Marketing Mix Essay

5054 Words21 Pages
EXECUTIVE SUMMARY This report discuss the about the analysis of external and internal environment of McDonald’s in Malaysia. In the external analysis, PESTEL would be used as a guide to measure the surrounding environment of the organization, which includes political, economic, social cultural, technology, environmental and legal forces. The comparisons of competitors’ strategies with the organization would help to identify the strength and weakness. The competitors in Malaysia involved KFC, MaryBrown, A&W, Wendy’s, Carl’s Jr., and Ramly Burger. In the discussion, McDonald’s target markets are identified followed by the positioning. “Children and Family” and “Casual Youth”. The main objective of McDonald’s is making nutrition and wellbeing of customers as the first in line priority goal in the next 3 years. For the internal analysis, the competitive advantages, marketing mix, and the performances are measured to conclude the strength of its strategies. The purpose of these comparisons and measurements helps to identify the problems: strong players of the industry make competing for the same customer base extremely difficult. The possible solutions are pointed out. 2.0 External Environmental Analysis (PESTEL) The external analysis examines opportunities and threats that exist in the environment. Both opportunities and threats exist independently of the firm and they are determined by the following forces shown by the diagram below (Glaser, 1985); Figure 1: External environment analysis of McDonald's 2.1 Political forces Malaysia was practising a complete ban on fast food advertisements on televisions before health minister Chua Soi Lek addressed the press lifting up the complete ban. He concluded saying the ads must be clearly labelled so that it would not mislead and none of the advertisements should be directed at children under the

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