Case Study: McDonald's UK Brand Valuation & Marketing Strategies

This dissertation presents a critical evaluation of the marketing strategies employed by McDonald's UK and their influence on brand valuation. It begins with an introduction to the competitive landscape and the rationale for the study, focusing on the importance of marketing strategies in enhancing brand image and financial performance. The study investigates various marketing strategies, including online applications, to assess their effectiveness in the UK market. The research employs a mixed-methods approach, combining secondary market research with qualitative data collection through employee interviews, using an inductive approach and descriptive research design. The findings analyze strategic positioning, current performance, and propose strategies for success. The study concludes with recommendations for improving McDonald's brand image and addresses limitations and areas for future research.

CASE STUDY
DISSERTATION
(A Critical Evaluation of
the marketing strategies
for brand valuation – A
Case study of McDonald's
UK)

Table of Contents
ABSTRACT...................................................................................................................... 1
CHAPTER 1 INTRODUCTION.........................................................................................1
TITLE ...................................................................................................................... 1
1.0 Introduction........................................................................................................1
1.1 Background of the study ...................................................................................1
1.2 Rationale behind the study................................................................................2
1.3 Aim of the study.................................................................................................3
1.4 Objectives of the study.......................................................................................3
1.5 Research questions...........................................................................................3
1.6 Problem statement.............................................................................................3
1.7 Literature review................................................................................................ 4
1.8 The methodology...............................................................................................4
1.9 Structure of the study.........................................................................................4
1.10 Conclusion of the study....................................................................................5
CHAPTER 2 CASE BRIEF AND A REVIEW OF RELEVANT LITERATURE...................6
2.1 Literature review on the industry........................................................................6
2.2 Industry size.......................................................................................................8
2.3.Growth rate......................................................................................................10
2.4 Major players................................................................................................... 12
2.5 Situational analysis..........................................................................................15
2.6 Proposed plan for analysis...............................................................................16
2.7 Relevant literature review to identify resources and techniques......................17
CHAPTER 3 METHODOLOGIES.................................................................................. 19
3.1 Explanation to research philosophy, design approach method........................19
3.2 Secondary market research.............................................................................23
3.3 Reliability......................................................................................................... 24
3.4 Validity............................................................................................................. 24
3.5 Ethical consideration........................................................................................24
CHAPTER 4 FINDINGS AND ANALYSIS......................................................................26

4.0 Plan of the analysis..........................................................................................26
4.1 Strategic analysis.............................................................................................27
4.2 Assessment of the current position..................................................................28
4.3 Integrated assessment of the analysis.............................................................28
4.4 Strategies for success......................................................................................28
4.5 Findings from data collected............................................................................29
4.6 Solution to the problems..................................................................................33
CHAPTER 5 CONCLUSION AND RECOMMENDATIONS...........................................34
5.1 Conclusion.......................................................................................................34
5.2 Recommendations...........................................................................................35
5.3 Decision on action plan....................................................................................36
5.4 Contribution .................................................................................................... 37
5.5 Limitations of the study, scope for the further research ..................................39
REFERENCES...............................................................................................................40
APPENDIX..................................................................................................................... 45

Illustration Index
Illustration 1: Growth of McDonald's.................................................................................8
Illustration 2: Market size of McDonald's..........................................................................9
Illustration 3: Graph of the company..............................................................................11
Illustration 4: Major competitors..................................................................................... 13

ABSTRACT
The aim of the present dissertation is to identify critical evaluation of the
marketing strategies that impact on the brand valuation of McDonald's. Therefore, it
consists several objectives and aim through it can attain desired results in systematic
manner. Hence, it includes impact of the marketing strategies that helps to assess the
effective results at workplace. Furthermore, UK market has been selected to identify
qualitative performance of the company to attract different customers at workplace.
Research questions are also answered with taking survey from employee of
chosen business. In this regard, interview has been conducted that helps to identify
useful information towards the aims and objectives. With this regard, secondary
information has been carried through researcher able to get useful results at workplace.
In addition to this, inductive approach and descriptive research design has been used
that helps to find useful information towards the aims and objectives. Process also
reviewed to show that marketing strategies highly influenced to operate systematic work
performance at workplace.

Acknowledgement and dedication
In respect to considered the present dissertation, I am thankful to my guider.
They help me to complete this dissertation and research towards it. Further, I am also
inspiring to came advance degree of program under them. This program is very
important for me to analysis formative experience.
In addition to this, I am also grateful thanks to many people who considered
memories and experience. I must acknowledge to my friends, colleagues, teachers,
students, etc. People who advised and support in every situation in which I am fail. They
giving several efforts to provide proper functioning and technical assistant towards my
research.

