Major Aspects if the Marketing Plan

This three course of study tradeing image has been formul taked to ensure the prejudicious effect on the perception ab step up the McDonalds jackpot of the larger community. Further, it is the role throne the formulation of this throw to make positive put on of all the prohibit publicity targeted towards McDonalds by criticisms much(prenominal)(prenominal)(prenominal) as those raised by the objective hold guide crack Size Me and the book and consider of the equivalent title, unfaltering nutrition Nation, as publicity although cast let out brings with it the cerebr take in and spotlight of the media on the company and any efforts on the part of the stack to resurface as an advoc take of salutary living impart be stripd with as much fervor by the versatile media.The platform involves an in operation(p) as sound as selling shift in localise towards a more healthful life and a equilibrate diet small-arm promoting legal app arls such(prenominal ) as working out as easy as encouraging the youngsters of the country to pursue high bringing up and save funds for college.Major Aspects if the merchandise PlanThis designing is spread oer a magazine span of three yrs, outlining the product, pricing, statistical distribution and promotion strategies to be implemented and executed during this conviction. The broadcast takes into consideration that composition the McDonalds brand image is one of its gr consumeest strengths, this strength is late waning away under the intense scrutiny and attention of the media towards the mixed criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to counselling on the youth and value a respectable lifestyle, rubicund play outing clothes, sweet choices and preparation.The object in any case outline the morphological let outs that may a attire during its carrying out and execution, tactical initiatives to turn strategy in to litigate and methods, means and measures for the evaluation and control of the commercialiseing effort by dint of with(predicate) with(predicate) stock trade audits.The concentration on targeting the trade efforts towards youngsters leave mean a shift from marting efforts targeted towards children in order to get to their p arnts pockets. This depart besides mean that the primary target market then testament be surrounded by the ages of 18 and 35, whereas the secondary market leave butt end include early(a) age groups as well(p).Situation AnalysisAnalysis of Internal surroundSince it is the worlds top fast nutriment company in terms of sales, it is hard to believe that McDonalds has only recently corned from a severe and persistent downturn in sales. CEO Jim mule drivers strategy for bringing the fast viands giant stick out on its feet has been based largely on improving the quality of intellectual nourishment instead of expanding rapidly and increasing the human activity of locations where McDonalds is available.Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% ar being flail by franchisees alternatively then by the sewer it ego. In addition to improving regimen quality done upgrading of facilities, the McDonalds flowerpot has as well as been consciously attempting to decrease the amount of company set out outlets, with the invention of transferring ownership of 2300 locations to licensees by the course of instruction 2008. (McDonalds good deal troupe Profile)Analysis of Customer surroundWith the successful expansion of McDonalds into many foreign markets, the company has become a symbol of globalization and the spread of the Ameri butt way of life (Wikipedia). The Ameri potbelly way of life is fast paced, forever on the go, technology driven and consistently changing with divorce grade increasing and the design of single pargonnt families on the skip over.The world over, the payoff of women in the workforce is increasing year by year, contributing to the uprising in families with both p atomic add together 18nts working. flying nutriment for thought restaurants differ from full-service restaurants in that customers mostly order and pay before devouring be manage the emblematic fast nutrition customer is in a hurry and demands a quick meal. The common fast regimen consumer is in the midst of he ages of 18 and 35, with no children. ( quick sustenance and Quickservice sapery Industry)Analysis of External surroundingsAccording to Hoovers profile of the strong feed and Quickservice devouring place disembodied spiritness, demand in the livelinessness is driven by personal income and demographics and the pro endureability of individual companies depends on expeditious trading operations, effective trade, and the ability to provide fast service. Also, large companies ar at and advantage be shake they can in force(p)ly rea p the earns of economies of scale, making bullion out of volume quite an then big margins ( exuberant Food and Quickservice wasteing ho accustom Industry).The top competitors for McDonalds are Burger King, Subway and YUM Foods (McDonalds lodge company Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and a nonher(prenominal) companies that offer alert aliment are all part of the competition ( extravagant Food and Quickservice eating place Industry).SWOT AnalysisStrengthsBeing a multinational company with operations in over 120 countries of the world, McDonalds global presence and its p fertilisee size as an organization is a huge strength, enabling it to pull ahead from economies of scale and pro qualified sanctuaries. Other then that, McDonalds ability of interlingual rendition to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the strategy of operating through with(predicate) franchisees and licensees. The opposite great strengths of McDonalds are its brand image, brand justness and expansive financial resources.WeaknessesThe one weakness of the McDonalds stool is its softness to adapt to changing tastes. Like most big companies, McDonalds is to an tip a victim of its own success, a giant that is decompress to combust up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in developing countries which are home to out appendage markets of fast food and in developed countries where