Marketing Essentials: McDonald's Strategic Plan Project 2

This project presents a comprehensive marketing analysis of McDonald's, comparing its strategies with those of Burger King. The report begins with an introduction outlining the importance of marketing in business success, followed by a detailed comparison of McDonald's and Burger King's marketing mix, examining product, place, promotion, and physical evidence. The project then delves into the tactics McDonald's employs to achieve its objectives, including the roles of senior managers, individual staff, and teams, along with performance measurement techniques. The second task focuses on developing a marketing plan for McDonald's, including current market analysis, competitor analysis, and an evidence-based marketing approach. This includes segmentation, targeting, goal setting, pricing, distribution, and promotion strategies. Finally, the project concludes with a strategic marketing plan that applies the 7Ps of marketing, providing insights into product, price, place, promotion, people, process, and physical evidence to enhance McDonald's market position.

MARKETING ESSENTIAL
(PROJECT 2)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Comparison between McDonald's and Burger King in term of marketing mix...................1
1.2 Tactics that applied in McDonald's to accomplish their objectives......................................4
TASK 2............................................................................................................................................5
2.1 Marketing plan for McDonald's............................................................................................5
2.2 Evidence based marketing plan of McDonald's....................................................................6
2.3 Strategic marketing plan with applying 7ps in it..................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
In order to make successful results, every business require implement marketing in it. In
this aspect, several activities developed that assists to create effective functioning in business
(Eslinger, 2014). With this regard, several factors exist that influence to accomplish the
objectives such as advertisement, selling, storing, etc. Therefore, it is the best way to identify
customer requirements in McDonald's. For gaining insight knowledge of the company, present
report covers comparison between the chosen enterprise and Burger King on the basis of
marketing mix. Furthermore, it includes tactics that can be applied in business to demonstrates
objectives in systematic aspect.
TASK 1
1.1 Comparison between McDonald's and Burger King in term of marketing mix
Basis McDonald's Burger King
Product McDonald’s sells hamburgers,
chickens, soft drinks, fish
wraps, milkshakes, salads and
cheeseburgers. Other product
are big mac, beef burgers,
double cheese burger, Mc
spicy burger in chicken,
primary chicken sandwiches,
snack wrap. In fish product
there are fish mc bites and filet
o fish. McDonald’s offers a
range of breakfast sandwiches
that include bagels, biscuits,
hamdesal etc . It also sells hot
chocolates and juices .
Burger king 's main products
are Burgers, Chicken, fish ,
sides, salads, veggies ,
beverages, sweets and desserts
etc. Burger king also offers
chicken, fish , fries , nuggets ,
onion rings , and hash browns .
It has salads, morning star
veggie salad and chicken
Caesar salad. The beverages
includes soda, smoothies, iced
tea , juices , milk, water, coffee
, and frapped .
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Place Founded in 110 countries and
operates 36000 restaurants.
There are different types of
restaurants like Mc Cafe, Mc
Express, Mc Drive.
McDonald’s restaurants allow
customers to drive through the
services of indoor and outdoor
counter service .
Burger king's product are
available in 91
countriesworldwide. The
places of distribution of its
products are Restaurants,
Mobile app and Website for
deliveries. Customers can use
the company's website to place
their orders for home
deliveries.
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Promotion Spent huge money advertising.
Such as newspaper ads,
billboards and sponsors
sporting events like FIFA
world cup, Olympic games,
little league etc. Mcdonald's
also promotes on TV.
McDonald’s also uses '' I am
loving it '' branding campaign
which was created by Heye
and Partner . It has sponsored
FIFA world cup , IndyCar
series , Rolex sports car series
and NASCAR . The famous
celebrity who promotes are
Michael jordan, Kobe Bryant,
Venue Williams , Jamie
McMurray ect.
Burger king promotes its
product through advertising,
sales promotions , personal
selling , public relations.
They mainly focus on
advertising to promote its
products. The company
advertises on T V, print media
and online.
Physical Evidence McDonalds leaves good
impression over physical
evidence in marketing mix.
Physical Evidence are speed of
service, quality and hygiene,
cleanliness and transparency of
processes.
Burger king also have speed of
services. In aplying public
relations, the Burger King Mc
Lamour Foundation gives
scholarships and financial
assistance for education
programs .
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1.2 Tactics that applied in McDonald's to accomplish their objectives
In McDonald's, there are several strategies and tactics exists through business will easily
accomplish their objectives in systematic manner. With this regard, they can make certain
aspects that enhance profitability in order to operate functions in different areas. In this way,
effective communication also need to be manage to well defined system that meet through
effective communication with align goals and activities. Following are certain tactics explains to
monitor business performances, strategic planning, monitoring specific performances, etc.
