Mcdonalds Mccafe Marketing Research

3891 Words Dec 17th, 2012 16 Pages
Yahweh Matuguinas
ID # 1774747
MGMT 131 Marketing - SD61
Describing and Analyzing an Organization’s Marketing Strategy – McCafé

Table of Contents
1. Introduction 3
2. Situation Analysis 4 2.1Internal Environment 4 2.1.1 Financial 4 Exhibit 1. McDonald's Net Income for 6 Years 4 2.1.2Physical Assets 5 Exhibit 2. McDonald's Corp., Statement of Financial Position, Property, Plant and Equipment 5 2.1.3 Human Resources 5 2.1.4Intellectual Property Rights 6 2.2 External Environment 6 2.2.1Demographic Segmentation 6 2.2.2Economic Factors and Competitors 6 2.3 SWOT 7
3. Target Market 8
4. Position 9
5. Marketing Mix 10 5.1 Product 10 5.1.1 Product Mix 10 5.1.2Three-Level Model 10 5.1.3Packaging 11 5.1.4Branding 11 5.1.5 Product
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As of 2010, MDC Corporation’s total assets amounted to almost $32B, including its 33,000 local restaurants in 119 countries (McDonald's, Financial Highlights). Based on its 2010 Annual Report, the total property and equipment totals to more than $22B, which includes its land properties; buildings on owned and leased lands; equipment, signs, and seating; etcetera –accumulated depreciation and amortization are excluded (McDonald's, Annual Report 27)
2.1.3 Human Resources One of the factors that strengthen MDC is its trained employees. MDC makes sure that restaurant employees, from crews to restaurant managers, have proper training such as Restaurant Operations Leadership Practices training before they face the customers (McDonald's, Working Here). Aside from trained employees on the floor, MDC has a credible board of directors led by Andrew J. McKenna as the non-executive chairman of MDC Corporation (McDonald's, Board of Directors Biographical Information ).
2.1.4Intellectual Property Rights As a

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