Factors affecting Marketing decision

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Select an organization with which you are familiar that conducts both domestic and global marketing.

Case of Mcdonald's

McDonald's Corporation is the world's largest chain of fast-food restaurants. Although McDonald's did not invent the hamburger or fast food, its name has become nearly synonymous with both. McDonald's brand is in 122 countries around the world. Thirty thousand locations serve 51 million customers each day. More than 70 percent of McDonald's restaurants around the world are owned and operated by independent local businesspeople.

McDonald's Corporation engages in the operation and franchising of McDonald's restaurants worldwide. Its restaurants offer hamburgers and cheeseburgers etc. As of June 30, 2005, the company had 31,647 restaurants, including 9,197 operated by the company, 18,291 operated by franchisees and 4,159 operated by affiliates. McDonald's Corporation was founded by Ray Kroc. The company is based in Oak Brook, Illinois.

In addition, the company operates other restaurant brands, such as Aroma Café, Boston Market, Chipotle Mexican Grill, and has a minority stake in Pret a Manger. Revenues for 2004 were US$19.07 billion, with net income at $2.28 billion.
(Source yahoo.com)

b. Discuss the high-level domestic and global environmental factors that may impact the organization's marketing decisions.

HIGH LEVEL DOMESTIC AND GLOBAL ENVIRONMENTAL FACTORS
External Factor Analysis Summary: Here we will analyze the affect of societal (Both domestic and global) forces and to see what trends are like to affect the McDonald's in a brief manner.
? Economic Forces: One has monitor the economic trends like GDP trends, Interest rates, Money supply, Inflation rates, Unemployment levels, Disposable income. Currently in USA there is recession but in other parts of world there is growth especially in Asian countries. Individual economies becoming interconnected into a global economy.
? Technological Forces: Impact of Internet, virtual online stores, using Internet effectively to increase the reach and to reduce the cost. Portable Information Devices, Electronic networking, smart mobile robots, increase in the speed of microprocessors will have tremendous impact on business. Using technology to improve the supply chain management in the food industry. Using portals to improve brand loyalty and community building to know more about the customer is crucial to food industry.
? Political Legal regulations; As a large company McDonald is finding it tough to handle regulations like anti trust regulations. One should also be aware of foreign trade regulations, attitude towards foreign companies as McDonald is a multinational company.
? Societal Trends: It is of very much importance to restaurant giant. The factors like lifestyle changes age distribution of population, life expectancies etc.

This analysis will help ...