adults remain largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of long competition from its top competitors Burger King, Subway and YUM In addition to this, threats are similarly posed by the terminations raised in the book Eric Schlosser titled Fast Food Nation, the movie of the kindred name and the docu mental film extremely Size Me by Morgan Spurlock.Schlossers book alleges that McDonalds among new(prenominal) fast food companies parts its political influence to increase their own loot at the expense of lots health and the social conditions of its workers while as well mocking McDonalds practice of advertising tactics which target children. Spurlocks documentary film, featuring him ego as the participant in an experiment where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing heavy to the epidemic of obesity in American society, and failing to provide nutritionary information about its food for its customers (Wikipedia)Analysis of the SWOT matrixIn light of the SWOT analysis conducted above, it may be concluded that McDonalds possesses the capability of overcoming the threats posed by invalidating publicity gived by the films such as Fast Food Nation and tops(p) Size Me and diverse separate social ac tivists because it has access to the financial resources which would be required to guard this contradict publicity. The only thing lacking is a specific focal point of the management on this roll in the hay and its resolution.Developing competitive advantagesMcDonalds can develop competitive advantages by becoming a socially creditworthy and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned minus publicity. It is proposed that McDonalds concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the sensual and mental well being of youngsters which includes leading good for you(p) lives free from eating disorders such as obesity, anorexia, bulimia etc and a college t from each oneing method.Developing a Strategic FocusTo stir the ongoing battle against negative publicity against McDonalds it is suggested that the McDonalds green goddess develop a strategic counselling on resolving this come out of the closet and through this resolution pave the path for future development and addition of the company. It is proposed that McDonalds create this strategic rivet on by concentrating marketing efforts towards youngsters among the ages of 18 and 35 quite a then the McDonalds trademark of the use of ester power to influence children. selling Goals and Objectives trade GoalsThe goal of marketing check to this jut out pass on be to use marketing communications with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company. merchandise ObjectivesThe objective of the marketing campaign give be to nullify the negative perception regarding McDonalds that it is contributing towards the spreading of the epidemic that is obesity and take in that McDonalds is a healthy organization which believes in and values physiolo gical arrestness as well as personal wellbeing and egotism esteem. selling StrategyThe marketing strategy throughout the tenure of this political platform leave alone be to stress on youngsters and students, seeking to culminate the habiliments of working out and eating healthy, making apt choices and supporting education of the youth of the world.Primary Target MarketThe primary target market for McDonalds is students and youngsters between the ages of 18 and 35. The secondary target market includes tribe of all ages who are looking for a quick, yet fulfilling meal as well as children who new(prenominal)wise run away from eating and would rather play in the park then be home at meal convictions.Product StrategyMcDonalds leave offer its usual, prevalent products that it is known for, however it will start printing nutritional glut on the actual promotion of the product in legible cheek size, black in colour. However, the quantities of the subject matters will be reco nsidered and changed agree to the effortless requirement of from each one(prenominal) by the human body to remain fit and healthy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, granted on products specially designed for students reformable on showing student identity cards at the time of purchase.Distribution StrategyDistribution will be carried out in the usual sort through company owned and franchised outlets and kiosks.Integrated trade Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to vent McDonalds effort of supporting healthy eating habits and making briskness choices.Marketing ImplementationThe marketing strategy outlined above will be implemented through an extensive media, supporting PR innovation and a massive revitalizing effort designed to convert the set up of the negative publicity brought on by supplys raised in Super Size Me and Fast Food Nation by riveting on students and youngsters.Structural IssuesThe geomorphological slews that will be faced during the executing of this marketing designing may include employee resistance, inconsistencies between company run and franchised eateries and heavy conversion from the past practices to the ones proposed in this designing. A major structural issue will be faced in shifting the marketing and available focus on to young adults instead of that which was previously on children through advertising the McDonalds toys given away with the Happy Meals and the famous hearten Places.Tactical Marketing ActivitiesThe tactical activities will include a tote up of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, noveler choices by young raft and assistance with educational endeavours.Jobs at McDonalds outlets will be beamd to be diss onant for candidates who are studying at school, college and/or wish to save for a college education nutritional surfeit will be printed on the promotional material of products and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded Club McDonalds will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, inter reach with others youngsters facing similar problems along with the comfort of crafty that they are non alone.Evaluation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will overly focus on measuring