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Grated Unit 2 Planning
Graded Unit2

Planning

Candidate Name: ZHANG Yuqing Candidate ID:115422243 Instructor :Tongjing

Brief

1.1 Title of the project
“marketing strategies of McDonald in China” is the title of my investigation.

1.2 objective of the project
I would like to evaluate the strengths and disadvantages marketing strategy of McDonald. The main objective of this project can be described into two parts including market strategy and describing the Pricing and distribution politics. The sub-objectives are as follows:
1· To introduce The historic context of McDonald.
2· To analyze the basic types of strategic McDonald adopted in China.
3· To understand the pricing and distribution politics of McDonald in China.
4 ·To compare the marketing strategy of McDonald with KFC 's in China.
5· To analyze Why does McDonald choose the different marketing strategy? And what market environment is McDonald in China facing.

1.3 Statement of issues to be investigated
In order to know the marketing strategies of McDonald.
►At first,investigate the background of McDonald:
·The historic context of McDonald.
·The development of the McDonald.
►Secondly,investigate the needs of customers and the consumption habits in China and how did these information influence the marketing strategies decision making.
►Thirdly,the method which McDonald used to collect the feedback form the customers and how these information used during the pricing and distribution politics making.
►The difference in marketing strategy between McDonald and KFC in China.
►Finally,analyze the market environment of McDonald in China and measures for improvement made by McDonald.

1.4 Reasons for the choice of issue and how this issue directly relates to topics.
All the information which i have investigate is about marketing strategy,it is necessary To know the The historic context of McDonald
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