Mcdonalds Marketing Plan

Mcdonalds Marketing Plan

Student’s name

University affiliation

Date

Mcdonalds Marketing Plan

Executive Summary

This is a consulting company which mainly specializes with the marketing of product with high technology in the international markets. The company is an expert in market research and personal computers in the entire national market.

• Situation Analysis

Acme consulting provides expertise of high level to the international development of high technology business, distribution strategies, channel development as well as marketing the products of high tech. It mainly aims at offering two types of international triangles. One is to provide the clients in the United States with the Latin American and European development markets and two, offering the clients in European with development for the Latin American and United States Markets.

The main aim of the company is to continue taking the consulting work to markets which are related and to be specific, the Latin America together with the other places such as far East. The company on the other hand will look into additional leverage through having representation positions and brokerage positions with an aim of creating percentage holdings on the result products.

2.1. Market Summary

The company aims at manufacturers of computers with high technology software and hardware, networking and services who require to sell in the Europe, Latin America and United States markets. These are the main large companies or the medium sized ones.

The very main customers comprise of large corporation executives who are sales managers, general managers as well as marketing managers who have the responsibility of focusing on specific channel, market and international focus. These executives would not want a situation they are risking losing money or wasting time searching for questionable expertise or bargaining information. The executives are very much sensitive on risking the reputation and company’s name as they get into the market to search for new opportunities (Ruef, 2002, p74-95)

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2.1.1. Market analysis

Demographics

The very important segments in the market comprise of the high technology large manufacturers of products like Hewlett- Packard, Apple, Siemens, Olivetti and Microsoft. The companies will always call Acme for the development functions which are essential spun off as compared to the managed in house for market forums and market research (Palo alto.com. 2006).

Companies with growth of medium size: Especially the multimedia, software and other related growth fields, Acme always will provide very attractive developments alternative to the management constrained companies or those that are not in a position to address new market opportunities and segments in new market (Poulfelt, 1997, 65-70).

The table below shows market analysis for the company

Potential customer

Growth

2000

2001

2002

2003

2004

CAGR

US  High Tech

10%

5,000

5,500

6,050

6,655

7,321

10.00%

European High Tech

15%

1,000

1,150

1,323

1,521

1,749

15.00%

Latin America

35%

250

338

456

616

832

35.07

Other

2%

10,000

10,200

10,404

10,612

10,824

2.00%

Total

6.27%

16,250

17,188

18,233

19,404

20,726

6.27%

2.1.2. Market Trends

The company benefits from some of the market trends;

There is a trend on internationalization. The coming up of internet has led to direct communication in the large world with manufacturers. Europe for instance, has been able to create a unified major market for real. On the other hand, the Latin America is growing and healthy while Asia, even though it had setbacks recently, it is a very good market. The potential client base, as well as manufacturers requires moving into the new market and expanding.

Communication technology has been an explosion in the new industry. Due to internet, the communication technology growth of items has been explosive. The network cards, connectors, modems, cables, routers and communication software are growing with a rate of 35% in every year. The margins however are not very much great in the standard categories of hardware though there is enormous growth (Mintzberg et al, 2005, p1).

There is a trend in consulting, contracting and management of ad hoc. Even big companies and businesses are very frequently turning to the temporary expertise other than fixed and permanent cost employees. There are the new applications which are latest for the ‘scalable’ buzzword. Acme consulting is therefore an attractive alternative when it comes to the clients as we offer variable economic advantage vs. the fixed costs as well as overhead and growing liability for taking on employees for longtime period.

2.1.4. Market Growth

The association of US in market consultants has reported a growth of 30% in the average revenue in the consultants which focus on the high tech marketing of products. Acme consultants is a subset of the said market mainly due for the higher growth ever as compared to the mainstream(Mills et al, 1995, p 17-49). The industry dealing with local electronics in California has reported a trend on solutions of additional consulting just like the manufacturers convert onto the solutions of variable cost.

The industry associations in Europe and Japan show that the overall growth in the interest while moving to the new markets is seen to be very phenomenal. The growth of projects in the new market internationally is more that 100% in every year (Palo alto.com. 2006).

2.2. SWOT Analysis

This covers the strengths, weaknesses, opportunities and also threats. The weaknesses and strengths are internal attributed and may be addressed through changing the business. The threats and opportunities are mainly external.

2.2.1. Strengths

All the principles in this area have true expertise. The experience as well as expertise is better as compared to any other person known in this area.

The communication technologies dominance from the user’s view.  Acme consultants have the best website, a file Transfer Protocol which is secure and also facilities comprising of password protection which are involved in receiving and sending documents from customers, automatic links and major bandwidth to train the allies in assisting clients get the required speed on the offered facilities(Sterne, 2002, p1). It is also possible to have meetings held via the internet with shared visuals and interface.

Acme consultants has a manageable size. There is no need for very large overheads. The clients however know the fact that we are in a position to provide whatever we have promised. The bigger consulting houses as well as competition, may build on the major partner structure concerned with young associates and selling, with much less experience and consulting delivery (Business Plan Pro.2001).

Contacts are well kept. The experience of many years means there is a lot of contacts, networking and marketing through word of mouth.

2.2.2. Weaknesses

Resources for marketing are a major challenge. Now that we are a group, we tend to be very good in making sales directly. However, the required resources in doing the general marketing sometimes are inadequate. We therefore rely on word of mouth as the main way to generate leads (Sodhi &Tang, 2001, p 40-48).

Without having staff, it is not possible to leverage people in developing presentations and documents, detailed research as well as complete the blank spaces. We have inadequate support staff to handle the email, fax and telephones from our clients.

Our brands. In most cases, McKinsey or Booz Allen is a better purchase for executives in that there is no single person who was fired because of hiring the IBM.  We are very new in the market and we may be seen as very innovative hence a risky choice.

2.2.3. Opportunities

Growth of internet. Most of the companies nowadays are being forced into the marketing worldwide without an option. The rates of growth are much higher and also obvious opportunities.

Market growth internationally. The Latin America and Europe are very much booming. Asia is recovering though it was suffering. The manufacturers are therefore very much anxious waiting to take their very new technologies to the new markets across borders (Soriano, 2003, 409-416).

The red tape which is growing is involved with employing full time workers mainly internationally at the level of executives.

2.2.4. Threats

Internet is an opportunity and also a threat. Our very expertise involves managing several markets, crossing borders and therefore the solved problems are reduced when it comes to their importance through the information growing availability(Soriano, 2001,p40-48). For instance, software companies in the recent past charged very huge premiums for available software in smaller markets though the customers currently are very likely to observe the prices available elsewhere and make a decision to purchase through the net.

The branded and large competition is slowly recognizing our area. Nowadays they have started competition in our area and therefore we are not left alone as they have recognized the niche (Alio & Fahey, 2012)

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New competitors are coming up in the new market especially now that the European market has grown; the major competitors in the area are very much significant.

2.3. Competitor analysis

The main element in the decision of purchase made at the level of Acme client is trust in the reputation of profession and the cons.............