... | Contents 1. Introduction 2. Mission Statement 3. Marketing Audit 1. Macroenvironment 1. Politics 2. Economic 3. Ecological 4. Social 5. Technological 2. Microenvironment 1. Competition 2. Suppliers 3. Customers 4. SWOT Analysis 1. Strengths 2. Weaknesses 3. Opportunities 4. Threats 5. Marketing Objectives 1. Strategic Thrusts 2. Strategic Objectives 6. Core Strategy 1. Target Marketing 1. Segmentation 2. Targeting 3. Positioning 2. Competitor Targets 3. Competitive Advantage 7. Marketing Mix Decisions 8. Organisation and Implementation 9. Control 10. References 11. Bibliography 12. Appendices 1. Introduction This report will provide you, as McDonalds, with a full marketing plan identifying the key issues. In this plan we will critically analyse each stage of the marketing planning process, and suggest possible strategy changes which you may wish to consider. We will set examples with theories throughout the plan and compare existing marketing decisions with our recommendations and the importance in building and maintaining your competitive advantage. 2. Mission...
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...develop strategies and plans, and put them into action. Marketing plan is one of the most important elements of these processes for the companies to decide on best use of their resources to achieve its goals. Marketing planning is defined by McDonald’s research (1992) as “simply a series of activities in a logical sequence leading to the setting of marketing objectives and the formulation of plans for achieving them.” He also states that main purpose of marketing planning is realization and creation of sustainable competitive advantage (McDonald, 1992). Companies generally go over some management processes in developing marketing plans. This process shows difference depends on the size of companies. In small, undiversified companies this process is usually informal, whereas in larger, more diversified organizations it is often systematized. “Conceptually, the process is simple, involving a situation review, the formulation of some basic assumptions, setting objectives for what is being sold and to whom, deciding on how the objectives are to be achieved, and scheduling and costing-out the actions necessary for implementation” (McDonald, 1992). Another definition about marketing plan described by McDonald (2007) is that “it is simply a logical sequence and a series of activities leading to the setting of marketing objectives and the formulation of plans for achieving them.” In addition to McDonalds’ contributions, Greenley’s study (1987) shows us that marketing planning develops...
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...required to write a strategic marketing plan. The plan should have well defined objectives, based on a market analysis, and should also show how the organisation responds to changes in the external market environment. Learning Outcome 3: Understand the tools used to develop a strategic marketing strategy 3.1 For the selected organisation, what are the growth opportunities? Using market and company data, and appropriate techniques, ascertain growth opportunities in the market. (AC 3.1: Use appropriate marketing techniques to ascertain growth opportunities in a market). According to BCG matrix, McDonalds is a star due to its high market growth and market share. Even with the rapid growth of fast food industry, McDonalds has positioned itself to be the best in this industry. 3.2 What are the different marketing strategy options available to this organisation? Which options would you plan to use in the marketing strategy? (AC 3.2: Plan how to use marketing strategy options in a market). 3.3 Create appropriate marketing objectives for the marketing plan, based on your research of the organisation and the selected market. (AC 3.3: Create appropriate strategic marketing objectives for a market). 4.1 Based on your research of the current external environment, report on the extent to which identified changes will impact the marketing strategy. (AC 4.1: Report on the impact of changes in the external environment on a marketing...
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...Marketing plan A/Executive summary In the context of economy, people are busier. Some people don’t have enough time to prepare meals at home; fast food may be one of the best choices instead of going expensive restaurant. Therefore, the company is going to open a fast food restaurant in Hanoi. The company buys a fast-food franchise of McDonald. McDonald’s corporation is the world’s largest chain of fast food restaurants; the company sells hamburgers, French fries, chicken, etc. There are many fast food restaurants of McDonald in the world, they operated as franchisee. McDonald serves in 118 countries with 34,000 restaurants (Getting to know us). In 2012, McDonald had annual revenues of $27.5 billion and profits of $5.5 billion (wikipedia). In the new market, the target of the company is children and young people. Our company will follow the goal of McDonald is “better, not just bigger”, the company want to serve customers in the best things. Besides goals of the company are serve the good foods in a friendly and fun environment, get high revenue as much as possible and achieve high market share in Vietnam. To get the goals, I am going to draw a marketing plan. In this plan, I am going to describe five main elements to consider and find the best way for the company to succeed in the new market. First, there are some situation analyses about company, environment, SWOT, competitors. Second, I am going to analysis marketing strategies. The next important element is budget....
