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Marketing Strategy

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Autor:   •  August 21, 2011  •  2,959 Words (12 Pages)  •  9,960 Views

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Executive Summary......................................................................................................... 4

INTRODUCTION OF COMPANY.................................................................................... 6

About McDonalds.............................................................................................. 6

Mission.................................................................................................................. 6

STRATEGIC ANALYSIS.................................................................................................... 6

McDonald's in Pakistan.................................................................................. 6

Lakson group of company............................................................................... 6

EXTERNAL SITUATION ANALYSIS............................................................................... 6

PEST ANALYSIS................................................................................................... . 6-7

TREND AND IMPLICATION OF MCDONALDS:......................................................... 7

Competitors, customers, market analysis also KSF................................... 7-8

INTERNAL SITUATION ANALYSIS:............................................................................... 9

Current strategy................................................................................................... 9

Marketing mix (product, price, place, promotion).................................. 9-10

Performance analysis figure 2.1................................................................... 10

Determinant of McDonald's strategy options............................................. 11

SWOT ANALYSIS................................................................................................................ 12

Strengths & weakness......................................................................................... 12-13

Opportunities & threats................................................................................... 13

STRATEGIC DEVELOPMENT:................................................................................. 14

SUSTAINABLE COMPETITIVE ADVANTAGE:...................................................... 14

GENERIC STRATEGY:............................................................................................. 14

Cost leader ship and differentiation strategic....................................... 14

MARKET GOAL AND OBJECTIVE:........................................................................ 14

ANSOFF'S PRODUCT GROWTH MATRIX............................................................. 15

TARGET MARKET...................................................................................................... 15

MCDONALDS MENU NAD PRICE LIST.................................................................. 16

CURRENT AND FUTURE POSITION........................................................................ 16

MAP................................................................................................................................. 17

SUGGESTION AND RECOMMENDATION............................................................... 17

Reference ........................................................................................................................ 18

Executive Summary:

This report proposes to improve the sale of McDonald's Company. McDonald's is the leader in global fast food service retail. It has over 30,000 local restaurants that serve approximately 50 million people in more than 120 countries and territories every day. This report will tell us the current strategy of McDonald's in Pakistan whether strategy are internal or external, we talk about political, economic, social, and technology that how these effect on McDonald's market in Pakistan.

Later we will focus our discussion very important point (external analysis). External analysis we would focus on McDonald's customers, competitors, and market and key success factors. This report stresses the "four P's" of marketing (product, price, place and promotion) provide a good strategy implementation in the marketing function. The mix of these marketing elements would be appropriate. Promotion is more than advertising the location, size and nature of markets which the business strategy defines will guide Pricing is a complex issue because it is related to cost, volume because it is frequently used as a competitive weapon. Pricing policy changes are likely to provoke competitor response.

This report also urges the company make improvements on the current employment condition and practice in the company. The propose changes aim to create a more favorable working environment by providing the workers with benefits, The report also stresses out the importance of creating well-organized unions that will represent the workers and protect their rights and interests. The report encourages the use of collective bargaining locally to solve high cost problems.

The reports focus efficient marketing as well as lack of strategies in answering needs and demands of customers and expand/open more outlets in other cities of Pakistan. Employee are the key of good/success business because educated and expert staff can work efficiently so I focus McDonald's should hired staff on the basis of their personality traits i.e., education, family, social class, style, experience etc. and fired or trained due to not impressive character

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