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McDonalds. Examine the activities (formal and informal; internal and external) that your chosen organisation undertakes to scan / monitor its marketing environment.

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Introduction

(1) Examine the activities (formal and informal; internal and external) that your chosen organisation undertakes to scan / monitor its marketing environment. McDonald's has been a family name for the last many decades. It operates on a franchise based model which has enabled it to spread all over the globe. It's operations have been largely profitable. In fact, it was only in 2003 that McDonald's reported its first ever quarterly loss. Since then a lot has changed in the way McDonald's reaches out to the customer. This is the focus of the discussion here. James R. Cantaloupe, Chairman and CEO, McDonald's said in 2003 - "The world has changed. Our customers have changed. We have to change too." This laid the foundation for the change which McDonald's went through. ...read more.

Middle

Based on the studies, McDonald's conducted SWOT analysis and came up with a new marketing strategy based on the marketing mix consisting of 4Ps - Product, Price, Promotion and Place. They decided to focus on expanding the product range to include healthy and low cost options. They also reviewed their promotion strategy to target kids who belonged to the biggest consumer category. They also streamlined their processes to reduce delivery times. (2) Using relevant examples, evaluate how successful the organisation's environmental scanning strategy is. Suggest how this strategy can be improved. The steps taken by McDonald's to change their marketing mix have been highly successful in getting the customers and the profit back. In 2006, McDonalds's had its best sales performance for 15 years in Europe. ...read more.

Conclusion

McDonald's can take a number of steps to get a better understanding of the environment they're a part of. This, if followed by appropriate changes to the marketing mix, can help enhance the sales performance and profitability in the future. Some of these possible steps are discussed below. The internet can be a very effective tool to reach the masses. McDonald's can use the internet to run online promotion and research campaigns. Also the use of the social networking options like Twitter and Facebook can be beneficial to understand their customers and their requirements better. Improved analysis of the supply chain processes can help in increasing their efficiency. This can result in reduced costs and therefore reduced prices for the customers thus increasing sales. McDonald's can also analyse the franchise locations so that they can be spaced more evenly compared to the current situation where the distribution is not so even. ...read more.

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