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...1. INTRODUCTION F or many companies, marketing plays a vibrant and a vital role in the strategic planning process. Even though marketing positions are incorporated in corporate level, most of them are represented at the functional level of an organization (Chawla, 2003). Kotler and Keller (2008) outlines the core definition of marketing, which says that ‘Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges of values with target markets for the purpose of achieving organizational objectives”. Marketing can be described as a strategy based analysis on planning that are used to combine experience, education and perspectives of the whole management team of the organization effectively by all means of developing focus in management and competitive advantage in the market arena. Gilligan and Wilson (2009) define Strategic Marketing Planning as “a typical development of strategies that are based on the planning team’s assessment of the market and perceptions of managerial expectations and organizational capabilities”. Therefore, the nature of strategic marketing planning and the development of the marketing plan show an in-depth understanding of the knowledge of thinking about the organization’s environment, managerial objectives, organizational capabilities and things that affect the process of planning and implementation. This report highlights the different perspectives of writers with regards...
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...Domestic and Global Marketing: The McDonald’s Corporation MKT/421 The McDonald’s Corporation The McDonald’s Corporation is a global enterprise whose success is getting into the market first and outlasting the competition. This is a strategy that has worked since the company was founded in 1937. Although McDonald’s is an American company, founded in the United States the company has rapidly grown to become a global enterprise. According Armstrong & Kotler, (Armstrong & Kotler, 2011, pg. 479), “The quintessentially all-American company now sells more burgers and fries outside the country than within. Nearly 65 percent of McDonald’s $23.5 billion of sales last year came from outside the United States, and its international sales grew at close to twice the rate of domestic sales growth.” Today the company has 32,000 restaurants and serves more than 58 million people worldwide (Armstrong & Kotler, 2011, pg. 479). The company has come a long way since the two McDonald brothers opened their first tiny restaurant in Pasadena, California. The company expanded in 1954 when Ray Kroc offered McDonald’s a franchise option and rest was history. The first McDonald’s international venture occurred over the border in Canada during 1967. To become a leader domestically and globally the company needed to learn a few lessons. Domestic These days the economy in the United States is down. McDonald’s has managed to stay in business through sluggish economies in the past. With...
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...Situation Analysis in Marketing Plan Facing to more complex business environment, systematically marketing plans are important to organizations in terms of maintaining a high level of operating efficiency and achieving goals fully. According to Sally and John (1996:3), marketing plans are “the written document or blueprint for implementing and controlling an organization’s marketing activities related to a particular marketing strategy” (Sally, D., Lyndon S., & John, B., 1996: 3). A successful marketing plan is able to improve organizations’ profits and growth, uses in objective setting and monitors results (Subash Jain, Michael D. Clemes, Gregory Brush, 2008: 5) In order to gain a successfully marketing plan, it is important to marketing decision makers to understand the current situation comprehensively and trends affecting the future of the organization. There are two major reasons to explain why situation analysis plays a vital role in developing marketing plan. Firstly, dynamic marketing environment will lead to uncertainty, threats and opportunities for marketers. Marketing managers who success to know changes in environment through situation analysis can lead their companies to capitalize on opportunities and cope with threats created by changes. Then, systematically analyzing situational environments is a crucial way for organizations to identify their customers and understand their needs. As Peter(1998: 23) said, “The successes of any marketing plan hinges on how...
