Marketing Analysis McDonald’s Market Essay Example

they have limited leisure time.

Consumers indicate they are increasingly dining out to save time that is typically spent on cooking, allowing them to savor moments with their families and engage in various leisure activities.

Market Need

To meet the demand for affordable and delicious fast food, it is imperative to establish a restaurant that excels in delivering exceptional meals at competitive prices. Equally important is ensuring customers have a hygienic and pleasant dining experience. This entails maintaining rigorous cleanliness standards for both our staff and the restaurant premises. Our objective is to promptly clean tables within three minutes of being vacated, while also conducting daily floor cleaning and consistently upkeeping kitchen supplies and countertops to meet impeccable standards.

Market Growth

Emerging markets such as Manner, Thailand, and China offer a distinct opportunity for global fast food chains to grow, thanks to increasing disposable incomes, large populations, and favorable demographics. McDonald's franchised numbers can be found in the subtopics of the SWOT analysis.

Strengths

McDonald's strengths lie in its strong brand name, customer intimacy, product innovation, and supplier integration. The franchiser has successfully established a well-functioning supply chain and is motivated to offer credit to its franchisees for ordering supplies and paying quarterly ranches fees. However, a weakness of McDonald's is that fast food is not known for its health benefits and does not always offer the best quality.

• High employee benefits and salaries increase financial risk slightly.
• Cash flow is limited to owner's resources and potential bank loans in Manner.

Opportunities

• Rapid growth in tourism.

The text discusses the possibility of MacAfee expanding to its

own area and offering more upscale snacks and beverages.

Threats

The McDonald's marketing should emphasize the importance of clear differentiation and value-added pricing due to increased competition from fast food restaurants that offer some, but not all, of the features and benefits provided by McDonald's.

• High price elasticity with income Loss of lease, or regulatory measures that limit the scope of building renovation.

Competition

McDonald's has implemented Wi-Fi in their establishment to enhance the overall experience of "Food, Fun, and Folks." Customers are willing to pay a higher price for this unique experience compared to other competitors.

Product Offering

McDonald's has an extensive menu that includes pork, chicken, shrimp, and cheese burgers as main course options. They also offer fried chicken, spicy chicken wings, potato chips, as well as beverages such as Coca-Cola and coffee drinks. Additionally, McDonald's serves rice patties made with Jasmine rice and three flavors of pies: pineapple, corn, and a special limited-time option.

The special pies available include savory flavors such as Italian chicken, broccoli and cheese, spinach, and fish. In addition to ketchup, chili sauce is also offered as a condiment.

Key to Success

By prioritizing rapid service and focusing on beverages and smoothies, McDonald's revolutionized the fast food industry. The success of this approach is attributed to their management team's effective execution of marketing and business strategies. Neglecting any aspect of these plans, such as finances, employee satisfaction, hygiene and food standards, or customer loyalty, would lead to their demise in less than a year.

Critical Issue

• Establish an efficient supply chain and deploy stats of art technology changed Manner

fast food industry and raised the standards of performance o international levels.

Marketing Strategy

The main goal of the marketing strategy is to generate customer awareness about the products and services offered, ultimately building a customer base.

The target audience for our business includes downtown workers, students, tourists, and weekend shoppers. This group is made up of more than 4.3 million people who live and work in Yang. We expect that at least 7% of these individuals will participate in shopping downtown.

Vision

To achieve the status of being the top quick service restaurant experience globally, we strive to deliver exceptional quality, service, cleanliness, and value. Our ultimate goal is to ensure that every customer leaves our restaurant with a smile on their face.

Mission

We aim to be the top employer for our employees across all global communities.

Deliver operational excellence to our customers in each of our restaurant and achieve enduring profitable growth by expanding the brand and leveraging the strengths of the McDonald's system through innovation and technology.

Marketing Objectives

• In first-year Objectives: To acquire 40% market share of Yang market through unit sales volume above 1 million per day.
• To achieve break-even more than 10 outlets opened after five years period in Manner. To be perceived as the cleanest, most responsive Quick Service Restaurant (USSR) in Manner. .

Financial Objective

• To increase profit margin by 5% per a year through efficiency and economy of scale gains.
• To gain sales 5% per month the first year.

Target Market

Positioning

By offering convenience and added value, we are positioning McDonald's as the ultimate choice for consumers through product differentiation. Our marketing strategy will emphasize the unique delicious taste and healthy meal options that distinguish us from our competitors.

