McDonald’s Company

Marketing Plan
Group 7
 I. EXECUTIVE
SUMMARY
• Mcdonald’s Philippines is a
subsidiary othe Filipino-owned
Golden Arches Development
Corporation. These days, McDonald’s
is operating over 150 restaurants
throughout the islands of the
Philippines. It is one of the leading
fast-food chains internationally as
well as in the Philippines, with a
rapidly developing consumer brand
and growing customer base
 History

• 1981

• Goerge T. Yang

• Morayta, Manila

• in 2005, McDonald’s Philippines became a

100% Filipino owned company

• Golden Arches Development Corporation

• Kenneth S. Yang, current President and CEO

of McDonald’s Philippines
 History

• Ronald McDonald House Charities

(RMHC)

• “Bright Minds Reads (BMR)”

• “Bigay Tulong”
 Mission

• To serve the Filipino community by

providing great-tasting food and the

most relevant costumer delight

experience.
 Vision
• “Una sa Pamilyang Pilipino”

First to respond to the fast-changing needs of the

Filipino Family

First choice when it comes to food and dining

experience

First mention as the ideal employer and socally

responsible company

First to respond to the chaning lifestyle of the

Filipino Family
LOGO
 III. SITUATIONAL
ANALYSIS
• MARKETING MIX
Products (Breakfast)

Cheesy Eggdesal Egg McMuffin

with Hashbrown with Hashbrown

2pc. Hotcakes Sausage McMuffin with

with Sausage Egg and Hashbrown
 III. SITUATIONAL
ANALYSIS
Products (Burgers)

Cheeseburger Cheesy Burger Big Mac

McDo

McCrispy Chicken McChicken

Fillet Sandwich Sandwich
 III. SITUATIONAL
ANALYSIS
Products (Meal)

1pc. Chicken
with Spaghetti Rice & McSpaghetti Chicken Katsu
1pc. Chicken McDo with

2pc. Mushroom McCrispy Chicken McCrispy Chicken

pepper steak with Fillet with rice Fillet ala king with
Egg rice
 III. SITUATIONAL
ANALYSIS
Product (Drinks and Desserts)

Pineapple Orange Coke Zero Coca-Cola

Juices Juices

McFlurry with Hot Fudge Hot Caramel

Oreos Sundae Sundae
 III. SITUATIONAL
ANALYSIS
Products (Drinks and Desserts)

Chocolate Pie Apple Pie

Premium Iced Coke McFloat

Roast Coffee McCoffee
 III. SITUATIONAL
ANALYSIS
Products (McCafe)

Mocha Frappe Caramel Chocolate

Frappe Frappe

Cappucino Cafe Latte

 III. SITUATIONAL
ANALYSIS
Prices

Breakfast Regular Medium

Chessy Eggdesal with Hashbrown ₱95 ₱110
Egg McMuffin with Hashbrown ₱135 ₱150
2pc. Hotcakes with Sausage ₱143 ₱158
Sausage McMuffin with ₱144 ₱159
Hashbrown
 III. SITUATIONAL
ANALYSIS
Prices

Burgers Medium Large

Cheesy Burger McDo ₱120 ₱125
Cheeseburger ₱125 ₱130
Big Mac ₱202 ₱207
McCrispy Chicken Fillet ₱120 ₱125
Sandwich
McChicken Sandwich ₱173 ₱178
 III. SITUATIONAL
ANALYSIS
Prices
Meal Medium Large
McCrispy Chicken Fillet with ₱133 ₱138
Rice
2pc. Mushroom Pepper Steak ₱129 ₱134
with Rice & Egg Bowl
McCrispy Chicken Fillet Ala King ₱133 ₱138
with Rice
Chicken Katsu ₱107 ₱112
1 pc Chicken McDo with ₱144 ₱149
McSpaghetti
1pc. Chicken McDo with Rice ₱165 ₱170
and McSpaghetti
 III. SITUATIONAL
ANALYSIS
Prices

