Strategic Marketing Analysis and Objectives for McDonald's Corporation

This report provides a comprehensive analysis of McDonald's strategic marketing plan. It begins with an introduction outlining the scope of the report, followed by a market audit that examines market size, trends, competitor analysis (including Yum Brands, Darden Restaurants, and Starbucks), and macro and microeconomic forces affecting the organization using PEST analysis (Political, Economic, Social, and Technological factors). It also includes customer and stakeholder analyses. The report then defines key strategic marketing objectives, such as maximizing sales by 5% within six months and enhancing revenue by 3% in five months, supported by promotional tools and quality product offerings. The conclusion summarizes the findings, emphasizing the importance of market audits in determining market trends, competitor analysis, and monitoring macro and microeconomic factors. References to academic sources are provided to support the analysis.

Strategic Marketing

• Introduction
• Market Audit
• Key strategic marketing objectives for the marketing plan
• Conclusion
• References
Table of content

Introduction
Strategic marketing is an activity of planning, developing and executing manoeuvres
to acquire competitive benefits in the selected niche. This process if required to outline
and simplify a direct map of the firm’s objectives and how to accomplish them. This
document is based on McDonald which is an American fast food company and operates
its business globally. The report will cover information about market audit and key
objective of marketing for marketing plan.

Market Audit
Market size and trend data- McDonald’s became the leader in the fast food sector
with their immense concentration on consumer service, response to competition and
utilisation of marketing tools early on in their development
Competitor analysis- The main competitors for McDonald’s consider as Yum
Brands, Darden Restaurants and Starbucks restaurants.

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Macro & Micro economic forces affecting the organisation- In context of this the
respective venture can consider PEST analysis. The description of it is as under:
Political- McDonalds operates in over 100 nations, so its political revelation is all
over the board. Basically McDonald’s, like any other restaurant, has to comply with
government regulations concerning to health and hygiene.

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Economical- This factor is of paramount importance to McDonalds’s, especially
including that it operates in over 100 nations.
Social- This factor considers values, beliefs, culture and taste & preferences of
consumers. Change in consumer needs and demand is one of the factors which affect the
business of this company.

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Technological- High technology assists
companies develop their management and
productivity while reducing wasted time and assets.
By using technologies in online delivery the firm offer
effective services to its consumers. Along with this,
they also offer online payment facility by considering
effective technology.

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Customer analysis- It signifies as the buyer force. The purchaser has a high deal of
choosing power cause of the fact that if they are dissatisfied with the food or service they
can easily switch or buy from an alternative commodity. But it is undeniable that any firm
cannot fulfil the demands of all the target audiences. Thus, establishment segregates the
market in to segments that demonstrate similar attributes or behaviour is required.
McDonald’s market segmentation is supported to demographic variables Age and Lifestyle.

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Stakeholder analysis- It is a detailed analysis of the stakeholders of McDonald’s. It aims
to examine the key stakeholders of McDonald’s and how it involves with them.
McDonald’s is one of the largest quick service restaurants in the world. The respective
company regards its consumers, dealers and workers because it’s key stakeholders.

Key strategic marketing objectives for the
marketing plan
Form the above defined market audit, the main strategic marketing objectives are defined
as objectives.
•To maximise the sales of the company by 5% within next 6 months by considering
effective promotional tools.
•To enhance the revenue of the enterprise 3% in next 5 months by offering quality
products and services of the firm.

This has been summarised from the defined information that by conducting a
marketing audit, the size, tends and market analysis can be determined. Along with this,
the key competitors and stakeholder can be analysed as well as the macro and micro
factors can also be monitored.
Conclusion

•Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
•Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The Agile Innovation Pendulum: A
strategic marketing multicultural model for family businesses. International Studies of
Management & Organization, 48(1), pp.105-120.
•Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
References

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