Comprehensive Marketing Audit Report: McDonald's Analysis

This report provides a comprehensive marketing audit of McDonald's, examining various aspects of the company's business environment. The introduction provides a brief overview of McDonald's, followed by an analysis of market size and trends, highlighting its substantial market capitalization and profitability. The report then delves into competitor analysis using Porter's Five Forces model, assessing competitive rivalry, supplier power, buyer power, threat of substitution, and the threat of new entry. A SWOT analysis is presented, evaluating McDonald's strengths, weaknesses, opportunities, and threats, along with a PEST analysis that considers political, economic, social, and technological factors influencing the company's global operations. Customer analysis focuses on understanding the target market and customer needs, with a focus on data-driven decision-making. Stakeholder analysis identifies and categorizes stakeholders based on their interests and involvement. The report concludes with a discussion on the objectives of a marketing audit, emphasizing its importance in developing effective promotional strategies and expanding market share. References to relevant academic sources are included to support the analysis.

PROJECT
MANAGEMENT

TABLE OF CONTENTS
• Introduction
• Market size and trend data
• Competitor analysis
• Macro and micro economic forces
• Customer analysis
• Stakeholder analysis
• Marketing audit objectives
• Conclusion
• References

INTRODUCTION
Project management is the process of leading a team in order to achieve specific goals and
meet success in a specified time period. The firm which is selected for this presentation is mc
Donald's. It is an American fast food brand that is basically famous for its burger. The firm was
founded in 1955, headquarter situated in Chicago, U.S.

MARKET SIZE AND TREND DATA
Mc Donald's is a fast food firm which has market size of $9.253 billion across the United
states. This includes not only burger but also fast foods including Asian, Italian, pizza etc. Mc
Donald's has market capital as of November 158.92$ billion. It is the biggest restaurant chain,
very profitable. In last year it has $ 5.5 billion in profits that was came from revenues of $27.6
billion that gives profit margin nearly 20%.

COMPETITORS ANALYSIS
Porter five model is method of identifying competitiveness of business environment and helps in
analysing potential strategies that can be implemented in the company. This can be classified into five
models such as competitive rivalry, supplier power, buyer power, threat of substitution and threat of
new entry.
• Supplier power
• Buyer Power
• Threat of substitution
• Competitive Rivalry
• Threat of new entry

MACRO AND MICRO ECONOMIC FORCES
Swot analysis: Swot analysis is internal analysis of any firm, in case of MCD firm swot
analysis includes its strengths, weaknesses, threats and opportunities.
Strengths Weaknesses
 It has incredible brand value because it is the tenth most
valuable brand in the world.
 MCD French fries are considered as the best tasting fries in
the industry.
 The risk of financial impairment, mismanagement and
customer s dissatisfaction.
 Recently it faces extreme backlash from their workforce
because the workers wants several protests and strikes.
Opportunities Threats
 MCD must put efforts towards introducing new products,
innovative or creative item to make menu customers choose.
 MCD has initiated for home delivery with the partnership
with UBER.
 The innovative changes done by MCD have a positive look,
the investment in new technology can makes risky.
 It has some competitors like Burger king and Burger farm
that can be a biggest threat for it.

CONTINUED…
PEST: pest analysis is refers to external factors of any firm that can affects any firm by directly or
indirectly. MCD as a global firm external factors affects its position in negative or positive way sometimes.
Political factors Economic factor
These factors include government stability or instability, tax
rates, trade rates etc. MCD as a global chain, political factors
affect it by increasing international trade agreements,
governmental guidelines for diet and health and evolving public
health policies.
These factors include employment or unemployment, tax rates
etc. These factors affects MCD by slow but stable growth of
developed countries, slowdown of the Chinese economy, rapid
growth of developing countries.
Social factors Technological factors
Social factors refer to customer’s preferences, taste and their
choices by religion and culture. In context to MCD it affects it by
rising disposable income, busy lifestyles in urban environments,
increasing cultural diversity and healthy lifestyle trend.
Technological factors include change in technology, innovative
and creative idea. MCD success depend on adapting maximising
technological trends and resources. Some external factors are
moderate R$D activity in the industry, increase in business

CUSTOMER'S ANALYSIS
Customer's analysis is refers to assessing target market and customer's needs in
order to buying products. In context to MCD data driven from customers
behaviour helps business for its decision-making via effective market
segmentation. This information helps business in direct marketing and maintain
relations with customers. Needs of customers analysing is concerned with
identifying products or service of the target markets. The ultimate goal of this
activity is to understand customers needs and position of overall market.

STAKEHOLDER ANALYSIS
It is technique or the process of identifying the person before any project start and then
grouping them according to their interest, participation and their preferences and determine
their involvement and communication related to each other. It also consider first step in
strategic planning activities. In the MacDonald's, they also use this technique for the analysis
of internal and external user by following steps-
• High power, high interest
• High power, low interest
• Low power, high interest
• Low power, Low interest

OBJECTIVE OF MARKETING AUDIT
• Gain expansion to new ideas and different strategies
• Get in Depth insight into competitor
• Save Time and Money in the long run

CONCLUSION
From the above discussion it has been concluded that marketing audit is very important for the
organization to complete promotional technique and it is useful in sort the resources and find
out which strategies are working and which is just time waste for the budget used in the
company. In this there is an understanding of the audit to know the impact of external and
internal factors and SWOT analysis to know the position of their competitor. Through
Marketing Audit every company expand their growth and increase their market share related to
their competition.

REFERENCES
Chen, H. C. and Yang, C. H., 2019. Applying a multiple criteria decision-making approach to
establishing green marketing audit criteria. Journal of Cleaner Production. 210. pp.256-265.
Gâdău, L., 2017. Marketing audit and its importance in achievement of marketing objectives
of a company. Journal of Advanced Research in Management (JARM). 8(15). pp.38-43.
Surya, M., Machfud, M. and Simanjuntak, M., 2019. MARKETING AUDIT OF
EDUCATIONAL SERVICE COMPANY. Jurnal Aplikasi Manajemen. 17(4).

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