Marketing Plan On Mc Donalds

Customer Analysis

“A major trend in the USA and Canada and in most of the industrial world is that more

People are eating meals outside their homes. It is predicted that this trend will accelerate in the future. As a result, fast food markets will offer greater growth opportunities for marketers. Presents consumers’ perceptions and preferences for fast-food is increasing for restaurants in the USA and Canada.”(Kara, Kaynak,, Kucukemiroglu, 1997) Understanding of customer perceptions of service quality and value is especially important to international service firms because such perceptions

are susceptible to cultural differences. In countries with different cultures,

tastes and living habits US service companies need to be aware and adaptive

to local needs. (Ulgado,Lee 1997)Customer’s perception of most these fast food companies such as McDonalds, Burger King, KFC etc is “Good cheap food” which fits every lifestyle including students. ”Real treat for the family and it is very good value” “If you are taking the kids out it makes sense” and some people have said “its not the food but the kids want to go there” Customers like going to these fast places only because they have made it convenient for their consumers where in they can eat in or take away or drive through.  (Jones, Shears, Hillier, Clarke-Hill, 2002)

Competitor Analysis

McDonalds is on the first franchising company in the world with sales more than $31.81 billions. The biggest competitor of McDonalds as of now is Burger king which follows the sales of $9.01 billions. (Kotler et al, 1998) The strength of McDonalds has always been standardization where the company has provided same consistency of the products where their burgers taste the same everywhere. It has been targeting the children and teenagers, which later become their future loyal customers. “The well technologically developed H.V.A.C systems provided the company restaurants with a healthy environment” (Markatos, 2006) one another capability of this company is that the company can afford a huge budget of marketing and advertising their campaigns around the world. (Markatos, 2006)

Internal Analysis

The staff in McDonalds are usually young people generally students that work as part timers. The main disadvantage in this would be the major turnover of but it can be balanced as the expenses in training the new employees in limited. Also all the raw material the company uses for the production of the items in their menu come from different suppliers. These companies for eg McDonalds try to use local suppliers just so that they could meet the needs of the customers when in different countries. The best example would her be India, as in India selling or eating of beef is banned due to religious issues. So they had to look for a local supplier to find an alternative. (Markatos. 2006)