Strategic Marketing Planning Process Analysis for McDonald's Report

This report provides a comprehensive analysis of McDonald's marketing planning process. It begins with an introduction to marketing planning and its importance for organizations, specifically focusing on McDonald's. The main body of the report delves into the strategic marketing planning process, including opportunity analysis using the Ansoff matrix, target market selection through the STP model, the development of marketing strategies (including digital marketing and paid advertisement), planning marketing programs based on the marketing mix, and the management of marketing efforts through various control tools. The report identifies key components of the marketing planning process that McDonald's could improve, such as its digital marketing strategy and strategic control. The report then explains the likely impact of these improvements on the organization’s marketing performance. The report concludes with a summary of the findings and includes a list of cited references. This report is a valuable resource for students studying marketing, offering insights into real-world applications and strategic planning within a global fast-food company.

WRITTEN REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Task 1...............................................................................................................................................3
1.Strategic Marketing Planning Process.....................................................................................3
2.Identify two or three key components of the marketing planning process which you believe
are the least effectively conducted by an organisation................................................................6
Explain the likely impact on the organisation’s marketing performance...................................7
CONCLUSION................................................................................................................................7
Task 2 PPT.......................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing planning is one of the complex process of an organisation. It helps in
managing marketing activities which helps in promoting products and services of a company.
This report will be focused on McDonald's which is a fast food company that deals in different
food and beverages products such as chicken, burgers, french fries, etc. The respective company
has been conducting its operations throughout the globe with operating a total of approx. 37,241
restaurants. Although company deals with fast food products, it has now added salads, fruits,
fish, etc. to promote healthy lifestyle among society (Proctor, 2014). This report will be
discussing different aspect of the marketing planning process of McDonald's.
MAIN BODY
Task 1
1.Strategic Marketing Planning Process
It can be describes as systematic approach for developing marketing objectives, various
strategies and implementing these plans in order to achieve goals and objectives of the
organisation. Also, it represents applications of adequate marketing tool which provides a guide
for making decisions for long term ad short term marketing operations. Thus, marketing planning
process can help McDonald's to achieve its objectives and earn profitability for company.
An analysis of marketing opportunities
Marketing opportunity analysis is a process to understand the attractiveness of a
opportunities for a business. This tool can be practised to understand the market opportunity for
existing and new products of the company. Thus, with the help of Ansoff matrix, a detailed study
of marketing opportunities for McDonald's burgers can be conducted which is discussed below:
 Existing product in Existing market- This factor studies marketing strategy for existing
product of company in existing market. This is the most favourable strategy that company
can implement for penetrating Burger range in Australian market (Getz, 2012). This can
be done by adapting different strategies such as advertisement, product development and
altering price strategy.

 Existing product in new market- This strategy is applicable for serving existing
products in new market place. For example, Aussi BBQ Angus is a burger that is served
only in Australia (Donnelly and et. al., 2012). If the burger is introduced in other parts of
the world, further strategies will need to be planned.
 New Product in Existing market- While launching new products by McDonald's in
Australian market, certain strategies will be required to plot. However, McDonald's is not
looking forward for launching any new product.
 New product in new market- It is one of the most complex affair of company. When a
company launch new product in an unknown or new market. In this case, diversification
strategy is practised.
Selection of target markets:
The target market for McDonald's can be selected through STP model which studies
segmenting, targeting of customers and positioning of burger range of McDonald's. The
respective model is discussed below:
Segmentation- This step of the model studies formation of group of customers based on
their demographics which is age, profession, income, etc. Psychographics includes lifestyle of
customer, beliefs, attitude and interest (Ajagbe, 2011). Similarly, geographic includes the
location that is been served.
Illustration 1: Ansoff matrix
Sources: Ansoff matrix, 2019.

Targeting- McDonald's is one of the famous fast food chain in Australia where
customers consuming burgers belong to all age group. Similarly, customers who prefer eating
fast food are targeted. In some cases, customers who are looking for ready to eat food products
are also targeted. The targeted geographical market for burgers of McDonald's is Australia.
Positioning- As McDonald's is one of the most preferred fast food company which have
a large market share in Australia (Argenti, 2018). Thus, the burger range of McDonald's have a
strong position in the market.
Development of marketing strategies:
While promoting existing burger range of McDonald's in the existing market, the
respective company have to plan and develop various marketing strategies. Some of the
strategies which can increase the sales of burgers of McDonald's are given below:
Digital Marketing- With the help of social media marketing and promotion on other
website, McDonald's can attract more customers and increase the sale of burgers of the company.
Furthermore, this will lead to increased profit earning.
Paid Advertisement- McDonald's can invest in paid advertisements that will help in
promoting the product and services of company on different platforms such as radio, newspaper,
magazines and billboard. This will lead to more sales of burgers of McDonald's.
Planning of marketing programs:
The marketing program that can help in attaining the objectives of McDonald's can be
understand through marketing mix model. The respective model is consist of four different
aspects of market which can influence the marketing strategies of McDonald's. These are
discussed below:
 Product- There are various products that are offered by McDonald's such as chicken,
shakes, salad, etc. However the organisation is looking forward to raise sales of burgers
of the company. Thus, in order to increase sales of burgers, respective product needs to
be altered in order to attract more customers.
 Price- The price offered by McDonald's are moderate (Wilson and Gilligan, 2012). Thus,
these products are affordable for customers from different financial backgrounds. Also, in
order to raise sales of burgers, McDonald's can adapt price leadership strategy which will
give competitive advantage to the company.

