This report focuses on developing promotional strategies of McDonald. In order to understand the effectiveness of the current promotional strategies followed by McDonald, a survey has been conducted with the existing customers of the company. Based on the feedback of the customer, suitable recommendations have been included in the report.
The marketing mix of an organisation can help in understanding internal capabilities that can contribute to the competitive advantage of the organisation. The businesses engage in market so that they can make consumers aware of the products and services made by company to influence their purchasing position (Chumaidiyah, 2014). In the contemporary business world, organisations are exposed to high degree of competition and they require to win consumers so that they can maintain their market position (Urbancová, 2013). This has resulted in development of innovative ideas so that companies can outperform its competitors. Promotion in the market mix comprises the communication tools that the company uses to distribute messages to the target consumers. The channels of communication includes advertisements, direct marketing, sales force and improvement in public relations (Rad, et al., 2014). This paper focuses on the promotional strategy of McDonald’s as a part of its strategy of increasing the sales in the Middle Eastern countries.
Background of the problem
McDonald’s is one of the leading chain of fast food restaurants located across 100 countries accounting for a total of 36,000 outlets. According to the estimates published by McDonald’s, over 80% of the restaurants are operated by independent local entrepreneurs. The company asserts that its franchisee system is one of the core success factors (McDonald’s, 2016).
The Middle East data on public health provides that the countries are experiencing fatal conditions due to increasing instances of obesity, heart disease, diabetes. Many researchers have accused the growing demand for fast food products to be central to this rising health problems. According to World health Organisation, almost 71% of the adult population in the Emirates suffers from obesity and this percentage increases to 81 for the women. These severity in the health conditions has reduced the franchise sales by 3.4% (Shah, 2015).
Statement of the problem
McDonald’s needs to develop a promotional strategy so that the company can retain its market share in the Middle Eastern market. In this research paper, the marketing strategy of McDonald’s has been analysed considering the responses of the consumers in Oman.
The research design explains the procedure adopted by the researcher to collect the data and its analysis. There are three distinct categories of research design, namely, explanatory, descriptive and experimental (Jonker and Pennink, 2010). Descriptive research involves study on the data obtained from various observations in the selected area of research. In case of the experimental research, the researcher has to undertake experiments to conclude a proposition (Balnaves, Donald and Shoesmith, 2008). The outcome of the experimental research leads to the development of new fact and theories. On the other hand, researchers use explanatory research design in case of interpretation of the information related to an instance or event. In this research design, description of the situation leads to the development of the research problem and its analysis leads to addition to the existing pool of knowledge (Creswell, 2013).