Executive

Summary ................................
.................................................
....................................... 1
Introduction ............................
.................................................
.................................................
....... 3
McDonald’s Pakistan
History ....................................
.................................................
................ 4
McDonald’s
Pakistan ..................................
.................................................
............................... 4
Mission & Vision
Statement ................................
.................................................
...................... 5
Situation
Analysis ..................................
.................................................
........................................ 6
Market analysis and Market
Share
Model .....................................
.............................................. 6
Competitive
Analysis ..................................
.................................................
............................... 7
Pest
Analysis ..................................
.................................................
............................................ 8
SWOT
Analysis ..................................
.................................................
........................................ 9
Key Success Factors and
Critical
Issues ......................................
.............................................
10
Marketing
Strategy ..................................
.................................................
..................................... 11
Customer
Analysis ..................................
.................................................
................................. 12
Market
Segmentation ..........................
.................................................
..................................... 12
McDonald’s Marketing
Mix .........................................
.................................................
............... 14
Products ..................................
.................................................
.................................................
. 14
Price .......................................
.................................................
.................................................
.. 15
PLACE ...................................
.................................................
.................................................
. 17
Promotional
Mix .........................................
.................................................
............................. 18
IMC (Integrated marketing
communication)
Strategy ..................................
........................ 18
SUPPLY CHAIN
PROCESS ..............................
.................................................
..................... 20
Branding
Strategy ..................................
.................................................
................................... 20
Financial
Position...................................
.................................................
...................................... 22
Implementation, Control and
Contingency
Plan ........................................
................................... 23
Conclusion Recommendations
.................................................
.................................................
.... 24
Works
Cited .......................................
.................................................
.......................................... 25
1. Resumen ejecutivo
2. Descripción de la empresa
2.1. Historia.
2.2. Industria y mercado.
3. Gobierno corporativo
3.1. Junta directiva o directorio.
3.2. Administración de alto nivel.
4. Entorno
4.1. Análisis externo.
4.2. Análisis interno.
5. Análisis de los factores estratégicos
6. Formulación de la estrategia
6.1. Misión, visión y valores.
6.2. Objetivos: Estratégicos, Tácticos y Operativos.
6.3. Estrategia corporativa.
6.4. Estrategias competitivas.
6.5. Enfoque de MKT.
7. Decisiones estratégicas de MKT
7.1. Modelo de negocios.
7.2. Identificación y Descripción de la Oportunidad de Mercado (u Oportunidades de
Mercado).
7.3. Segmentación de Mercado y Estimación Mercado Potencial.
7.4. Estrategia de Posicionamiento.
7.5. Marketing Mix.
7.6. Gestión de MKT.
Executive Summary ........................................................................................................................ 1

Introduction ..................................................................................................................................... 3

McDonald’s Pakistan History ..................................................................................................... 4

McDonald’s Pakistan .................................................................................................................. 4

Mission & Vision Statement ....................................................................................................... 5

Situation Analysis ........................................................................................................................... 6

Market analysis and Market Share Model ................................................................................... 6

Competitive Analysis .................................................................................................................. 7

Pest Analysis ............................................................................................................................... 8

SWOT Analysis ........................................................................................................................... 9

Key Success Factors and Critical Issues ................................................................................... 10

Marketing Strategy ........................................................................................................................ 11

Customer Analysis .................................................................................................................... 12

Market Segmentation ................................................................................................................ 12

McDonald’s Marketing Mix ......................................................................................................... 14

Products ..................................................................................................................................... 14

Price ........................................................................................................................................... 15

PLACE ...................................................................................................................................... 17

Promotional Mix ....................................................................................................................... 18

IMC (Integrated marketing communication) Strategy .......................................................... 18

SUPPLY CHAIN PROCESS .................................................................................................... 20

Branding Strategy ...................................................................................................................... 20

Financial Position.......................................................................................................................... 22

Implementation, Control and Contingency Plan ........................................................................... 23

Conclusion Recommendations ...................................................................................................... 24

Works Cited .................................................................................................................................. 25