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...MILLIPLUS LIMITED MARKETING PLAN Milliplus limited is a company in Kenya, registered under the company’s act as per the new constitution. The company was started in 2010, is situated in the Kenya’s capital Nairobi and has 200 employees. The company mainly operates in Nairobi and its outskirts but has plans to open branches all over Kenya so as to serve the whole Kenyan market. Our mission statement is to return Kenya and also inspire moments of optimum and happiness among our customers. The company’s main products are non-alcoholic drinks. Non-alcoholic drinks include soft drinks and hot drinks. Soft drinks contain carbonated or non-carbonated water, sweetness and a flavor while hot drinks include coffee and tea. These are the main products that miliphus limited deals with. With the above products our target audience is the whole market. Non-alcoholic drinks have no regulations and hence the whole market from children, youth and adults are all allowed to use the non-alcoholic drinks. To meet our market niche the company does a lot of promotions activities in public, advertisements on the television and radios at all times because non-alcoholic drinks have no specific time to be advertised unlike the alcoholic drinks they must be advertised at specific times. SITUATION ANALYSIS. Situation analysis is the systematic collection and evaluation of past and present economic, political, social, and technological data aimed at identification of internal and external sources that...
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...Management Human Capital & Entrepreneurship Business Plan GOZDESI SPECIAL EVENT PLANNING & MANAGEMENT Muhammed Furkan YILDIZ Student Number: C0176KEKE1113 Lecturers : David Hall & Rajendra Kumar Date: 18.02.2014 TABLE OF CONTENTS 1. ExecutiveSummary.....................................................................................................................3 2. BusnessDescription....................................................................................................................3 3. Vision and Mission Statement....................................................................................................4 4. Content of the Business.............................................................................................................4 5. Main Partners.............................................................................................................................5 6. Business Opportunities...............................................................................................................5 7.1. Industry Analysis..........................................................................................................................6 7.2. Location Analysis..........................................................................................................................6 7. Finance...........................................................................
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...Hoidas, A. (2011). Planned Obsolescence: 5 Products That Have It and What to Do About It. [online] Promotional Products Blog | Quality Logo Products (QLP). Available at<https://ww.qualitylogoproducts.com/blog/planned-obsolescence-5-products> [Accessed 26 Mar. 2016]. MBA Skool-Study.Learn.Share. (2016). Deceptive Packaging Definition | Marketing Dictionary | MBA Skool-Study.Learn.Share.. [online] Available at: http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/11912-deceptive-packaging.html [Accessed 26 Mar. 2016]. Jobber, D. and Fahy, J. (2009). Foundations of marketing. Maidenhead: McGraw-Hill Higher Education. Pp.143,157 Kotler, P. and Keller, K. (2009). Marketing management. Upper Saddle River, NJ [u.a.]: Pearson Prentice Hall, pp. 298-303 Lee, K. and Carter, S. (2009). Global marketing management. Oxford: Oxford University Press. Pp.292-295 McDonald, M. (2004). Marketing plans. Oxford: Elsevier. P 311, P447 Blois, K. (2000). The Oxford textbook of marketing. Oxford: Oxford University Press. Pp. 481-455 Ind, N. (2003). Beyond branding. London, UK: Kogan, pp. 218 Jiwa, B. (2014). Marketing a love story. How to matter to your customer, pp.86-88 Lamb, C., Hair, J. and...
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...grow. As a result of this growth, many are using this love of pets and creating exciting new businesses ventures. Asian countries such as Japan and Korea have created a new and trendy way for those without a pet to satisfy their urge to encounter fluffy f friends. First the Kitty Cafe became a big phenomena in Japan and Korea. The service offered gourmet coffee along with the entertainment and comfort from playful rescue cats and kittens. After moving to the City of Angels from South Korea, where dog cafes are popular, animal lover Sarah Wolfgang, 21, has launched a crowd funding campaign to open a pooch-friendly parlor called The Dog Cafe where patrons can get a cup of Joe, followed by cuddle time with adoptable pups. This marketing plan will analyze what actions will need to be taken to successfully bring the Asian concept of a Dog Cafe to the American people. Situational Analysis Strengths The business will receive positive views because of the support of sheltered dogs that can end up getting euthanized. The consumers will have a high sense of charity when contributing to animal shelters with their purchases of service and coffee items. Promotion for this company is also well thought out. This café uses multiple channels including social media to attract new consumers to the business. There were many consumers expressing their anticipation for the opening of the café. Weaknesses This a relatively new concept for a coffee shop inhabited by rescue animals...
