M1: analyse the ways in which relationship marketing activities can be used to support the achievement of strategic aims and objectives of a given organisation

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M1: analyse the ways in which relationship marketing activities can be used to support the achievement of strategic aims and objectives of a given organisation

In this assignment, I will be analysing how relationship marketing can support the aims and objectives of an organisation of my choice. The organisation I have chosen for this particular assignment is McDonalds.

McDonald’s is a multi-national organisation that a spread across every country in the world. There are nearly 25,000 restaurants worldwide and nearly 600 in the UK alone. As McDonalds are a very large organisation that is very reputable across the world, their aims and objectives have to be regularly considered in order for them to achieve dominant success over their competitors. They can only do this by ensuring that customers are loyal to them and that they attract as many customers to their organisation and purchase their products. This is done through relation marketing.

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Aim 1:                ‘McDonald's aims for 100% sustainable packaging by 2010’

McDonalds have suggested this aim according to their beliefs that their product packaging can be 100% sustainable by 2010. This is the main outcome in which McDonalds are aiming towards in order to achieve the goals they have set. However, they believe they are going to achieve this aim by setting 4 objectives. They are as stated:

Objectives

  • To recycle all their products

  • Minimise the amount of chemicals used in production which will help reduce co2 emissions.

  • Minimizing weight so products are in suitable packaging, ...

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