• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

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

Extracts from this document...

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.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Case Studies and Analysis section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Case Studies and Analysis essays

  1. Tesco Marketing Activities

    listed below being asked: * What do you think of the current design, position and layout of the meat counter? * Where do you usually start shopping in our store? * What do you think of the layout of the fruit and vegetables section?

  2. Microsoft Case Study. Objectives, structure and marketing.

    It's best for businesses to keep investment going into the star product as it will keep leadership in the market. Boston Matrix Problems There are many misassumptions. E.g. If the market share is high than there will be high cash generation, but this will not always be the case as

  1. (P4) Describe the Functional Activities and the Independencies of Tesco Plc and Coleraine Borough ...

    matters electronically rather than having to use air transport to reach a destination to discuss matters (physically), this would likely be used within Tesco Plc as directors from the board may be situated within different countries. Whereas physical meetings may be more appropriate within the borough as directors are likely to be based in the same counties and towns.

  2. This study provides a widespread and critical evaluation of the changes at M&S from ...

    It also exported its St. Michael brand merchandise to franchised stores in seventeen countries What mistakes led to Marks and Spencer's decline? Marks and Spencer is one of the UK`s leading retailers of clothing, foods, home ware, and financial services, servicing 10 million customers a week in over 300 UK stores.

  1. Nestle stakeholders and business environment

    27.3 28.0 Local Management Committee members native to country in 48 53 developing countries (%) The table above illustrates that Nestlé archived some certain success in satisfy employees’ expectation. Nestlé is committed to preventing accidents injuries and illness related to work, and to protect employees, contractors and others involved along the value chain.

  2. The international business environment of Apple Inc

    The international monetary fund is located in America. The purpose of this organisation is: 1. to monitor the global financial health 2. present the guidance that is required by those who need it 3. maintain the global monetary cooperation 4. help international trading 5. ensure financial stability 6.

  1. I will investigate how two organisations, Microsoft and M&S use marketing activities in ...

    introduce new loyalty schemes Survival strategies ? These are the techniques that business develop in order to survive in the market industry and not having to close down after a few months of starting Brand building/positioning This is when a business decides to design and create new brand.

  2. Internship project in travel agency "Excursus" of Lithuania. PEST and SWOT analysis.

    Operational weaknesses: ? A small variety of advertising; ? Seasonal service; ? Office space busy place, but to come very uncomfortable. Business opportunities: ? Creation of new routes, in order to reduce seasonality.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work