Marketing_Plan_Investigation[1] - Marketing Plan...

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Marketing Plan Investigation Please begin your Marketing Plan Investigation by introducing your approved company and product(s). Remember that all your information needs to be supported through the use of concepts in the text, references on your chosen company and examples from your own experiences. Please refer to the syllabus for specific instructions on formatting your written work. I. Business Mission • What is the mission of the company? McDonald's brand mission is to "be our customers' favorite place and way to eat." Our worldwide operations have been aligned around a global strategy called the Plan to Win centering on the five basics of an exceptional customer experience -- People, Products, Place, Price and Promotion. We are committed to improving our operations and enhancing our customers' experience. • What business is it in? • What is the long-term plan? II. Objectives • What are the objectives of the company? • Do the objectives include any marketing functions? Which ones? • Explain if/how the company’s marketing objectives are measured? III. SWOT a. Internal strengths and weaknesses i. Explain the history of the company including sales, profits and philosophies. Ray Kroc opened the Des Plaines restaurant in 1955. First day's revenues-$366.12! No longer a functioning restaurant, the Des Plaines building is now a museum containing McDonald's memorabilia and artifacts, including the Multimixer! "The smile known around the world," In his first TV appearance in 1963 the happy clown was portrayed by none other than Willard Scott. In 1965 McDonald's went public with the company's first offering on the stock exchange. A hundred shares of stock costing $2,250 dollars that day would have multiplied into 74,360 shares
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today, worth over $1.8 million on December 31, 2003. In 1985 McDonald's was added to the 30- company Dow Jones Industrial Average. "Introduced systemwide in 1968, the Big Mac was the brainchild of Jim Delligatti, one of Ray Kroc's earliest franchisees, who by the late 1960s operated a dozen stores in Pittsburgh." In 1974 Fred Hill of the Philadelphia Eagles teamed up with McDonald's to create Ronald McDonald House. Here the families of critically ill children have a place to call home while they're away from home as the young patients undergo treatment for their conditions. McDonald's Corporation celebrated its 50th Anniversary with the opening of a flagship restaurant
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This note was uploaded on 04/15/2008 for the course BMKT 3311 taught by Professor Merriman during the Fall '07 term at University of Mary Hardin–Baylor.

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Marketing_Plan_Investigation[1] - Marketing Plan...

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