The document provides a strategic marketing analysis of McDonald's operations in Pakistan. It begins with an introduction to McDonald's history and business model globally. It then analyzes McDonald's Pakistan specifically, including its vision, objectives, and key strengths. It also performs external and internal analyses through tools like PEST, Porter's Five Forces, and SWOT. It discusses McDonald's target segments and positioning in Pakistan. Finally, it evaluates McDonald's marketing mix of product, price, place, and promotion strategies in the country. The analysis aims to understand McDonald's competitive advantages and strategic approach to growth in the Pakistani market.
McDonalds in Pakistan - Economic Analysis and Company StructureAsad Ali
I've discussed and analyzed the position of economy surrounding the international brands esp. McDonalds including the product portfolio, market structure, objectives, consumer segment, price elasticity, economic profit and much more.
KFC (the name was originally an initialism for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, which is now the company's most profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket," which has become an icon of the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes such as French fries and coleslaw, desserts and soft drinks, the latter often supplied by PepsiCo. KFC is known for the slogan "finger lickin' good," which has since been replaced by "Nobody does chicken like KFC" and "So good."
McDonalds in Pakistan - Economic Analysis and Company StructureAsad Ali
I've discussed and analyzed the position of economy surrounding the international brands esp. McDonalds including the product portfolio, market structure, objectives, consumer segment, price elasticity, economic profit and much more.
KFC (the name was originally an initialism for Kentucky Fried Chicken) is a fast food restaurant chain that specializes in fried chicken and is headquartered in Louisville, Kentucky, United States (US). It is the world's second largest restaurant chain overall (as measured by sales) after McDonald's, with over 18,000 outlets in 120 countries and territories as of December 2012. The company is a subsidiary of Yum! Brands, a restaurant company that also owns the Pizza Hut and Taco Bell restaurant chains.
KFC was founded by Harland Sanders, an entrepreneur who began selling fried chicken from his roadside restaurant in Corbin, Kentucky, during the Great Depression. Sanders identified the potential of the restaurant franchising concept, and the first "Kentucky Fried Chicken" franchise opened in Utah in 1952. KFC popularized chicken in the fast food industry, diversifying the market by challenging the established dominance of the hamburger. By branding himself as "Colonel Sanders," Harland became a prominent figure of American cultural history, and his image remains widely used in KFC advertising. However, the company's rapid expansion saw it overwhelm the ageing Sanders, and in 1964 he sold the company to a group of investors led by John Y. Brown, Jr. and Jack C. Massey.
KFC was one of the first fast food chains to expand internationally, opening outlets in England, Mexico and Jamaica by the mid-1960s. Throughout the 1970s and 1980s, KFC experienced mixed fortunes domestically, as it went through a series of changes in corporate ownership with little or no experience in the restaurant business. In the early 1970s, KFC was sold to the spirits distributor Heublein, who were taken over by the R.J. Reynolds food and tobacco conglomerate, who sold the chain to PepsiCo. The chain continued to expand overseas however, and in 1987 KFC became the first Western restaurant chain to open in China. The chain has since expanded rapidly in China, which is now the company's most profitable market. PepsiCo spun off its restaurants division as Tricon Global Restaurants, which later changed its name to Yum! Brands.
KFC's original product is pressure fried chicken pieces, seasoned with Sanders' recipe of 11 herbs and spices. The constituents of the recipe represent a notable trade secret. Larger portions of fried chicken are served in a cardboard "bucket," which has become an icon of the chain since it was first introduced by franchisee Pete Harman in 1957. Since the early 1990s, KFC has expanded its menu to offer other chicken products such as chicken fillet burgers and wraps, as well as salads and side dishes such as French fries and coleslaw, desserts and soft drinks, the latter often supplied by PepsiCo. KFC is known for the slogan "finger lickin' good," which has since been replaced by "Nobody does chicken like KFC" and "So good."
