wants to enter.
• Social factors- it refers to the factors that are related to the norms and culture of the society in which the
company is going to operate.
• Technological factor- These are the factors that helps the company in analysing the prevailing technology in
the market and will also help in identifying what are the technology that the competitors have.
• Environmental factor- these are the factors that are related to the environment and its concerns.
• Legal factors- these are the rules and regulations implemented by the government on the companies.

Marketing condition
• The marketing place is the location where the company is
selling their products and services.
• It is important for the company to analyse the market first so
that they can prepare themselves according to the
requirements of the market.

Competitor analysis
• The main competitors of McDonald in the food industry is
Burger King and the competitors is already present in the
market.
• It is important for McDonald to make sure that they have
analysed the marketing and production tactics of the
company as it will help the company in creating strategy
according to that.

SWOT analysis
• Strength- McDonald have strong presence in all over the world and has a good reputation in the market which
will help the company in having an advantage in the markets of France.
• Weakness- The population of the country is health conscious and are concerned about the meal that they are
having.
• Opportunities- Expansion will provide great opportunities to the company and will also ensure that the
company is having a right set of market through which they are able to attract large amount of customers.

STP
SEGMENTATION: It refers to the division of market on the basis of
the different categories and according to he products that the
company si offering. In context to McDonald’s the company make
segments of the market on the basis of age factor.
TARGETING: The targeting audience refers to the target market of
the company. It helps the company in focusing on a single group of
audience which are potential customers of the company. In case of
McDonald’s, the company may offer the people of Maldives a
happy meal which is a specialty of the company.
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Market plan objective in target market
• Finance objective-
• The main aim of the company is to make sure that the company is not occurring any unwanted or unnecessary
cost which can waste the funds of the company.
• Marketing objectives-
• It is important for the company to make sure that the company is having effective marketing strategies which
can help them in having a competitors advantage in the market and will also help in attracting potential
customers.

Conclusion
• From the above presentation it is concluded that in order to have an expansion in the other market, it is
important for the company to make sure that they are having analysis of both internal and external factors as it
will help the company in making sure that the company is having full information about the market in which the
company is going to enter.
• It is important for the company to make sure that they have proper planning and strategies which can help the
company in having growth in other markets.

References
• Coronil, A.G., 2021. Behavior as an approach to identifying target groups from a social marketing
perspective. International Review on Public and Nonprofit Marketing, pp.1-23.
• Mulet-Forteza, C. and et. al., 2018. Twenty five years of the Journal of Travel & Tourism Marketing: a
bibliometric ranking. Journal of Travel & Tourism Marketing. 35(9). pp.1201-1221.
• Rouziès, D. and Onyemah, V., 2018. Sales force compensation: trends and research opportunities. Foundations
and Trends® in Marketing. 11(3). pp.143-214.
• Tran, T.T.H. and Paparoidamis, N.G., 2020. Eco-innovations in global markets: The effect of ecological (in)
congruence on consumers’ adoption intentions. Journal of International Marketing. 28(3). pp.64-83.

Thank-You