Marketing Case Study (McDonald's): Briefly explain the country in which you have chosen to market the product and why you selected that country.
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For this project, choose a product that is currently available in the country you live in and you want to market in another country. Using the cybrary, the Internet and your text you will need to develop a portion of the strategic marketing plan that includes the following:
Briefly explain the country in which you have chosen to market the product and why you selected that country.
A marketing mix and a competitive advantage for the product.
A pricing strategy, a price, and a rationale explaining the price of each of your products. Remember to consider turnover, competition, and elasticity of demand in your strategy.
A media strategy for marketing the product including an image and position to be developed, types of promotion to be used, and media to be used. Remember to specify the advantages of the chosen media, frequency, and continuity to be used.
For questions 2,3 and 4, explain how these will be similar or different from the current strategies that are being used in your home country and why there are similarities or differences.
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"McDonald's restaurants in China and certain international markets are open during breakfast hours and offer a full- or limited-breakfast menu. Breakfast offerings may..."
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The product selected is McDonald's products and the country selected is China
1. Briefly explain the country in which you have chosen to market the product and WHY you selected that country.
· The China fast food market has experienced rapid growth between 1999 and 2003, growing at a compound annual growth rate (CAGR) of 11.7% over the period.
* By far the leading revenue source for the Chinese fast food market is chain outlets, despite the competitive presence of independent fast food restaurants.
· In the next five years the Chinese fast food market is expected to continue with its rapid growth. The market is forecast to grow at a CAGR of 12.2% for the 2003-2008 period, culminating in a market value of $138.82 billion in 2008. This growth remains considerably stronger than the global market.
The strength of the Chinese market's growth is well illustrated by its increasing share of the global fast food market. Gaining 5.4 percentage points in the 1999-2003 period culminated in a global market share of 28.3%. This figure is expected to rise a further 8.4 percentage points between 2003-2008 resulting in a market share in 2008 of 36.7%. This growth of the China's market share is rapidly catching the leading US market share and is expected to continue to do so. The US market is expected to lose 10.4 percentage points over the whole 1999-2008 period, leaving the China's market just 0.7 percentage points shy of the leading share.
By far the leading revenue source for the China's fast food market is chain outlets, despite the competitive presence of independent fast food restaurants. Accounting for 73.8% of the market, the value generated from chain outlets in 2003 was a staggering $57.50 billion. However, although only responsible for 26.2% of the fast food market as a whole, independent outlets still generated $20.40 billion in 2003 and were growing at a rate slightly quicker than the chains.
2. A marketing mix and a competitive advantage for the product.
McDonald's restaurants offer a substantially uniform ...
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