Marketing Plan For A New Product / Service

About everyone at some age, at some point or another, and in some country has gotten a sample of American's symbol for fast food through the golden arches of McDonald's. This report will attempt to analyze the external and internal sectors that affect the company's success. The external analysis will provide opportunities and threats while the internal analysis will show indicators of strength and weakness. It will then follow up with critical issues, strategic alternatives, recommendations and implementation. The case studied is found in Appendix 2 of Mary Coulter's "Strategic Management in Action" book.

Despite the shocking results of Spurlock’s film, the fast food industry and McDonald’s in particular declined to say that the documentary had any impact on their business. However, interestingly enough, one day before the release of the movie, McDonald’s introduced a new “Go Active” menu. Even though they claim to have not been affected by the documentary’s findings, they clearly felt the pressure to add healthy options on their menu before the general public viewed the

Inclining trend in healthy food options might take over a huge customer group McDonald’s might end up losing the market share. (Kline,

Therefore McDonald’s had to confront the problem head on and organized a press conference with the media. Its French fry suppliers some of them big international companies swell as the audience interested were invited. The company had too use all efforts to maintain brand image, restore brand equity and gain public trust. How ? The organization sensitized the audience to the actual facts behind the issue. All those interested in taking a McDonald’s kitchen tour where they can see how the company operated. No use of beef-flavored extract in French fries, no mixing of vegetarian and non-vegetarian equipment, separate handling of vegetarian & non-vegetarian food, egg less

REFERENCES•www.mcdonalds.com, accessed on 18 July, 2008•www.mcdonldsindia.net, accessed on 18 July, 2008•en.wikipedia.org/wiki/McDonald's, accessed on 19 July, 2008•http://www.associatedcontent.com/article/263943/mcdonalds_strategic_marketing_mix.html?cat=4, accessed on 19 July, 2008•www.kfc.com, accessed on 25 August, 2008

Marketing is a mix of business activities that work towards a bigger goal of building a brand and creating lasting relationships to capture value from customers. Implementing a marketing strategy is vital as it examines every aspect of a business by identifying customer needs and meeting these in a better way than competitors (Armstrong et al. 2015). McDonald’s and Hungry Jack’s are examples of companies with excellent customer-driven marketing strategies, strategically deciding which customers to serve (segmentation and targeting) and how (positioning & differentiation). Using this as a guideline they’ve incorporated the marketing mix consisting of; product, price, promotion and place to produce the response it wants in the target market.

McDonald is recognized as one of the biggest and leading fast food chains all around the world. McDonald retains a strong market position in the worldwide food market with various branches opened in several geographical locations globally. From the perspective of customer retention, its success image is primarily upheld by its increased concentration over the strategy of sustaining its brand image in the market. Researchers contributing to the subject under discussion stated that one strategy to implement is to use operations and coordinate its policies, together with the vital factor

All these factors are affected by the way McDonald’s presents itself, that is, through advertising. When consumers are able to emotionally connect with their campaigns or when they show loyalty to the brand by visiting their stores regularly, it is a clear sign that the brand equity has been pretty well established in the consumers’

A product launch is not a single event; it is part of the overall product development process. The early stages of a product launch take place before launch activities begin. Careful planning is essential to ensure the market is ready for the product and the company is ready for the launch.

The McDonalds Corporation has to be continually aware of its consumer behavior, their eating habits, as well as the situation and the trends in the market in order to understand if there is a need of any changes in their marketing strategy. Any important modifications in the marketing activities of the company have to be backed up by legitimate research. The introduction of new products, decisions on whether to invest more in certain channels of distribution, change of features of the product, advertising or pricing strategies have to be backed up by evidence based on the results of continuous marketing research. In the case of a big corporation like McDonald’s, the marketing research reports should answer lots of consumer

In this report I would select McDonald’s Co. to review their marketing plan, and then determine their strategies and tactics that relate to the company’s stakeholders implementation roles.

McDonald’s is a fast food giant and is one of the best known burger chains in the world. McDonald’s builds its brand equity by listening to its customers and continually adjusting its communication and marketing methods. Because McDonald’s faces stiff competition around the world from other fast food chains it must continually adapt. This paper will show how McDonald’s is segmented in the fast food industry, its target markets, and the selection process for that target market. Developing a marketing strategy is very important and to do that it is important to understand the

McDonalds has been around since 1940, when it was created by Nick and Mac McDonald in Bernardino, California. Since then McDonalds has only grown around the world in popularity and business. There are currently more than 33 thousand restaurants around the world in 119 countries. The chain has remarkably gone form offering just a few items on its menu to a wide range of over a 145 diverse items on its menu. Needless to say McDonalds has embedded itself within the world’s society. The way McDonalds runs its business has many different components. These different items include geography of a location, Weber’s model, development, and mass consumption.

In this assignment I am going to evaluate the concepts and principles applied to the marketing of products by McDonalds and make recommendations.

Historically, McDonalds focused on intensely expanding to emerging markets. The success of this was centered around the company’s business model, being franchising. Today McDonald's serves more than 69 million clients worldwide regularly and is present in 118 countries. Through this international presence in both developed and developing countries, the company aims to relieve some of the competitive pressures faced in the aggressive United States market. However, this diversification in no means shows a fundamental shift of its intention to be a pioneer in the developed countries it is present in. The company is also trying to cement its position as a market leader through aggressive advertisements, restructuring the ambience of their stores,