A MARKETING COMMUNICATIONS PLAN.docx - Marketing...

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Marketing Communication Plan.1A MARKETING COMMUNICATIONS PLAN FOR MCDONALDS FAST FOOD CHAIN.ByAuthor:Course:Tutor:University:Date:
Marketing Communication Plan.2Table of ContentsExecutive summary..........................................................................................................................2A MARKETING COMMUNICATIONS PLAN FOR MCDONALDS FAST FOOD CHAIN.....2Situation Analysis............................................................................................................................2Marketing Communication Objectives............................................................................................3Growing Brand's Market Share...................................................................................................3Persuasion....................................................................................................................................4Market Segmentation.......................................................................................................................4Geographic Segmentation............................................................................................................4Profiling the McDonald's American Market................................................................................4Product Position...............................................................................................................................5Communication Mix........................................................................................................................6Recommendation.............................................................................................................................6Idea...............................................................................................................................................6Action Plan...................................................................................................................................6References........................................................................................................................................7
Marketing Communication Plan.3Executive summary.The most significant challenge facing the McDonald Company is negative publicity about itsproducts' health aspect. The primary focus in remedying this situation is through proper productposition by articulately portraying the product as a healthy meal instead of the narrative. The ideaof using social media to target a particular niche of its market and mainstream media to cover theother niche works best to propel the brand awareness of the organization.
Marketing Communication Plan.4A MARKETING COMMUNICATIONS PLAN FOR MCDONALDS FAST FOOD CHAINSituation Analysis.It uses the strategic tool of SWOT to analyze the McDonald's chain of franchise dealing with fastfoods. The organization has its headquarters in America but has its footprints cutting acrossmajor cities in the world. Indeed, the organization is the most resourceful franchise based on itsrevenue income of over $20 Billion in the 2019 fiscal year. Secondly, the organization isoperational in over 100 countries globally, with physical restaurants counting to over 36000. It'sthe most superior product that cuts across the major international markets are the Hamburgers,with the only difference being the tweaks that occur in different areas occasioned by the market'sculture and lifestyle orientations.The company's strength emanates from its brand value ranked amongst the top organizations inAmerica. Its biggest weakness has been handling criticism, especially I regions away from theirAmerican home market. People are concerned about the nutritional aspects of the food soldthrough their franchises.McDonald's' opportunities hinge on their proactive approach in dealing with market dynamicssuch as the criticism of health aspects of its merchandise by diversifying the product lines toinclude salads, milkshakes, etc. The emergence of new entrants such as KFC and local brands inthe various nations where the organization operates instigates the most significant threat to thebrand. Similarly, on the backdrop of their product's quality issue, there is also the challenge ofhow it treats employees and the compensation packages that they offer and ultimately theirquality of service.

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Term
Summer
Professor
Maloba
Tags
Marketing, McDonald

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