McDonald's SWOT analysis and strategic marketing plan

¶ … Marketing Plan

McDonald's Marketing Plan

McDonald's is the world's leading retailer of food services. It has over 36,000 locations that are tended to serve over 69 million customers in over 100 countries in the world daily. There are restaurants globally, and more than 80% of them belong and are operated by independent local businesspeople and women. This strategy has helped McDonald's to gain high responses from different markets globally. Marketing is a credible and necessary practice in every business (Love, 2008). The need for marketing is called for by urgency for growth and sustenance in a competitive market. This paper intends to present a business plan for McDonald's. The plan offers a strategic direction for McDonald's by considering its strengths (SWOT) and opportunities in the market.

Mission

The mission of McDonald's is to be the customers' favorite place and a way to eat and drink. The global operations of McDonald's are aligned around a world strategy that has been named as Plan to Win. This strategy captures the interests of the products, people, price, place, and promotional activities of McDonald's.

Vision

McDonald's seeks to see offers services that will make it a global brand besides initiating and maintaining change and positive force for the customers. It values its people being the main stakeholders and customers bringing positive growth and development of McDonald's. The corporation aspires to provide good food and the promotion of its choices. It uses real ingredients to create a great and transparent taste for customers. It seeks to create opportunity, seek to establish diversity, offer to train, and provide a reward for achievement. It seeks to value good neighbor, champion happy, healthy children. Through this, it offers unity for families, use of less energy, and provides general growth and development (Barrow et, al., 2012).

SWOT Analysis

Strengths

Large fast food restaurant globally

$2 billion budget to advertise

Targeting children

Having 80% of restaurants being owned by independent business people

Having food menus for locals

Partnering with the best brands

Having a brand value of $40 billion

Weaknesses

Negative public image

Grounded differentiation

High employee turnover

Unhealthy food menu

Opportunities

Rising demand for healthier food

Delivery of home meals

Frequent change in customer habits

Emerging customer preferences

Threats

Saturation of fast food markets

Fluctuation of currency

Trends pushing people to eat healthy food

Lawsuits acted against McDonald's

Marketing Opportunity Options

Opportunities are varied. The emerging customer preferences will be captured by marketing strategies meeting their preferences (Love, 2008). It delivers its products to homes on request. Clients will seek to have a customer service of this type, which will meet their needs. Frequent need for healthy food is a step towards creating a ground that provides such food materials, and hence access customers.

Marketing objectives

McDonald's seeks to be the leading world trade of its products. It seeks to be the first in creating a free market for its corporate products that promoting healthy living among its customers.

Marketing strategies

The long-term success of McDonald's is attributed to franchisees and suppliers, commonly called 'System.' It leverages its System to identify, implement, and scale the needs of the customers as they change basing on the differing preferences. The present business model has enabled McDonald's to produce restaurant experiences that are relevant to the local needs. The company seeks to be modern, progressive and be a smart burger company delivering products satisfying the customers' needs.

Strategy alignment

The strategy of McDonald's is to produce and meet the needs of the clients continually. The strategies developed are pursuing the need to accomplish these roles, and hence arrive at a formidable ground that enables the success of the company.

Marketing tactics

McDonalds must employ online marketing tactics. The social media is the most appropriate and ready channel that will enable McDonald's to increase its sales by reaching varied customers. The social media interactions should be bound by the ethical standards set by the company's code of conduct. The pricing should be developed to the ethical standards set by the company. Customers should not be overpriced or underpriced as this will thwart the stability of McDonald's. The scheduling should be done within the availability of the resources, market demand, and the need to have a developing and sustainable business. Employees and employers, together with the customers will be required to live within the code of accountability. Responsibility is held upon those who have been entrusted. With the serrated and competitive market mix, McDonald's will seek to venture into having a competitive scale that is developed based on the specifications of the preferences of the customers.

Ongoing review and adjustment

Tracking is necessary to ensure that the tactics chosen are implemented and working for the benefit of the company. Monitoring and assessment department will be established and will ensure that all the formulated strategies are acted upon. The performance of the tactics will be monitored by the monitoring department, preferably using technological methodologies. Moreover, targets will be set to ensure that these tactics achieve them under close monitoring and evaluation. Revisions and amendments in response to stakeholder feedback

Presentation

McDonald's

McDonald's is the world's leading retailer of food services. It has over 36,000 locations that are tended to serve over 69 million customers in over 100 countries in the world daily. There are restaurants globally, and more than 80% of them belong and are operated by independent local businesspeople and women. This is a strategy that has helped McDonald's to gain high responses from different markets globally. Marketing is a credible and necessary practice in every business. The need for marketing is called for by urgency for growth and sustenance in a competitive market. This paper intends to present a business plan for McDonald's. The plan identifies opportunities that McDonalds can utilize for it to succeed in the market (Barrow et, al., 2012).

Target audience

McDonald's targets all nature of the population. Nonetheless, the main targets are the young burger consumers, preferably between two years and thirty years. This group presents the best cluster of people who still venture into new burger varieties with no challenge. Emphasis will be placed on clients above the age of thirty as most of them appear to have a reduction in the rate of burger consumption as year's progress.

Seasonality

McDonald's will provide products throughout the year. This means that the activities within McDonald's will be continuous.

Geography

McDonald's seeks to allocate funds with respect to the market density of capacity. The contributions will be divided based on the rate of consumption from the different markets. Nonetheless, the brand will be found in all parts of the global market. Regions with high marker demands like China will receive the largest contribution.