BSBCMM401: McDonald's Marketing Head Role and SWOT Analysis

This presentation examines the role of a marketing head within McDonald's Corporation, a prominent fast-food chain. The analysis begins by defining the job profile and the responsibilities of the marketing head, which include enhancing brand image and showcasing products through innovative marketing strategies. A comprehensive SWOT analysis is then conducted, evaluating the company's strengths (e.g., menu innovations, global operations, strong financial position), weaknesses (e.g., declining dividend growth, difficulty in finding prime locations, stagnant annual growth, lack of innovation), opportunities (e.g., marketing investments, expansion outside the U.S., menu innovations, lower interest rates), and threats (e.g., government regulations, competition from Burger King, increasing commodity prices). Based on the SWOT analysis, several recommendations are provided, including improving customer service, lowering supply chain costs, expanding Happy Meal choices, and addressing environmental issues to enhance customer base and brand loyalty. The presentation concludes with a list of references used for the analysis, which provides context to the study.

Business
environmen

Where do I work?
• Work in an American company,
McDonald’s Corporation
• Fast food chain
• The company is famous for
producing hamburgers.
• Other items produced by the
company are French fries,
cheeseburgers, wraps,
milkshakes, ice-creams, fruits
and smoothies.
• The company is the second
largest private employer
globally.
• They have an employee base
of 2.3 millions.

Job profile
• I am working as the
marketing head in this
company.
• The aim of the
department is to enhance
the brand image of the
company by providing
more visibility to the
customers.
• We come up with newer
ideas to showcase the
brand and its products.

SWOT Analysis
Strength:
• The company always improvises the
food menu and have rolled into items
like smoothies, coffees and Angus
burgers.
•With wide variety of products, the
company has increased its revenue
generation by huge increase in the
store sales.
• The operation of the company is
global.
• They have strong financial position
and thus, can invest more on research
and development.

SWOT Analysis
Strength
• They have an unique
brand image which
helps them in choosing
their suppliers correctly.
• Their strong financial
position helps them to
expand their stores
globally and increase
the customer base.

SWOT Analysis
Weaknesses:
• The growth rate of dividend is
declining and will probably
continue to slow down or even
level off.
• As U.S and other countries are
becoming saturated with
restaurant chain, it is becoming
difficult for the company to find
prime locations to set up their
store.
• They have stagnant annual
growth.
• The menu is mainly for the

SWOT Analysis
Weaknesses:
• Lack of innovation is declining the growth
rate of the company
•Company’s laws related to distribution is
based on the local state laws which is not
compatible with the laws of the other
countries around the globe.
•McDonald’s Corporation has a number of
lawsuits in UK and Malaysia, mainly for
disputes in the trademark.

SWOT Analysis
Opportunities:
• The company’s focus on marketing its
brand in the form of investing will provide
the company with more customers and in
turn more revenue.
• They have opportunities for opening new
restaurants outside United States . China is a
huge platform for the company.
•Menu innovations are limited only by
imagination
•Lower rate of interest provides cheap
capital for growth of the company

SWOT Analysis
Threats:
• Governments are putting rules
and regulation targeting the fast
food industry which might be
unfavorable for the company.
• The company faces major
competition from Burger King.
• the price of commodities are
increasing which would in turn
increase the cost of the products.

Recommendations
• The company should start providing better ad quick
services to the customers.
• The company should lower down the cost in the
supply chain network for providing low cost food
items to the customers.
•McDonalds should also try to expand the Happy
Meal Choices for attracting more customers and also
to retain the existing customers.
• The company should start focusing on avoiding the
environmental issues in order to increase the
customer base.

Reference
Fredendall, L.D. and Hill, E., 2016. Basics of supply chain
management. CRC Press.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing
planning: theory and practice. In The marketing book (pp. 108-
142). Routledge.
Hornstein, H. A. (2015). The integration of project management
and organizational change management is now a
necessity. International Journal of Project Management, 33(2),
291-298.
McDonald, Malcolm. "Marketing accountability." Wiley
Encyclopedia of Management (2015): 1-8.

Thank
you