MG529 Strategic Marketing: McDonald's Market Audit and Objectives

This presentation provides a comprehensive analysis of McDonald's strategic marketing, focusing on a company audit and the development of strategic marketing objectives. The presentation begins with an introduction to strategic marketing and its importance for organizations like McDonald's. It then delves into a detailed market audit, examining market size, trends, and competitor analysis using Porter's five forces. The macro and micro environments are analyzed, including political and economic factors, as well as the company's strengths and weaknesses. Stakeholder analysis is conducted to understand the interests and influence of different stakeholder groups, including employees. The presentation concludes by summarizing key findings and suggesting potential modifications to enhance productivity. References to key academic sources and company reports are included. The presentation is designed for a group presentation setting and is targeted towards students of MG529 Strategic Marketing.

MG529 Strategic Marketing
STUDENT FULL NAME:

CONTENT
• INTRODUCTION
• MARKET AUDIT
• MACRO ENVIRONMENT
• MICRO ENVIRONMENT
• STAKEHOLDER ANALYSIS
• CONCLUSION
• QUESTIONS & ANSWERS
• REFERENCES
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INTRODUCTION
✘ Strategic marketing is a significant term which is used by organisation to
distinguish itself from relevant competitors in an industry through focusing
over strengths and opportunities to serve better and value customer base. It is a
long term strategy which will help an organisation to establish its roots in an
industry so that competitors can be dealt likewise. It is fundamental factor
which should be given adequate preference in this reference. McDonald's is an
American based fast food organisation which was developed in 1940.
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Market Audit in reference to McDonald's
✘ Market size and trend data
McDonald's has been among best performing restaurants around the
globe. It has approx, 38,695 restaurants over different locations which has been
serving customers in effective manner. Over the years it has become global leader
of fast food industry. Market analysis showed that worldwide fast food market
reached a at $102.7 billion in previous years which has been increasing year by
year (Annual report, 2020).
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CONTD..
✘ Competitors analysis
✘ In order to analyse McDonald's competitive environment,
Porter's five forces will be analysed as following:
✘ Threat of New Entrants: Such threat impacts
organisational efficiency and McDonald's being a well-established
has a fear of new entrants due to which company's pricing
policies will be affected. These factors include low switching cost,
highly variable capital cost and high cost of brand development.
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CONTD..
✘ Customer Bargaining Power: McDonald's has reported customer influence
over business performance with their changing demand and preferences
towards company's products and services.
✘ Supplier Bargaining Power: Supplier of raw material has been causing
fluctuations in availability of resources and their respective pricing policies
which can hamper smooth flow of McDonald's operations.
✘ Threats of substitutes: It is vital threat for McDonald's which can be barrier
for its operations and market share.
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Macro Environment
✘ Political Factor: Here McDonald's is operating in large number of countries due to
which political influence is affecting company's efficiency due to notified
government policies and rules in regard to operations and so on.
✘ Economical Factor: Global economy is responsible for success of McDonald's as
a whole. As it is operating across the globe therefore, various operations are being
affected by economies are different countries by imposing different taxed and
import duty.
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Micro Environment
✘ Strengths: McDonald's is considered as most valuable brand and best Quality
provider across the globe which is beneficial for its long term growth and
market share retention.
✘ Weaknesses: It is based on franchise based modelling and its supply chain is
being faced certain interruptions which is considered as major weakness of
McDonald's.
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Stakeholder Analysis
✘ Keep Satisfied: In order to promote healthy relations with stakeholders,
McDonald's needs to implement innovative and effective techniques so that retain
interest of such stakeholders in organisation's operations.
✘ Manage closely: McDonald's has a huge base of stakeholders which should be
analysed and communicated closely in order to capture their interest and their
respective investment in organisation.
✘ Monitor: It is required to monitor such stakeholder in order to resolve their issue
in long term.
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Stakeholder analysis of McDonald's
✘ Stakeholder analysis of McDonalds:
✘ Employees: McDonalds is prioprisng its employees as one of the
top stakeholder group. They are working towards interest of their
career development and fair compensation. Such interest are
addressed through various training and development programs.
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CONCLUSION
✘ McDonald's is leading market player in fast food industry. It is committed
towards providing quality products so that customer's can be retained for long
term growth and profitability. It is concluded from above report, that
McDonald's is holding adequate market share and market audit is shown
favourable results, yet some modifications are required in order to enhance
productivity for long term.
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