 Place- McDonald's of Australia is serving all the product range across the country. Also,
the respective organisation is serving door step deliveries which enables the customers to
consume burgers being located anywhere.
 Promotion- In order to promote burger range of McDonald's, the respective organisation
adapt various promotional activities such as advertisements, digital marketing,
newspapers, etc.
Management of the marketing effort:
Management control are practised to implement different strategies or marketing in order
to assure the achievement of marketing functions (Chaffey and Smith, 2013). Thus, it is further
categorised into different controlling tools. These are discussed below:
Annual-plan Control- In this tool, annual marketing targets are considered as performance
standards. Thus, this tool mainly focuses on achieving market share, sales volume, profitability,
etc. that were targeted by the company in beginning of the year. Thus, in order to analyse sales
growth of burgers of McDonald's, the top and middle level management needs to alter strategies
which will help in achieving goals and objectives of company.
Profitability control- This is one of the tool of management control which helps in monitoring
profit, sales and expenses of the company. Thus, McDonald's can practise this tool to evaluate
sales of burgers. Similarly, the respective company can measure profit earned from the
respective products along with expenses incurred.
Strategic Control- The respective tool helps in analysing the performance of strategies of the
organisation towards different business concerns. Thus, analysing, monitoring and evaluation of
strategies is practised by McDonald's (Chaffey and Smith, 2013). Thus, the company can
evaluate their implemented strategy to understand the results for different operations of selling
and promoting burgers and take certain actions to improve the results.
2.Identify two or three key components of the marketing planning process which you believe are
the least effectively conducted by an organisation.
The marketing planning process of McDonald's is consist of various factors. However,
there are few factors that needs to be altered by the organisation to assure high profitability.
These are further discussed below:
Development of Marketing Strategies: McDonald's has been adapting traditional
marketing tools such as paid advertisements through the mode of TV ads, newspapers, radio

promotions, etc. However, the respective organisation is not putting much efforts in its digital
marketing strategy. As internet is a vast platform which is one of the most budget friendly and
effective tool of marketing, McDonald's should invest more on its digital media in order to
survive in the competitive environment.
Management of Marketing efforts: Though management control is a wider term in
which McDonald's is efficient in profitability control and Annual-plan control. The respective
organisation does not have a strong strategic control. Due to this, the flexibility and decision
making of company gets hamper (Boone and Kurtz, 2013). As strategies are very important for
operations of company. It is important to have a strong strategic control of company.
Explain the likely impact on the organisation’s marketing performance.
The marketing performance of the organisation can be enhanced by effectively managing
strategic control and marketing strategies of McDonald's. The positive impact are discussed
below:
Effective Marketing Strategy: If McDonald's implement effective digital marketing, the
respective organisation would be able to make a strong impact on the customers worldwide and
promote Burgers of the company. Also, digital marketing is one of the latest trends. By adapting
this technology, McDonald's will be able to keep itself updates with latest trends which will
improve reputation of the company.
Effective strategic Control: If McDonald's improve its strategic control, the respective
organisation will be able to make more appropriate decisions. There will be less conflicts and
more accuracy in the results. Furthermore, McDonald's will be able to achieve high sales of
burgers which is the goal of respective company (Czinkota and Ronkainen, 2013).
CONCLUSION
From the above discussion, it can be concluded that Marketing planning is a lengthy
process which requires deep study of various elements such as analysis of marketing
opportunities, Selection of target market, Development of marketing strategies, Planning of
marketing programs and Management of the marketing effort. Thus, it is important to deeply
study these elements for a successful marketing planning.
Task 2 PPT

REFERENCES
Books and Journals
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Getz, D., 2012. Development, and Marketing. Sport and adventure tourism. 49.
Donnelly, C., and et. al., 2012. Marketing planning and digital customer loyalty data in small
business. Marketing Intelligence & Planning. 30(5). pp.515-534.
Ajagbe, A. M., 2011. The relationship between strategic planning and the effectiveness of
marketing operations. International Journal of Innovation Management and
Technology. 2(5). pp.390-396.
Argenti, J., 2018. Practical corporate planning. Routledge.
Wilson, R. M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Chaffey, D. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital
marketing. Routledge.
Boone, L. E. and Kurtz, D. L., 2013. Contemporary marketing. Cengage learning.
Czinkota, M. R. and Ronkainen, I.A., 2013. International marketing. Cengage Learning.
Online
Finding opportunities for your business using Ansoff’s Matrix, 2019. [Online]. Available
through:<http://www.thisoldhand.com/business/finding-opportunities-ansoff-matrix/>.