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Group 01 2278503 4196747 7681247 B025727 B026799 International Marketing Dr. Essam Ibrahim 05/03/2012

Fast-food Industry

Table of Contents 1. Executive Summary 2. Introduction 3. International Marketing Analysis 3.1. PESTEL Analysis and Environmental Impact Matrix (Macro Environment) 3.2. Porter’s Five Forces – Fast-food Industry 3.3. Identification of Key Players and their Competitive Position 3.3.1. Strategic Groups 4. Key Player – Evaluation of International Activities 4.1. Identification of Key Player 4.2. McDonald’s International Market Entry Modes 4.3. McDonald’s’ International Marketing Mix (7Ps) 4.3.1. Product 4.3.2. Price 4.3.3. Place (International Distribution and Supply Chain) 4.3.4. Promotion 4.3.5. People 4.3.6. Process 4.3.7. Physical Evidence 4.4. International Branding 4.5. McDonald’s Internal and External Analysis 4.5.1. Internal Analysis 4.5.2. External Analysis 4.6. Strategic and Tactical Recommendations for McDonald’s 4.6.1. Short Term (6 months – 1 year)
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4.6.2. Long Term (1 – 5 years) 5. Concluding Statement 6. Appendices 6.1. Appendix 1 6.2. Appendix 2 6.3. Appendix 3 6.4. Appendix 4 6.5. Appendix 5 7. Bibliography

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1. Executive Summary This report provides an analysis of the international marketing environment of the global fastfood industry and evaluates the international marketing activities of McDonald’s, which is considered a key player. Firstly, the PESTLE framework is used to analyse external environmental factors influencing the industry. The Porter’s Five Forces framework is utilised to analyse the competitive rivalry within the industry, and its attractiveness for potential new entrants. Key players and their positioning was identified using a strategic-groups model, mapping brand value against global presence. Based on the industry analysis, McDonald’s was identified as the market leader and an examination of their market entry modes was carried out. Their international marketing mix was evaluated to identify

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