KFC Vs McDonald-An overview on Local(Pakistan) & International businessAbdullah Zaman
A brief overview is taken from different sources to summarize The Understandings of both Businesses. Strategic and Competitive Analysis on which KFC & McDonald are standing.
• Project Scope: To evaluate the various aspects of Integrated Marketing Communication (IMC).
• Description: The project involved an official McDonald’s restaurant tour and a deep understanding of advertising, public relations, direct marketing, sales promotion and personal selling.
KFC Vs McDonald-An overview on Local(Pakistan) & International businessAbdullah Zaman
A brief overview is taken from different sources to summarize The Understandings of both Businesses. Strategic and Competitive Analysis on which KFC & McDonald are standing.
• Project Scope: To evaluate the various aspects of Integrated Marketing Communication (IMC).
• Description: The project involved an official McDonald’s restaurant tour and a deep understanding of advertising, public relations, direct marketing, sales promotion and personal selling.
Detailed Case Study on McDonalds India. Target Market, Retail Industry Overview. product, supply chain, pricing strategies, store location, hiring process, employees, promotional strategies, adapting to indian market. McDonalds Retail chain.
Marketing Strategy which includes Consumer Analysis, Marketing Mix, Porter`s Five Force Model, PEST analysis, Competitive Scenario, STP and Break Even.
Using traditional planning tool is of significant value, and is the basic requirement in this case. Like geographical mapping, corporate mapping is also an essential document. Hence, incomplete, providing partial information ignoring the constantly changing factors like weather etc. Here, simulation is an effective strategy to get detailed meteorological information .
GT Events & Program Guide: ForwardThinking August/September 2017Grant Thornton LLP
ForwardThinking is a look ahead at the latest knowledge and insights available from Grant Thornton LLP. It includes a collection of our research, thought leadership and a schedule of upcoming webcasts and events.
Healthcare marketing the optimization scenario1Nirmala N
In recent times Marketing Management is becoming more challenging and highly expensive. Organizations are realizing that internal resources are not enough to produce measurable results in a consistent manner. They face hardcore challenges in standardization and corporatization. The bare minimum fact in an Organization is that they are unable to fix the GAP between Operations and Marketing.
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Introduction To be successive in the global market,.docxvrickens
Introduction
To be successive in the global market, each organization need to have a global marketing mix and global mindset. In other words, multinational and national organizations require structuring their process such that they meet the global standards to compete effectively with others. The initiative considers marketing within an integrated economy, which is stateless and with minimal restrictions. According to De Mooij (2018), global marketing involves understanding the different cultural paradoxes to achieve global competitiveness. Although the state of globalization is low for developing countries, the developed countries are making well-integrated markets. The global marketing activities must be integrated at a global level (Gillespie, & Riddle, 2015). One critical consideration is that there is a need to address the forces of globalization and localization. As a marketer, there is the need to think strategically since the global market present different challenges, and as such, the need to respond decisively to the competitive market. The marketing strategies need to be defined to enhance cost reduction to achieve profitability at the worldwide market. From the performance of different multinational companies, it is clear that real change has been taking place within the business planning focus (Gluck, Kaufman, &Walleck, n.d.). In the marketing, initiative organization needs to be committed to building a strong brand name, which will be recognized worldwide to overcome these barriers.
Globalization has changed the way of doing business, especially in developed countries such as the US. Managers need to be oriented to other cultures in their way of doing business to achieve alternative benefits. The ability to adapt and use the style which is most acceptable to the particular country market is a characteristic of having a global mindset. The world economies have been transformed significantly, and hence, all organizations need to be proactive in using diversity. For leaders to influence the multicultural world and business environment, they need to have a global mindset. The unicultural lens that initially helped employees to interpret and understand their surroundings is now a critical obstacle in performing business today, especially in the developed countries (Javidan, 2010 May 19). This paper is based on the discussion of global marketing strategies, globalization, and the need to have a global mindset. A global strategy such as a global mindset and global marketing strategies are crucial for survival in the current international market since there is a critical transformation of the worldwide economies through global connectedness.
