It is the largest and wide-spread corporation internationally. The corporation started its business line as a hamburger. The operation is done either as a franchise, affiliate or the company. Revenues obtained from royalties, rent, and sales in the corporation. As at 2012, the company’s revenue was $27.5 billion with a profit of $5.5 billion. The present-day company dates its establishment to the inaugural of an authorized restaurant by Czech American entrepreneur Ray Kroc, who later acquired the McDonald brothers-equity in the firm and controlled its world-wide growth. The corporation turns out to be listed on the public-stock marketplaces in 1965. Kroc’s aggressiveness in business practices compelled the McDonald brothers to exit the fast-food industry. Irrespective of the feud, the firm grew and saw an expansion of McDonald to many global markets, thus making the company become a sign of internationalization and the extension of the American way-of-life.

2.0 Market Research and Methods for Conducting Research

It is a prearranged endeavor to collect facts concerning targeted markets or clients. It is a very essential aspect of business stratagem. The term is also commonly interchanged with marketing research; nevertheless, expert specialists may demand to set a difference, in that marketing- research deals particularly marketing procedures, whereas market research deals with markets. Market investigation is a significant aspect of maintaining competitiveness over opponents. Market research present essential facts to recognize and investigate the market requirement, market-size and opposition.

Market research, that comprises social and judgment research, is the orderly collection and analysis of information concerning personalities or establishments utilizing statistical and analytical approaches and techniques of the practical social sciences to get insight or maintenance of decision-making

3.0 Organizational Chart

4.0 Organization Chart for the HR Department

5.0 Market Segmentation and Factors to Consider

The Company employs various segmentation methods in order to augment the brand and amplify sales. The company utilizes both behavioral and demographic segmentation. The behavioral segmentation categorizes the population into categories depending on their behavior with or behaves toward an item. The company’s product variances facilitate the capturing of all segments based on their lifestyle and age brackets. The company focuses on town and cities in the UAE where there are a large number of people as compared to the countryside. It is so in order to set up a market base and brand awareness so as to embark on the promotion and advertising.

Consequently, the company is employing segmentation in terms of age group. The segments the market based on age in the range of 16 years old and 35 years old. They target young children under the age of 16 years as well as adults. Therefore, they get a sizeable percentage of the market. Segmentation based on behavior also employed with advertising the products with great emphasis on the quality as well as product ingredients. The intention is to have clients’ behavior towards the varied products based on the available flavors in the brands. In targeting the segments, factors considered are social life, the wage bracket, age, and taste of the people utilizing the products of the company.

6.0 Focused Segment

There is no particular segment focused in particular. The company concentrates on all segments since their products target all people in the market. It starts with a young, teenagers, and even the aged.

7.0 Future Plan for other Segments

The plan for capturing sizable segments based on age differences is to come up with the product that is diverse. The target is on the middle age people of ages ranging between 16 years and 40 years. The reason is that these are the people who are still very active in spending and enjoys life to the fullest.

8.0 Export and Subsidiaries in Other Countries

It serves more than sixty-eight million clients on a daily basis in over 119 nations internationally. With a head office in the US, the company started as a small barbecue hotel.

9.0 Target Market and Target Audience

The target market, as well as the audience, is on the middle age people of ages ranging between 16 years and 40 years. The reason is that these are the people who are still very active in spending and enjoys life to the fullest.

10.0 Market Size

Reflecting on India alone, there are 217 stores of McDonald’s and it attends in total roughly 650,000 clients every day. The statistics indicate that a large population of clients likes taking products at the company. It is a strong indicator that even globally; the company commands a large customer base given that it has stores spread internationally. Comprising the restaurant employees, the entire employees in India is about 9000 persons. However, the supply chain system is supervised just by five persons throughout the nation. In looking at McDonald USA, research establishes that approximately twenty-six million clients served in a day. It tells us that the company still commands a large market share in the US.

11.0 Total Demand in UAE

The ranking in relation to the supply chain climbed from eleven in the year 2010 to two in the year 2013. The guaranteed service attracts clients such as the quality product, effective services form staff, and standardized cleanliness is a fact that is increasing the demand and the supply for its products. Reflecting on India, there are 217 stores of McDonald’s and it attends in total roughly 650,000 clienteles every day. Comprising the restaurant employees, the entire employees in India is about 9000 persons. However, the supply chain system is supervised just by 5 persons throughout the nation

12.0 Competitors

There are five major competitors that are giving the company much stiff competition. These are Yum Brands, Subway, Starbucks, Burger King, and Domino’s Pizza. The table below indicates McDonald’s competitors, the number of restaurants and the revenue as of 2011.

