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Marketing Planning: Mc Donald’s Case - Essay Example

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Pages 14 (3514 words)


The paper includes the techniques of marketing audit that analyse the external forces affecting marketing planning such as PESTEL, Five Force analysis, Opportunities and Threats Analysis. The study also presents several barriers in a marketing planning process…

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Marketing Planning: Mc Donald’s Case

The intention of this study is Mc Donald’s as one of the leading retailers in food service and serves around 64million customers globally in 119 countries. Mc Donald’s entered UK in the year 1974. As of 2009 it has 1900 units all over UK. In 2011 its UK sales increased by a whopping 11% serving around 25 million customers. Their mission is to improve their service as well as the environment and build operations that are sustainable for the future market. The current leaders at the helm of the company are: Jim Skinner - CEO Vice Chairman and Chief Executive Officer, Don Thompson-President and Chief Operating Officer, Richard Floersch Executive Vice President - Chief Human Resources Officer, Doug Goare- President, McDonald's Europe, Jeff Stratton-Executive Vice President and Worldwide Chief Restaurant Officer, Gloria Santona- Executive Vice President, General Counsel and Secretary, Fred L. Turner-Honorary Chairman. The market the company operates is highly competitive and needs strong relationship marketing and brand salience to create and sustain a loyal consumer base. The company follows strict quality as well as cooking policy. The restaurants even have recreational fields for children. Their promotional tagline is “I am loving it”. And a lot of promotional activities have been targeted towards children.The most famous being their Happy Meal chains and associated assorted merchandise which mostly included characters and superheroes from super hit movies. ...
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