McDonald’s became a famous global name (refer to appendix 1) which had more than 33,000 restaurants in 119 countries (McDonald’s, 2012). How could it operate profitably in a competitive market? It was due to the flexibility in the changeable marketing environment (Lovelock, 2002). The marketing environment can be assumed as a flexible system. Just like the human body which may die if it fails to adjust to environmental modifications, so the business also may lose if it does not adapt to external and internal changes (Sowell, 2011). Sargeant and Jay (2004) stated SWOT analysis contains specific indicators as to the key determinants of success in the company whereas most authors defined the marketing environment comprising microenvironment and macro-environment strongly affects the company’s survival (refer to appendix 2). In this essay, the literature review concentrates on the influences of the marketing environmental factors on the company’s operations. The internal change is a part and parcel of the marketing environment (Palmer, 2000).The microenvironment comprises the actors which directly affect a firm’s operations (Jobber and Fahy, 2009). Suppliers influence not merely the company’s operations but also the corporate image positively or negatively (Pride and Ferrel, 2010). Gaviña delivered the best coffee in the world to McDonald's, whereby McDonald’s became an obstacle for Starbucks in America (Time, 2008). Nevertheless, the importance of suppliers can be seen if things go wrong (Gillespie, 2011). McDonald’s restaurants were forced to close since suppliers could not meet demand on the twenty-fifth anniversary celebration in England (BBC, 1999). The importance of marketing intermediaries is to make a firm's goods and services accessible to its buyers (Kotler, et al., 2006). Without marketing intermediaries, but being a distributor of Coca-Cola which provides McDonald’s much more just soft drinks since 1955 because of its power and reputation, McDonald’s...
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