INTERNATIONAL MARKETING PLAN

International Marketing Plan for MacDonald in India

International Marketing Plan for MacDonald in India

Introduction

The two most important factors for the success of MacDonald are to respond to the customers' demands and learning from the past mistakes. Offering quality products at low prices and put local people first in the way they conduct their business as their main strategy. The relative positioning of MacDonald's market share with esteem to other premier players in the market has been showed as pursues. The hotel management company, MacDonald is now the fourth largest fast food chain in the world, employing 450 000 people and has a growth rate of 13% annually. The company targets several market segments with separate offers for each of the goals. MacDonald targets mainly consumers living in urban and suburban areas, as well as consumers living outside the city or area in suburban locations. MacDonald outlet shops designed for consumers living in urban areas, especially civil servants who want to buy lunch or go shopping on the way home. These outlets are located in the city center and offers products to customers of quality. They got benefit over competitors profited by proposing consumers larger value, either via smaller charges or by supplying larger advantages and service that supports higher prices.

Discussion

Current Situation

Strengths

Strengths are the key forces for a company as it identifies and help the organizations to move towards the goals and objectives that were previously set by the management which ultimately affect the overall efficiency of the organization. In the case of the MacDonald, the strength is the services that are provided by the hotel. The following are the strengths of Macdonald to entre in the international market which is India;

Brand positioning

High bargaining power with suppliers

Menus tailored to local markets

Ability to introduce new products

Positive image to the community through acts of charity (MacDonald in collaboration with World Food Program)

Weaknesses

These can be in the form of no clear management styles, poor image, research and development issue, competitive disadvantage, poor track record, insider problems, financing problems and possible training problems by managers and supervisors for instance like the fast food service industry. (Hamel & Prahalad, 1994) Moreover, the following are the weaknesses of the MacDonald to entre in the international market which is India;

Menu based mainly on food harmful to health.

High cost of the franchise that limits their growth

High staff turnover

Opportunities

These are factors or the elements that are considered as the core factors which guide an organization like Macdonald in moving towards the goals which ultimately affect the efficiency and effectiveness of the organization like MacDonald in Outlane, for instance, the rates or the prices that is the MacDonald can become more competitive. (Laudon and Kenneth, 2009) Moreover, the following are the Opportunities of the MacDonald to entre in the international market which is India;

Global trend for healthy food.

Fast food franchises that require less capital and produce an investment return similar to that of Macdonald.

Threats

What makes an organization like Macdonald to be strong is to identify possible threats within its ...