Strategic Marketing Management Essays

Words: 3498
Pages: 14
Open Document
McDonalds | MARKETING MANAGEMENT | Strategic Approach towards Marketing |

Contents 1. Introduction 3 2. Planning principles and range of tools and techniques used at McDonalds 4 2.1. Planning principles and Processes used in development of Marketing Strategy for McDonalds 4 2.2. Porter’s five forces model determining the strategic options 6 2.2.1. Threat to new entry: 7 2.2.2. Threat to substitute products: 7 2.2.3. Bargaining power of the customers: 7 2.2.4. Bargaining power of the suppliers: 7 2.2.5. Competition: 7 2.3. SWOT analysis technique and its usage 8 2.3.1. Internal Audit 8 2.3.1. External Audit 9 3. Marketing strategy options 11 3.1. Advantages and Disadvantages of two different …show more content…
Perceptual mapping technique is one of the most important techniques that describe position of the brand as compared to the position of competitors. In the context of Pakistan, the following figure shows the actual standing of McDonalds relative to its major competitors that are KFC, Pizza hut, and Domino’s.
Pizza Hut
High value proposition

KFC
McDonalds

High Price
Competitive Price

Domino’s

Low Value proposition

Figure 2.1: Perceptual Map of McDonalds
Strategic Marketing Process:
This is one of the most detailed processes which includes series of steps that are important in development of strategies and describes the ways to implement these strategies. Business model is developed which compiles all the key partners, key activities and key resources of the company. In addition to this, the functional areas of the company are evaluated and all the gaps that are present within and outside the business surroundings are evaluated. In the later steps, SWOT analysis and SPACE analysis is conducted which gives direction to the company. Various strategic options are evaluated and on the basis of their relative strengths, the best alternative is selected. 3.2. Porter’s five forces model determining the strategic options
Porter’s generic model is developed by Michael Porter in order to determine the strategic alternatives available for the company. It is not
Show More

Related Documents: Strategic Marketing Management Essays

Paper 1 Strategic Marketing Management

Taylor Comer Due Date: 2/3/15 Dr. Jifeng Mu, MKT 514: Management of Marketing Activities Chapter I: Foundations of Strategic Marketing Management The first chapter in the textbook Foundations of Strategic Marketing Management written by Roger Kerin and Robert Peterson has a plethora of insightful information within the text. The discussions in this textbook range from SWOT analysis to a brief description breaking down the marketing mix. The goals of this chapter are to help the reader’s understand…

Words 909 - Pages 4

Essay on Charetered Managament Institute Level 7 Diploma - Course Details

Strategic Management and Leadership Level 7 Strategic Management and Leadership Contents Page Qualification structures Unit 7001 Unit 7002 Unit 7003 Unit 7004 Unit 7005 Unit 7006 Unit 7007 Unit 7008 Unit 7009 Unit 7010 Unit 7011 Unit 7012 Unit 7013 Unit 7014 Personal development as a strategic manager Strategic performance management Financial management Strategic information management Conducting a strategic management project Organisational direction Financial planning Strategic marketing…

Words 3591 - Pages 15

Essay about Marketing Research

1. Introduction to marketing Definitions of Marketing • Management function responsible for assuring that every aspect of the org focuses on customer relationships by delivering superior value • A social managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others • The process by which companies create value for customers and build strong customer relationships in order to capture value from customers…

Words 2219 - Pages 9

Principles of Marketing Essay

Marketing 2100 Notes Lecture 1 - Value 1. Define marketing, employing key elements such as value, products, markets, customer relationships, needs, wants and demands. Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. Needs are states of felt deprivation. Wants are the form human needs take as shaped by culture and individual personality. Demands are human wants that are backed by…

Words 843 - Pages 4

Essay on Samuel Kwes Atule WA14064 course reg Marketing January 2015

PARISGRADUATE SCHOOL OF MANAGEMENT PGSM GENERAL STUDENT COURSE REGISTRATION REQUEST FORM Registration and Financial Obligation MONTHLY COURSE REGISTRATION BY STUDENT FOR EACH COURSE Every student must register for each course every month. This means that you will Completed Registration forms should always be sent to the following email addresses: fountaindynamicgrouphqts@yahoo.com, exams@lmcng.org and info@lmcng.org. Registration each month is a formal written procedure that represents…

Words 539 - Pages 3

Marketing Strategy and the Contemporary Challenges in Marketing Effectivness: a Case Study Essay

MARKETING STRATEGY AND EVAULATING THE CONTEMPORARY CHALLENGE IN MARKETING EFFECTIVNESS: A case study of Tikur Abay Transport Share Company By: Belay Getachew A senior essay submitted to St. Mary’s University College in partial fulfillment of the requirements for the degree of Management in Distance Education Division July 2009 Addis Ababa Chapter One Introduction 1. Back ground In present competitive world and business environment things would not move…

Words 15889 - Pages 64

intermediate accounting 2 test bank Essay

tising and Promotion An Integrated Marketing Communications Perspective Belch 8 Advertising Principles And Practice Wells 7 Advertising Promotion and Other Aspects of Integrated Marketing Communications Shimp 8 Aging and The Life Course An Introduction to Social Gerontology Quadagno 4 Alternative Dispute Resolution A Conflict Diagnosis Approach Coltri 2 American…

Words 8328 - Pages 34

Essay about Management: Marketing and Inter-firm Relationships

Marketing Intelligence & Planning Emerald Article: Organizational structure and specialized marketing capabilities in SMEs Guilherme Trez, Fernando Bins Luce Article information: To cite this document: Guilherme Trez, Fernando Bins Luce, (2012),"Organizational structure and specialized marketing capabilities in SMEs", Marketing Intelligence & Planning, Vol. 30 Iss: 2 pp. 143 - 164 Permanent link to this document: http://dx.doi.org/10.1108/02634501211211957 Downloaded on: 05-05-2012 References:…

Words 9071 - Pages 37

Strategic Audit of a Corporation Essay

Strategic Audit of a Corporation I. Current Situation A. Current Performance . How did the corporation perform the past year overall in terms of return on investment, market share, and profitability? B. Strategic Posture What are the corporation's current mission, objectives, strategies, and policies? 1. Are they clearly stated or are they merely implied from performance? 2. Mission: What business(es) is the corporation in? Why? 3. Objectives: What are the corporate, business, and…

Words 2934 - Pages 12

Essay about Strategic Marketing Plan for a Water Bottling Company

[pic] Strategic Marketing Plan for Water Mart Systems (Pvt.) Ltd [pic] Index Page |1.0 INTRODUCTION |3 | | 1.1 - Definitions for marketing |3 | | 1.2 – The role and the importance of marketing in strategic planning…

Words 2743 - Pages 11