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Marketing environment - Book Report/Review Example

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Marketing environment

Gradually with time the company has expanded its menu by including fish wraps, smoothies, fruit salads etc. McDonald’s maintains a diverse workforce by hiring executives and workers belonging to varied nations where 70 percent of the workforce is women employees and over 25 million leaders are women or belong to the minority class (McDonald, 2013b). McDonald’s provides quality coaching, workshops and training facilities to enhance the technical and non technical skills of the employees (McDonald, 2013e). The company is headquartered at Oak Brook, Illinois with its office branch located in Chicago Loop (McDonald, 2013c). The company has won several awards like the Most Innovative Food Company in the year 2011 by Fast company, World’s Powerful Brand by Forbes and the Best Global Brands in the year 2012 by Interbrand (McDonald, 2013d). McDonald’s has maintained external relationship with communities like National Urban League and Organization for Chinese Americans (McDonald, 2013f). Most of the McDonald restaurants offer fast food through counter and drive through services (McDonald, 2013a). These are also known as McExpress and McStop. Most of the McDonald restaurants are located in convenience stores and gas stations and are target mainly for travellers and passerby. The main aim of McDonald is to offer a wide range of high quality and nutritious fast food and superior quality service to individual and corporate clients (McDonald, 2013h). Marketing Environment The marketing environment constitutes of factors which influence the company in a direct and indirect way. The marketing environment can be divided into macro and micro environment. The macro environmental factor affects the company activities directly and the micro environmental factor affects the company activities indirectly. Micro environment factors and forces comprise suppliers, distributors, competitors etc. Macro environment comprise demographic, socio cultural, economic, physical, economic, political and legal actors and forces. There are various tools for determining the micro and macro environmental analysis which include PESTEL (Political, Economical, Social, Technological, Environmental and Legal) and Porter’s Five Forces Model. The PESTEL and Porter’s Five Forces Model help in identification of external and internal threats. We will now analyze the various external threats faced by the fast food industry in United Kingdom (UK). Political Corporate Tax Rate Presently, the corporate tax rate in UK for Multinational Corporation is 30 percent (KPMG, 2013). The UK government has been gradually increasing the corporate tax rate to recover from the present economic slowdown. The increasing corporate tax has posed to be a bane for the established and novice fast food corporations for further penetration into the UK markets. However, the UK government has announced plans to lower the tax rate by the end of the year 2014. This will help the fast food restaurants like Wendy’s, KFC and McDonalds to further expand into UK markets and attract a wider customer base. Value Added & Service Tax Rate The sudden increase in the value added tax rate (20 percent) and service tax rate by the UK government signifies that the customer would have considerable amount of money on the ...Show more

Summary

Marketing Environment Table of Contents Table of Contents 2 Introduction: McDonalds 3 Marketing Environment 4 Impact of the Micro environmental Factors on McDonalds 8 Impact of Micro Environmental Factors on Marketing Mix Element 11 Recommendations 13 15 Reference List 16 Introduction: McDonalds McDonalds is regarded as one of the world’s largest food restaurants serving in more than 120 countries with a customer base of 20 million (McDonald, 2013j)…
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