Karan Mcd Market Research

Topics: Marketing, Food, Fast food restaurant Pages: 4 (575 words) Published: July 14, 2013
McDonalds Case study

Table of Contents
Current Market Situation:3
Strengths:3
Weaknesses:3
Opportunities:3
Threats:4
Market Segment:4
Issue Analysis:4
Recommended Alternatives:5
Product:5
Place:5
Price:5
Promotion:6
Selection of Best Alternatives:6
Product:6
Place:6
Price:6
Promotion:7
References:8

Current Market Situation:

Strengths:

* Good Product adaption. (1)
* More than 31000 restaurants covered on all continents. (2) * Impressive growth rate of 37% in 2008. (2)
* 75% revenue generated with Hamburgers.(2)
* Social responsibility report for all social works charms new customers. (4) * Quarterly revenue rose six percent in 2008. (6)

Weaknesses:

* Inexperienced staff mostly fewer than 21. (1)
* Customer complaints due to poor dealing by staff. (11)
* Largely opposed for using beef fat in India. (14)

Opportunities:

* Renovating all Canadian locations. (3)
* Budget expansions for regional market expansions. (5)
* Attractive advertising punch line “I’m loving it”. (7) * Timely introduction of new strong products. (10)
* Successive growth in emerging sectors. (12)

Threats:

* Bad image of causing animal cruelty. (1)
* Cutting of rainforests for cattle farming, Opposed by public. (1) * Health problems- mainly obesity. (8)
* Name included in big scams. (9)
* Falling market share prices. (13)

Market Segment:

Target Market| Young Children| Adults|
Demographic| Happy Meals| Young Family, Students|
Psychographic| Parent dependent, Fresh and healthy food with kids taste| New Lifestyle, Health Consciousness, Independent| Behavioural| Birthday Parties| Taste, Fresh food|
Geographic| Urban| Urban/Suburban|

Issue Analysis:

* Giving good taste with healthy food.
* People are getting health conscious so there is a decline in number of customers of all fast food chains. * Providing...
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