Strategic Marketing: MacDonald (Research Paper Sample)

A Study on the Strategic Marketing in MacDonald Outlets
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Table of Contents
Page Numbers
1.0 Company Background…………………………………………………………………….3
1.1 Assess the Role of Strategic Marketing in MacDonald………………………………….3
1.2 Relationship between Corporate and Marketing Strategy………………………………..5
1.3 How to Develop a Marketing Strategy ………………………………………………….6
2.1 Approaches to Internal Environmental Analysis…………………………………………7
2.2 Evaluate approaches to external environmental analysis ………………………………….8
2.3 Explain how Internal and External Analyses are Integrate………………………………..8
3.1 Decisions and Choices to be made at a Corporate Level………………………………….9
3.2 How these Decisions Influence Marketing at Business Unit and Functional Level………10
3.3 Approaches to Competitive Positioning of MacDonald………………………………….10
4.1 Identify a Range of Strategies that can Contribute to Competitive Advantage……………11
4.2 Analyse Marketing Communications Strategies …………………………………………..12
4.3 Analyse Marketing Strategies, their Application and Implementation for MacDonald’s…..14
Conclusion………………………………………………………………………………………15
References……………………………………………………………………………………….16
1.0 Company Background
Macdonald’s is mostly renowned for its fast food serving in the global market especially the French fries in most of the UK market outlets (McDonald et al 2005). This firm was formed in 1954 in California and later expanded to reach its customers leading to the introduction of thousands of outlets we have today in the global market. This rapid expansion over times is a result of strategic marketing and adoption of visionary strategies and slogan which are unique to the brand such as "Think global and act local”. This has endeared the Macdonald’s brand to the consumers both local and international market for example an outlet in China serves chicken which is loved by the Chinese community despite originating from a nation where people love the beef products (Bahaudin & Bina 2007). This is important in creating customer loyalty and an attractive brand image in the foreign markets.
1.1 Assess the Role of Strategic Marketing in MacDonald
Globalization
This firm has been able to dominate the international markets due to aggressive and strategic marketing in its bid to grow its business franchise from America to the Far East Chinese markets at the same time serving the traditional recipes in the new outlets especially the favorite recipes for the communities around it. It is through these strategies that this firm has been able to expand its business operations to the emerging markets, serving their favorite dishes in order to create a good customer relations and loyalty through the food servings (Hooley et al 2008).
Market Acquisitions
The MacDonald brand has been rapidly expanding into the regional and international markets leading to mergers and acquisition of the small business franchises which are unable to compete with the company in the market (Proctor and Tony. 2000). This has been possible due to the strategic procedures and marketing techniques which resulted to market dominance. This was achieved when the firm adopted a new menu into its operation which was to facilitate quick viewing of the food products on offer such as the latest chicken recipes, organic salads and the most aromatic coffee served during dinners (Hooley et al 2008).
Improved Sales
Through strategic planning and marketing, MacDonald firm has been able to enjoy breakeven benefits due to increased sales especially in the new markets (Hooley et al 2008). These strategies have enabled this outlet stores to rapidly expand its business operations to most of the international markets which is as a result of high turnover which is ploughed back into the industry to maintain competitiveness of the organization.
Efficient Marketing Objectives
Through strategic marketing the MacDonald Company has been able to develop objectives which are clear and are shared by all the people working for this organization (Proctor and Tony 2000). This defines what the company ought to do in order to effectively reach its consumers in order to increase the levels of customer relations. These objectives guide the firm into venturing into emerging markets both locally and globally.
Customer Relations
Strategic marketing enables the management team at MacDonald to effectively inform and educate the potential buyers on the new products on offer leading to a strong customer relation. The employees are highly trained to offer excellent service to the customers in aim to build a strong relation with the customers.
1.2 Relationship between Corporate and Marketing Strategy
The corporate model plays an important role in MacDonald’s business operations because it complements the impacts brought by the marketing strategy which focusses on endearing its products to the consumers (Hooley et al 2008). Through the corporate technique, this firm is able to analyze its position in terms of generation, economies of scale enjoyed which are further compounded to the final recommendation on the benefits the firm will receive from a certain emerging market (Proctor and Tony 2000). This is important for the management team to be able to establish the ability of the firm to exist in the business for the foreseeable future. The marketing strategy is basically concerned with educating the consumers on a certain new product which has been released to the market (Hooley et al 2008). This is important for the consumers to learn the benefits of consuming the products while the corporate strategy helps in educating the managers on how they can offer high quality and value products to the consumers at an affordable cost while maximizing the profit levels of their firms. These two strategies are important in building a strong customer relation which results to increased returns to scale while satisfying the customer demands.
1.3 How to Develop a Marketing Strategy
Situation analyses: The management team at MacDonald Company must carry out critical analyses on the prevailing market conditions and also the customer demands and the level of competition in the global business (Proctor and Tony 2000). This is important for the company to gain the competitive edge over its rivals as well as meeting the goals set by the company in order to remain profitable.
SWOT analyses
This relies on the information obtained after situation analyses are carried out by the MacDonald marketing team.
The company’s strengths are analyzed based on the physical size of the MacDonald Company and its prowess to cope with tribulations of the global market. The weaknesses are the stabling blocks which are hindering the company from success domination of the global market and also its inconsistencies which have led to low customer satisfaction and loyalties (Proctor and Tony 2000). The ability of the company to take advantage of any opportunity arising in the market should be standardized fo...