Strategic Marketing Portfolio: McDonald's Business Analysis (MKT304)

This portfolio presents a strategic marketing analysis of McDonald's, a leading fast-food chain. It begins with an introduction to strategic marketing and a description of McDonald's, highlighting its global presence and financial performance. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The portfolio then examines McDonald's current positioning using the BCG matrix, classifying it as a star. It further explores the value creation model, illustrating how McDonald's combines strategies, infrastructure, human resources, and marketing to deliver customer value. The co-creation model is also discussed, emphasizing branding, pricing, promotion, and customer service. The portfolio concludes that McDonald's holds a top position in the fast-food industry, leveraging its strengths and employing various strategies to maintain its market position. References from academic journals and business reviews are included.