The External Environment and Its Effect on Strategic Marketing Planning: a Case Study for Mcdonald’s

Topics: Marketing, Strategic management, Marketing plan Pages: 25 (8419 words) Published: June 22, 2013
J. International Business and Entrepreneurship Development, Vol. 3, Nos. 3/4, 2008 289 111 2 3 4 5 6 7 8 9 1011 1 2 3 4 5 6 7 8 9 2011 1 2 3 4 5 6 7 8 9 30 1 2 3 4 5 6 7 8 9 40 1 2 3 4 5 6 711 8

The external environment and its effect on strategic marketing planning: a case study for McDonald’s Demetris Vrontis* School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus Fax: 00357 22 353 722 E-mail: * Corresponding author

Pavlos Pavlou
Department of Management and MIS, School of Business, University of Nicosia, 46 Makedonitissas Ave., P.O. Box 24005, 1700 Nicosia, Cyprus Fax: 00357 22 353 722 E-mail: Abstract: This case study has been compiled in order to illustrate the effect of the external environment on the international marketing strategy of McDonald’s, the fast food chain. An external environmental analysis is necessary, as effective marketing strategies cannot be developed without firstly analysing the environment in which the company operates. The paper analyses a number of the theoretical approaches to strategic planning to be considered in international marketing. Keywords: adaptation; international; marketing; McDonald’s; standardisation; strategy. Reference to this paper should be made as follows: Vrontis, D. and Pavlou, P. (2008) ‘The external environment and its effect on strategic marketing planning: a case study for McDonald’s’, Journal for International Business and Entrepreneurship Development, Vol. 3, Nos 3/4, pp.289–307. Biographical notes: Demetris Vrontis is the Founder and Editor of the EuroMed Journal of Business and the Editor for the World Journal of Business Management. He is a Professor in Marketing and the Dean of the School of Business at the University of Nicosia, Cyprus. His prime research interests are international marketing, marketing planning, branding and marketing communications. He has published over 45 refereed journal articles, contributed chapters and cases in books/edited books and presented papers to conferences on a global basis. He is also the author of eight books, mainly in the areas of international marketing and marketing planning Pavlos Pavlou graduated from the University of Leeds in England with a BSc in Engineering and from Salford University with a PhD in Management. He spent 13 years in the UK’s NHS and in consultancy organisations (PricewaterhouseCoopers and KPMG) in the UK and Cyprus. In 2005 he joined the University of Nicosia as an Assistant Professor in the School of Business. He teaches international business, leadership development and quality

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111 2 3 4 5 6 7 8 9 1011 1 2 3 4 5 6 7 8 9 2011 1 2 3 4 5 6 7 8 9 30 1 2 3 4 5 6 7 8 9 40 1 2 3 4 5 6 711 8

D. Vrontis and P. Pavlou
management at the undergraduate level and strategic management at the MBA level. He is a member of the Editorial Review Board of the EuroMed Journal of Business. His research interests include strategic performance management, international business and corporate governance systems.



1.1 McDonald’ s operations in international markets
McDonald’s is the leading global foodservice retailer with more than 30,000 local restaurants serving 52 million people in more than 100 countries each day. It is one of the world’s most well-known and valuable brands and holds a leading share in the globally branded quick service restaurant segment of the informal eating-out market in virtually every country in which it operates.1

1.2 Situation analysis and marketing planning. A theoretical outlook The importance of the internal and external environment and their effect on the development and implementation of marketing planning is crucial and should be highly considered by any organisation wishing to be profitable in the increasingly competitive international marketing arena. Multinational companies that desire to prosper, should...

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