Mcdonald's Marketing Plan

3867 Words16 Pages

Submitted to Miss Conchita Fonseca on 16th February 2010

Written by
Sabeen Irfan (3572122)
Boram Lim (3524085)
Jacob Alex (3378172)
Dhinelka Chandrabharathi (3707635)

Executive Summary
The report highlights various marketing aspects of one of the most successful brands in the world, McDonald’s. The introduction provides an overview about how the company came into being and how it turned into an international franchising corporation starting from being just a local burger stand in the United States. Moreover brief details about the Ronald McDonald mascot and the golden arch logo have been given as well. The mission statement of McDonald’s has also been given, perhaps the most significant part of which is
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McDonald’s vision is “to be the world 's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile.” (, 2010)
Today McDonald’s headquarter lies in Oak Brook, Illinois.

Question 1 - Describe the Marketing Process
Marketing is defined as an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. McDonald’s is one of the most widely recognized brands in the world and its effective market planning is one of the factors that have lead to its success on a global scale.

The key word in the definition of marketing is ‘processes’. Marketing process involves: I. Analyzing marketing opportunities II. Selecting target markets III. Developing the market mix IV. Managing the marketing effort
The first step for McDonald’s, or any other organization for that matter, is to research and analyze the long-run opportunities in the market in order to satisfy the unfulfilled customer needs. This research can be done effectively by the situational analysis and the SWOT analysis, both of which should include the past, present and the future endeavors. Some of the main elements that need to be present during the situational analysis are the
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