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...sylabus Course: IP_357 Global Marketing Management System Online (GMSMO) International Business Program University of Economics, Prague October 12 – 15, 2011 Instructor: Dr. Basil J. Janavaras E-Mail: basilj@janavaras.com Web Sites http://www.gmmso3.com , http://www.janavaras.com Introduction This course utilizes web based software named GMMSO (Global Marketing Management System Online, http://www.gmmso3.com ) as the basis of instruction along with targeted lectures on international business strategic planning. GMMSO software is a global marketing/management research and strategic planning tool that will enable you to: • Conduct a company situation analysis in a global context • Identify countries with high market potential for the company’s product/service • Conduct and in-depth market/competitive analysis and select the best country market • Determine the best entry mode strategy and develop the marketing plan To this end, the course requires integration of knowledge from this and other courses and bridges the gap between theory and the real world of business. This module organizes learning around projects that involve students in problem-solving, decision making, and investigative activities. It provides students with the opportunity to work relatively autonomously and in groups culminating in the production of realistic reports that integrate managerial realism into the classroom. Users are provided with helpful tools such as step-by-step...
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...LO1: Be able to compile marketing audits Task 1: The internal and external marketing environment for Hiscox Ltd (LO 1.2, 1.3, 1.4, 2.1, 2.2) Introduction: The case study I have chosen for this assignment would be Hiscox Ltd. is a Bermuda-incorporated insurance provider, listed on the London Stock Exchange. An underwriter at Lloyd's of London, the company largely specializes in niche areas of the market, offering property and casualty insurance aimed at companies and high-net-worth individuals. According to Hiscox Ltd they states marketing planning is a plan involves designing activities relating to marketing objectives and attach with the capability of changing marketing environment. It contains with the issues of product lines, distribution channels, marketing communications and pricing. 1.3 Hatton’s marketing planning process is the marketing audit (Hiscox Ltd) Examination of techniques for organizational auditing and for analyzing external factors that affect marketing planning Hatton marketing planning is the well-defined procedures or process which has been used for mainly the improvement of the company’s product or the service development. The steps of the Hatton marketing planning have been described in the below: At first the Hiscox Ltd has to understand the customers of their locality. They need to analyse the market portfolio, has to analyse the competition, carry out research distribution, define marketing mix , carry out the financial analysis, at last...
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...Thinking... The conceptual background to strategy, marketing and planning Stephen Cashman, February 2003 This online background paper provides a review of some of the definitions, theories and concepts underpinning strategy. As such it is intended to introduce the key concepts involved, or to form an overall reminder of the various issues relating to these areas. 1. What is strategy about and why is it so important? ‘Every company needs a strategy – either explicit or implicit.’ Costas Markides (1995) ‘An effective strategic management process has become the essential norm for businesses.’ Richard Hanscombe and Philip Norman (1993) ‘Effective strategic management is the ultimate aim of all managers.’ Financial Times, 1997 ‘The survival, growth and prosperity of any organisation depends on the quality and viability of the strategy the organisation is pursuing.’ Andrew Kakabadse, Ron Ludlow and Susan Vinicombe (1988) Indeed, such is the importance attached to the subject of strategy that one commentator on the subject, Richard Whittington (1993), reports that ‘there are thirty-seven books in print with the title Strategic Management’. Similarly a leading strategy thinker, Henry Mintzberg, and his colleagues (1998) note that ‘The literature of strategic management is vast – the number of items we reviewed over the years numbers close to 2,000 – and it grows larger every day.’ However, despite the importance given to them, thinking, writing and talking about ‘strategy’-related...
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