Desserts and Drinks Regular Medium Large

Pineapple Juice ₱56 ₱61 ₱65
Orange Juice ₱56 ₱61 ₱65
Coca-Cola ₱47 ₱58 ₱64
Coca-Cola Zero ₱47 ₱58 ₱64
McFlurry with Oreos ₱52 – –
Hot Fudge Sundae ₱47 ₱58 ₱64
Hot Caramel Sundae ₱47 ₱58 ₱64
 III. SITUATIONAL
ANALYSIS
Prices

Drinks and Desserts Regular Medium Large

Choco Pie ₱25 – –
Apple Pie ₱37 – –
McCafe Premium Roast ₱35 – ₱48
Coffee
McCafe Iced Coffee ₱39 – ₱59
Original
Coke McFloat – ₱29 ₱52
 III. SITUATIONAL
ANALYSIS
Prices
McCafe Small Medium Large
Mocha Frappe - ₱130 ₱140
Caramel Frappe - ₱130 ₱140
Double Choco Frappe - ₱135 ₱145
Cappuccino ₱95 ₱105 -
Cafe Latte ₱95 ₱105 -
 III. SITUATIONAL
ANALYSIS
Promotion

• Advertisements from Television,

Radio, Print and Online media

• Happy Meals
 III. SITUATIONAL
ANALYSIS
Place

• Des Plaines, Illinois

• Manila, Morayta

• Drive-in and drive-thru

• Online Delivery
 III. SITUATIONAL
ANALYSIS
• SWOT ANALYSIS
Strenghts
Lonstanding and successful heritage in a
fast-food indusrty
Strong network
Ronald Mcdonald their mascot
Serves delicious cuisine
Cuisine menus that have been tailored to
the needs of the local community
Locations wise and value brand
Quality, assurance and health protocols
 III. SITUATIONAL
ANALYSIS
Weaknesses
An unhealthy food outlook and
unbalances meals
Underwhelming product development
Employee turnover is indeed high
Dissatisfied franchisees
Unwell-trained newly hired personnel
Issues and disruptions in supply-chain
Negative publicity
 III. SITUATIONAL
ANALYSIS
Opportunities
Franchise expansion around the country
The business’ new methods fully
updated and adapted
Online service. Technology-driven
Increase the number of nutritious food
variations
Efficient marketing strategies
In accordance with the beverage
market sector
Revenues are increasing
 III. SITUATIONAL
ANALYSIS
Threats
Highest degree of competitors
Individuals who are concerned about
living a healthy lifestyle
Natural calamity
Pandemic: Community quarantine and
alert levels
Imbalance in the currency market
Outlets’ dynamic and unpredictable
open and close situations
Fast-food trends in the 21st century
 III. SITUATIONAL
ANALYSIS
• COMPETITOR ANALYSIS

Primary Competitors
Jollibee

KFC

Mang Inasal
 III. SITUATIONAL
ANALYSIS
Secondary Competitors
Starbucks

Dunkin’ Donuts

Burger King
 III. SITUATIONAL
ANALYSIS
• CONSUMER ANALYSIS

Primary Consumer
Family: Parent and children

Children in their early years

Single/Bachelor Stage: Students,

youth, and young professionals
 III. SITUATIONAL
ANALYSIS
Secondary Consumer
Employees/working professionals

Newly married couples

Young couples

Full nest II

Full nest III

 IV. MARKETING
OBJECTIVES

• LONG-TERM OBJECTIVES

• SHORT-TERM OBJECTIVES

• “Global Happy Meal Goals.”

 IV. MARKETING
OBJECTIVES
“Global Happy Meal Goals”
This project aims to solve the
company’s problem in individuals who
are concerned about living a healthy
lifestyle.
 V. PROMOTIONAL
STRATEGIES AND PROGRAMS
• Loyalty card
• Giving McTumblers when you purchase a
product worth 1000Php above.
• Social media promotions and YouTube
advertisements
• Charity program
• Product giveaways if you complete a whole
week purchasing any of our products
• After-sale surveys
• Lifestyle discounts for seniors, veterans,
teachers PWD and students
 VI. IMPLEMENTATION
AND CONTROL
• GANNT CHART
VI. IMPLEMENTATION
AND CONTROL
VI. IMPLEMENTATION
AND CONTROL