Situation Analysis for Mcdonalds

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McDonald’s Chicken Burger

MARKETING PLAN

Hasan | Dilan | Malith | Sumeera | Buddhini | Lakna

Hasan | Dilan | Malith | Sumeera | Buddhini | Lakna

Executive Summary
This marketing plan is made out of the Market Research done by McDonald’s R&D team about McDonald’s Chicken Burger. Under this Executive Summary, goals and the strategies that used to achieve those goals are shortly described. McDonald’s main goal is to ensure Quality service, Cleanliness and Value (QSC&V) for each & every customer, each and every time. To fulfill that, we mainly focus on high quality food and superior service in a clean, welcoming environment, at a great value.

In addition to that there are marketing strategies to reach for our targets.(4p’s) When describing about our 4p’s strategy, we have selected a chicken burger as the product which belongs to fast food. And it comes with 3 sizes and 3 reasonable prices. Main cities of the country are selected for placing McDonald’s branches. Tv advertising,cutouts are the fundamental promoting methods which we used.

And also we have done “S W O T” Analysis and “P E S T” analysis regarding our company to find out prevailing situation and obtained relevant data which is very important when implementing those marketing strategies. Finally, we think that we will be strong enough to give full satisfaction for the customer than ever with these new strategies.

The Challenge
Our challenge is to promote our new chicken burger to the society. There are different types of chicken burgers in the market. Those products are unhealthy fast food. Our product is different among others. Situation Analysis

Quality service, Cleanliness and Value (QSC&V) for each & every customer, each and everytime

McDonald's Corporation is one of the world’s leading food servicer retailers with more than 34,000 restaurants, serving more than 69 million customers daily in 119 countries. Headquartered in the United States, the company began in 1940 as a barbecue restaurant operated by Richard and Maurice McDonald; in 1948 they reorganized their business as a hamburger stand using production line principles. Businessman Ray Kroc joined the company as a franchise agent in 1955. He subsequently purchased the chain from the McDonald brothers and oversaw its worldwide growth. A McDonald's restaurant is operated by either a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. High quality food and superior service in a clean, welcoming environment, at a great value McDonald's primarily sells hamburgers, cheeseburgers, chicken, French fries, breakfast items, soft drinks, milkshakes and desserts. In response to changing consumer tastes, the company has expanded its menu to include salads, wraps, smoothies and fruit.

McDonald’s values include;
* High quality food and superior service in a clean, welcoming environment, at a great value * High standards of fairness, honesty and integrity
* Respecting the social and the physical environment
McDonald’s business model depicted by our “three-legged stool” of owners/operators, suppliers and company employees, is our foundation

SWOT Analysis
Strengths
* The renowned brand
* McDonald’s product value
* Customers know what to expect when they walk into a McDonald’s store. It gives emphasis to human resources by satisfying both the customer and the employees * The Innovation Aspect
* Wherein new products line to catch up with the new trends and tastes of the people. * Economies of scale
* The quality & reasonable price
* Well-trained staffs
* McDonald’s long time consistence in the industry
* McDonald’s there in the industry for a long time. So that a good name is build in customer’s mind. It helps to compete with other companies. Weaknesses
*...
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