McDonald's Marketing Communications Plan - Singapore Marketing Plan

McDonald's Marketing Communications Plan - Singapore
Marketing communications plan for McDonald's restaurants located in Singapore.
# 119695 | 1,837 words | 8 sources | APA | 2008 | SG
Published on May 19, 2010 in Business (Companies) , Business (International) , Business (Marketing) , Business (Business Plans)

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This paper is an integrated marketing communication plan for McDonald's restaurants in Singapore. This communications plan is prepared against a backdrop of increasing childhood obesity in Singapore and the debate on health effects of fast food, and focuses on providing healthy choices. The paper contains contextual analyses, definitions of marketing and communications objectives, specific tactics to help achieve the desired goals, and control and evaluation methods to measure effectiveness of the plan. Illustrative charts, figures and tables are included in the paper.

Contextual Analysis
Business Context
Customer Context
External Context
Internal Context
Corporate Objectives
Marketing Objectives
Marketing Communication Objectives
Promotional Strategies
Profile Strategy
Pull Strategy
Push Strategy
Control and Evaluation
Appendix 1
Appendix 2

From the Paper:

"McDonald's is a globally recognized brand and is the market leader in the fast food sector in most parts of the world. In Singapore, McDonald's operates about 120 restaurants, of which 18 operate 24 hours a day. McDonald's restaurants are located in prime locations such as shopping complexes throughout Singapore.
"In Singapore, McDonald's competes with other fast food outlets such as Burger King, KFC and Subway. Table-1 summarizes the different fast food operators in Singapore and their characteristics. In terms of the product life cycle, fast food as a product can be considered still in the growth stage, characterized by a number of players fighting for the market share and evolving their product offerings."

Sample of Sources Used:

  • Associated Press (2004). Singapore takes strict steps against obesity. [Internet] MSNBC online: Kids & Parenting. October 5, 2004. Available from: <> [Accessed 10th May, 2007]
  • Health Promotion Board (2005). Nutrition FAQs. [Internet] Health Promotion Board website. Available from: <> [Accessed 15th May, 2007]
  • Kidd, S. (2006). Fast food and home delivery outlets. Keynote Market plus report, 22nd Ed., October 2006.
  • McDonald's Corporation (2007). McDonald's Corporation: 2006 Annual Report. [Internet] Available online from: <> [Accessed 3rd May, 2007]
  • MOS Burger Food Services Inc (2007). MOS Burger Overseas Operation [Internet] Available from: <> [Accessed 15th May, 2007]

Cite this Marketing Plan:

APA Format

McDonald's Marketing Communications Plan - Singapore (2010, May 19) Retrieved September 27, 2022, from

MLA Format

"McDonald's Marketing Communications Plan - Singapore" 19 May 2010. Web. 27 September. 2022. <>