McDonald's Marketing Strategy

Paper Summary:

This paper examines the McDonald's Corporation and provides and thorough discussion of the marketing strategy it should implement in the current international global-centered business market. It begins by introducing the company and then looks at different forces which impact the market. The paper includes suggestions and recommendations for improving the strategy.
Chapter 1: Introduction
Chapter 2: Discussion
2.1 Economic Forces
2.2 Social, Cultural, Demographic and Environmental Forces
2.3 Political, Governmental and Legal Forces
2.4 Technological Forces
2.5 Competitive Forces
Chapter 3: Conclusion

From the Paper:

"At the points of sales (POS), it may appear that the company does not need the latest technology. In addition, the need for sophisticated equipment for processing the food is not required. It is important however to note that for an organization the size of McDonald's keeping all activities streamlined and smooth flowing requires interconnectivity. Supply chain management and value stream optimization are important for an organization of this size. Economies to scale in purchasing and distribution of the raw materials are essential. Optimizing and improving the output performances at the POS is also important. Traditionally the labor skill requirement at the POS is very low. This increases the turnover rates that are experienced by the company and company is well aware of this factor. Training therefore is essential at this level. At the managerial and supervisory level the skill requirement is very much higher. To manage the supply chain effective communication is required between the various stores and the head office or regional offices. At the same time the avenues of communication have to be simple and easy to use and the information has to be available to all parties in real time for effective decision-making."

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