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Company Introduction
McDonalds is a food retail company which was established in 1954. It has around 30, 000 outlets in more than 120 countries and thus it have been considered among worlds largest
food chains. Their affluent time began with their founder Ray Krocs vision and his dedication, changed in their brilliant managers, and this will maintain the polish on McDonalds name
for years to come.
Mission /Vision
McDonalds mission is:
To be our customers favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time we invite you
to be the part of this winning team and give yourself an opportunity to grow with the family of people striving to create smiles on the faces of millions of people every day.
McDonalds vision is:
To be Estonias "best" quick service restaurant, experience supported by a set of core values and guiding principles.
Statement of the Marketing Goal
McDonald believes that customer perception is one thing which always guarantees the products success. So its marketing strategies are also designed while keeping in view the
customer perspective. It relies on the fact that many innovative products may fail simply because of their incapability to make a strong perception about itself in the customers mind.
McDonalds being a globally famous brand brings with it definite hopes for the clients.
SWOT Analysis
Strengths
MacDonalds has its worldwide presence while having huge impact on its competitors.
It is market leader in both domestic and international markets.
It perfectly uses economies of scale to achieve its cost reduction strategies.
It has been facing long term economic growth and is taking advantage by expanding itself globally.
MacDonalds is capable of generating high revenues and sales because of its brand recognition.
It aggressive marketing plans has enabled it to capture every next market segment which it targets.
Weaknesses
Market saturation has made the expansion difficult for MacDonalds.
MacDonalds is very slow in the process of product innovation.
Opportunities
It can make its outlet chains better and more attractive for new customers by giving value added services like internet access.
International expansion is still available as an opportunity for MacDonalds.
McDonalds can plan market penetrate in places like Europe, Asia and Latin America.
Product innovation is another big opportunity which MacDonalds can catch.
Threats
McDonalds is open to the alterations in the worldwide economy.
MacDonalds violent global growth has made it awfully defenseless to other countries economic slowdown.
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Fluctuations in foreign currency rates are also a big threat for MacDonalds.
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Top Companies like Yum! Brands, Inc, Wendys International, Inc. Jack in the Box Inc, Burger King Corporation, KFC and Pizza Hut are serving as major competitor of MacDonalds.
Marketing Objectives
Currently MacDonalds is focusing on service delivery time because of customer dont have much time today while using electronic media for promotion.
Overall Objective
Easy accessibility of product and services to the customers
Easy accessibility for providing essential services and value-added services
Easy complaint handling process.
Covering whole target market.
Main strategies
1. Market Penetration
MacDonalds has planned to enhance market penetration strategies by inculcating few interior market promotions so to increase the market share by attracting competitors clients.
Secondly MacDonalds has also launched few advertisement campaigns for domestic market clients in each country.
2. Market Development
MacDonalds has been the best example of market development from last many years in food retail industry. Market development strategy which Macdonalds follow is through
company expansion plans in new markets and new outlet events through which large number of clients are attracted. MacDonalds managers take actions like targeting promotions,
opening sales offices and creating alliances with other companies.
3. Service/Program Development
MacDonalds has been giving intense importance to service development programs as its main focus is over providing best services to its clients. They have analyzed the on hand
markets and they have developed the customer care strategies by taking their feedbacks so to increase the number of satisfied customers.
VI. Budget
Marketing budgets are designed to support the marketing strategies as they need huge expenses. In Macdonalds marketing budgets are designed and allocated after analysing the
given strategies on hand which marketing executives present in front of the finance team. I n this way marketing budgets are allocated. The percentage of budget which usually has
been allocated to marketing department every year is almost 50 percent of the total budget of the company. But this ratio may vary depending on the seasonal changes in marketing
strategies or launch of new products.
References
1. John S Love. (2009).McDonalds Behind the Arches.
2. Official website: www.Mcdonaldsindia.com
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Tags: free marketing plan, Free marketing plan of McDonald's, marketing plan, Marketing Plan of McDonald's, McDonald's marketing strategies, McDonald's mission, McDonald's SWOT,
McDonald's vision
Posted in Marketing Plan | Comments (1)
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Hello my loved one! I want to say that this post is awesome, nice written and include almost all important infos. Id like to look extra posts like this .
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