 Senior manager: Senior manager works for ascertain more profits and revenue at
workplace. In this way, they spilt functions and operations that carry for certain products
and services. It includes assign team and individual to carry several components with
plans, tasks, activities, etc. Specific managers assign duty to each person so that they are
participates towards the objectives and goals. They frame different types of activities that
make successful results in it. When specific managers assign elements of the objectives,
operational and budgeting etc. (Brychkov, Brychkov and Domegan, 2017).
 Individuals: Further, individuals also play major role in success of the business. In this
aspect, staff members aligned with strategic objectives of McDonald's. Therefore, it is the
important concept that make effective results for managing objectives through introduce
effective policies and procedures. In this kind of management tactic include focuses on
needs of customers. With this regard, customer oriented business made to accomplish
objectives and outcomes in systematic way (Karasar and Öztürk, 2014). In addition to
this, performances review sessions create better advantages to update current business
objectives at workplace. With the help of align broader business objectives, individual
easily enhance goals and setting at workplace.
 Team: McDonald's also determines their objectives and goals to formulate their system in
systematic way. In this regard, qualitative nature developed to accomplish business
objectives and goals (Bryson and Daniels, 2015). In addition to this, assessment generally
related to matters for quality of performances. In this way, quickly services will be
delivered to perform several tasks as per budget targets.
 Performance measurement; Individual and teams both are taking important participation
to accomplish objectives and goals in systematic aspect. In this way, detail of the
expected outcomes enhances with creating relationship for specific business objectives
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(Anderson, Sweeney and Cochran, 2014). As per the quantitative in nature, performances
will be evaluated that assists to identify. It is the best way for ascertain effective
functioning at workplace that are related with target market and outcomes (Holbrook,
2015).
TASK 2
2.1 Marketing plan for McDonald's
Marketing plan includes several elements that assists to make creative results and
outcomes for business advertisement and their operations. With this regard, several things cater
for future development and enhance productivity as well. Therefore, marketing objectives and
goals will be accomplished within a given time frame (Hamlin, Knight and Cuthbert, 2016).
Following are certain elements could be developed at workplace that make successful results in
McDonald's:
Current market analysis: With this aspect, organisation need to analysis their target
market to identify insight information of the enterprise. Therefore, the organisation able to
develop fast food restaurant with common menu as well. Hence, solution can be made to provide
products and services (Baker, 2014).
Competition: Further, there are many competitors exists of McDonald's such as Pizza
hut, Burger King, etc. Their products also similar as the McDonald's so that they are also
participates to make effective functions. Following are different competitors exists in market of
the selected business:
Burger King
Strength Weaknesses
 Effective brand image
 Loyal customers
 Highly experienced staff
 Less advertisement
 Lack of directions
 Not health concern
Pizza hut
Strength Weaknesses
 Effective brand image  High price for products and services
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 Convenience towards the customers
 Customized products  High conflicts
 High turnover in employee
In order to see the above analysis, it can be stated that at workplace of UK there are
several competitors of the enterprise that make creative option. In order to deliver effective
services, Burger king and Pizza hut also developing their operations in nation. Business analysis
also developing development of products and services at workplace (Jaggia, Kelly and
Sriananthakumar, 2016).
2.2 Evidence based marketing plan of McDonald's
In respect to make evidence based marketing plan, following elements can be
implemented at workplace for development of the objectives and goals:
Marketing plan for segmentation: With this regard, McDonald's need to develop their
STP criteria through they are able to deliver effective functioning. Segmentation can be done on
several bases such as demographic, psycho graphic, behavioural, etc. Mainly the selected
business using demographic basis in which normal size considered attract all types of customers
in business (Urbina, 2014).
Marketing plan for target: In order to target the people, there are several approaches
exists that make successful results in business. In this aspect, different marketing strategies can
be used to develop successful outcomes. Hence, operations will be done through providing
happy meal with effective price to attract customers.
Marketing goals: At different levels, different activities are performed by the
McDonald's to operate several kinds of operations at workplace. The chosen enterprise provides
different kinds of products and services through which they are able to provide products in
systematic aspect. Therefore, operations ascertain in different areas of the country that helps to
meet with goals and objectives (Anderson, Sweeney and Cochran, 2014).
Marketing pricing: Pricing is important element which develops important parameter to
enhance market share in the nation. In this aspect, penetration pricing used by McDonald's
through they are able to enhance their market in several areas of the country.
