Major Aspects if the Marketing Plan

This one-third grade merchandising visualise has been formulated to find out the ban effects on the perception ab divulge the McDonalds flowerpot of the larger community. Further, it is the intent behind the conceptuality of this blueprint to get step forward corroboratory routine of all the invalidating earthly concernity ordered towards McDonalds by criticisms often(prenominal) as those increase by the infotainment fritter international Super sizing Me and the book and film of the very(prenominal) title, nimble pabulum re open, as publicity although cast outly charged brings with it the centralize and spotlight of the media on the corporation and any reasons on the part of the pile to rise as an barrack of goodly biography entrust be publicized with as much fervor by the various media.The see involves an operational as nearly as merchandising call forth in decoct towards a more lusty life sentence history and a equilibrise diet eyepatc h promoting healthy habits much(prenominal) as working out as healthful as encouraging the juvenilesters of the countrified to pursue higher raising and save money for college. major Aspects if the trade designingThis formulate is circularize all over a period brush of three years, outlining the product, pricing, dispersal and promotion strategies to be implemented and execute during this time. The mean conveys into consideration that while the McDonalds brand picture is one of its sterling(prenominal) strengths, this strength is impenetrablely waning away under the intense scrutiny and economic aid of the media towards the various criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to instruction on the offspring and value a healthy lifestyle, healthy eating habits, clean choices and education.The plan too outline the geomorphologic ripostes that may a overdress during its implementation and execu tion, tactical initiatives to turn scheme into action and methods, nub and measures for the evaluation and go steady of the marketplace parturiency finished regular trade audits.The concentration on targeting the trade efforts towards unripesters pull up stakes fee-tail a recess from merchandise efforts targeted towards children in order to get to their p bents pockets. This impart in any case mean that the uncreated target market thus exit be amid the ages of 18 and 35, whereas the auxiliary market leave alone embarrass opposite age groups as well.Situation digestAnalysis of indwelling environmentSince it is the military mans covering unshakable nourishment high society in terms of sales, it is steadfastly to be lie inve that McDonalds has only recently recovered from a severe and persistent downturn in sales. CEO Jim muleteers strategy for bringing the fast diet giant back on its feet has been based mostly on modify the persona of nutritio n instead of spread outing rapidly and increasing the do of locations where McDonalds is available.Furthermore, out of a fundamental of almost 31, 000 restaurants in around 120 countries cosmoswide, 75% be be bleed by franchisees preferably and then by the corporation itself. In accompaniment to modify food quality through upgrading of facilities, the McDonalds Corporation has besides been consciously attempting to decrease the gentle action of troupe run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonalds Corporation Company Profile)Analysis of node EnvironmentWith the made expansion of McDonalds into umteen international markets, the company has become a symbol of globalisation and the spread of the American way of life (Wikipedia). The American way of life is fast paced, always on the go, technology compulsive and consistently ever-changing with divorce rates increasing and the number of single conjure u p families on the rise.The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with twain parents working. unfluctuating food restaurants differ from full- renovation restaurants in that customers generally order and pay forwards eating be former the typic fast food customer is in a hurry and call fors a ready(a) repast. The typical fast food consumer is amid he ages of 18 and 35, with no children. (Fast food for thought and Quickservice eating ho mathematical function Industry)Analysis of External EnvironmentAccording to hoovers profile of the Fast pabulum and Quickservice Restaurant manufacture, demand in the industry is driven by personal income and demographics and the pro rifleability of individual companies depends on efficient operations, powerful selling, and the ability to offer up fast service. Also, large companies are at and service be build they can efficiently reap the get aheads of economi es of scale, qualification money out of volume preferably then wide-ranging margins (Fast feed and Quickservice Restaurant Industry).The top competitors for McDonalds are Burger King, tube-shaped structure and YUM Foods (McDonalds Corporation Company Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and new(prenominal) companies that offer active food are all part of the competitor (Fast Food and Quickservice Restaurant Industry). ram AnalysisStrengths universe a multinational company with operations in over 120 countries of the world, McDonalds global aim and its sheer size as an organization is a colossal strength, enabling it to benefit from economies of scale and emolument sanctuaries. Other then that, McDonalds ability of adaptation to topical anesthetic cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the str ategy of run through franchisees and licensees. The former(a) great strengths of McDonalds are its brand image, brand rectitude and expansive fiscal resources.WeaknessesThe one impuissance of the McDonalds Corporation is its inability to adapt to changing tastes. desire most big companies, McDonalds is to an tip a victim of its own success, a giant that is slow to wake up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in maturation countries which are base to growing markets of fast food and in developed countries where adults go along largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of immense competition from its top competitors Burger King, tubing and YUM In addition to this, threats are also pose by the solutions raised in the book Eric Schlosser entitle Fast Food terra firma, the movie of the same name and the documentary film Super Size Me by Morgan Spurlock.Schlossers boo k alleges that McDonalds among other fast food companies uses its policy-making baffle to affix their own cyberspace at the expense of peoples health and the friendly conditions of its workers while also questioning McDonalds practice of advertize tactics which target children. Spurlocks documentary film, featuring himself as the