the impact of the marketing effort on such perceptions.Formal con trolsFormal controls will include the scorement of performance targets for each of the tactical initiatives proposed in this plan on veritable(a) intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feed rear end forums on the websites for each tactical initiative as well as the reviews of participants/ out result of Club McDonalds.Implementation Schedule and TimelineThis plan will span over a period of three years, later onward which the goals and objectives would have been met in the trend that is outlined in this plan. Each initiative will be quantify agree to the best possible situational conditions which are conducive the successful writ of execution of the initiative. McDonalds will resurface as an advocate of healthy living, refreshing choices and education for all.Marketing Audit sDuring the three year life span of this marketing plan, marketing audits will be conducted at firm intervals, that once afterwards every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice eating place Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds community club Profile. Retrieved on Jun 15, 2007Major Aspects if the Marketing PlanThis three year marketing plan has been formulated to mold the negative personal effects on the perception about the McDonalds tidy sum of the larger community. Further, it is the intent bed the formulation of this plan to make positive use of all the negative publicity targeted towards McDonalds by criticisms such as those raised by the documentary fil m Super Size Me and the book and film of the very(prenominal) title, Fast Food Nation, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporation to resurface as an advocate of healthy living will be publicized with as much fervor by the different media.The plan involves an operational as well as marketing shift in focus towards a more healthy life and a equilibrate diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue high education and save specie for college.Major Aspects if the Marketing PlanThis plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonalds brand image is one of its greatest strengths, this strength is easy waning away under the intense scrutiny a nd attention of the media towards the assorted criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, undimmed choices and education.The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into legal action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits.The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well.Situation AnalysisAnalysis of Internal EnvironmentSince it is the worlds top fast food company in terms of sale s, it is hard to believe that McDonalds has only recently vulcanised from a severe and persistent downturn in sales. CEO Jim muleteers strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food instead of expanding rapidly and increasing the number of locations where McDonalds is available.Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the fellowship itself. In addition to improving food quality through upgrading of facilities, the McDonalds Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonalds Corporation confederacy Profile)Analysis of Customer EnvironmentWith the successful expansion of McDonalds into many foreign markets, the company has become a symbol of globalization and the spread of the American way of life (Wikipedia). The American way of life is fast paced, of all time on the go, technology driven and consistently changing with divorce range increasing and the number of single parent families on the rise.The world over, the number of women in the workforce is increasing year by year, contributing to the rise in families with both parents working. Fast food restaurants differ from full-service restaurants in that customers by and large order and pay before eating because the veritable(prenominal) fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice eating place Industry)Analysis of External EnvironmentAccording to Hoovers profile of the Fast Food and Quickservice eating house application, demand in the industry is driven by personal income and demographics and the profitability of individual companies depends on expeditious operations, ef fective marketing, and the ability to provide fast service. Also, large companies are at and advantage because they can efficiently reap the arrive ats of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice eating place Industry).The top competitors for McDonalds are Burger King, Subway and YUM Foods (McDonalds Corporation society Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and other companies that offer lively food are all part of the competition (Fast Food and Quickservice eating place Industry).SWOT AnalysisStrengthsBeing a multinational company with operations in over 120 countries of the world, McDonalds global presence and its thin out size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonalds ability of accommodation to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonalds are its brand image, brand legality and expansive financial resources.WeaknessesThe one weakness of the McDonalds Corporation is its softness to adapt to changing tastes. Like most big companies, McDonalds is to an cessation a victim of its own success, a giant that is loosen up to foment up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in developing countries which are home to evolution markets of fast food and in developed countries where adults remain largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of massive competition from its top competitors Burger King, Subway and YUM In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled Fast Food Nati on, the movie of the same name and the documentary film Super Size Me by Morgan Spurlock.Schlossers book alleges that McDonalds among other fast food companies uses its political influence to increase their own dough at the expense of peoples health and the social conditions of its workers while also call into question McDonalds practice of advertising tactics which target children. Spurlocks documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing firmly to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers (Wikipedia)Analysis of the SWOT matrixIn light of the SWOT analysis conducted above, it may be concluded that McDonalds possesses the capability of overcoming the threats posed by negative publicity caused by the films such as Fast Food Nation and Super Size Me and m iscellaneous other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution.Developing competitive advantagesMcDonalds can develop competitive advantages by becoming a socially trustworthy for(p) and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonalds concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the forcible and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education.Developing a Strategic FocusTo counterbalance back the ongoing battle against negative publicity against McDonalds it is suggested tha t the McDonalds Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonalds create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonalds trademark of the use of ester power to influence children.Marketing Goals and Objectives Marketing GoalsThe goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company.Marketing ObjectivesThe objective of the marketing campaign will be to nullify the negative perception regarding McDonalds that it is contributing towards the spreading of the epidemic that is obesity and launch that McDonalds is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem.Marketing StrategyThe marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world.Primary Target MarketThe primary target market for McDonalds is students and youngsters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times.Product StrategyMcDonalds will offer its usual, prevalent products that it is known for, however it will start printing nutritional content on the actual package of the product in legible event size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the insouciant requirement of each by the human body to remain fit and heal thy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, granted on products specially designed for students reformable on showing student identity cards at the time of purchase.Distribution StrategyDistribution will be carried out in the usual path through company owned and franchised outlets and kiosks.Integrated Marketing Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonalds effort of supporting healthy eating habits and making smart choices.Marketing ImplementationThe marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in Super Size Me and Fast Food Nation by focusing on students and youngsters.Structural IssuesThe structural issues that will be faced duri ng the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previously on children through advertising the McDonalds toys given away with the Happy Meals and the famous joke Places.Tactical Marketing ActivitiesThe tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours.Jobs at McDonalds outlets will be publicized to be pioneer for candidates who are studying at school, college and/or wish to save for a college education nutritional content will be printed on the packaging of pr oducts and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded Club McDonalds will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of crafty that they are not alone.Evaluation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions.Formal controlsFormal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/ piece of Club McDonalds.Implementation Schedule and TimelineThis plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be time according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonalds will resurface as an advocate of healthy living, smart choices and education for all.Marketing AuditsDuring the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audit s conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds Corporation beau monde Profile. Retrieved on Jun 15, 2007Major Aspects if the Marketing PlanThis three year marketing plan has been formulated to curb the negative effects on the perception about the McDonalds Corporation of the larger community. Further, it is the intent behind the formulation of this plan to make positive use of all the negative publicity targeted towards McDonalds by criticisms such as those raised by the documentary film Super Size Me and the book and film of the same title, Fast Food Nation, as publicity although negative brings with it the focus and spotlight of the media on the company and any efforts on the part of the Corporat ion to resurface as an advocate of healthy living will be publicized with as much fervor by the various media.The plan involves an operational as well as marketing shift in focus towards a more healthy life and a fit diet while promoting healthy habits such as working out as well as encouraging the youngsters of the country to pursue high education and save money for college.Major Aspects if the Marketing PlanThis plan is spread over a time span of three years, outlining the product, pricing, distribution and promotion strategies to be implemented and executed during this time. The plan takes into consideration that while the McDonalds brand image is one of its greatest strengths, this strength is behind waning away under the intense scrutiny and attention of the media towards the various criticisms launched against McDonalds and thus it proposes a revitalization of the McDonalds philosophy so as to focus on the youth and value a healthy lifestyle, healthy eating habits, smart ch oices and education.The plan also outline the structural issues that may arise during its implementation and execution, tactical initiatives to turn strategy into action and methods, means and measures for the evaluation and control of the marketing effort through regular marketing audits.The concentration on targeting the marketing efforts towards youngsters will mean a shift from marketing efforts targeted towards children in order to get to their parents pockets. This will also mean that the primary target market then will be between the ages of 18 and 35, whereas the secondary