Nobody downloaded yet

Marketing Plan McDonald's North America - Research Paper Example

Comments (0) Cite this document
SWOT Analysis McDonalds has many strength and virtues that have helped the company become an extremely successful fast food restaurant chain. McDonald’s is the industry leader in the fast food industry both in terms of size and revenues. The company generated global revenues of $24,075 million in 2010 (Yahoo, 2011)…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97% of users find it useful
Marketing Plan McDonalds North America
Read TextPreview

Extract of sample
"Marketing Plan McDonald's North America"

Download file to see previous pages The mascot of the store Ronald McDonalds is a global icon. He has been instrumental in the firm’s ability to achieve the highest market share among kids in the industry. The organization has a huge customer base that allowed the store to serve 64 million customers on a daily basis (Aboutmcdonalds, 2011). The financial performance of the company in 2010 was outstanding. The net income and net margin of the firm in 2010 were $4,946 million and 20.54% respectively. The product variety of the company is excellent. This provides the customers with many eating alternatives to choose from. The company just like any other business has weaknesses. One of the weaknesses of McDonalds is that it competes in an extremely saturated industry. There are approximately 160,000 fast food restaurants in the United States. A second weakness of the firm is that a lot of its food products are not nutritional since they have high contents of fat. As the industry leader the company is a target of its followers who often include anti-McDonald’s campaigns in their advertisements. The high cost of acquiring a McDonald’s franchise has become a weakness that will make it harder for the company in the future to find a large pool of franchisee applicants. The organization also charges extremely high royalties. Franchisees have to pay a 12% royalty on sales and a 4% advertising fee. This means that the franchisee gets to keep only 84% of the revenues generated by the store. There are opportunities that McDonald’s can capitalize on to continue to achieve growth and prosperity and to improve the brand value of the company. The firm can increase its product offering to include more products that have lower fat content. The use of wheat flatbread and tortillas can be used to add several healthy products that can attract dieters, diabetics, and healthy eaters. Another opportunity for McDonalds is to create a new customer reward program. The new customer reward program would give its customers a 6% food credit for future purchases. The creation of this program would beat the best program in the industry which is the Burger King’s BK reward which gives customers in certain states and US territories a 5% credit towards future purchases (Mybkrewardscard, 2011). A growth opportunity for the company is mobile food trucks. McDonalds should design and aggressively market mobile McDonald’s food vending trucks. These food trucks would offer a limited McDonalds menu. Two advantages of offering these trucks are lower franchisee entry cost and lower operating costs. Distress in the US and global economy is a threat to McDonalds. The rising unemployment in the United States is decreasing the disposable income of its citizens. The unemployment rate in the United States in August of 2011 was 9.1% (Tradingeconomics, 2011). When the population has lower income people spend less money eating outside of home. The trend towards healthier eating is another threat to McDonalds. Fast foods are by nature an unhealthy meal. Another threat to McDonalds is increased education among the population about the health dangers of high consumption of red meats. High consumption of red meat increases risk of cancer, heart disease and it lower life expectancy (Brody, 2009). Competition McDonalds faces direct and indirect competition from many sectors. There are thousands of fast food restaurant competing in the fast food industry. Many cafes, bakeries, mobile food ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing Plan McDonald's North America Research Paper”, n.d.)
Marketing Plan McDonald's North America Research Paper. Retrieved from
(Marketing Plan McDonald'S North America Research Paper)
Marketing Plan McDonald'S North America Research Paper.
“Marketing Plan McDonald'S North America Research Paper”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
McDonald's North America Marketing Plan of September 23, 2011 was $87.37 (Nyse, 2011). During the last five years the price of McDonald’s common stock has more than doubled. Another financial goal of the company is to increase its sales internationally. The aggressive expansion plan the company implemented decades ago has helped the company achieve that goal. Target Markets McDonald’s has a large target market. The firm has a product that can be consumed by people of all ages. The company over its long history has realized that the best way to build its customer base is by targeting young people including children. McDonald’s is the most effective company in the fast food...
6 Pages(1500 words)Research Paper
North America Geography
...swift currents (Colby, 2011). Majority of the North America’s continent lakes features in the glaciated areas within the north with eight of the world’s biggest lakes located within the area. The Economic geography of North America Most North America states features a free market economy detailing mixed modern industry and agriculture. The nations of North America are at diverse levels of economic development. The U.S. and Canada can be singled out as the most technologically and industrially advanced nations manifesting over 90% of workers engaged in nonagricultural...
10 Pages(2500 words)Research Paper
North America
