Marketing Plan of McDonalds | Marketing Mixx

1 of 3

http://marketingmixx.com/marketing-plan-2/186-marketing-plan-of-mcd...

Sunday, 4th January 2015.

Subscribe

Looking for something?

Go!

Home

About

Advertising

Contact Us

B2B Marketing

Disclaimer
Consumer Behavior

Privacy Policy

Sitemap

International Marketing

Marketing

Marketing Plan

Marketing Plan of McDonalds

Posted on Sunday, 31st July 2011 by kasi

Marketing Mixx
Like

175 people like Marketing Mixx.

Like

39

39

Company Introduction
McDonalds is a food retail company which was established in 1954. It has around 30, 000 outlets in more than 120 countries and thus it have been considered among worlds largest
food chains. Their affluent time began with their founder Ray Krocs vision and his dedication, changed in their brilliant managers, and this will maintain the polish on McDonalds name
for years to come.

Mission /Vision
McDonalds mission is:
To be our customers favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time we invite you
to be the part of this winning team and give yourself an opportunity to grow with the family of people striving to create smiles on the faces of millions of people every day.
McDonalds vision is:
To be Estonias "best" quick service restaurant, experience supported by a set of core values and guiding principles.
Statement of the Marketing Goal
McDonald believes that customer perception is one thing which always guarantees the products success. So its marketing strategies are also designed while keeping in view the
customer perspective. It relies on the fact that many innovative products may fail simply because of their incapability to make a strong perception about itself in the customers mind.
McDonalds being a globally famous brand brings with it definite hopes for the clients.

SWOT Analysis
Strengths
MacDonalds has its worldwide presence while having huge impact on its competitors.
It is market leader in both domestic and international markets.
It perfectly uses economies of scale to achieve its cost reduction strategies.
It has been facing long term economic growth and is taking advantage by expanding itself globally.
MacDonalds is capable of generating high revenues and sales because of its brand recognition.
It aggressive marketing plans has enabled it to capture every next market segment which it targets.

Weaknesses
Market saturation has made the expansion difficult for MacDonalds.
MacDonalds is very slow in the process of product innovation.

Opportunities
It can make its outlet chains better and more attractive for new customers by giving value added services like internet access.
International expansion is still available as an opportunity for MacDonalds.
McDonalds can plan market penetrate in places like Europe, Asia and Latin America.
Product innovation is another big opportunity which MacDonalds can catch.

Threats
McDonalds is open to the alterations in the worldwide economy.
MacDonalds violent global growth has made it awfully defenseless to other countries economic slowdown.

13/01/2015 06:54 a.m.

Marketing Plan of McDonalds | Marketing Mixx

2 of 3

Fluctuations in foreign currency rates are also a big threat for MacDonalds.
Copyright 2015 Marketing Mixx. Powered by WordPress

Who are competitors?

http://marketingmixx.com/marketing-plan-2/186-marketing-plan-of-mcd...

About

Contact Us

Disclaimer

Privacy Policy

Sitemap

Theme by Ceneb and Theme Lab and Search Optimization

Copy Protected by Chetans WP-Copyprotect.

Top Companies like Yum! Brands, Inc, Wendys International, Inc. Jack in the Box Inc, Burger King Corporation, KFC and Pizza Hut are serving as major competitor of MacDonalds.

Marketing Objectives
Currently MacDonalds is focusing on service delivery time because of customer dont have much time today while using electronic media for promotion.

Overall Objective
Easy accessibility of product and services to the customers
Easy accessibility for providing essential services and value-added services
Easy complaint handling process.
Covering whole target market.

Primary Business Objectives

To increase sales by 40 % in upcoming 6 months.
To increase brand awareness among non-existing clients.
To increase the ROE ratio of the company by 10 % in next 6 months.
Increasing the retailers and brand outlets in targeted markets for at least 20 new places.

Strategic Objectives for Every Primary Objective

Strategically companys main focus is to satisfy its customers by providing them the best of their services. While from organizational point of view, expansion is main focus out of the
MacDonalds as it is expanding its outlets throughout different countries of the world.

Target Market Segments

MacDonalds has been using demographic segmentation strategy and it takes age as the basic parameter for segmentation. The major target segments of MacDonalds are children,
youth and the young urban family members.

Main strategies
1. Market Penetration
MacDonalds has planned to enhance market penetration strategies by inculcating few interior market promotions so to increase the market share by attracting competitors clients.
Secondly MacDonalds has also launched few advertisement campaigns for domestic market clients in each country.
2. Market Development
MacDonalds has been the best example of market development from last many years in food retail industry. Market development strategy which Macdonalds follow is through
company expansion plans in new markets and new outlet events through which large number of clients are attracted. MacDonalds managers take actions like targeting promotions,
opening sales offices and creating alliances with other companies.
3. Service/Program Development
MacDonalds has been giving intense importance to service development programs as its main focus is over providing best services to its clients. They have analyzed the on hand
markets and they have developed the customer care strategies by taking their feedbacks so to increase the number of satisfied customers.

VI. Budget
Marketing budgets are designed to support the marketing strategies as they need huge expenses. In Macdonalds marketing budgets are designed and allocated after analysing the
given strategies on hand which marketing executives present in front of the finance team. I n this way marketing budgets are allocated. The percentage of budget which usually has
been allocated to marketing department every year is almost 50 percent of the total budget of the company. But this ratio may vary depending on the seasonal changes in marketing
strategies or launch of new products.

References
1. John S Love. (2009).McDonalds Behind the Arches.
2. Official website: www.Mcdonaldsindia.com
Be Sociable, Share!

13/01/2015 06:54 a.m.

Marketing Plan of McDonalds | Marketing Mixx

3 of 3

Like

http://marketingmixx.com/marketing-plan-2/186-marketing-plan-of-mcd...

39

Related Posts
Marketing Plan of Facebook
Burger King Marketing Plan
Coca Cola Marketing Plan
Marketing Plan Template/Outline
Marketing Plan of Online Banking
(1 votes, average: 4.00 out of 5)
Loading...
Tags: free marketing plan, Free marketing plan of McDonald's, marketing plan, Marketing Plan of McDonald's, McDonald's marketing strategies, McDonald's mission, McDonald's SWOT,
McDonald's vision
Posted in Marketing Plan | Comments (1)
Like

39

39

One Response to Marketing Plan of McDonalds

1.

Johnson Tan Says:

January 7th, 2012 at 8:01 pm

Hello my loved one! I want to say that this post is awesome, nice written and include almost all important infos. Id like to look extra posts like this .

Leave a Reply
Name (required)
Mail (will not be published) (required)
Website

13/01/2015 06:54 a.m.