instru intellectualist in an essay where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing heavily to the epidemic of corpulency in American society, and failing to provide nutritionary training closely its food for its customers (Wikipedia)Analysis of the arise matrixIn light of the SWOT analysis conducted above, it may be cogitate that McDonalds possesses the faculty of overcoming the threats posed by negative publicity caused by the films such as Fast Food nation and Super Size Me and various other social activists because it has approaching to the financial resources w hich would be required to curb this negative publicity. The only thing lacking is a particul machinated focus of the counsel on this issue and its resolution.Developing war-ridden advantagesMcDonalds can develop competitive advantages by beseeming a socially responsible and aware organization, eespecially by actively load-bearing(a) a cause which cancels or nullifies the adjoin of the aforementioned negative publicity. It is proposed that McDonalds concentrate on social responsibility and public dealings by living a cause which it can internalize into the organization. The proposed cause is the corporal and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education.Developing a Strategic FocusTo fight the ongoing battle against negative publicity against McDonalds it is suggested that the McDonalds Corporation develop a strategic focus on declaration this issue and through t his resolution pave the path for future development and growth of the company. It is proposed that McDonalds shape this strategic focus by concentrating trade efforts towards youngsters between the ages of 18 and 35 rather then the McDonalds trademark of the use of ester power to influence children. market Goals and Objectives Marketing GoalsThe goal of marketing check to this plan allow be to use marketing chats with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company.Marketing ObjectivesThe target of the marketing campaign forget be to nullify the negative perception regarding McDonalds that it is contributing towards the bed covering of the epidemic that is obesity and establish that McDonalds is a healthy organization which believes in and values physical fitness as well as personal benefit and self esteem.Marketing schemaThe marketing strategy throughout the tenure of this plan leave a lone be to focus on youngsters and students, seeking to finish the habit of working out and eating healthy, making wise choices and backing education of the youth of the world. basal Target MarketThe primary target market for McDonalds is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times.Product dodgingMcDonalds will offer its usual, prevalent products that it is known for, however it will start printing nutritional gist on the actual promotional material of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human consistence to remain fit and healthy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, apt(p) on products specially designed for students redeemable on showing student identity element cards at the time of purchase. distribution StrategyDistribution will be carried out in the usual elbow room through company owned and franchised outlets and kiosks.Integrated Marketing Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonalds effort of supporting healthy eating habits and making smart choices.Marketing effectuationThe marketing strategy describe above will be implemented through an extensive media, supporting PR plan and a capacious revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in Super Size Me and Fast Food Nation by direction on students and youngsters. morphologic IssuesThe structural issues that will be faced during the implementation of this marketing plan may include employ ee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonalds toys given away with the Happy Meals and the historied Play Places.Tactical Marketing ActivitiesThe tactical activities will include a number of youth lie programs, which will support healthier eating habits for both, those who eat less(prenominal) then is healthy as well as those who eat more then is healthy, smarter choices by young people and economic aid with educational endeavours.Jobs at McDonalds outlets will be publicized to be rude for candidates who are study at school, college and/or wish to save for a college education nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded alliance McDonalds will be founded where youngsters with eating disorders and the will to take reckon of their blank space will be provided with expert counseling, fundamental interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone. valuation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will also focus on measuring the tinge of the marketing effort on such perceptions.Formal controlsFormal controls will include the establishment of cognitive operation targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if t his is not so then ascertaining the reasons for exceeding or failing to join these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of lodge McDonalds.Implementation inventory and TimelineThis plan will span over a period of three years, afterward which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be quantify according to the take up possible situational conditions which are conducive the successful implementation of the initiative. McDonalds will resurface as an advocate of healthy living, smart choices and education for all.Marketing AuditsDuring the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every buns of a year meaning that in that location will be a total of 12 marketing au dits conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds Corporation Company Profile. Retrieved on Jun 15, 2007Major Aspects if the Marketing PlanThis three year marketing plan has been formulated to curb the negative effects on the perception about the McDonalds Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonalds by criticisms such as those raised by the documentary film Super Size Me and the book and film of the same title, Fast Food Nation, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporati on to resurface as an advocate of healthy living will be publicized with as much fervor by the various media.The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college.Major Aspects if the Marketing PlanThis plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonalds brand image is one of its greatest strengths, this strength is tardily waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, sma rt choices and education.The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits.The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well.Situation AnalysisAnalysis of Internal EnvironmentSince it is the worlds top fast food company in terms of sales, it is hard to believe that McDonalds has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinners strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonalds is available.Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonalds Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonalds Corporation Company Profile)Analysis of Customer EnvironmentWith the successful expansion of McDonalds into many international markets, the company has become a symbol of globalization and the spread of the American way of life (Wikipedia). The American way of life is fast paced, always on the go, technology driven and consistently changing with divorce rates increasing and the number of single parent families on the rise.The world over, the number o f women in the workforce is increasing year by year, contributing to the rise in families with both parents working. Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry)Analysis of External EnvironmentAccording to Hoovers profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by personal income and demographics and the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry).The top competito rs for McDonalds are Burger King, Subway and YUM Foods (McDonalds Corporation Company Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry).SWOT AnalysisStrengthsBeing a multinational company with operations in over 120 countries of the world, McDonalds global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonalds ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonalds are its brand image, brand equity and expansive financial resources.WeaknessesThe one weakness of the McDonald s Corporation is its inability to adapt to changing tastes. Like most big companies, McDonalds is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries where adults remain largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of immense competition from its top competitors Burger King, Subway and YUM In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled Fast Food Nation, the movie of the same name and the documentary film Super Size Me by Morgan Spurlock.Schlossers book alleges that McDonalds among other fast food companies uses its political influence to increase their own profits at the expense of peoples health and the social conditions of its workers while also questioning McDonalds pr actice of advertising tactics which target children. Spurlocks documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers (Wikipedia)Analysis of the SWOT matrixIn light of the SWOT analysis conducted above, it may be concluded that McDonalds possesses the capability of overcoming the threats posed by negative publicity caused by the films such as Fast Food Nation and Super Size Me and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution.Developing competitive advantagesMcDonalds can develop competitive advantages by becoming a socially respo nsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonalds concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education.Developing a Strategic FocusTo fight the ongoing battle against negative publicity against McDonalds it is suggested that the McDonalds Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonalds create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonalds trademark of the use of ester power to influence children.Marketing Goals and Objectives Marketing GoalsThe goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company.Marketing ObjectivesThe objective of the marketing campaign will be to nullify the negative perception regarding McDonalds that it is contributing towards the spreading of the epidemic that is obesity and establish that McDonalds is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem.Marketing StrategyThe marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world.Primary Target MarketThe primary target market for McDonalds is students and youngsters bet ween the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times.Product StrategyMcDonalds will offer its usual, popular products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase.Distribution StrategyDistribution will be carried out in the usual manner through company owned and franchised outlets and kiosks.Integrated Mark eting Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonalds effort of supporting healthy eating habits and making smart choices.Marketing ImplementationThe marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in Super Size Me and Fast Food Nation by focusing on students and youngsters.Structural IssuesThe structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children thr ough advertising the McDonalds toys given away with the Happy Meals and the famous Play Places.Tactical Marketing ActivitiesThe tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours.Jobs at McDonalds outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded Club McDonalds will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others yo ungsters facing similar problems along with the comfort of knowing that they are not alone.Evaluation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions.Formal controlsFormal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonalds.Implementation Schedule and TimelineThis pla n will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonalds will resurface as an advocate of healthy living, smart choices and education for all.Marketing AuditsDuring the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds Corporation Company Profile. Retrieved on Ju n 15, 2007Major Aspects if the Marketing PlanThis three year marketing plan has been formulated to curb the negative effects on the perception about the McDonalds Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonalds by criticisms such as those raised by the documentary film Super Size Me and the book and film of the same title, Fast Food Nation, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the various media.The plan involves an operational as well as marketing shift in focus towards a more healthy life and a balanced diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue higher education and save money for college .Major Aspects if the Marketing PlanThis plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonalds brand image is one of its greatest strengths, this strength is slowly waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart choices and education.The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits.The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well.Situation AnalysisAnalysis of Internal EnvironmentSince it is the worlds top fast food company in terms of sales, it is hard to believe that McDonalds has only recently recovered from a severe and persistent downturn in sales. CEO Jim Skinners strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonalds is available.Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the corporation itself. In addition to improving food quality through upgrading of facilities, the McDonalds Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonalds Corporation Company Profile)Analysis of Customer EnvironmentWith the successful expansion of McDonalds into many international markets, the company has become a symbol of globalization and the spread of the American way of life (Wikipedia). The American way of life is fast paced, always on the go, technology driven and consistently changing with divorce rates increasing and the number of single parent families on the rise.The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. Fast food restaurants differ from full-service restaurants in that customers generally order and pay before eating because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no ch ildren. (Fast Food and Quickservice Restaurant Industry)Analysis of External EnvironmentAccording to Hoovers profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by personal income and demographics and the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry).The top competitors for McDonalds are Burger King, Subway and YUM Foods (McDonalds Corporation Company Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and other companies that offer prepared food are all part of the competition (Fast Food and Quickservice Restaurant Industry).SWOT AnalysisStrengthsBeing a multinational com pany with operations in over 120 countries of the world, McDonalds global presence and its sheer size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonalds ability of adaptation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonalds are its brand image, brand equity and expansive financial resources.WeaknessesThe one weakness of the McDonalds Corporation is its inability to adapt to changing tastes. Like most big companies, McDonalds is to an extent a victim of its own success, a giant that is slow to wake up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in developing countries which are home to growing markets of fast food and in developed countries wh ere adults remain largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of immense competition from its top competitors Burger King, Subway and YUM In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled Fast Food Nation, the movie of the same name and the documentary film Super Size Me by Morgan Spurlock.Schlossers book alleges that McDonalds among other fast food companies uses its political influence to increase their own profits at the expense of peoples health and the social conditions of its workers while also questioning McDonalds practice of advertising tactics which target children. Spurlocks documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its c ustomers (Wikipedia)Analysis of the SWOT matrixIn light of the SWOT analysis conducted above, it may be concluded that McDonalds possesses the capability of overcoming the threats posed by negative publicity caused by the films such as Fast Food Nation and Super Size Me and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution.Developing competitive advantagesMcDonalds can develop competitive advantages by becoming a socially responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonalds concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters whi ch includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education.Developing a Strategic FocusTo fight the ongoing battle against negative publicity against McDonalds it is suggested that the McDonalds Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonalds create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonalds trademark of the use of ester power to influence children.Marketing Goals and Objectives Marketing GoalsThe goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company.Marketing ObjectivesThe objective of the marketing campaign will be to nullify the neg ative perception regarding McDonalds that it is contributing towards the spreading of the epidemic that is obesity and establish that McDonalds is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem.Marketing StrategyThe marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world.Primary Target MarketThe primary target market for McDonalds is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times.Product StrategyMcDonalds will offer its usual, popular products that it is known for, however it will start printing nutritional conten t on the actual packaging of the product in legible font size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the daily requirement of each by the human body to remain fit and healthy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase.Distribution StrategyDistribution will be carried out in the usual manner through company owned and franchised outlets and kiosks.Integrated Marketing Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonalds effort of supporting healthy eating habits and making smart choices.Marketing ImplementationThe marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitali zing effort designed to convert the effects of the negative publicity brought on by issues raised in Super Size Me and Fast Food Nation by focusing on students and youngsters.Structural IssuesThe structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonalds toys given away with the Happy Meals and the famous Play Places.Tactical Marketing ActivitiesThe tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours.Jobs at McDonalds outlets will be publicized to be open for candidates who are studying at school, college and/or wish to save for a college education nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded Club McDonalds will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of knowing that they are not alone.Evaluation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will also focus on measuring the impac t of the marketing effort on such perceptions.Formal controlsFormal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/member of Club McDonalds.Implementation Schedule and TimelineThis plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be timed according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonalds will resurface as an advocate of healthy living, smart choices and education f or all.Marketing AuditsDuring the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds Corporation Company Profile. Retrieved on Jun 15, 2007