Marketing plan Sample (McDonalds) 6

Internal Analysis:

For running a successful Fast food chain most important factors which make a brand successful in this industry are Location, Menus, Advertising, Value and operating systems. Staff of McDonalds is usually the people who are young, especially students which work Part time. There is also a disadvantage associated with it, which is staff turnover rate, but it can be controlled by reducing training expenses. McDonalds use local suppliers just to cope up with the needs of the customers. The best practice which they have used in India is removed beef form the menu due to the religious issues. This is done by getting interacted with their local suppliers (Markatos, 2006). McDonalds has plenty of physical resources which they are using very efficiently such as Machines, buildings, etc. There brand is one of the most recognized brand in India which give them intellectual capital advantage.

SWOT Analysis:

Strength

Ø  Strong supply chain with affordable prices

Ø  Decentralization but still a connected system

Ø  Strong financial position with reputed Brand Image

Ø  Quality raw materials

Ø  Efficient food preparation style which goes through a systematic way.

Weaknesses

Ø  Unhealthy food image among customers

Ø  Loss of customers due to competition

Ø  Less product lines

Ø  Weak product development

Opportunities

Ø  Can use better Customer database to focus accurately on their target groups

Ø  Increasing Per capita Income with increasing youth population (Census India, 2009).

Ø  Can use their strong financial base for different promotional offers.

Ø  Can introduce breakfast menus in every outlet in India.

Ø  Responds to changes within the customers by introducing healthier snacks such as fruit salads, sandwiches which are being served in global markets.

Ø  Should apply Wi-Fi systems with some 24hours outlets.

Threats

Ø  Intense increasing competition due to low entry barriers.

Ø  Growth of health conscious customers

Ø  Outbreak of diseases like bird flu, SARS, H5N1, etc

Ø   More dining restaurants are increasing offering differentiated products at low prices