(2) Global Marketing Mix
The global marketing strategies refer to the initiatives to coordinate the marketing efforts from different regions of the world. For all the elements of the marketing mix such as product, place, price, and promotion, the marketer reconsider the need to include ch ...
In this situation, I look out for food crops and agro farms. I have taken the initiative to raise cows, goats and cultivate some amount of vegetables on a small scale using advanced technology. My business company name is NTC. NTC's Full Mining Natural Trust Company. My goal: I want to do business with faith without harming nature. I am constantly trying to build this small business organization into a bigger one. I hope that this small organization of mine will be able to provide employment to some people. In Sha Allah.
GT Events & Program Guide: ForwardThinking October/November 2017Grant Thornton LLP
ForwardThinking is a look ahead at the latest knowledge and insights available from Grant Thornton LLP. It includes a collection of our research, thought leadership and a schedule of upcoming webcasts and events.
Currently, small businesses are the backbone of the economy, which is proven economies of leading
countries - more than 20% of GDP - such a contribution comes from small businesses. It due to the fact that
small businesses are able to most fully satisfy consumer demand, it is more mobile, innovative, able to quickly
adapt to fluctuations market and the general economic situation in the country
SWOT analysis
A SWOT analysis on McDonald’s and Monsanto
Name
Institution
Date
SWOT analysis is a strategic analysis tool that is used to help in the understanding of the strengths, weaknesses, opportunities and the threats that are involved in a business activity. It defines the objective of the business and identifies the internal and external factors that are very important in the achievement of business goals. The strengths of a business are the characteristics or traits that give it an edge over others whereas weaknesses are those characteristics or traits that pace the business at a disadvantage. The opportunities are the elements that the business has not yet exploited and would result in profit whereas threats are those factors that would be detrimental to a business leading to its decline. Strengths and weaknesses are internal factors that contribute to the business’s survival while opportunities and threats are external factors that should be implemented or put in check for the business’s growth.
McDonald’s corporation SWOT analysis
The company has had inclined earnings and sales over the past few years as it continues to struggle with the currency exchange rate, the fierce competition and market unfamiliarity but still enjoys being the world’s largest and leading fast food franchise. It is a modern and progressive burger company that delivers modern customer experience.
McDonald’s enjoys diversified income, the company is well funded enabling it to receive geographical diversification since it has many locations in different regions in the world. Being a strong global brand is one of its biggest strengths, it the most recognizable brand in the world. McDonald’s always puts its customers at the center of everything thus driving value for the stake holders. McDonald’s has numerous restaurants all over the world that it has leased out, franchising, making rent one of its biggest income.
Most of the jobs at McDonald’s are low skilled and low paying resulting to a significant amount of employee turnover. The negative publicity that the company receives is one of its biggest weaknesses, the perception that the food they offer is unhealthy has hurt its image.
McDonald’s has the opportunity to upgrade its menu, with the change in recipes and the menu there is a possibility of getting new customers. The company has expansion opportunities, being a worldwide brand, the company can expand in any cony of its choosing.
The company faces sign cant competition from national, international and local food retailers. Facing completion from companies like Wendy’s, Burger King and Sub Way, it becomes ...
One of the most common phenomena of the world is to “Food”, but one thing in the marketing concept that never went through this practice is its core focus, which is the customer. It’s always said that the customers are always right, as we have to provide them with the thing they need. It’s extremely crucial that a company providing the customers with what they need instead of that the company can offer. Thus, keeping all these facts in concern, and analyzing what the competitors in the online deshi food deliver industry is doing and identifying the gap in the market, we have come up with a service of online deshi food delivery, were the customers can order homemade deshi food from scratch and have given them a platform to create what they need ultimately, naming it, “Deshi Food Hub”. Like-wise the name, Deshi Food Hub, meaning ordering hygienic, mouthwatering food and the tagline is “Deliver the real taste”, we are hereby creating a platform for the customers to relief their stress to cook after coming back from their work place
Understanding of marketing for business Atta Siddiqui
THE MARKETING PLAN
IMPROVING OUR COMPETITIVE EDGE
A Marketing Plan is a written strategy for selling the products/services of a new business. It is a reflection of how serious a company is in meeting the competition head on, with strategies and plans to increase market share and attract customers. An effective Marketing Plan is backed by carefully collected market, consumer and competitor information, sometimes citing professional advice.
