“REPORT” INSTRUCTIONS: You are required to develop a strategic marketing plan for a Fastfood restaurant chain (McDonalds) You need to undertake an analysis of the selected organization’s market(s) and...

Marketing Analysis of McDonald’s Sydney
Executive Summary
During the year 1971, the foremost restaurant within a Sydney subu
known as Yagoona was opened. In the present day, there are more than 900 McDonald's all around Australia and it offers employment prospects to more than 90,000 individuals across its restaurants as well as management offices. With over one million customers coming through the restaurants daily, McDonald’s chief priority is to uphold customers’ trust and reliability. For doing this the company makes sure that its employees and buyers gain the reverence they are worthy of. By hard work, honesty and exceptional quality, cleanliness, service and value, the company makes sure that its restaurants are up to the desired standard. Moreover, McDonald's Australia is basically an unlisted public corporation of Australia. Further, taking the above discussion into consideration this particular paper attempts to analysis the market(s) of McDonald’s Sydney and an evaluation of its standing within that marketplace as a grounds for devising marketing goals and strategies for meeting the organization’s challenges over the period of next 3 years.
Contents
Introduction    4
External Analysis of McDonald’s    5
Competitor Analysis    9
SWOT Analysis    10
Positioning and Segmentation    11
Marketing Objectives and Strategies for the next 3 years    12
References:    14
Introduction
McDonald's is basically an American fast food corporation that was established in the year 1940 through Richard and Maurice McDonald within the US (McDonald’s, 2018). At the present, McDonald's is considered as the globe’s leading restaurant chain in terms of profits, offering products and services to more than 69 million buyers everyday within more than 100 different nations and more than 36,900 outlets (McDonald’s, 2018). Even though, McDonald's is highly recognized for its hamburgers, it also offers cheeseburgers, French fries, chicken products,
eakfast items, milkshakes, soft drinks, wraps and lastly, desserts. Additionally, in reaction to modifying customer needs and an undesirable backlash due to the un-healthiness of the offered food items, the corporation has also added to its product menu salads, smoothies, fish and fruit (McDonald’s, 2018).
During the year 1971, the foremost restaurant within a Sydney subu
known as Yagoona was opened. In the present day, there are more than 900 McDonald's all around Australia and it offers employment prospects to more than 90,000 individuals across its restaurants as well as management offices (McDonald’s, 2018). With over one million customers coming through the restaurants daily, McDonald’s chief priority is to uphold customers’ trust and reliability. For doing this the company makes sure that its employees and buyers gain the reverence they are worthy of. By hard work, honesty and exceptional quality, cleanliness, service and value, the company makes sure that its restaurants are up to the desired standard (McDonald’s, 2018). Moreover, McDonald's Australia is basically an unlisted public corporation of Australia. It is actually a franchise business having over two thirds of Australian restaurants owned as well as managed through individual businessmen along with females. The remaining restaurants are held and maintained through the corporation (McDonald’s, 2018).
Taking a step ahead, McDonald’s corporate values are evident in daily operating life and direct its strategic direction as well as corporate planning (McDonald’s, 2018). The company places the client experience at the heart of everything it does; it is committed towards its people; believes in the McDonald’s System; operates business ethically; gives back to the communities; grows the business profitably and lastly, strives constantly to progress. The company is committed towards utilizing its scale for good i.e. good for individuals, for the market and lastly, for the society (McDonald’s, 2018). From streamlining constituents to being nutritionally watchful; from trimming down the waste effect to progressing the market on humane and sustainable sourcing; from being an effective employer for a large number of people to offering assistance to ones in need (McDonald’s, 2018). The company is regarded as being one among the globe’s highly universal and democratic
ands. It welcomes buyers of all cultures, age groups and backdrop and it proudly invests in all the individuals its achievement depends upon i.e. the crew, vendors and the society (McDonald’s, 2018). Further, taking the above discussion into consideration this particular paper attempts to analysis the market(s) of McDonald’s Sydney and an evaluation of its standing within that marketplace as a grounds for devising marketing goals and strategies for meeting the organization’s challenges over the period of next 3 years.
External Analysis of McDonald’s
PESTEL Analysis
A PESTEL analysis basically scrutinizes the external business atmosphere affecting the company by taking into consideration six forces i.e. political forces, economic forces, social factors, technological factors, environmental factors and legal factors (Fatkhutdinov, 2011). Although, a single company is usually incapable of directly affecting the outside forces facing it, a conglomeration of corporations could apply some pressure upon these forces. (Johnson et. al., 2014) Moreover, adequate understanding about these forces enables the company to highlight segments of business opportunity at the time when united with appropriate understanding about the company’s strengths and also likely threats to the company at the time when united with an appropriate knowledge about the company’s weaknesses (Lifits, 2011). 
Political
The fast food segment is frequently a target of government initiatives intended towards enhancing health as well as trimming down obesity. In Sydney, a latest food labelling initiative needed all fast food companies to state clear indications of several nutritional factors for every product, taking in salt, sugar levels, fat levels, calorie content along with a traffic-light label signifying the overall healthiness level, with green signifying low fat and calorie options, and...