Outwitting the Big Buzz Mcdonald's: Outwitting the Big Buzz
Opportunity and Issue Analysis
Company History Vision Mission Statement Business Definition Model
McDonald's Philippines Milestone
Current Marketing Situation
Definition of the Industry Size and Scope of the Industry Competition
Economic Technology
Five Forces Model
Indirect competitors: - Jollibee Indirect competitors: - Burger King Buyers: Primary: - students -office workers -class A, B, C Secondary: - shoppers - tourists Substitutes: - KFC - Chowking - Wendy’s - Greenwich
War Map
Analysis Key Success Factors
Advertising and Promotion Proper Pricing Quality of the Food Product Lines Extensive Branch Network Availability of Raw Materials Franchising
Economic Review
Key Results Area 2005 2006 2007 SALES 5,295,139,101 6,350,194,872 7,154,433,428 PROFIT 3,327,400,997 106,474,041 269,817,869 MARKET SHARE 18% 15% 13%
Target Market Profile
Competitor's Matrix Analysis
Primary Competitors Jollibee Tropical Hut Wendy’s Kentucky Fried Chicken Burger King Reasons They have the same target market with McDonald’s Similar products Almost the same pricing Secondary Competitors Chowking Greenwich Pizza Hut Tokyo Tokyo Also a quick service restaurant but offers different style of foods (Tokyo Tokyo & Chowking) Some of their products are similar to McDonlad’s (Greenwich & Pizza Hut)
Customer's Comparison Matrix
Competitor’s Target Market Proposed Target Market Skippy’s Yuppies Young Adults
TOWS Analysis
Positive Attributes Negative Attributes I n t e r a l f c o s E x t e r n a l f c o s
TOWS Matrix Analysis
BCG Matrix
Growth Opportunity Matrix
Proposed Marketing Objectives
Market Share Sales Be the leading fast food chain in the Philippines (long term)
Product Strategies
Proposed Products for McDonald's
McFish Fillet
McHalo Fiesta
New McFloat Flavors
McBrownies
McPizza
Place Strategy
Price Strategy
PRODUCT PROPOSED PRICE 1pc. Chicken McDo meal with drinks P82 McSpaghetti with drinks P49 McSpaghetti P39 Regular Fries P24 Burger McDo with fries and drinks P56 Burger McDo Hot Fudge / Caramel Sundae Apple Pie
Proposed Marketing Strategies
Repositioning
Advertising and Promotions Place of Distribution Product Development Advertising and Promotions
Marketing Strategies and Action Program
January
February
March
April
June
December
Appendices
Survey Results
eLy cherry lors kim eva icar darren raven Cast: Team Leader : Raven Gomez Editor in Chief : Darren Padilla Assistant Editor : Lorraine Manager: Cherry Assistant Manager: Kim President: Kevin Ellazar Company Model: Hazel A.K.A. Eva Punda cherry lors kim eva icar darren raven