Marketing Proposal: McDonald's New Product Launch and Market Analysis

This marketing proposal examines McDonald's strategies for introducing new menu items, specifically the Angus beef burger and premium chicken sandwiches. The report details the benefits and process of conducting market research, emphasizing its importance in understanding customer preferences and identifying market opportunities. It explores the marketing mix (7Ps) tailored to McDonald's customers, considering product, price, place, promotion, process, people, and physical evidence. Furthermore, the proposal addresses how cultural differences influence McDonald's operations in different countries. The conclusion highlights the significance of market research, marketing mix, and cultural sensitivity in achieving marketing objectives. The report also includes references to relevant books and journals. This report can assist students with a comprehensive understanding of marketing strategies within the fast-food industry, emphasizing market research, the marketing mix, and cultural considerations.

MARKETING PROPOSAL

Table of Contents
INTRODUCTION...........................................................................................................................3
1.Benefits and process of conducting market research within McDonald..................................3
2.Marketing mix of McDonald customer and consumer and targeted through the marketing
activity of Angus beef burger and premium chicken sandwiches...............................................5
Activity tailored to the target market.........................................................................................6
How culture Differences can alter McDonald............................................................................6
CONLUSION..................................................................................................................................7
REFRENCES...................................................................................................................................8

INTRODUCTION
Marketing proposal makes an impact on the firm decision to decide the various targets
customer and help to move business in the right direction. As the McDonald introduce the novel
item in their menu including Angus beef burger and premium chicken sandwiches. For which
they required the best suitable market research. The benefits and process of conduction this
research and Marketing mix of McDonald customer and consumer and targeted through the
marketing activity of their new Products and services. The various activity which will tailored to
the customer and the culture make the different in alter the McDonald.
1.Benefits and process of conducting market research within McDonald.
McDonald focus on their customer for satisfaction in which they will try to set a effective
research to know the taste and preference of customer. McDonald have more than 35000 outlet
across the world. It is an world largest fast food chain of restaurant. The firms had experiences a
various threat and they had opted for the proper market research. Firm has introduce the novel
item in their menu including Angus beef burger and premium chicken sandwiches.
Marketing research is an systematic process of gathering, collecting,analysis information to
support decision making in marketing(Alan Wilson 2013).
Benefits of market Research
 It will guides to the communication with current and Potential Customer: This can
be benefits for the McDonald for effective market research which they can easily guide
and communicate with current and potential customer. The taste and preference will
identify with this activity and with the help result planing can be done to take appropriate
decisions. The evidence shows that McDonald make the decision based on this fact the
chance of success will be increase of moderate but the uncertainty lost can be easily
maximise with an market research(Baker, 2014).
 It will help to identified opportunity on the market: This can be the another benefits of
market research as new products of the McDonald is going to launch which will help to
know the market requirement and wants. According to the feedback of the customer
changes can be done on the products which will suitable to the target customer.
 Market Research will help to identify the risk: This can be the another benefits to the
organisation for market research is to easily identify the market research to collect the

various information which are threat to the firms. For example McDonald find a specific
location to give franchise with all the analysis of market.
 It will help to measure the Goodwill: This is also one of the important befits for market
research which will help to measure the reputation of firm in the market. The Angus beef
burger and premium chicken sandwiches are the new products for the McDonald and the
reaction of the customer are important to know for a this new products. The only develop
firm will get the better reaction for any new introduce products.
 Market research will help to identified competitor activity: McDonald is leading
market in chain of fast food industry but the high competition get from the other
competitor by introducing new product which can be the major threat for them(Ángeles
Oviedo-García and Sancho-Mejías, 2014). With the market research firm will easily
identified competitor movement in the market.
 Market research will help to identified the threat: For the McDonald the biggest threat
will be competitor. The burger king holidays is the 2nd largest hamburger fast food chain
and it give high competition to the McDonald. The another threat is the lifestyle changing
of the customer which required new goods and service in better manner. From the market
research firm will identified the threat which will affect on their business.
 Market research will help to find the strength areas: It is the most important benefit
get from the market research in which McDonald will know their potential strength
which will help to gain the competitive advantages. The major strength will analysis is
correct marketing mix of the firm.
 Segmentation: segmentation is the process of dividing a broad consumer or business
market, normally consisting of existing and potential customers, into sub-groups of
consumers based on some type of shared characteristics
 Limitation : Segments are too small, If the chosen segment is too small then you will not
have the proper turnover which in turn will affect the total margins and the viability of
the business.
Process of Market Research
There are various step of market research such as follows:
 Define the problem: This can be the first step of the market research required to find the
issues behind the research. As the McDonald is introduce the novel its in their menu

