MARKETING PLAN

MARKETING PLAN

Executive Summary

The company brought in this new market of fast food quick service concept original, where the details are taken care of as possible, to give consumers an excellent product. The operating philosophy of McDonald's system is based on Quality, Service, Cleanliness and Value for 44 years. The company offers a standard menu, but each culture develops special products to suit the tastes of the community. McDonald's is successful because it has a system of corporate rules and individual opportunities, all franchisees are brought into the same philosophy of values and expectations clear.

McDonald's serves around 30,000 fast food restaurants that sell a menu of convenience food. McDonald's operates at a uniform standard and service. Besides from its outlets, McDonald's have new chains to meet the different sectors in the market, in the UK, Aroma Café is a chain of coffee houses selling sandwiches and desserts.

Table of Content

Executive Summary2

Contextual Analysis4

Legal or the Political Aspects4

Economic Aspects5

Socio-cultural Sector5

Technological Aspects5

Customer Analysis6

The Market6

Location6

Market needs7

Buying Behavior Patterns7

Target Market Segment Strategy7

Geographical7

Demographical8

Behavioral8

Psychographic8

Positioning8

Branding9

Competitor Analysis9

Competitor identification10

Competition10

Company Strategic Approach10

Mission11

Vision11

Objectives11

Marketing Strategy12

Targeting Strategy13

Sales Strategy13

Channel Analysis14

Distribution14

Communication Strategies14

Implementation15

Timeline for implementation16

Control17

Contingency Plan18

Reference19

Marketing Plan for McDonald

In 1937, Richard and Maurice McDonald developed a simple food processing and assembly line at a small drive in restaurant. Noticing an opportunity, Ray Kroc negotiated a franchise deal and eventually bought the brothers out in 1967. McDonald's in now the largest and well know global fast food retailer (The McDonald's History - 1954 to 1975, 2005, pp 2 - 3).

Contextual Analysis

The natural surroundings we reside in be capable of being very unpredictable. The PEST analysis is well liked trading administration device and procedure of analyzing the numerous distinct external components influencing an organization (Laermer, & Simmons, 2007, pp 109 - 113). The PEST analysis for McDonald's is described below.

Legal or the Political Aspects

This is marked mainly by the degree of state intervention in the food sector, established programs and policy choices involved. Thus, the food sector is seen by the intervention of the state to regulate and promote it, which is something McDonald's is completely aware of (Givon, Mahajan, & Muller, 1997, pp 55 - 60). The legal environment may be explained by all laws, regulations and product standards in the food sector. Indeed, the activity of McDonald is guided by clear procedures that define the regulatory and tax advantages that can benefit its activities. Thus, the legal environment is a factor to be considered by McDonald's in its current and future strategic directions (Gupta, & Lehmann, 2001, pp 70 - 77).

Economic Aspects

The economic environment is characterized primarily by the phenomenon of globalization of the economy that will open and the emergence of new markets and increased competition between firms with strong financial and managerial capacity (Kotler, & Armstrong, 2007, pp 56 - 59). Thus, McDonald's is bound to face competition for which it has to be prepared. The food sector is no exception to this rule as seen in recent years.

Socio-cultural Sector

The socio-cultural environment is all lifestyles, modes and levels of education in ...