CHAPTER 1 INTRODUCTION
TITLE
“A Critical Evaluation of the marketing strategies for brand valuation – A Case study of
McDonald's UK”.
1.0 Introduction
In the competitive environment, there are different elements exist in the market
that create competition consumer power increasing. As a result, the organisation need
to develop innovations through different ideas and opinions within the marketing
strategy. It is the best approach that assists to determine decision making process at
workplace (Armstrong and et.al., 2014). Main intension behind this study is to select the
enterprise and investigate effective form of the communication to interact with
consumers. McDonald's has been chosen for the present dissertation proposal to
provide opportunity in the market to implement online application in the system. With the
help of marketing strategies, the organisation will be able to beat competition and attain
more profits and revenue at workplace. With the help of preparing the marketing plan,
internal information for the firm capabilities, financial status and information system that
assists to meet with effective functioning at workplace (Sirianni and et.al., 2013).
In order to meet the market demand and trends, the organisation develop
business and operate in the global environment which could be influenced by the
different factors such as social, technological, economic, legal, political, environment,
etc. As results, it is crucial to gather and identify external information for the business to
know that where company stand. It can be presented with situational analysis to
ascertain effective results and outcomes at workplace (Davcik, Vinhas da Silva and
Hair, 2015). McDonald's operate their functions and operations in the global
environment so that it influences by the opportunity and threats of the marketing
strategy. Therefore, it impacts to the brand valuation in systematic perspective at
workplace.
1.1 Background of the study
McDonald's is the restaurant operated by Richard and Maurice in USA market. It
was founded in the year 1940 with operating functions as the franchise used Golden
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Arches logo. Sibling brothers opened first branch in North E Street at West 14th Street in
Sam Bernardino, California. The company continuously launched their products and
services to capture the market and make themselves leader. These restaurants found in
more than 120 nations all over the territories. There are more than 68 million customers
come towards the organisation daily. The company operating their functions in 36,899
restaurants all over the world. There are more than 375,000 people employed in the
business. There are currently 5,669 company owned with different locations that provide
franchised to conventional franchise.
Recently, the company owned with increasing their shareholder dividends for 25
consecutive years. They demonstrate high market share which drive for 70% sales all
over the market. In October 2012, monthly sales of the company fall first time from 9
years. In the year 2014, quarterly sales enhanced around 70%. The company also
determines their location in US from 1970. In addition to this, there are several kinds of
products determined such as Hamburgers, chicken, French fries, Soft drinks, desserts,
etc. In the UK, the company operate with several brands so that it is the best way to
accomplish desired results at workplace.
1.2 Rationale behind the study
In order to conduct the present study, researcher’s aim is to determine
importance of the marketing strategy for brand valuation. It is important to assess the
issues and problems that impact negatively on the business outcomes. Therefore, in the
present research, critical evaluation has been developed towards the brand valuation.
Research has been also conducted to solve the issue and problems in McDonald's.
Within the present study, it has been identified that employee turnover is very high so
that it impacts on its brand image and producing effective results at workplace (Tingchi
Liu and et.al., 2014). Hence, it helps to make succession planning in the business
through effective functioning can be developed at workplace. It is very important to
know that how business will expand their operations and functions in new areas of the
world.
Every enterprise has focus towards developing ascertain effective functioning at
workplace. In this regard, marketing strategy increases brand image that assists to
create valuation in the customer minds. Major aim is to enhance the brand image and
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valuation in the customer minds as well. With the help of different objectives and
research questions, brand image of the business will be increasing that assists to
develop actual value of the products and services in the market.
1.3 Aim of the study
In respect to carry the present study, researcher has interest to assess the
impact of marketing strategies on McDonald's performance. In this way, performances
will be identified that helps to assess effectiveness of brand in competitive environment.
Hence, company can also assess that what are the activities included in business for
making brand image.
1.4 Objectives of the study
1) To identify the impact of marketing strategies on McDonald's
2) To evaluate the effectiveness of brand in this competitive era of UK.
3) To ascertain the marketing strategies that help in enhancing brand image of
McDonald's
4) To recommend various ways through which McDonald's improve their brand image in
the competitive market.
1.5 Research questions
1) What are the major impacts of marketing strategies on McDonald's?
2) How to evaluate the effectiveness of brand in this competitive era?
3) Which marketing strategies help in enhancing the brand image of company?
4) What are the major recommendations to McDonald's for improving their brand image
in the minds of customers?
1.6 Problem statement
Marketing strategies assists in making effective functioning in the business. With
this regard, researcher faces that marketing strategies impact negatively on the
business functions and operations. Therefore, it is important to assess the brand image