including Angus beef burger and premium chicken sandwiches. The products will be
opted by customer and changes required according to the problem identified.
 Develop Research Plan: This can be the second step in which firm need to develop a
specific research plan as per their requirement. The source of data collection and target
customer will be decided(Joppi, Gerardi and Garattini, 2016). Than various method of
collecting information through survey and online research from google search according
to the plan.
 Collect Relevant Data and Information: This can be another step of market research in
which collecting specific source and information which is relevant for the firm. The firm
will be go for various types of collecting information through analytics and scientific as
well emotional data which can not get from the graphs or charts.
 Analysis of Data and Report finding: This Can be the another step after the collecting
of all the data then firm need to analysis of this data and make report for the finding
which will help to take a various action according to the plan(Scott and Duncan, 2013).
The best way to bring the develop a marketing strategic as per the market research and finding
will be important to create the right marketing mix which will help to win the customer loyalty
and enhance sales of the firm.
2.Marketing mix of McDonald customer and consumer and targeted through the marketing
activity of Angus beef burger and premium chicken sandwiches.
Marketing Mix of the firm will help to bring the better strategy in terms of deciding the 7Ps of
McDonald. The 7 ps of firm will be describe as follows:
 Product: The products of the McDonald will be the main strength in which customer will
be target according to the varieties of the products and services offered by them. The new
introduce of novel item in their menu including Angus beef burger and premium chicken
sandwiches. Some of the other products offering in which customer are easily target as on
the basis of Vegetarian menu, Non vegetarian, Beverages and Frozen Desert. The
attribute of the products which will care customer sentiment towards the religion and
culture(Henriksen, 2012). Only the products will attracted to the targets customer because
it is an fast food industry where customer required delicious food and taste with high
quality.

 Price: McDonald set their price as per the brand Affordability and Brand core value
products. They utilise the large range of pricing methods to attract the customer to
increase their sell. As the value pricing and going rates, cost plus pricing and
determination of price will be the various techniques of pricing(Anche, Hozouri and
Mehdizadeh, 2014). The overall strategies will brings according to the set price of the
firm to attract the targets customer.
 Place: The distribution of the new introduce products in the all the outlet of the
McDonald will help to get more customer. As they have various distribution strategies
across all the location and targeted customer(Schroeder, 2015). McDonald offer free
delivery at various nation but it is not some of the nation where population is less. The
intensive distribution will help to attract the target customer and making the products
provided for sale through all possible channels of distribution.
 Promotion: McDonald focus on the various advertising which are the most effective as
compared to its promotion strategies. The company will use TV, Newspaper, Magazines,
social media. The company give special discounts for new introduce products to increase
sales.
 Process: It refers to the various activity firm performed to achieve the objectives.
McDonald will use the various channel to delivered their products to the customer(Scott
and Duncan 2013). For example firm will utilise the better food making process which
can be considers of all hygienic and which is visible at all the outlet.
 People: In the McDonald overall 97000 manpower is working across the UK. Mostly
outlet in the United kingdom will be owned by local businessman. The training and
development of the manpower cost approx 40 million pound which will be spent by the
firms only(Tiwari, 2016). The main objectives of the McDonald is to give better services
to the targets market and solve their issues.
 Physical evidence: The various element of the physical environment visitant and
experience of the customer. This will make huge impact on the customer as well function
of the firm(Preston, 2014). The outlets of McDonald are help to attract targets customer
in terms of clean and Hygienic of it outlet.