WHY PREPARE A MARKETING PLAN? A good Marketing Plan will help us to improve our odds against more experienced competitors and newly emerging ones. The Plan enables us to recognize and take action on any trends and consumer preferences that other companies have overlooked, and to develop and expand our own select group of loyal customers now and into the future. The Plan also shows to others that we have carefully considered how to produce a product that is innovative, unique and marketable- improving our chances of stable sales and profits - reasons for investors to financially back us.
Rijal Food Products is a company which produces all snacks with brand name Rijal's and produces
spices and other different packable snacks too. Today, Rijal's Namkeen is a well-known company
that manufactures popular snack food products. These products reach taste-lovers in every nook
and corner of Nepal. They are also exported to few countries on a successful level.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
3. Group Members Muffadal Ali (0935109) Hussain Khairi (0935105) Muhammad Jaber Haqqani (0935111) Shaikh Faizan Ahmed (0935117) Syed Anser Ahmed (0935121) Rizwan Saleh (0935124) Strategic Marketing
6. FAQ’s WHY DID McDonald's CLOSED ITS OPERATION AT DO TALWAR & NAZIMABAD? REVENUE ? Strategic Marketing
7. Introduction History > 1954 – 1955 > 1965 – 1973 > 1974 – 1993 Business Model > 15% restaurants company owned > Rent charged along with franchising fees > Supply of raw materials via approved suppliers Types of restaurant > Drive through service > Counter service (with/without) play area Strategic Marketing
8. Competition > Burger King (global) > KFC (global/local) > Others (global/local) Global Sales Improvement > Over all – 4.8% > U.S – 0.6% > Europe – 5.4% > Asia/Pacific, Middle East & Africa – 10.4% Global Sales Revenue 2009 - $22744 mn Strategic Marketing
9. McDonald’s Pakistan Opened in 1993 (Lahore) under Lakson Group of Companies Presently operating 23 branches Over 1200 employees Over PKR 30bn has been invested in the country. Over PKR 10bn is being paid as taxes and duties in comparison to 4bn paid by KFC Pakistan Revenue Strategic Marketing
10. Industry Life Cycle Market growth rate 13% - 14% per annum. Core competencies > Delivery speed > Customer care > Cleanliness Strategic Marketing
11. Vision, Mission and Objectives McDonald’s Vision "McDonald's vision is to be the world's best quick service restaurant experience. Being the best means providing outstanding quality, service, cleanliness, and value, so that we make every customer in every restaurant smile." McDonald's Mission “McDonald's mission is to be our customers' favorite place and way to eat with inspired people who delight each customer with unmatched quality, service, cleanliness and value every time ... we invite you to be the part of this winning team and give yourself an opportunity to grow with the family of people striving to create smiles on the faces of millions of people everyday”. Strategic Marketing
12. Vision, Mission and Objectives The Planning and Implementation Matrix Strategic Marketing
16. Strategies Differentiation By pursuing a strategy of differentiation, the organization gives an emphasis to a particular element of the marketing mix that is seen by the customers to be important and as a result provides a meaningful basis for competitive advantage. This de-massification of markets has led McDonald's towards strategies of product variety marketing and ultimately target marketing. As a result, the company’s marketing effort today reflects buyers’ needs for a far wider variety of tastes and demand which are packaged in a number of different sizes and shapes. Benefits achieved by McDonald’s following a differentiated Strategy: Creation of strong brand identities (association of “Mc”) Distancing from others in the market (KFC for chicken, McDonald's for variety and fun seeking lovers) Flexibility. Strategic Marketing
22. Competitor Analysis McDonald's doesn’t believe that it has a direct competition because the market is segmented on a much diversified basis. They are of the point that food industry is the only industry where it is very difficult to alter the taste buds of a customer. Strategic Marketing
25. Environmental Scanning McDonald‘s thinks customer feedback is vital and they try to make it as easy as possible for their customers to let them know what they were thinking and deciding upon. Their target audience is very fickle. They enjoy trying new restaurants, and are constantly adapting to new developments and fads. Strategic Marketing
