Marketing Management Essay writing help Study on:: Marketing strategy of McDonalds in Australia

Question asked??

Write an essay on marketing scenario’s and strategies of McDonald’s in Australia??

Solution the question proposes is::

Introduction:

This project deals with the current market scenario for the McDonalds restaurant chain in Australia. The organization has been in the country since a long time and this has resulted in a lot changes that the organization had to make sure that they were competent in the fast food industry in the country. The project describes in brief the history of the organization in the country. The project also deals with the market leadership of the organization. There is then a PESTE analysis of the company and a 4P analysis of the organization.

McDonald’s in Australia:

McDonalds is a food chain that has a global appeal. The organization has outlets all over the world. Mcdonalds has had success since the time they entered the food chain market. They entered the Australian fast food market in 1971 and since then the organization has grown to be one of the largest food chains in the country. The major competitors to McDonalds in Australia are Burger King and Heart Tick. The company however is still the leader in the industry as it still holds more than 50% of the available market share due to its deep penetration strategy in the country. The brand is in the maturity stage as the growth is restricted.

PESTLE Analysis:

Political:

As per Lessnau (2004), the political scenario of the organization in the country is not of great concern. The political scenario of the country is stable and there has not been a lot development that may affect the workings of the organization. The political scenario in the country is stable and there are no developments that have a major bearing on the functioning of the organization.

Economic:

As per Lessnau (2004), the economic scenario in the country has been affected by the global turndown and this is showing in the basic revenue decrease in the organization, the global downturn is something that has affected a lot of organization all across the globe. However the organization has not had a lot of changes in the ways that they have to manage their resources. However they shall have to make sure that they do not become a victim of the global downturn.

Socio Cultural:

As per Lessnau (2004), the organization is present in such a scenario that the products that they offer are never something that the people of Australia shall not be consuming. This is the reason that the organization has a business model that can be sustained in the long term as well, The products offered are a part of the social food culture of the country and this makes it a socially sustainable organization where there cannot be a lot of changes in the food habits of the people in the country,

Technological:

As per Lessnau (2004), there have been constant improvements in the technological aspect of all industries. Even for the fast food industry new technological changes have brought in machines that can make the fat food even faster. For the country of Australia the organization has to have a constant look out for the required technological changes as Australia is a developed country and this makes the changes in technology more frequent and more advanced and thus this becomes as area of concentration for the organization,

Environmental:

As per Lessnau (2004), food service organizations have always been considered as those who take a lot from nature as their basis of earnings is based upon natural produce. The same case is with McDonalds. The organization has to have a set of rules and regulations that help it to sustain the environment of the country. The environmental laws in Australia are very strict and it shall not be good for the future of the organization of it steps the line in these laws.

Marketing Mix Strategy:

Price:

As per Marr 2006) there is a lot of competition from the other players in the industry to McDonalds. Although the market leader in the fast food industry there is a lot of danger that the others may overtake it in the near future. To make sure that this does not happen the organization shall have to be competitive in its prices. Customers have knowledge about the quality of the products that McDonalds gives. However the thing that is can draw them to the store in larger numbers is the fact that the prices at the food chain are lower than that of their competitors. And this is the reason why there has to be a competitive pricing for the products served by the organization.

Promotion:

As per McDonnell (1990), no organization wither big or small can survive in any industry that they are in without the proper promotion strategies These strategies can be ranging from actual discounts on the products offered to having various promotional contests or other activities that make the organization well known in the area. Although for McDonalds there cannot be a lack of knowledge about the organization and the brand name but there has to be promotional strategies that have to be undertaken to make sure that the customers keep coming to the store. To make this happen Mcdonalds has to continue its current promotional strategies of competitions and other activities that it does in its stores. This along with the Corporate Social Responsibility activities that the organization undertakes shall be helpful in retaining old customers and taking out new customers from their competitors.

Product:

As per Roach (1998), there has been sever competition in the fast food industry in Australia. The local competitors along with international competitors like Burger King have had a constant battle for supremacy with the organization. There has been a clear winner in McDonalds till now however there is the constant threat of innovation in the products that other may do that makes the organization appreciate the research and development activities that they undertake to allow more menu options in their arsenal. Not only innovation some competitors have also copies the menu items from the organization and changed their names to suit their brand, this is also something that the organization has to be aware of. There has to be constant innovation in the way the organization provides its products and there has to be a constant change in the way these products are served and the way that they taste. Only through constant innovation can the organization survive in this particular environment.

Place:

As per Ryan (2000) the place where the organization serves its food is another P of the 4P’s that holds a lot of importance for the survival of the organization in its quest for making sure that they remain the market leaders in the fast food industry in Australia. The place of the serving is the restaurant that the organization has had the servings done. The place of serving has to be properly lighted with a cheerful atmosphere where the customers shall be delighted come and have their food in. There should be enough seating space to handle the lunch and dinner rush that shall arrive at the outlet at the mentioned times. Thus the place of serving becomes equally important to the customers as the pricing or the product quality. Therefore the organization has to make sure that they do not forget this aspect of their survival and growth strategy and they continue to use the 4P’s to grow substantially.

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