A MARKETING RESEARCH For

MCDONALDS CORPORATION

Submitted to: Ms. Clara Arroyo

Submitted by: Lopez, Mazie Anne M. Amado, Mary Rose N. De Guzman, Mary Anne L. Caete, Melgie M. Executive Summary

Ray Kroc started it all when he bought the franchise of a small burger joint owned by Dick and Mac McDonald, and opened his first restaurant in Des Plaines, Illinois in 1955. Now, McDonalds has more than 30,000 restaurants, serving nearly 50 million people in over 119 countries every day, making it the number one quickservice restaurant in the world. McDonalds is a customer-oriented company that strives to offer Filipinos a combination of great tasting, quality food products at value prices with excellent service. McDonalds products like the Big Mac, Cheeseburger, World Famous French Fries, Egg Muffin, Apple Pie, Sundae and the Happy Meal, plus local favorites like Chicken McDo, Burger McDo and McSpaghetti are products of our passion to always give what our customers want. McDonalds ensures high standards in all aspects of operations, promising our customers only the best meals in every restaurant at any time. Recently, McDonalds pioneered 24/7 restaurants and 24/7delivery service to cater to our customers changing lifestyles. McDonalds Daily serving nearly 47 Million customers. McDonalds revenues grew 27% over the three years ending in 2008 to $22.8 billion, and 9% growth in operating income to $3.9 billion. I. Situation Analysis McDonalds Corporation offers greater variety and quality choices and delight customers with the food and beverage products they desire from a fast-food restaurant. McDonalds is convenient and modern making life fun and easy for customers, crew, and mangers. They also offer a range of tastes, sizes, and prices that deliver value to customers. An analysis of the internal and external environment indicates McDonalds secret of success is its willingness to innovate, even while striving to achieve consistency in the operation of its many outlets and fast service to customers. Their weaknesses domestically are the lack of growth opportunities in the well saturated market. A major concern is the emphasis on healthier eating.

I.1.Industry Analysis I.1.1.Market Characteristics I.1.2.Trends and Drivers There are a number of driving forces which have molded the current state of the fast-food industry. In the beginning, fast-food companies typically focused on being the low-cost provider and sought to expand into as many markets as possible. As these national brands have grown, the markets they are competing in have become overly saturated with restaurant options. As a result, the fast-food industry

has begun to focus on the needs of the customer. The buyer has a great deal of leveraging power due to the fact that if they are dissatisfied with one brand they can easily switch or purchase from an alternate brand with little or no monetary repercussions. The fast-food firms have implemented strategies to improve the quality of customer service and the cleanliness of the restaurant locations in order to please their customers in hopes that they will become a repeat customer. I.1.3.Legal Political & Economical Factors I.1.4.Socio-cultural Factors I.1.5.T echnological Factors I.2.Sales Analysis I.3.Competitive Analysis I.3.1.Competitive landscape I.3.2.Key Players I.3.3.Key Players vs. Your Company Competitive Analysis Table Competitive Advantage Strategic Group Map I.4.Customer Analysis I.4.1.Segmentation Dimensions I.4.2.Target Markets I.4.3.Forecasted Changes 1.5.SWOT Analysis McDonalds occupies a relatively strong position in the global marketplace. Mc Donalds employs to keep itself at the top of the fast-food industry. Although there are various weaknesses, these can all be turned around following the McDonalds Plan to Win. Obviously all fast-food chains are going to have to combat the new consumer health expectations, but McDonalds has a strong enough consumer base to grow in the upcoming years. Strengths Owns one of the worlds best known brand names

Real estate operations bring in large revenues and allow McDonalds to open more stores Countless new innovations- breakfast, playpens, etc. Specialized training for managers- Hamburger University Reinstitute the restaurant review operation (QSC) Large market share Strongest international presence among fast-food chains McDonalds does not need to act as finance corporation to franchises

McDonalds Plan to Win- focuses on people, products, place, price and promotion Weaknesses Customer service ranking is the lowest among fast-food chains Many stores beginning to look dated Quality becoming inconsistent

Order accuracy is low compared to other chains Opportunities Diversification and acquisition of other quick-service restaurants Low-cost menu to attract different customers Initial public offerings in other countries could raise revenues

Retail merchandise potentially used to raise revenues Threats Increased competition among rival sellers, including price wars, product innovation, and growth Health conscious consumers demanding better quality, healthier menu items All fast-food chains expected to struggle to meet new consumer health expectations Overall weaker economy II. Objectives To achieve 100 percent total customer satisfaction everyday in every restaurant for every customer.

II.1.Corporate Objectives

To provide all our employees with challenging and rewarding work and opportunities for personal development, advancement, and competitive compensation.

II.2.Marketing Objectives To be the best quick service restaurants experience To maintain and develop the best food products in the quick service restaurant market In order to deliver this, the company has made a number of commitments to food safety and nutrition. III. Marketing Strategy

III.1.Market Segmentation Strategy III.2.Targeting Strategies III.3.Product Life Cycle Introduction --Growth- -------Maturity------- Decline

Sales

Time
IV. Marketing Programs

IV.1Marketing Mix

IV.2.Loyalty Programs IV.3.Customer Service & Support IV.4.Marketing Research IV.5.Personal Selling

IV.6.Trust and Credibility

V.

Implementation Plan

V.1.Product Design and Development V.2.Marketing & Sales V.3.Distributors V.4.Resource Requirements V.5.Scheduling

VI.

Performance Evaluation and Monitoring

VI.1.Monitoring Ad Campaigns VI.2.Sales Analysis VI.3.Profit and Loss Statement VI.4.Meeting Schedule VI.5.Customer Profiling VI.6. Salesforce Evaluation VII. Financial Information VII.1.Financial Capsule VII.2.Finalcial Assumptions VII.3.Budget VII.4.Sales Projections (5 years)

VIII. Contingency Plans VIII.Symptoms of Failure VIII.Alternative Strategies Appendices