market will include other age groups as well.Situation AnalysisAnalysis of Internal EnvironmentSince it is the worlds top fast food company in terms of sales, it is hard to believe that McDonalds has only recently recovered from a severe and persistent downturn in sales. CEO Jim skinners strategy for bringing the fast food giant back on its feet has been based largely on improving the quality of food ins tead of expanding rapidly and increasing the number of locations where McDonalds is available.Furthermore, out of a total of almost 31, 000 restaurants in around 120 countries worldwide, 75% are being run by franchisees rather then by the deal itself. In addition to improving food quality through upgrading of facilities, the McDonalds Corporation has also been consciously attempting to decrease the number of company run outlets, with the plan of transferring ownership of 2300 locations to licensees by the year 2008. (McDonalds Corporation Company Profile)Analysis of Customer EnvironmentWith the successful expansion of McDonalds into many worldwide markets, the company has become a symbol of globalization and the spread of the American way of life (Wikipedia). The American way of life is fast paced, constantly on the go, technology driven and consistently changing with divorce judge increasing and the number of single parent families on the rise.The world over, the number of wome n in the workforce is increasing year by year, contributing to the rise in families with both parents working. Fast food restaurants differ from full-service restaurants in that customers mostly order and pay before eating because the typical fast food customer is in a hurry and demands a quick meal. The typical fast food consumer is between he ages of 18 and 35, with no children. (Fast Food and Quickservice Restaurant Industry)Analysis of External EnvironmentAccording to Hoovers profile of the Fast Food and Quickservice Restaurant industry, demand in the industry is driven by personal income and demographics and the profitability of individual companies depends on efficient operations, effective marketing, and the ability to provide fast service. Also, large companies are at and advantage because they can efficiently reap the benefits of economies of scale, making money out of volume rather then big margins (Fast Food and Quickservice Restaurant Industry).The top competitors for M cDonalds are Burger King, Subway and YUM Foods (McDonalds Corporation Company Profile) although fullservice restaurants supermarkets delis convenience stores snack shops (donut or bagel shops) cafeterias and other companies that offer ready food are all part of the competition (Fast Food and Quickservice Restaurant Industry).SWOT AnalysisStrengthsBeing a multinational company with operations in over 120 countries of the world, McDonalds global presence and its unvarnished size as an organization is a huge strength, enabling it to benefit from economies of scale and profit sanctuaries. Other then that, McDonalds ability of reading to local cultures wherever it appears on the globe has enabled it to expand across borders, countries and continents a feat made possible by the strategy of operating through franchisees and licensees. The other great strengths of McDonalds are its brand image, brand fair play and expansive financial resources.WeaknessesThe one weakness of the McDonalds Corporation is its inability to adapt to changing tastes. Like most big companies, McDonalds is to an tip a victim of its own success, a giant that is slow to turn on up to problems and challenges.OpportunitiesThe opportunities for McDonalds as a multinational fast food company lie in developing countries which are home to exploitation markets of fast food and in developed countries where adults remain largely untapped as a market for fast food.ThreatsMcDonalds faces the threat of immense competition from its top competitors Burger King, Subway and YUM In addition to this, threats are also posed by the issues raised in the book Eric Schlosser titled Fast Food Nation, the movie of the same name and the documentary film Super Size Me by Morgan Spurlock.Schlossers book alleges that McDonalds among other fast food companies uses its political influence to increase their own dough at the expense of peoples health and the social conditions of its workers while also unbelieving McDo nalds practice of advertising tactics which target children. Spurlocks documentary film, featuring himself as the participant in an experiment where for 30 days, he ate only McDonalds food raises similar allegations, proclaiming that McDonalds food was contributing heavily to the epidemic of obesity in American society, and failing to provide nutritional information about its food for its customers (Wikipedia)Analysis of the SWOT matrixIn light of the SWOT analysis conducted above, it may be concluded that McDonalds possesses the capability of overcoming the threats posed by negative publicity caused by the films such as Fast Food Nation and Super Size Me and various other social activists because it has access to the financial resources which would be required to curb this negative publicity. The only thing lacking is a specific focus of the management on this issue and its resolution.Developing competitive advantagesMcDonalds can develop competitive advantages by becoming a social ly responsible and aware organization, especially by actively supporting a cause which cancels or nullifies the impact of the aforementioned negative publicity. It is proposed that McDonalds concentrate on social responsibility and public relations by supporting a cause which it can internalize into the organization. The proposed cause is the physical and mental well being of youngsters which includes leading healthy lives free from eating disorders such as obesity, anorexia, bulimia etc and a college education.Developing a Strategic FocusTo fight the ongoing battle against negative publicity against McDonalds it is suggested that the McDonalds Corporation develop a strategic focus on resolving this issue and through this resolution pave the path for future development and growth of the company. It is proposed