13.0 Product Mix

13.1 Product

The McDonald’s product brings in a combination of taste and quality. It has many diets in the brand. The product has the ability to permit a broad assortment of nutrients.

13.2 Price

In the industry of cutting cost and increasing profit margin, the corporation is designing its products in a different approach with affordable pricing. The cost set by the establishment is low as compared to those of its competitors and is an advantage to the customer.

13.3 Promotion

The company engages in smart advertising, customer’s education, and training. These are the tools employed for the promotion of McDonald’s products. The move prompted the company’s sales and reputation.

13.4 Place

Marketers build up delivery strategies to guarantee that their products are accessible in the appropriate magnitude at the correct time and position. It is a belief that McDonald does this competently. However, in a number of nations Samsung does not come out clearly. It is because of because low awareness however reputation is rising with the introduction of an assortment of products.

14.0 Policies

These are rules and regulations of governing the manner of doing tasks.

14.1 Policy for new products Approval

The company entrenches the policy of creativity and innovativeness so as to ensure that new products come to the market so as to meet the growing market demand.

14.2 Payment policies

The policy of paying suppliers on time as well as staff is one of the key aspects attributed to the success of the company. It assures that there is a flow of information and materials for quality delivery of products as well as services.

15.0 Packaging

It is a technique of wrapping a product to facilitate easy distribution, sale, storage, and use. The company employs an attractive package so as to serve as an advertising strategy. It has a coordinated structure of transporting products to the destination. Well labeling portrays clear image of the product and the corporation. There is an assurance of security as well as containment.

16.0 Pricing Methods Employed

Pricing market penetration strategy employed as a way of capturing a wide range of clients. The company employs a moderate price per unit that is affordable by any class of people. In doing this, they are able to lure people of different wage brackets. It enables them to penetrate the market that has stiff competition. The pricing strategies employed by the company are innovativeness, diversification, and strategic leadership. The new product diversification is intensive for diverse product development so as to fill the market niche. It is possible with great improvement of the creation of a new brand so that it can meet consumer demand.

17.0 Promotional Strategies and Promotion as Investment

In promoting its products, the business employs advertising through the internet, the media, as well as newspapers. Also, personal selling, public relation, and after-sales service gets utilized so as to make product acquires wider familiarity in the target market. It is an investment in that it calls for resource to promote a product. If the promotion is successful, the proceeds augment and hence recoup for the expenses used in the promotion exercise.

18.0 Public Relation

The company is doing smart advertising, customer’s education, and training. These are the tools employed for the promotion of their products. The move promotes the company’s sales and reputation. It is going to maintain present clients handy and fascinates. They exercise protection of customer confidentiality and allow fair competition.

19.0 Personal Selling

It is a technique employed by the company to sell its products to the clients through the use of door to door delivery of goods. It is essential in that sales person are in direct contact with the customer.

20.0 Corporate Social Responsibility Policies

It is taking voluntary responsibility of the action in relation to the surrounding environment. It relates to the social, economic, as well as environmental. All these ought done in such a manner that it becomes sustainable for the benefit of the organization, the society, and the environment. It is essential in the success of the business via the encouragement of social values shared. The management mitigates social and environmental factors and takes full use of the opportunities presented in a competitive global environment.

It is the surrounding within which the organization operates. It encompasses human beings, markets, regulatory sectors, governments, and suppliers. The environment plays a crucial role in the organization’s performance. It influences the establishment in a positive or negative manner.

The changing lifestyle, globalization and virtual planet are social aspects that provide an immense influence to the company. Technology had turn out to be the most significant media that cause this globalization to grow quicker and broader. The company is internationally observed as one the leaders in the retailing business. The status of the McDonald also rises up especially with the involvement in the community matters.

The company also has interest and concern with the health and safety of the people. It is essential to recognize the outstanding uniqueness of the society accountable for a variety of responsibilities concerned in the major tasks, the understanding and role they play in the community. As a manner of contributing to the people in terms of health, the company in a number of occasions organizes heart disease awareness, breast cancer awareness, and new fire prevention strategy.

21.0 Distribution Channel, Advantages and Policies

The company has subsidiaries distributed globally so as to facilitate easy distribution of their products to the clients. Moreover, large retails shops act as destination stores where affiliated companies have the privilege to sell McDonald’s products. In order to speed up sales and distribution, the company engages the media, advertisements, and promotion so as to make their products to be well known internationally.

22.0 Sale Staff Reporting System

The company embraces technological change and has adopted an electronic reporting system to ensure sale tracking and efficient operation. The advantage is on real time and provides easy management of employees at work. It facilitates easy decision making at critical occasions.

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Table of Contents

1.0 Company Background