Marketing Strategy Report: McDonald's Market Analysis & Planning

This report offers a comprehensive analysis of McDonald's marketing strategies, focusing on market analysis and planning for new product development. The methodology involves primary and secondary research, including competitor analysis and evaluation of McDonald's brand value. The report examines the company's internal and external market sectors using PESTEL analysis and Ansoff's matrix to understand political, economic, social, technological, and legal factors. The findings highlight McDonald's brand value, target market, and competitive positioning against competitors like KFC and Starbucks. The report concludes that effective marketing research and planning are critical for market share expansion and successful new product launches. The report also provides details on the introduction of Indian food to attract a new market segment. The report references various sources, including books and journals, to support its findings and conclusions.

Principles of
Marketing

Executive Summary
The main aim of the report is to analysis the market situation and plan a marketing
strategy for the development of the products which are offered by the McDonald. The method
which is used by the company is conducting primary and secondary resources, evaluating the
marketing strategy which analysis the external and internal market sectors. For this Pestle
analysis and Ansoff’s matrix is analysis within the company and also establish a relationship
in between the customers and company. After analysing all this can be concluded that the
new product will attract the new market and new customers.

Table of Contents
Executive Summary...................................................................................................................2
INTRODUCTION......................................................................................................................4
MAIN BODY.............................................................................................................................4
Methodology..........................................................................................................................4
Findings..................................................................................................................................4
CONCLUSION..........................................................................................................................6
REFRENCES.............................................................................................................................7

INTRODUCTION
Marketing is the soul of the business, which help the business to introduce their new
product in the market to their customers. Without effective marketing strategies no business
can run in the market and their success is not possible. It is the combination of the principles
which are used to frame the product, price, promotion and place strategies of the firm. A
marketing plan help the company to introducing a new product in the market while
monitoring market condition (Fillis and Telford, 2020). For this assignment the chosen
company is McDonald, an American fast food company founded in 1930. It’s headquarter
was in Chicago, United states. This assignment include the STP marketing planning process,
identified the key component of marketing environment and a complete research is done for
solve the marking problem of the company.
MAIN BODY
Methodology
This assignment is included the research on the McDonald and to do that evaluation is
done by completing market research on the competitors of the company and other
observational research is done.
Findings
Brand value: McDonald is the largest world’s largest restaurant chain in the world
which is supplying the food and beverages to their customers. In 2019, they are generating
the worldwide revenue of approx. 21.08 billion U.S. dollars, which shows the increasing
brand value in the market. And it secured the ninth position in the world food industry. As
their mission said they provide good feeling with best food to their customers which is easy
for everyone (Hockenberry, 2019). Their core values providing the major support to the
company as they are always follow their values and ethics in the market.
Description of the targeted market: In the McDonald the targeted audience for their
new product is the young people who are demanding the different food line from the
respected company. The market area which is targeted for the new product is the all over in
UK. And all these knowledge are comes from the secondary data i.e. newspapers, articles and
from the online portal of the McDonald.

Analysis of the new market: New market is needed a complete macro analysis in the
market. For this PESTEL and ansoff’s grid is describing below:
 Political factors: The international presence of the company will affect the market by
the different policies enforced by the government. In this travel and tourism will help
the most to increase the revenue of the company.
 Economic factors: The franchise of the company has a tendency to experience the
hardship environment from the local economic sectors hit by the inflation and changes
happened in the exchange rates.
 Social factors: McDonald affect the social factors as they are customers based
industry and their change in taste and preferences will affect the company’s sale at
high rate (Illiashenko and et.al., 2019). These social factors of the different customers
and their different demand will affect the company’s internal decisions of the
comapny.
 Technological factors: Various technological factors affect the company as the
payment received from the customers or given to the suppliers all are done at online.
And orders placed by the customers also demanded online.
 Legal factors: The legal factors affect the company as many delivery boys are faces
accuses from the customers and the local workers will file the case against the
company many times. All this legal terms affect the image of the company.
Ansoff’s grid in McDonald:
Existing Products New Products
Existing markets Market penetration:
Here the company produced
there existing products
within the established
market.
Product development:
In this sector the new
product is developed and
sale it in the existing market
to get the review from the
loyal customers. For
example: company is
offering meal in their menu
course.
New markets Market development:
The new market is selected
Diversification:
New product as well as new

to expand the business for
example Uruguay and
Yemen are the two new
market area.
market to make the
diversification in the
business.
An explanation of the new products:
The new product which is offered by McDonald is they are serving the Indian food
for their customers. As McDonald is serving in most of the country and demand of Indian
food is increasing there (Sigit, 2018). The product is offering the food at low cost in the
initial for just getting the customers attraction in the market.
Competition:
When it comes to the competitors there are lots of competitor in the market such as
KFC, Burger king, Starbucks, Dominos etc.
Basis McDonald Starbucks
Revenue The revenue generated by
the McDonald in 2019 is
21.08 billion dollars
In Starbucks generate
revenue in 2019 was 29.34
billion dollars.
Market share MD capture the largest share
of market by 94.32B
Starbucks capture the
market share by 59.50B.
Products McDonald offer the veg and
non-veg food products as
well as beverages
(Kirkpatrick, 2018).
Starbucks offer the
beverages at high price
compare to the McDonald.
Price McDonald price is low as
compare to the Starbucks.
Starbucks price of their food
is high as compare to other
competitors.
CONCLUSION
From the above report it is concluded that a marketing research is much important for
the company to expand its market share. And expand of market share marketing planning is
very important. And the expand nature of McDonald in the new food line will must be
effective and like by the customers. For this a proper research is conducted with the primary

and secondary source of data. And a comparative competitive analysis help the company to
get to know the position of the company in the market.
REFRENCES
Books and Journals
Fillis, I. and Telford, N. eds., 2020. Handbook of Entrepreneurship and Marketing. Edward
Elgar Publishing.
Hockenberry, T., 2019. How Is Marketing Different Than Sales?. The Journal for Quality
and Participation. 42(3). pp.15-17.
Illiashenko, S and et.al., 2019. The information support system's formation of marketing
innovative decisions in Ukrainian companies.
Kirkpatrick, J., 2018. Objectivist epistemology as the foundation of marketing
theory. Perspectives on Ayn Rand's Contributions to Economic and Business
Thought, p.223.
Sigit, M., 2018. Marketing syariah sebagai jiwa bisnis. In Proceeding of Conference on
Islamic Management, Accounting, and Economics (Vol. 1, No. 1, pp. 146-152).