loyalty. In consideration of the fact that in the multiple markets where McDonald's exists it faces a lot of competition from the domestic as well as the international brands in similar business and it is important for the company to take that into consideration. Also, there are other numerous factors including social, economic, and technological factors which McDonald's need to be aware of. Also, there are factors like the retail environment as well as other elements which can influence the success of McDonald's in those markets. This is why Market research is very important as the same looks into these factors and predicts the way these can change in the future and can affect the willingness of the people's to use the products or service of the company (Rieple, 2008). Location of the Restaurant The location of the restaurant being considered is located in Johar Town Lahore. It is located near the Lahore Expo Center. It is an area marked by activity and traffic and considerate estimates of vehicular and walking activity are observed in the region on a regular basis. The peak hours of the location are evening hours around 6-10 where traffic is abundantly present and at its peak. A central locale generating the traffic is the Emporium Shopping Mall which features around 10-20000 visitors per hour. The neighboring expo center also diverts a large number of visitors to the area. The location is on the corner giving it a great viewpoint across the road thus attracting a large number of visitors due to its distinct area. The area features a lot of office going traffic at office hours which is passing to the central part of the city. Thus it appears to be a central spot in terms of people choosing to stop by for quick lunches. The location also has a nearby fuel station which also leads to a plethora of customers noticing the location passing by. Thus it is ideally situated in a central position to a wide variety of customer segments.
Relevance of Location The location is located in a prime area on an intersection of multiple housing societies thus being a central point of contact for people entering and leaving the societies. It is also conveniently located close to the biggest shopping mall in the city. The expo centre is also located fairly close to the location thus a large density of traffic passes through the region. The corner locale makes the restaurant an attractive stopping place due to its smooth image and comfortable setting. The location is relevant because it plays a crucial role in the kind of customers that visit the restaurant and the sales of the restaurant. Factors It is necessary for a company like McDonald's to create a marketing strategy that would formulate the demographics according to the buying pattern of the public.
- Fall '19