Fax: 00357 22 353 722 E-mail: pavlou.p@unic.ac.cy Abstract: This case study has been compiled in order to illustrate the effect of the external environment on the international marketing strategy of McDonald’s, the fast food chain. An external environmental analysis is necessary, as effective marketing strategies cannot be developed without firstly analysing the environment in which the company operates. The paper analyses a number of the theoretical approaches to strategic planning to be considered
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EXTERNAL AND INTERNAL ENVIRONMENTAL ANALYSIS External Analysis There are two conditions that are most significant in McDonald’s external environment that are: 1. The new trend in which customers are changing fast –food restaurants to healthier ones. 2. The arising competition to achieve growth in this industry. The fast-food industry is very complex and saturated. The key success factors in APPENDIX 1 show that in order to be able to compete there is a need for research and development
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Table of Contents Topic Page Number Introduction…………………………………………………………………………………1 Vision Statement ………………………………………………………………………......1 Mission Statement………………………………………………………………………….1 The Role of the Marketing Plan………………………………………………………….1 The Role of marketing Information and Research…………………………………...2 The Marketing Audit……………………………………………………………………….4 A SWOT Analysis The Internal Environment…………………………………………………………………5 Strengths……………………………………………………………………………………..5 Weaknesses…………………………………………………………………………………5
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Transnational Corporations in the Global Economy (40 marks) Transnational Corporations (TNCs) are companies which are able to co-ordinate and control its production, in more than one country during economic globalisation, examples of which include Nike, McDonalds and IKEA. These companies use differences between a country’s cost of production, natural resources, labour and state incentives to their advantage. This allows them to spread their resources and production between locations globally to minimise
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with McDonald’s stores: History Birth of McDonald’s McDonald’s was founded as a self-service drive-in restaurant by Dick and Mac McDonald in 1948. There were only nine items in the menu at that time and the highlight menu was 15 cents hamburger. Opening a drive-thru restaurant in San Bernardino, California was one of the first steps which Dick and Mac McDonald cooperated, and after a while, McDonald's gradually gained more and more reputation and captured people's interest. And obviously, the
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are five sections in this essay. The first section is to inform you the key elements in the paper. The second section will address the most important issue confronting the firm. Section three is external analysis. In this section, the external environmental analysis will be discussed. The fourth section is internal analysis. The same with section three, we will make our analysis of internal environment of KFC. In the last section, we will give our recommendation to KFC to help them further success
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for the company. As the developed markets are mostly saturated, the developing countries like India and China promises a good market and generation of demand in the future. With more than 70% of the markets in India being unexplored and unorganized, KFC has a good scope of expanding its operations in the country. Cross Culture: Generally there is a good acceptance of American culture of fast food in India. People are opening up to fast foods more regularly in their daily lives and not just keeping
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2.1 Wider Macro-Environmental Analysis ............................................................5 2.2 Industry analysis .............................................................................................7 2.3 Industry Life cycle ..........................................................................................9 2.4 Competitor Analysis ..................................................................................... 10 2.5 Industry‟s Critical Success Factors ..............
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Contents 1 Introduction 2 2 Starbucks Vision, Mission and Objectives 3 2.1 Vision statement 3 2.2 Mission Statement 3 2.3 Environmental Mission Statement 3 2.4 Objectives of Starbucks 3 3 Financial Analysis 3 3.1 Profitability and Revenue 3 3.2 Efficiency and Debt ratio 4 3.3 Product Mix Revenue 4 3.4 Global stores growth 4 3.5 Starbucks SWOT Analysis 5 3.5.1 Strengths 5 3.5.2 Weaknesses 5 3.5.3 Opportunities 5 3.5.4 Threats 6 3.6 Ansoff’s matrix analysis for Starbucks 6 4 Specialty
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Task – 1 1.1 Identify the purposes of different types of organization. Business organisations: To make a profit in a socially standard way. For example: Airlines, Fast food. Non-profit service organisations: They want to help to all of people without any profit. For example: NHS, Universities. Mutual-benefit organisations: Individuals join together to pursue their own self-interest. For example: Clubs, Trade Union. Commonweal organisations: They provide service to all members of a
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