Strategies

This strategy will be implemented by providing fast service, excellent food, and a customer strategy that minimizes disruptions for customers and employees. All objectives will be achieved.

The advertising strategy will center around special offers available at different locations and businesses, as well as special offers aimed at increasing the number of repeat customers. With employees as the face of the company, our objective is to empower them with a straightforward and focused approach in their daily interactions.

The Marketing Mix is the focus of this paragraph.

The following text contains information about the APS we will use to analyze the marketing mix of McDonald's:

1. Product- features, quality, quantity McDonald's bring with a reputed brand, world class food quality and excellent customer specific product features. There are many situations where McDonald's adapted the product offer in international environments because of religious laws and customs in a country. For examples, India is the only country where McDonald's serve vegetarian. Even the sauces and cheese used in India are 100% vegetarian. In Thailand and Manner, McDonald's introduced the Pork Burger with sweet sauce.
2. Place- location, number outlets. McDonald's offers hygienic environment, good ambiance, great service and a certain

degree of fun that a customer feels each time they dine. The outlets are very evenly spread throughout around the world making customers accessible. Drive in and drive through options make McDonald's products further convenient to the consumers.

Marketing Research

By conducting research, we aim to determine the specific features and benefits that are valued by our target market segments.

McDonald's will utilize feedback from customers, employees, and focus groups to develop its services and products. Customer satisfaction studies will be conducted to assess the market reaction.

The financial aspects and how they connect to the marketing strategy

Break-Even Analysis

The break-even analysis for monthly units is 3334 products. The break-even revenue for each month is 10 million. The average revenue per unit for Keats

is 3000. The average variable cost per unit for Keats is 1500. The estimated monthly fixed costs are 4.2 million. The product life cycle includes introduction, growth, maturity, and decline stages. The marketing objectives are to create product awareness and trial, as well as maximize market share.

To maximize profit and protect market share, strategies involve reducing expenses and maximizing the potential of the brand. The product range includes burgers (pork, chicken, shrimp, cheese), fried chicken, spicy chicken wings, potato chips, rice patties, pies, and drinks.

To increase market share, it is recommended to phase out underperforming products. Pricing strategies can include charging cost plus prices or entering the market with lower prices compared to competitors. Another option is matching or surpassing competitors' prices. Advertising efforts should focus on creating awareness for the products through TV channels, journals, and billboards. The messaging should highlight the unique features and benefits of the brand.

Sales promotions are used to take advantage of high consumer demand and incentivize customers to switch brands. These promotions can last anywhere from 1 year to 7 years depending on the situation.

The implementation of these strategies involves various key personnel such as owners, financial planners,sales executives,human resources managers , operational managers , production managers ,and customer relationship management officers.

Controls

The main objective of McDonald's marketing plan is to provide a clear direction for the organization. The plan will concentrate on monitoring different aspects, such as revenue (monthly and yearly), customer satisfaction, and product advancement to assess performance. To ensure efficient management, monthly employee meetings will be conducted to discuss ongoing marketing activities, sales, promotional campaigns, and suggestions for enhancement.

These monthly

meetings aim to ensure that everyone is fully engaged in the decision-making process and dedicated to the company's long-term success.

Implementation

We are developing stringent control measures to closely monitor the quality of service and customer satisfaction. The implementation and operation of service quality standards may be periodically adjusted.

Marketing Organization

In the initial year of functioning, there is no requirement for an organization chart as the owner handles all decisions. The Chief Marketing Officer is accountable for overseeing all marketing activities. The company has prepared for a few unlikely but possible scenarios such as potential prostitution, building non-compliance with city codes, or requiring more updates than initially anticipated.

Collaborate with contractors and city politicians to implement necessary modifications as the unemployment rate in Oregon rises, leading to a decrease in individuals' spending on dining out.

Solution: The product position must be altered to either "an inexpensive alternative to dining out" or "a way to reduce your food bill." The company is encountering challenges such as the potential loss of the owner or manager due to an accident or an executive recruiter, and the failure of bank loan funding. Nevertheless, there are alternate sources of funding, including Venture Capitalists, who have expressed interest in investing in the business. Moreover, a comparable franchise in the Yang area is attracting customers away from our establishment. It is crucial to execute more aggressive promotional campaigns.