...North America It is impossible for people living today to truly understand what North America looked like during the age of discovery. While we can gain some understanding by exploring the limited remaining wild places and studying some of the history of geographical regions and historical events, it must always be remembered that history is often told through the eye of the victor. A cursory understanding of history indicates that the European explorers arriving on the ‘pristine’ shores of North America found an abundant land filled with often unreasonably savage tribes of Indians who loved nothing more than hiding the bush and...
4 Pages(1000 words)Essay
Caribbeanization of North America
...CARIBBEANIZATION OF NORTH AMERICA The term Caribbeanization refers to the large scale Caribbean migration in the United s and the resultant impact / influence on the American culture and society. This report discusses the adaptation and settling in of the Caribbeans, their geo-political and economic role / contribution, and seeks to understand the subsequent transformation of the United States following the Caribbean migration. Haiti, one of the oldest black republics in the world, is located in the West Indies between Cuba and Puerto Rico in the Caribbean Sea. A large number of Haitians fled to the United States during the eighteenth and nineteenth century following political unrest in...
4 Pages(1000 words)Essay
North America Immigration
...Mexican immigration to USA The Mexican immigration to North America started long back in 1850. Over the period 1850 to 1880 around 50000 Mexicans came to North America as migrant workers to work in building railroads. Their destination was California, Arizona, Nevada and Utah; all were primarily Mexican territories that were surrendered to USA following the Treaty of Gaudalupe (1848). (Head) Texas and Illinois soon became popular destination for Mexican Immigrants. Such immigration was mostly illegal and carried out in search of job. However they were valued as a source of cheap labour and the issue of illegal immigration was over looked. The pace of migration rose from...
2 Pages(500 words)Essay
... emblem using a human hand. Such an advertising strategy has touched me and many others, and it proves that there is a proper marketing integration because McDonald has augmented its market (Kroc 34). The company is considered as one of the most vigorous fast food advertisers. Work Cited Kroc, Ray. Grinding it Out: The Making of McDonald’s. America: St. Martin’s Paperbacks Press, 1992. Print.... McDonald’s The McDonald’s Corporation is recognized as the world’s largest chain that operates reputable hamburger fast food restaurants (Kroc 19). The chain serves approximately 70 million individuals in around 120 countries. The firm has its headquarters in the United States. McDonald’s sells...
1 Pages(250 words)Essay
...McDonald’s Marketing Plan Contents What is a Marketing Plan? 2 Necessity of a marketing plan 3 McDonalds 3 McDonalds Marketing Principles 3 SWOT (Strength, Weakness, Opportunities, Threat) analysis of McDonalds) 5 Conclusion 7 References 8 What is a Marketing Plan? Marketing is a very important for consistent business growth and development for any business. It is very difficult for a business to survive if it does not have a relevant and authentic marketing plan. From a business perspective, core focus of any marketing plan is to ensure that a business has been able to spot out the potential customers for its business and fulfill demand of its current consumers on a consistent basis. Along with that they should maintain not only... a...
4 Pages(1000 words)Essay
Analyze McDonald's
...a $40 billion brand recognition value. These factors all indicate the magnitude of McDonald’s dominance in the fast food industry. These staggering figures are still a drop in the company’s market with the biggest hit coming from individuals between their 20s and 30s (Jargon, n.p). The decrease in the younger individuals is mainly due to the education that society possesses today in terms of healthy eating. Individuals in this demographic are now are resorting to more organic and fresher foods. In addition, there are now many options where these individuals can get these foods with approximately the same amount of money they would pay for a combo meal (Jargon, n.p). McDonald’s has made...
3 Pages(750 words)Case Study
Working at McDonald's
...In “Working at McDonald’s” Amitai Etzioni who is called guru of the communitarian movement speaks about the advantages and disadvantages of part-timeteenager’s work at fast food restaurants and especially McDonald’s. The author chose McDonald’s because it represents the whole American system of low cost but available teen jobs. Amitai criticizes the whole approach towards such concept as part-time teenage job. His most interesting arguments say that such job not only provides necessary progress for the person on the professional or educational level but also has a bad influence on a person’s education. That is because most of the workers at McDonald’s are students high school and their job at fast food restaurants interferes... with their...
3 Pages(750 words)Assignment
...additionally be employed for easy, cheap marketing on the World Wide Web. Environmental Trends In the current times, individuals care about restoring and safeguarding the environment. They care about issues such as environmental pollution and the consequences that waste packing methods are having on the environs. In the recent past, McDonald’s was put to task by conservationist over the polystyrene wrapping that was being used for packing sandwiches. With over 70 million individuals purchasing food from McDonald’s every day, the levels of polystyrene used was quite high, and, so was the waste packaging that was being released into the environment. McDonald’s reacted to...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Research Paper on topic Marketing Plan McDonald's North America for FREE!
logo footer
Contact us:
Contact Us Now
FREE Mobile Apps:
  • StudentShare App Store
  • StudentShare Google play
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • Miscellaneous
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us