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MARKETING AUDIT Table of Contents McDonald’s Australia – Company Overview 3 Marketing Audit Objectives 3 Marketing Audit Scope 4 Methodology 5 Objectives of Data Collection 5 Types of Required Data 6 Secondary Data 6 Primary Data 6 Data gathering process 7 Findings and Analysis 7 Annual plan control 7 Profit control 8 Efficiency control 10 Strategic control 10 Conclusions and Recommendations 12 References 13 Bibliography 14 McDonald’s Australia – Company Overview McDonald’s Australia is the Australian counterpart of the multinational company named McDonald’s Corporation which is regarded to be one the largest fast food restaurant chain in the world and was founded in the year 1940
McDonald’s Australia is a constituent of the APMEA group. This group accounts for almost 18% of the total revenue generated by the firm and within this group China, Japan and Australia accounts for the maximum amount of revenue. According to the McDonald’s Australia Corporate Responsibility & Sustainability Report 2012, there were around 808 McDonald’s restaurants spread all over Australia as at 31 December 2009 (McDonalds Australia, 2010). McDonald’s Australia Limited operates its franchisee business in Australia and more than 70% of its restaurants are locally owned (McDonalds Australia, 2012). The head office of McDonalds Australia is located at Thornleigh, New South Wales and its four regional offices are located at Perth, Melbourne, Adelaide and Brisbane. ...
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