Activity tailored to the target market.
McDonald is focusing to retain their customer through effective corporate social
responsibility activity in the UK. It will help to tailored to the target market and easily engage
with the firm to increase the brand values of the organisations(Mohammed and Rashid, 2012).
For example McDonald will send message to the customer for new offer and send best wishes to
premium customer.
How culture Differences can alter McDonald.
McDonald presence in the hundred nation and each and every nation have their own
customs and culture. The demand of McDonald is different according to the size and taste
preferences of the customer at various nation. McDonald set their menu items as per the various
local culture such as Teriyaki Mac in Japan, Filet O fish in China and Using of lamb in the India
instead of Beef(McDaniel and Gates, 2013). It is important for the McDonald to analysis culture
of the place where they are launching particular products for them. So culture makes the huge
different for each and every step behind the McDonald.
CONLUSION
From the report marketing Proposal of the McDonald it can be easily infers that company
need to focus on their target customer for new introduce the novel its in their menu including
Angus beef burger and premium chicken sandwiches. The culture is the most important aspect
before launching the products and right marketing strategies will bring various positive impact in
the market. The effective market research and process will help to know taste and preference of
the customer. According to the Market research McDonald will take the action on the basis of
their Marketing Mix. In which Price and Product6s will be the main element to implement
various decision made by the firms.

REFRENCES
Books and Journals
Anche, F., Hozouri, S. and Mehdizadeh, A., 2014. An exploration investigation on important
factors influencing e-marketing: Evidence from banking industry. Uncertain Supply Chain
Management. 2(1). pp. 49-54.
Ángeles Oviedo-García, M., and Sancho-Mejías, M., 2014. Metric proposal for customer
engagement in Facebook. Journal of Research in Interactive Marketing, 8(4), pp.327-344.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Biggemann, S., 2014. The essential role of information sharing in relationship development.
Journal of Business & Industrial Marketing. 27(7). pp.521-526.
Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price
and place. Tobacco control, 21(2), pp.147-153.
Joppi, R., Gerardi, C. and Garattini, S., 2016. Letting post-marketing bridge the evidence gap:
the case of orphan drugs. BMJ: British Medical Journal. 7(4). pp. 353.
Kotler, P., 2015. Framework for marketing management. Pearson Education India.
Lehtinen, U., 2014. Combining mix and relationship marketing. The Marketing Review. 11(2).
pp. 117-136.
McDaniel, C. and Gates, R., 2013. Marketing research. Singapore.
McKenzie-Mohr, D., 2013. Fostering sustainable behavior: An introduction to community-based
social marketing. New society publishers.
Mohammed, A.A. and Rashid, B., 2012. Customer Relationship Management (CRM) in Hotel
Industry: A framework proposal on the relationship among CRM dimensions, Marketing
Capabilities, and Hotel performance. International Review of Management and Marketing, 2(4),
p.220.
Prasad, M.M., 2016. Marketing LIS Education through Departmental (DLIS) Blog: A Proposal
to Build Relationship with Public and Professionals. DESIDOC Journal of Library &
Information Technology, 36(3).
Preston, C., 2014. Event marketing: how to successfully promote events, festivals, conventions,
and expositions. Wiley.
Schroeder, J.E., 2015. Critical marketing: insights for informed research and teaching. Critical
marketing: Defining the field. 45(6). pp. 18-29.
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Scott, A. and Duncan, C., 2013. Understanding Attitudes, Motivations and Barriers to Adoption
and Fostering: A Marketing Proposal for the Department for Education. London: Department for
Education.
Tiwari and et.al., 2016. Green marketing-emerging dimensions. Journal of Business Excellence.
2(1). p.18.
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