of McDonald's through marketing strategy implementation.
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1.7 Literature review
In this regard, secondary information from different authors will be implemented
that assists to identified impact of marketing strategies. It is the best way which
implemented to assess main aim behind the implementing different activities.
Furthermore, concept of marketing strategies will be define as the important element
that make creative results in McDonald's. Furthermore, it also carries effectiveness of
brand performance to evaluate effectiveness in the chosen business. Therefore,
customer satisfaction implemented as per the method and design. Qualitative and
quantitative information also gather to understand the effectiveness of the business
results.
1.8 The methodology
Different methods are classified as follows:
Qualitative investigation consist in the present dissertation in which thematic
analysis used as the important approach. In the present research, descriptive research
design ascertains to find useful information. Interpretivism research philosophy has
been used by researcher. Inductive research technique assists to make sure that
actions are undertaken on the basis of reliable information. With the help of qualitative
data, researcher is able to gain relevant information at workplace. For the present
research, thematic analysis included that helps to find useful information through
different themes.
1.9 Structure of the study
In the different chapter of the project, several activities have been ascertained
that create effective results at workplace. In the present research, there are different
methods has been implemented that assists to find useful information towards it. It
divided in several chapters that assists to make creative goals and aims in systematic
way.
Chapter one: In first chapter, overview of the whole dissertation has been
described. It assists to know about the background and aims and objectives of the
present research. In chapter one, I included important elements that are used in whole
dissertation. For example, selection of research tool, approach, etc.
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Chapter two: It is also major chapter in which problems statement will be
considered. In this consideration, secondary has been evaluated that help to
understand about the different factors involves in research. In the second chapter
secondary information collected. Which include in literature review, researcher
understand different views of authors about the topic and analysis on the basis of it.
Chapter third: It is also important chapter that help to considered systematic
research with methodological aspect. It includes, philosophies, design, approaches, etc.
In third chapter describe in-depth information about the different tools that are used in
the research.
Chapter four: In this chapter results and findings discussed that helps to
understand creativeness of the extensive research. Furthermore, in the chapter 4 data
analysis which helps to interpret the systematic review of the activities that are needed
to perform several tasks.
Chapter five: It is the latest and important parameters that helps to find
meaningful research in systematic manner. At last, in 5th chapter conclusion,
recommendations, etc. mention that assists to create more systematic performance in
the business environment.
1.10 Conclusion of the study
In the above study, it can be concluded that researcher has several options that
assists to accomplish desired results. In this regard, present proposal assists to
determine importance of the marketing strategies that enhance brand image in front of
customer to develop effective results at workplace. Further, it also summarised about
the action plan for carrying different activities in the research.
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CHAPTER 2 CASE BRIEF AND A REVIEW OF RELEVANT
LITERATURE
2.1 Literature review on the industry
In the literature review, researcher assesses views of different people
through which he will easily develop understanding towards aims and objectives. It is
the systematic review of activities that helps to find useful information at workplace.
There are different authors views has been interpreted through aims and objectives will
be develop in systematic manner. It includes, published articles, magazines,
newspapers, etc. With the help of the above elements, researcher has responsibility to
assess useful information towards the aims and objectives. In the present case, case
study of McDonald's has been used in which it describes that company using their
effective marketing strategies through they are able to deliver systematic creative
aspect at workplace. It will help to ascertained systematic results at workplace.
Impact of the marketing strategies on McDonald's
As per the view of Michaelidou, Micevski and Cadogan, (2015), brand image of
the company is continuously increasing that assists in accomplishing desired results at
workplace. In this perspective, psychological impression of the enterprise determines
that can be influence and create positive impact on the society. In other words, it
demonstrates concept of the business that assists in creating way in which activities
and practices can be developed in successful aspect. On the other hand, Sinclair and
Keller, (2014) stated that globalization market competition is also increasing at
corporate level. Hence, for surviving in the competitive market, it is important to build
strong position of the company that increases its brand image as well. It can be
influence to the positive impact on the potential customers as well. Therefore,
McDonald's has chances to develop their operations and outcomes in systematic
manner at workplace. For determining success in the enterprise, the chosen
organisation has chance to make their effective functioning at workplace.
Effectiveness of the brand in competitive era
As per the point of Liao and Cheng, (2014), brand image evaluation assists in
ascertaining effective results at workplace. In this regard, McDonald's customer
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