Marketing distribution strategy: Further, McDonald's regulate their operations and
functions as offline and online aspects. Therefore, they are leading in franchising and organising
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to create systematic work. With the help of effective distribution channel, strong brand image
can be created at market that assists to develop effective results in the country.
Marketing promotion strategy: Promotional goals of the McDonald's stimulate for
developing, purchasing and maintaining results through make positive image. With this regard,
online display advertisement, newspapers advertisement, etc. can be used that assists to identify
products and services in effective manner.
2.3 Strategic marketing plan with applying 7ps in it
In order to make creative results, there are several elements exists in marketing mix. With
this regard, following description can be made for development of McDonald's:
Product: McDonald's determines important participation in success of the business. In
this regard, they are providing different range in food products that are categories in vegetarian
and non-vegetarian burgers. Vegetarian burger such as salad sandwich, Mc Aloo tikki burger,
etc. Provided in non-vegetarian food products. Furthermore, in vegetarian food products different
other food can be develop in the business enterprise. Along with this, McDonald's can also
develop their operations to provide combos with medium soft drinks, economy meals, etc.
Price: McDonald's charging competitive pricing on their products and services so that
they can easily attract so many customers together. With this regard, they are also able to deliver
effective results in market because generally productivity will enhances in different areas of the
world.
Place: McDonald's deals for spreading there several types of products and services in
different areas of the world. Generally, they are using online and offline method to provide food
products in different areas of the world. Therefore, it assists to access and drive as per the
customer requirements in the business.
Promotion: McDonald's has prime focus to enhance customer base in the market. With
this regard, the company using advertisement, discounting, coupons, internet marketing, social
media promotion, etc. Therefore, they are able to deliver effective results and gain more profits
at workplace. With the help of Facebook and Twitter, the chosen organisation highly advance to
provide effective products and services.
People: Employee of the chosen organisation effectively participate to develop their
target market. With this regard, standard uniform and McDonald's specially focuses on friendly
and prompt the services for attracting so many customers.
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Physical evidence: Further, McDonald's also focuses on the clean and hygienic interior
design that assists to meet with goals and objectives of the enterprise. With this regard, effective
outlet has been made by the McDonald's that assists to maintain effective functioning (Anderson,
Sweeney and Cochran, 2014).
Process: Food manufacturing process of the chosen organisation completely transparent
so that all customer can easily visible about the material which using in business. With this
regard, McDonald's can allow their customer to check the material which using in the
organisation so that objectives and goals could be achieve (Jaggia, Kelly and Sriananthakumar,
2016).
CONCLUSION
From the above report, it can be concluded that McDonald's has effective position to
enhance their market in different areas of the world. In this way, report summarized about
comparison between McDonald's and Burger King on the basis of marketing mix elements. With
this regard, profitability can be achieved so that proper development could be ascertain in
effective aspect. Moreover, it articulated about the tools and tactics that are used for development
of the objectives and goals of the business in systematic aspect. Therefore, targets will be
achieved for ascertaining effective functioning in the business environment.
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REFERENCES
Books and Journals
Anderson, D.R., Sweeney, D.J. and Cochran, J.J., 2014. Essentials of statistics for business and
economics. Cengage Learning.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Brychkov, D., Brychkov, D. and Domegan, C., 2017. Social marketing and systems science:
past, present and future. Journal of Social Marketing. 7(1). pp.74-93.
Bryson, J.R. and Daniels, P.W. eds., 2015. Handbook of service business: Management,
marketing, innovation and internationalisation. Edward Elgar Publishing.
Eslinger, T., 2014. Mobile Magic: The Saatchi and Saatchi Guide to Mobile Marketing and
Design. John Wiley & Sons.
Hamlin, R., Knight, J. and Cuthbert, R., 2016. Niche marketing and farm diversification
processes: Insights from New Zealand and Canada. Renewable Agriculture and Food
Systems. 31(1). pp.86-98.
Holbrook, M.B., 2015. Creating value: the theory and practice of marketing semiotics research.
Jaggia, S., Kelly, A. and Sriananthakumar, S., 2016. Essentials of business statistics:
communicating with numbers. McGraw-Hill Education.
Karasar, S. and Öztürk, Ö.F., 2014. Management Trainee Program of Turkish Airlines: Global
Distance Education. Turkish Online Journal of Educational Technology-TOJET. 13(2).
pp.111-120.
Urbina, S., 2014. Essentials of psychological testing. John Wiley & Sons.
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