2. Outwitting the Big Buzz
Mcdonald's:
Outwitting the Big Buzz

3. Opportunity and Issue Analysis

4. Company History
Vision Mission Statement
Business Definition Model

5. McDonald's Philippines
Milestone

6. Current Marketing Situation

7. Definition of the Industry
Size and Scope of the Industry
Competition

9. Economic
Technology

10. Five Forces Model

11. 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

12. War Map

14. Analysis
Key Success Factors

15. Advertising and Promotion
Proper Pricing
Quality of the Food
Product Lines
Extensive Branch Network
Availability of Raw Materials
Franchising

16. Economic Review

17. 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%

18. Target Market
Profile

19. Competitor's Matrix
Analysis

20. 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)

21. Customer's Comparison
Matrix

22. Competitor’s Target Market Proposed Target Market
Skippy’s
Yuppies
Young Adults

23. TOWS Analysis

24. 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

25. TOWS Matrix Analysis

27. BCG Matrix

30. Growth Opportunity Matrix

32. Proposed Marketing Objectives

33. Market Share
Sales
Be the leading fast food chain in the Philippines (long term)

34. Product Strategies

35. Proposed Products
for McDonald's

36. McFish Fillet

37. McHalo Fiesta

38. New McFloat Flavors

39. McBrownies

40. McPizza

41. Place Strategy

42. Price Strategy

43. 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

44. Proposed Marketing
Strategies

45. Repositioning

46. Advertising and Promotions
Place of Distribution
Product Development
Advertising and Promotions

47. Marketing Strategies
and
Action Program

49. January

51. February

53. March

55. April

58. June

60. December

62. Appendices

63. Survey Results

72. 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
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