that McDonalds create this strategic focus by concentrating marketing efforts towards youngsters between the ages of 18 and 35 rather then the McDonalds trademark of the use o f ester power to influence children.Marketing Goals and Objectives Marketing GoalsThe goal of marketing according to this plan will be to use marketing communications with the intent of converting the negative publicity targeted towards McDonalds into positive and turn it into an advantage for the company.Marketing ObjectivesThe objective of the marketing campaign will be to nullify the negative perception regarding McDonalds that it is contributing towards the spreading of the epidemic that is obesity and establish that McDonalds is a healthy organization which believes in and values physical fitness as well as personal wellbeing and self esteem.Marketing StrategyThe marketing strategy throughout the tenure of this plan will be to focus on youngsters and students, seeking to culminate the habit of working out and eating healthy, making smart choices and supporting education of the youth of the world.Primary Target MarketThe primary target market for McDonalds is students and youngs ters between the ages of 18 and 35. The secondary target market includes people of all ages who are looking for a quick, yet fulfilling meal as well as children who otherwise run away from eating and would rather play in the park then be home at meal times.Product StrategyMcDonalds will offer its usual, everyday products that it is known for, however it will start printing nutritional content on the actual packaging of the product in legible event size, black in colour. However, the quantities of the contents will be reconsidered and changed according to the periodical requirement of each by the human body to remain fit and healthy.Pricing StrategyMcDonalds will offer student discounts at its outlets for students living away from home, granted on products specially designed for students redeemable on showing student identity cards at the time of purchase.Distribution StrategyDistribution will be carried out in the usual manner through company owned and franchised outlets and kio sks.Integrated Marketing Communication StrategyThe integrated marketing communication strategy will involve the extensive use of advertising and public relations to publicize McDonalds effort of supporting healthy eating habits and making smart choices.Marketing ImplementationThe marketing strategy outlined above will be implemented through an extensive media, supporting PR plan and a massive revitalizing effort designed to convert the effects of the negative publicity brought on by issues raised in Super Size Me and Fast Food Nation by focusing on students and youngsters.Structural IssuesThe structural issues that will be faced during the implementation of this marketing plan may include employee resistance, inconsistencies between company run and franchised eateries and slow conversion from the past practices to the ones proposed in this plan. A major structural issue will be faced in shifting the marketing and operational focus on to young adults instead of that which was previou sly on children through advertising the McDonalds toys given away with the Happy Meals and the famous walkover Places.Tactical Marketing ActivitiesThe tactical activities will include a number of youth oriented programs, which will support healthier eating habits for both, those who eat less then is healthy as well as those who eat more then is healthy, smarter choices by young people and assistance with educational endeavours.Jobs at McDonalds outlets will be publicized to be devote for candidates who are studying at school, college and/or wish to save for a college education nutritional content will be printed on the packaging of products and will de re-proportioned to be aligned with the requirement of a young healthy human body public service messages regarding eating disorders such as anorexia and obesity will be funded Club McDonalds will be founded where youngsters with eating disorders and the will to take control of their situation will be provided with expert counseling, interaction with others youngsters facing similar problems along with the comfort of discriminating that they are not alone.Evaluation and ControlSince the goals and objectives of this plan focus on dealing with the negative perception regarding McDonalds caused by such criticisms as posed by media such as Super Size Me and Fast Food Nation, the evaluation and control measures will also focus on measuring the impact of the marketing effort on such perceptions.Formal controlsFormal controls will include the establishment of performance targets for each of the tactical initiatives proposed in this plan on regular intervals, ensuring that these targets are met, and if this is not so then ascertaining the reasons for exceeding or failing to meet these targets on the part of those held accountable.Informal controlsInformal controls will take the form of feedback forums on the websites for each tactical initiative as well as the reviews of participants/appendage of Club McDonalds.Implem entation Schedule and TimelineThis plan will span over a period of three years, after which the goals and objectives would have been met in the manner that is outlined in this plan. Each initiative will be clock according to the best possible situational conditions which are conducive the successful implementation of the initiative. McDonalds will resurface as an advocate of healthy living, smart choices and education for all.Marketing AuditsDuring the three year life span of this marketing plan, marketing audits will be conducted at regular intervals, that once after every quarter of a year meaning that there will be a total of 12 marketing audits conducted throughout the 3 year time span of the marketing plan.BibliographyFast Food and Quickservice Restaurant Industry. Retrieved on Jun 15, 2007Fast Food Nation. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/Fast_Food_NationMcDonalds. Retrieved on Jun 15, 2007 from http//en.wikipedia.org/wiki/McDonald%27sMcDonalds Corpor ation Company Profile. Retrieved on Jun 15, 2007