Starbucks and Mcdonalds - Research Proposal Example

Research Proposal: Starbucks and McDonald’s Starbucks and McDonald’s Research Aim The research aims to present a comparative analysis of the marketing strategies employed by Starbucks and McDonald’s specifically focusing on the four Ps in marketing (product, place, price and promotions). The significant findings would be used to develop a business plan that would recommend alternative courses of action to increase revenues, market share and profits.Proposed Methodology The proposed methodology for the research is to gather secondary sources of information from authoritative references using journal articles and the organizations’ official website.

From these, the strategies on product, price, place and promotions would be compared for the two organizations: Starbucks and McDonalds. Data and information should be on the last three to five years for consistency in the use of statistics and comparative figures. Whatever strategies were deemed more effective, as practiced, together with validated support from other authoritative sources would be used to recommend future strategies to improve revenues, market share and profits for both organizations.

Review of Related Literature A review of related literature is proposed to be included as part of the research to contain information on past researches conducted for both Starbucks and McDonalds for the last three to five years. Comparative information would be gathered, evaluated and integrated to focus on strategies on products, price, place and promotions. Findings would therefore be written on which particular strategies were deemed most effective in both organizations and if these strategies can still be used to improve on the organizations’ performance.

A review of external factors that influence future performance of these organizations would also be presented prior to recommendations.