26. Porter’s Five Forces Threat of New Entrants > High and unfavorable > A lot of new Dine In restaurants are already in operation. > Also the demand pattern is changing people are moving towards more expensive restaurants as they find more value for their money there. Strategic Marketing
27. Contd….. Political => Political factor can have the major impact on threat of entry. In a region like 3rd world there is hardly any certainty and this has lead to negative impact on the potential big investors. Economic => Due to the rising income disparity and the adverse economic conditions, unemployment is on the rise due to which the labor cost is decreasing, increasing the wealth of already well off people which is big factor helping the Dine In restaurants to grow. Social => People are now more status conscious in our society and want more varieties to choose from. Technological => With the rise in the technology data can be easily processed and analyzed. With the innovation in technology the overall labor cost is reduced together with the fact that self service is promoted. Strategic Marketing
28. Contd….. Bargaining Power of Buyers > High in the industry as the cost of switching is very low. > As a food loving nation which makes the industry more attractive and profitable and volumes are easy to generate. > PEST forces such as increasing population is an appealing opportunity, however, the economic situation of the region brings along adverse effects on the industry. Strategic Marketing
29. Contd….. Political => This political factor has no direct affect on the bargaining power of buyers. Economic => The increasing population reduces the power of buyers. Social => The trend is towards dining out, which is increasing the total consumers, thus, reducing their bargaining power. Technological => The advancement in technology makes it possible for the buyer to gather all the information quickly and make informed decisions. Strategic Marketing
30. Contd….. Threat of Substitutes > High as there are plenty of other options available already in the market. > People generally like going to specific restaurants and cafés because of their splendid experience in the past including ambience and food. Strategic Marketing
31. Contd….. PEST forces > There are many substitutes of the fast food industry. > Decrease in the purchasing power of the people could lessen their visits to the restaurants thereby increasing the threat of substitutes of lower quality than ones of fast food industry. > With the increase in the health awareness, people are substituting from the junk food to a more healthy food. Strategic Marketing
32. Contd….. Bargaining Power of Suppliers > High because the inputs are not easily substituted. > The inputs are usually of a perishable nature, thus, stock-ups are not possible. > McDonald's in Pakistan has to follow a strict quality procedure that is defined by the mother company. > McDonald's has to import the food related raw materials as no Pakistani company can match their standards. Strategic Marketing
33. Contd….. Political => There is a need for political will from the government side which can help grow dairy farming sector in Pakistan and bring it onto international standards. Economic => Current economic conditions are not good around the world a lot of food related industries have shut their operations which have limited the number of suppliers in the market hence increasing the bargaining power for them. Social => There has been a lot of controversies with McDonald's abroad related to its suppliers. Technological => Technology has made it possible to manage and control the poultry industry more efficiently, thus enabling more suppliers to come in. Strategic Marketing
34. Contd….. Rivalry among existing competition > The rivalry amongst the existing firms is moderate to high. > The market share for each of them is deteriorating. Strategic Marketing
35. Contd….. Political => The government could play a very important role. If taxes are reduced, then the chances of rivalry will increase further. Economic => As a food loving nation more and more investors are showing interest in investing in this business. Social => Controversies such as “All the earning from McDonald's go into Israel’s pocket” is a common rivalry tactics that is being used against them. Technological => Technology has made it possible for competitors to affectively reduce cost, therefore enabling them to match each other and imitate others competitive advantage. This increases the rivalry between competitors. Strategic Marketing
36. Market Research and Analysis Market research and analysis is conducted in-house and is also being outsourced to companies such as AC Nielson etc depending on their creditability in the market. The outsourced research firm is given the job of finding out the brand value, quality, hygiene, perceived value etc. The research need also arises at opening of new outlets or launch of new products (Meals) or new campaigns. Strategic Marketing
47. McDonald’s SUSTAINABLE COMPETITIVE ADVANTAGE What makes it still strong and ranked among the top business concerns is its core competences both internally and externally and its sustainable competitive advantages. SCA is the advantage a company has which is difficult or impossible for other companies to possess or break through. McDonald's SCA are: Strong Brand Image Flexibility Strategic Marketing
49. Customer Analysis McDonald's emphasizes a lot of focus on buyer behavior. It usually asks the following questions in order to understand the market better. Who is in the market and what is in extent of their power with regard to the organization? What do they buy? Why do they buy? Who is involved in buying? How do they buy? When do they buy? Where do they buy? Strategic Marketing
54. Market Positioning In Pakistan and also all over the world, McDonald’s primary focus is for families with kids and has positioned itself in the minds of kids as a play place, where they can have fun and food together. In the mind of adults and teenagers it has positioned itself as the best fast food restaurant. Strategic Marketing
57. Health Considerations: Considering the healthy eating trends McDonald's has started to publish nutrition figures which helps in educating its customer about what they eat and what impact does that food would have on their health. McDonald's also wants to inform their customer that they are really concerned about their customer health. Strategic Marketing
58. Launching A Product McDonald’s usually relies on the below characteristics while launching its campaigns or products in the market. Strategic Marketing
62. Competition Innovator or Follower? McDonald's takes an innovative approach towards its product development and is not scared of experimenting in the market. According to the statistics gathered they have a success ratio of above 95% considering their product launches in Pakistan. It was one of the pioneers who partnered with labels in bringing English movies. Movies such as Shrek, Madagascar 2, Ice Age 3 were formally introduced by McDonald's in Pakistan. Co Branding McDonald's strongly believes that collaboration and alliances are very important for a brand to move towards success. For this reason McDonald's has co branded with Ufone, Titan, PIA, Coke, Nescafe etc. Strategic Marketing
63. Contd Latest Launches (from last year till the date of publishing of this report) Product Related: 4 launches which are: Mozzarella cheese sticks, Chocolate Orange pie, Mango Shakes and new flavors for McFlurry. Campaign Related: McDonald's has launched over 50 brand related campaigns in the last year which is a record in itself. It has worked really hard to capture and settle in the minds of its audience and has also successfully achieved it. One of the recent campaigns includes its collaboration with a music band named “Call”. The members of the band are from now on also their brand ambassadors for McDonald's. Strategic Marketing
78. PROMOTION Elements of the Promotional Mix McDonald's pays special attention to all components of its communication mix to reach customers with 360 degree promotional techniques in cost effective manners. Various economic and value meals offer greater value for money for the customer. These aspects along with brand image are propagated through four main communication vehicles: Advertising, PR, CRM, BTL and Event marketing together these four elements along with BTL activation form the promotional mix of the company. Strategic Marketing
79. DETAILED SYNOPSIS OF EACH ELEMENT Advertising Sales Promotion Public Relations (PR) Customer Relationship Management (CRM): Event Marketing and BTL Activities Strategic Marketing
81. Determining Effectiveness of Marketing Efforts 1. Incremental sales revenue resulting from a particular campaign 2. Ratio of cost to revenue 3. Cost per sale generated by each outlet 4. Changes in value of sales generated 5. Cost of new customer acquisition from marketing efforts 6. Cost of customer retention. Strategic Marketing
83. Management Control and Corrective Actions Allowing for Uncertainty Closed-Loop Control Feed Back Control Approach to Control Strategic Marketing
84. Conclusion With this report we hope that we have done a comprehensive job of outlining the status of McDonald’s. As a brand it is going quite strong in Pakistan. As a market leader, with aggressive and prudent marketing savvy and a desire to remain competitive and vibrant in a globalized economy, McDonald’s is well poised to face the future Strategic Marketing